Exploring Strategies in Advertising

Our work comprised the following strategies: marketing strategy, communication strategy, creative strategy and a broadcasting strategy, through which we identified a communication problem faced by Café Roma. Even though the product has been in the market for two years, a majority of its target aren t aware of its existence. Following strictly and respecting the specifications, requirements and instructions on the advertiser s brief, we brought out proposals which if effectively followed, it will go a long way to increase Café ROMA s awareness. After scrupulous studies the marking problem dissimilated was: unavailability of the product in sales points. As for the communication problem, the product isn t known by the public although being in the market for two years. We therefore used our skills and competences obtained during the three years of training at ASMAC, that is; we conceived ad messages which we planned to broadcast via mass media and Outdoor media. To summarize our results, we carried out a market study and came up with a communication strategy, which was materialized using a creative strategy and finally broadcasted the message on the chosen media.