Essay on Magazines: Driving Force for Product Experimentation in the Market

Introduction

The magazine campaign is still preferred by companies in the advertising of products in the market. A magazine inspires a large number of readers across the globe. Readers use magazines to obtain creativity, inspiration, and information on current affairs and technological changes. The information from the magazine acts as a driving force for the reader to experiment on advertised products in the market (Lucozade sport marketing project, 2019). Thereby magazine readers' visits and purchase advertised products in shops, thus boosting the company's sale.

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Magazine campaign marketing strategy brings products much closer to the consumers. The channel ensures that readers focus their attention on the magazine content at the expense of other tasks. Thus, making it hard to miss advertisement contents and instead have complete attention on the product (Lucozade sport marketing project, 2019). Also, the physical holding of the magazines is vital in ensuring that the consumer is keen on the advertisements.

A magazine campaign forms an essential component in minimizing the congestions in online advertisements. Companies that use magazine campaign channels reach target audiences without spending huge amounts in online advertisements. Thereby, such company's attain a competitive advantage in the market. Moreover, a magazine improves the memorability of customers in their realization of uniqueness in the market (Why advertising in magazines is beneficial, 2017). Magazine advertisement is durable since it can easily be stored, and thus a reader gets the opportunity to reference the contents.

Magazine campaign provides credibility information to consumers as depicted in the scenario where the readers take time to purchase the magazine physically. Thus, companies that use magazines for advertising their products are likely to experience and increased product sales. Also, the success of the magazine is depicted from printing quality advertisements that capture readers' attention.

What do you think made the Lucozade campaign in Runner's World so successful?

Lucozade designed a website that enhanced the sale of its new invention, for instance, Lucozade sport. The product Company increased labeling and presentation of inventions by adopting the Blue and Yellow color that enhanced an attractive outlook. Lucozade Company took an image of a man running to demonstrate the energy and speed generated from the consumption of the product. Also, the company chose the theme of "Last longer finish stronger in the last 15 minutes" to indicate determination that Lucozade Sports provides on the consumers. The company adopted the advanced technology on its production evident in increased production in the market to prevent a shortage. The advanced technological acts boosted the customers' confidence in the realization of the company's dedication to the market (Broughton et al., 2016).

The quality of Lucozade Sport is vital in competing amicably in the market. The product provides for regulated ingredients that prevent dehydration of athletes, an essential component in the sports industry. Additionally, advertisement industries provide Lucozade Company a platform to advertise its products in the market. For instance, magazines and newspapers advertised on events organized by the Lucozade Company, and this ensures consumers are aware of the next company move in the market.

Lucozade partnership with companies, for example, the Ogilvy ensured effective advertisement of the company's unique products to the market. Therefore, advertisement ensured Lucozade Company products remain popular in the market and also gain a competitive advantage in the long run. Lucozade's campaign in Runner's World success is also realized in the use of a target market in selling its products (Broughton et al., 2016). The company realized that the major consumers of the product where sportspeople and thus incorporated an image of an athlete to attract different sporting leagues.

How would you formulate a campaign for a sports drink to appeal to multiple different age groups?

First, I would identify the vision of the company and determine whether the target audiences are youths or adults. Thereby, I will adopt social media advertisement considering the vast majority that utilizes the network. The social media attracts both generations, and the network is accessible worldwide. I will use social media for ads that, in turn, will generate high returns to the company. A situation that a company targets the youths,

Also, I would emphasize entertainment strategy such that I promote the company's product by use of celebrities to lure the youths. For instance, I will utilize a celebrity graded as having the highest sprint to attract more sports fans and players (Coe, 2016). Therefore, I will use Ronaldo being that he is a popular figure that attracts the market. I will start the campaign from the local to gain popularity and minimize spending in the advertisement. Moreover, I will calculate the time requirement from which I intend to implement the campaigning strategy. I will look at the risk associated with the campaign strategy and device measures to curb the risk (Francis et al., 2017). I would also formulate the campaign by regularly checking on the progress and linking the campaign with the dominant company's.

References

Broughton, D., Fairchild, R. M., & Morgan, M. Z. (2016). A survey of sports drinks consumption among adolescents. British dental journal, 220(12), 639.

Coe, J. (2016). Energy or taste: why are teenagers drinking sports drinks?. British dental journal, 221(3), 124.

Francis, J., Martin, K., Costa, B., Christian, H., Kaur, S., Harray, A., ... & Trapp, G. (2017). Informing intervention strategies to reduce energy drink consumption in young people: findings from qualitative research. Journal of nutrition education and behavior, 49(9), 724-733.

Lucozade sport marketing project. (2019, February 6). Retrieved from https://www.greenontheinside.net/lucozade-sport-marketing-project-essay-example/

Why advertising in magazines is beneficial. (2017, October 24). Retrieved from https://imagine-express.com/benefits-magazine-advertisements/