An Evaluation of the Effects of a Global Advertising Campaign

2039 Words Sep 21st, 2008 9 Pages
An evaluation of the effects of a global advertising campaign
Advertising is a general method used by many companies and organizations all over the world. Those organizations or companies use advertising in order to increase selling of the company goods as well as services. More than one hundreds of ads are publicized throughout the mass media such as television, newspaper, radio, billboards as well as the internet. These channels are major tools that we use and see in everyday life. Nevertheless, not many products will be successful, nor become remembrance for everyone. However, PEPSI advertisings are different. This is because most of their customers have brand loyalty which probably the key to the company success. Hence, this report
…show more content…
For several years the main consumers of PEPSI were teenagers and young adults.
Most of its advertisings used teenager presenters or superstars who were hero of young people. This is because superstars have ability to influence the teenager. This target group seems to act and consume in the same way as their heroes or superstars. Those Pepsi’s main attention on this segment they also target on the 12 – 18 years old market. This is because Pepsi trusts that if they can get this market to adopt their product then they can establish a loyal customer for life (PepsiCo, Inc, 2008).
 Psychographic Segmentation Analysis
For psychographic segmentation, market is divided into group based on psychological/personal traits and lifestyle (Kotler & Keller, 2006). The target audiences of Pepsi have high expectations in life and also very active. Moreover, they can adopt a lifestyle of living to stay for today and they are not worrying what they will do in the future and not worrying about long term goals of their life. From several Pepsi ad campaign, although you are the persons who have whatever lifestyle or difference lifestyle, you still can drink Pepsi but the target audiences will be modern and like to do the activities, this is because this target group like to be fresh and cool person.

The example of

Related Documents