It would be ensured that the product is positioned in a manner that it reveals its advantages regarding its three competitor products, but also specifically identifies and targets the desired consumer base.
b) Core message
As with the positioning strategy, the core message would be centered on the advantages the TruFocal eyeglasses generate for the users. The message would as such communicate the ability of the new eyeglasses to offer utility and efficiency, as well easiness of usage in a single product. The core of the message would be represented by simplicity and easiness in offering a simple solution to help people regain their youth eyesight.
c) Creative recommendations
In terms of creative recommendations, it is advisable for the advertising campaign to be constructed on simple and decent principles as these best appeal to the targeted consumers.
d) Advertising appeals
As it has just been mentioned, the appeals of the advertising campaign ought to be based on principles of ethics and decency. Sexual or otherwise exciting and immoral behavior are unlikely to appeal to the older consumers and could even have the opposite effect of distancing the consumers from the product.
e) Executions
Finally, the executions element of the creative strategy should be constructed on video advertisements. These...
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