Companies use advertising plans to build awareness about their product. Company uses different plans to promote their sales. It uses trade show plan to demonstrate what they are selling, sales promotion plan for incremental sales, public relations plan for free ads, internet plan for instant distribution of product specifications and information, customer service plan to repeat sales, research plan to monitor activities regarding the products and customer satisfaction and last but not least marketing plan which helps to identify when to market, how to market and who are the target audience for the product (Luther, 2011).
Marketing plan must cover the below 12 areas to form an effective marketing plan to increase sales (Wong, 2010).
Marketing plan must have the executive summary
Introduction about the marketing plan and the product
Analysis of the market situation for the product.
Analysis of the target customers
Analysis of the competition for the product
Analysis of the financial requirement of plan
7. Product strategy
8. Pricing requirement of the product
9. Promotion strategy for the product
10. Strategy for distribution channels
11. Allocations and monitoring resources.
12. Conclusion of the marketing plan.
The development of internet is making more and more companies to choose to advertise on the internet. There are many online advertising types on the internet and each of them has different function, few can make good profit and few not. So it is important for advertising agencies and distributors to make good choices by evaluating the efficiency of the online advertisement. Online advertising has a unique advantage compared to other three traditional media such as radio, television, newspapers and outdoor advertising (Shi, Wang, Kou and Wallenius, 2011).
The most prominent and popular web-based alternative to television is YouTube. You can watch videos in YouTube at customers' leisure time and can share easily with others. According to web traffic-monitoring site alexa.com, YouTube is the third most visited site on the web. Unlike television channels, YouTube does not have a subscription or advertising revenue model (Sheehan, 2010).
Advertising of 2011 Lincoln MKZ Hybrid vehicle:
The advertisement[footnoteRef:2] of the Lincoln MKZ hybrid focuses more on the features of the vehicle, technology they have used and responsibility towards going green. It advertises its product with the tag line "It is not just luxury, it is smarter than that" and It positions itself in the market as the most fuel efficient vehicle in America. It gives 700 miles on a single tank of gas and 41 miles per gallon. It has a nickel-metal-hydride (NiMH) battery-powered electric motor with a 2.5 L. Atkinson-Cycle I-4 hybrid engines, providing combined 191 hp. The regenerative braking system helps to keep the battery charges. It recovers more than 90% of the braking energy normally loses through friction and sends it to the battery pack. It has LCD gauge cluster with colorful graphics, the dual cluster provides performance related information for the MKZ hybrid. [2: http://www.youtube.com/watch?v=IWhaxXtBC-I ]
It has adapted most advanced technology for its operations. It has Rain sensing wipers, voice activated navigation, Sync voice activated technology, keyless entry, six airbags, safety cage and Reverse sensing system.
Performance wise, the vehicle has Intelligent All Wheel Drive through which the power is automatically transferred to the wheels when the wheel slippage is anticipated. This provides the tighter grip on the road for improved handling. It has attractive 18" polished aluminum wheels, luxurious bridge of weir leather trimmed seats with cashmere colored contract piping, an interior aluminum trim package. It has capless fuel filler which has integrated spring-loaded flapper door which allows us to insert the fuel nozzle into the tank to fill up. No screw cap is required. The easy fuel automatically seals after the fuel nozzle is removed. It has electronic brake force distribution (EBD) which prevents wheels from locking during the hard braking conditions. When computer controlled sensors shows the wheel lockup during hard braking, the four channels Anti-lock brake system electronically pumps the brakes several times per second. This system helps in maintaining steering control.
The Lincoln targets the customers from middle class to high net worth individuals. Lincoln does not mention anything about the price in its advertisements as their intention is to attract the customers towards the products at the first place and they advertise to convince customers that the product is luxury. Any automobile company can increase their sales if they effectively market their product, especially when the product is a luxury not a necessity.
The marketing plan of any company depends on what company...
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