MARS Splenda Campaign- Delite Integrated Marketing Communications

MARS Splenda Campaign- Delite Integrated Marketing Communications

Program Creative Strategy StatementThe marketing communication process

begins with identifying those who.

MARS Splenda Campaign- Delite

Integrated Marketing Communications Program

Creative Strategy Statement

The marketing communication process begins with identifying those who

will make up the target audience. In this case, the target audience

for the MARS Splenda Campaign includes three market segments:

diabetics, health conscious younger females and mothers of children

between the ages of 4 and 12. The objectives that are taken in this

case are as follows:

- Create awareness among 90 percent of the target audience. To do this

we will use repetitive advertising in magazines, on television, on the

radio and billboards. Keep the message short and simple. Make people

aware of the difference between sugar and Splenda.

- Create interest in the brand among 70 percent of the target

audience. Inform people that it contains no sugar but Splenda so it is

healthier for your children but also tastes good and may also be eaten

by diabetics.

- Create a favorable attitude about the brand among 40 percent and

preference among 25 percent of the target audience. Do this by

conveying the information about the difference between sugar and

Splenda in all ads and on the package. Each time you purchase you have

a chance to win cool prizes from our online gift shop. Refer people to

the website...