Check out some local and national advertising. Try and figure out the marketing plan. Compare a local one to a national one from a critical standpoint.
Using newspapers as my media source, there was numerous noticeable differences when comparing a national ad versus a local one.
A marketing plan is a company's activity yearly documented and comprised of "the marketing process."
"Step 1: Research the consumer market and the competitive marketplace and develop a situation analysis.
Step 2: Set objectives for the marketing effort.
Step 3: Assess consumer needs and wants relative to the product, segment the market into groups that are likely to respond, and target specific markets.
Step 4: Differentiate and position the product relative to the competition.
Step 5: Develop the marketing mix strategy: Select product design and performance criteria, pricing, distribution, and marketing communications.
Step 6: Evaluate the effectiveness of the strategy" (Burnett, Moriarty, Wells 41/42).
While looking through the countless advertisements (in the Philadelphia Inquirer and USA Today), I noticed how flashy the national one's were. The sizes tended to be full page and or half, whereas the local were dispersed throughout news context (side-page ads). The national were more likely to be in color, containing eye-catching layouts and fonts as well.
The local advertisements were more informative, including more descriptions(on product/event/facility) and contact (phone numbers/emails). If the advertisement contained a picture, it was friendly and appropriate for all ages, where the national sometimes were more "dangerous" in their approaches.
It was quite common to see national advertisements promoting products, like Verizon (phone deals)-Cingular-AT&T..ect. and clothing companies (MACY's- Boscov's...ect.) Highly targeted to trendy, teen-middle aged audience. Where local companies focused on social concerns, such as education (Holy Family University-Penn State...ect.), banking (Commerce-Malvern Savings Federal Bank...ect.) and health care (Fox Chase Cancer Center-Frankford Hospital..ect). Their target audience was the everyday person, needing help and guidance toward important situations.
There was numerous times when the advertisements merged in similarities, but for the most part, clear differences stood as reminders of where each stood in the question "national vs. local?"
A marketing plan is a company's activity yearly documented and comprised of "the marketing process."
"Step 1: Research the consumer market and the competitive marketplace and develop a situation analysis.
Step 2: Set objectives for the marketing effort.
Step 3: Assess consumer needs and wants relative to the product, segment the market into groups that are likely to respond, and target specific markets.
Step 4: Differentiate and position the product relative to the competition.
Step 5: Develop the marketing mix strategy: Select product design and performance criteria, pricing, distribution, and marketing communications.
Step 6: Evaluate the effectiveness of the strategy" (Burnett, Moriarty, Wells 41/42).
While looking through the countless advertisements (in the Philadelphia Inquirer and USA Today), I noticed how flashy the national one's were. The sizes tended to be full page and or half, whereas the local were dispersed throughout news context (side-page ads). The national were more likely to be in color, containing eye-catching layouts and fonts as well.
The local advertisements were more informative, including more descriptions(on product/event/facility) and contact (phone numbers/emails). If the advertisement contained a picture, it was friendly and appropriate for all ages, where the national sometimes were more "dangerous" in their approaches.
It was quite common to see national advertisements promoting products, like Verizon (phone deals)-Cingular-AT&T..ect. and clothing companies (MACY's- Boscov's...ect.) Highly targeted to trendy, teen-middle aged audience. Where local companies focused on social concerns, such as education (Holy Family University-Penn State...ect.), banking (Commerce-Malvern Savings Federal Bank...ect.) and health care (Fox Chase Cancer Center-Frankford Hospital..ect). Their target audience was the everyday person, needing help and guidance toward important situations.
There was numerous times when the advertisements merged in similarities, but for the most part, clear differences stood as reminders of where each stood in the question "national vs. local?"
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