Justify the choice of planned components by targeted media sector (M2)

Component 1: Animated Banner/Skyscraper Ad

For this design, I decided to go with a simplistic and clean design representative of the clean nature of the product. Online advertising is comparatively cheap, meaning that it will likely be quite profitable. Such adverts can also be targeted to users based on their browsing habits, meaning it is easier to only invest in promoting the products to those users who are most likely to be in the market for such a product. The nature of the internet is such that users will be able to be sent directly to the company site where they can purchase the product.

Component 2: Large-Scale Print Ad

While more expensive, if placed in the right location such as outside shops or in public transport stations, large-scale print advertising is seen by a very wide range of people. In the case of the latter, people will likely be very keen on the idea of a relaxing bath or shower having been on a flight, train or bus for a potentially long, cramped time. These adverts will continue the same visual style and use of the same assets as the other parts of the campaign to create a sense of synergy.

Component 3: Social Media Profile

The social media profile will be the centre of the campaign, featuring numerous posts promoting the products in various ways, all following the same design style as the rest of the campaign. There will be a closely-followed posting schedule with new posts being made at the times followers are most active. Followers will also be obtained through promotion of the most attractive posts, where targeted advertising can once again be implemented. This will also allow customers to publicly interact with the brand, with positive feedback being clearly visible to other potential customers as well as negative feedback being quickly and amicably resolved. For others, direct messages can also be used to obtain feedback and interact with customers in other ways, and the range of posts that can be made can vary from giveaways to celebrity endorsements (who will likely be keen to be associated with such an environmentally-friendly product for the sake of their public image if nothing else) to health professional endorsements to charity promotions.

Component 4: Magazine or Newspaper Ad

A more traditional method of marketing, these smaller-scale print adverts will still have quite a wide appeal. Despite being more costly and not as targeted as otherwise, these products do maintain a wide appeal much like that of the product, so the genre of the magazine is largely irrelevant. While the online advertising will likely appeal more to the younger demographics due to their spending much more time on the internet, these smaller print adverts will appeal to largely older customers, as these are the majority of print media readers.