Dell Ad Campaign Essay -- GCSE Business Marketing Coursework

dell Ad constrictThe biggest area of expansion for dell is the consumer market. In order to develop much than gross revenue in this market dell needs to focus more(prenominal) advertising on the needs and wants of the consumer. Currently Dell promotes its consider model, which is a key factor Dell needs to create a emend position for itself in the consumer market. With all of the PCs in the market macrocosm more or less equal, Dell needs to focus on what differentiates its products from the competition, viz. service and support. The advertising trend need to focus on the emotions of the PC users as oppose to merely their logical side. With a strong activated ad campaign focusing on the anxieties and fears of the consumers when it comes to making the decision for a computer purchase Dell can reassure the consumers that we are in that respect for them. The claim model and more importantly the virtual integration should be the focus of the campaign as oppose to a teen -age part-time employee at your local mall. Why would anyone want to go into a super lineage where the salesperson pitches everything under the sun to you before you finish severaliseing them what it is you need. With the var.-to-order direct way Dell operates you tell us what you want, we dont tell you what you want.The advertisement campaign exit need to be coordinated in print, television, radio and obviously the Internet. Dell can also integrate the direct mail pieces and catalogs with the new pitch to further expand its reach and frequency. Dell can also continue to work towards the small and medium commercees through with(predicate) this outline using a similar mirror campaign in the trade publications and in trade show displays. The idea will be to have the campaign as recognizable and incorporating the Be Direct shibboleth that made Dell what it is.According to the Boston Consulting Matrix a fighter is in a high growth market such as the PC market and the compa ny has a high market appoint as in Dells case. With a sense impression the recommended strategy is to build. In this case the all of Dells products, desktops, notebooks, workstations, and servers fall into the Star scenario and as such Dell needs to utilize strategies that will build the market. By building the market a company can crap the maximum potential of the product line, if a Star is left only its true potential may never be realized. With the PC marke... ...are being discussed and investigated. Given the failure Dell had in the retail channel these experiences could be shown to bring more customers to the direct model which would be informative for the consumer. With Dells Be Direct position already commonplace, Dell will be associated with the direct model to cut off the competitors trying to be like Dell.Advertising ScheduleAs stated in our recommendations we will be beginning an advertising campaign to increase Dells share of mind and share of heart in the mark et. The campaign will be primarily focused on the consumer and small business segments. A pulsing strategy is recommended, built around our existing sales trends. The campaign will run for nine months from April to December, with three different simply related messages. Below is our corresponding sales trend that will provide us to best choose the pulsing strategy.As you can go to from the trend line between April and December our peak sales multiplication are April, July and August, and December. We will schedule our strongest reach and frequencies to correspond to these peaks. By increase our total GRP during peak months Dell can best use its advertising resources.