Advertising Consultancy Report For Mamma Mia Media
What is advertising? Advertising is 'paid persuasive communication that uses non-personal mass media - as well as other forms of interactive communication - to reach broad audiences to connect an identified sponsor with a target audience' (Wells, et al, 2006:5)
There are many different paradigms in advertising, the most popular being the Stern and Aida paradigms of informing, persuading and reminding, and getting consumer's attention, interest, desire and therein causing the customer to make some sort of action towards the product.
Later on, John Caples provided the following principles in communicating an advertising message.
His principles included, getting and holding the consumers attention, creating a desire for the product, make the product believable, prove that it is a bargain from its competitors, make it easy to buy and give reasons to buying it now.
According to the Geogr (2008) the form of advertising is intended to convince an audience to taking action with their products, from thinking about it to buying the product itself.
Advertising can be seen almost everywhere, from large billboards to small banners in websites.
'Modern advertising developed with the rise of mass production in the late 19th and early 20th century' (Geogr, J.
There are many different forms of advertising communication, ranging from television to print, which each have their advantages and disadvantages, but they all have one goal in mind - to raise their brands popularity and awareness to their target markets.
Each advertising media follows a certain scheme.
The advertising scheme includes the name of the product, or service, and how it could benefit the customer its targeting to.
It influences the potential customers to buy and be loyal to the brand.
Advertising relies on three different factors in order to grow into what it is now, and be successful.
Market research; in order for a product to be successful, advertising is a must.
Researching the market and its competitors within its field will provide crucial knowledge that may influence the products popularity.
Product development; there are two ways of developing a product, production oriented marketing, to where companies invest money into finding new and improved goods to sell to the market, while market-oriented marketing, to which companies research on what is needed to improve sales of the product and find out different ways in order to succeed in selling the goods.
Promotion; this is very important as it incorporates the importance of a brand, without promotion, the product will not be able to sell as no one will know about it.
At the very beginning of production, the advertising agency will inform the company what the product is and what it is like, how much it costs and where you can get it.
Through this, the company can advertise accordingly.
It is necessary to persuade people to be loyal and keep buying and attract more customers into buying in order for sales to increase.
'Bus Straps' IWC)
Through promotion, Mamma Mia can increase its marketing sales by using tools such as discounts, vouchers and offers including 'buy one get one half price', family deals - meals for four, student deals etc, or competing against their opponents and using the same type of tactics, for example Pizza Hut's 'happy hour'.
The brand Mamma Mia(TM) has given itself the title of being 'the best pizza restaurant and take out' (according to leading restaurants all over United Kingdom and most in America.) They incorporate established value and originality by using the traditional brick oven technique in order to create a sense of authenticity and genuine flavour to their food.
This authenticity is a unique high point for the brands core customers.
Mamma Mia(TM) was first established in the early 1980's in New Jersey, America.
It continues to have an upstanding quality in USA with catering its 'award-winning' pizza to the likes of the New York Giant's, Billy Joe, Bill Cosby, George Steinbrenner, John Gotti, Donald Trump and even Frank Sinatra.
But with its lack of advertising in the UK, it shows in its unpopularity with bigger leading retailers - such as Pizza Hut and Domino's Pizza.
Although, its popularity somewhat grew with using the latest release of the awaited movie 'Mamma Mia' to its advantage, its popularity had sky rocketed in the regions where the restaurants are.
According to the Evening Chronicles, Barr states that 'the biggest show in the world (Mamma Mia) opens in Newcastle three weeks tomorrow - and where better to have a bite to eat beforehand than at its namesake'.
With the clever use to Mamma Mia, the popularity of the restaurant in the European market had risen, although with the lack of restaurants around the United Kingdom the need for advertising is based on local advertising rather than national.
A more innovative style of advertising can put Mamma Mia on the map for popularity at a national stage and make it more popular and at the same level as - if not leading to - its competitors.
With the lack of popularity, the budget for Mamma Mia would be considered as very low, therefore the media used to advertise must be chosen according to the expenses.
Although, with the many different styles and types of media, i.e.
promotions, viable communication and other theories within advertising, there is no doubt that at least one will work to increase Mamma Mia's market value.
Small adverts in print media is not as expensive - though it depends on what magazine or newspaper, etc, you are selling to.
In local newspapers, the amount for a small add is very minimal.
The advert can be shown in many different types of innovative ways, as long as the message it is trying to tell is put across.
There are many different aspects of magazine advertising with the core category of food and eating out.
With magazines and newspapers such as 'Good Food', 'Delicious' as well as the take out section in the 'Yellow Pages'; the possibilities of reaching the target market are pretty much endless.
The disadvantages to such media are that not only can the advert be overlooked by many consumers, but the advert itself is only based on sight.
For example, advertising for Mamma Mia requires colour print articles to show the food, therefore the knowledge of what different colours mean and how they entice the customer should be considered, for example, red could mean danger or fear, while blue could mean calmness and safety.
Broadcast media is any type of media that transmits sounds or images electronically, for example, television, radio, etc.
This type of media is most influential to consumers.
Television is one of the most powerful forms of advertising, due to the fact that you can get a lot of detailed information about a product from a thirty second advert.
The daily time frame of showing the 'spot' adverts depends on the target audience, for example you cannot broadcast an advert about cars in children's programmes as they are not the target market, and can't afford to buy cars.
The pique time for showing such an advert as Mamma Mia should probably be shown at either before lunch or dinner times when the consumer is thinking about consuming food.
The advantages of this media is that it is wide ranged, can be very easy to understand and some slogans are very easy to remember, but the disadvantages are that repetitive advertising can either enrage or bore the consumer.
With the latest technology, the rewinding and recording of live television, some adverts are easily missed, or misinterpreted.
Producing adverts in televised media can also be very expensive.
Radio is also another somewhat powerful form of media; it is intimate, personal and creates as imaginative experience.
It provides involvement of the consumer, as well as having various different frequencies - ranging from music fans to news fans - that capture the consumer's attention.
Although the disadvantages for this type of media is that for Mamma Mia the need for sight is important in order to show what the food looks like in order for it to be appetising.
Also, within radio there are too many adverts that are quick, fleeting or forgetful.
Product placement is another form of broadcast media, where a company will pay for a movie or a program to have their product shown, for example, James Bond and Aston Martin and Coca Cola in American Idol.
This refers to two-way communication that can be done either through the internet, phone or through the email.
It is considered to be one of the most persuasive forms of advertising media that is available to marketer.
The internet is a very social and interactive way of advertising media, for example, 'Facebook' is very much based on social interaction and it relies on 'pages' made by other members to grow.
With the growth of technology, the use of the internet is available on mobile phones and other technological media.
There are many different types of internet ads, ranging from banners, skyscrapers, pop-ups, pop-behind, etc.
Though the disadvantages range from the consumer getting annoyed by said pop ups and flashing banners or skyscrapers that avert your gaze to them.
Viral marketing through emails promote business and deliver what's known as spam.
Spam has been given a hard time as it is usually criticised to being filled with problem marketing and viruses that could harm your computer.
Word-of-mouth is also a form of media.
Spreading the word of something can have both a good and bad effect on the person who is receiving the information, if the person who is informing has negative views of the product, then so will the participant consumer.
These forms of advertising can prove to be very irritating and interfering with their everyday life.
Direct mail is a form of advertising where the company inherits the list of names and addresses of those who seem might be interested in the products and send leaflets to the houses.
The advantages to this are the same as most print media, it's cheap to distribute and can be seen by everyone, although the disadvantages are that this form of advertising is very irritating and with the many other competitors also competing with the same type of media, the consumer usually retaliates by throwing the adverts away and not caring to consider the product.
This new unconventional form of marketing that creates a 'buzz' for intended excitement at a limited budget.
Though some may cause excitement with the intended target market.
But some messages aren't put across properly.
For example, in 2007, in Boston Massachusetts, there was a bomb scare when police officers mistakenly identified small electronic devices found throughout the streets of Boston and its neighbouring cities as improvised explosive devices.
The devices though, turned out to be battery powered LED play cards with an image of a character called a 'Mooninite', the cards were part of a marketing campaign for the movie release of an animated television series, 'Aqua Teen Hunger Force'.
'ATHF LED in Cambridge', Murthy 2007)
Mamma Mia™ is a well known brand in most parts of America and a few local parts in UK.
Due to their unpopularity in Europe, low budget, and lack of restaurants all over the UK, most television advertising could crevice their sales revenue.
The best way for this product to advertise itself would be by print media in respectable magazines.
Most people require take-out food on a regular basis, and with print media, the advertisement will always be there, and many other people who read or pick up the magazine will be able to see the advertisement as well.
Also, the proper use of guerrilla marketing would be a great way to create a buzz of excitement for local cities with the restaurant in order to increase their popularity and their sales.
After going through the research, it has come to the conclusion that Guerrilla marketing and print media marketing would be the best approach for tackling the unpopularity situation of Mamma Mia.
Considering the lack of restaurants around the UK - as stated before - the choice of other advertising tools must be taken out of account, for example, television adverts are national - if not worldwide in some cases - therefore showing the advert in a city that doesn't have to restaurant would prove to not only be fatal to sales, but cause loss in money.
The use of print media is also a pretty cheap and easy promotional tool for increasing the products popularity and sales.
If this concept is taken onto public places, for example, trains, bus stations or places where the intended consumer needs to wait.
Or even within core category magazines, newspapers etc, it could impact the customer into buying - or in this case - visiting and consuming the product.