Promotion

“A campaign must have visual impact, whether a visual surprise, graphic interest visual drama, or a breakthrough appearance. A creative approach in advertising must be appropriate for the product or service, and it must communicate and enhance the client’s message-form follows function.” (Advertising by Design, Landa, p.204) Molly Brown’s advertising campaign will feature a print ad and a television commercial that is 30 seconds long. These types of advertisements can be used in the existing media the company utilizes in their promotional efforts. The company relies on word of mouth from the buzz they create on their internet website and through their customers that have found them by searching for particular hard-to-find swimwear brands. “From the strategy, you conceive a premise, a central theme that forms the basis of your claim. The premise should be based on an insight into the brand, the product, and the audience.” (Advertising by Design, Landa, p. 192) The promotional strategy of this advertising campaign is to promote the brand to new potential customers by attracting them to the store on the most popular form of social media used by the target market today. All elements in the campaign can be used online on Facebook, Twitter, and YouTube. These are websites that all of the target market of the company is heavily involved in. The commercial will help to relate to the consumers what the store and the brand are all about while showing them some of the merchandise they can expect to find in the store. It also will familiarize the audience with the store by letting them get a sneak peak at what the interior of the new Las Vegas location looks like. The print ad can even be made into a billboard and put anywhere in Las Vegas or the Los Angeles area just by changing the location that is advertised in the copy.