Advertising Strategy Development



Advertising Strategy Development

Zhuyi Xia


Advertising Strategy Development

Question 1:

The company is AT&T. The three market segments for the company are women, business people, and the youth between the age of 15 and 35. Women are considered pleasure-seekers and will subscribe to the entertainments of the company with an aim of maintaining happiness and well-being. Unlike men, women will try at any cost to eliminate negative experiences and restore their joy and as a result, they are the main customers of AT&T Company. Secondly, business will need the company for advertisements and marketing. AT&T markets the products and services of other companies and due to its high customer base, the outcome is always positive. Lastly, the youth are heavy users of the internet and data and this is the reason the company is largely targeting the group.

Question 2:

Out of the three segments, women are the most important customers of AT&T. This is because they tend to be loyal in all their endeavors. Furthermore, women use a number of strategies such as entertainment and mobile communication to eliminate their negative experiences and thoughts thus restoring their happiness. In other words, women are not like men who can survive with troubling experiences. They will always subscribe to the services of this company and this translates to an increase in the customer base and market share of the company. This is due to the fact that challenges are key characteristics of human life and to be able to live happy lives, women will opt for entertainment and other mind-relieving services of AT&T Company.

Question 3:

The target consumer for AT&T Company is women and there are a number of questions in regards to the market. The answers to these questions will help the company formulate effective strategies that will lead to an increase in performance and profitability. First, what is the income level of the majority of the women in society? Are the women able to finance the services? What can be done to ensure all customers access the services? Based on my knowledge, every woman is a pleasure-seeker but majority are limited by their income. Given a chance, they can still utilize the services of the company. Lastly, what is the percentage of women in the community? Is the number enough to help the company meet its goals and objectives?

Question 4:

In order to get the answers for the above questions, I will organize a research where several employees will conduct interviews with the customers with an aim of learning their lifestyles. During the interviews, they will inquire about their sources of income and also the available responsibilities. This is because entertainment is a luxury and regardless of the income, if the responsibilities are more, they will not have enough money to finance the company’s services. Secondly, I will use questionnaires to help me know the personal information of the customers. I think this will be more effective especially if I develop trust with them before the research process.

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