Advertising critique

MKTG : Advertising Management

DeVry University, Keller Graduate School of Management

Introduction

Welcome as a customer of The Keller Advertising Agency! We are very great full and we feel very honored that you have chosen our agency. As Vice President, we want to thank you for choosing our agency to help you introduce your new eReader into the marketplace. Our agency is pleased to help you create a market that will welcome your new product with open arms and know that your targeted audience is receiving an eReader that is different from others in the market right now. The Keller Advertising Agency is an award winning agency who will be sure to put your needs first so we can capture a spot in the marketplace for your new eReader. We will accomplish this by ensuring that we have a clear vision of your mission, message, values, to exhibit creativity of your product and to help the consumer to be able to identity LibraTech's eReader from other eReaders in the market. The Keller Advertising Agency will create an integrated marketing communication strategy that will speak consistently with one voice, one message and to let LibraTech's eReader compete in the market place with other readers. With the rising cost of text books and rental costs for text books dropping; we simply want to help you give your readers a chance to make a choice of reading products that fit their lifestyle. We will accomplish this goal by first, helping you with your naming strategy, help you analyze the marketplace to determine the perfect ad campaign, establish your target market, then we will introduce to LibraTech to an advertising strategy.

Product Strategy

LibraTech will become number one in electronic text books industry because just imagine being one of the top eReader providers in the market place. We will accomplish this by ensuring that it is a name that sounds good, it is benefit-oriented that will make the consumers think about really wanting to do it. This strategy is effective when you are releasing your product in the electronic technology category. There are over 10 other brands your eReader is competing with so it is important to make it easy for your targeted audience to know what they are getting. During this process we want to start building brand awareness for LibraTech. We want to hook the consumer with a name that will help them think of what they want in an eReader. Name would be “KantLink" reader, this reminds the consumer that they are a link away from the book or magazine they want to read at this moment. The task is to keep it easy and simple for your target audience to remember who you are and why you are here.

Research

The following research analysis captures information from various data sources such as: online databases, journals, Government Agencies, magazines, news paper articles and Trade Associations. It explains the online presence, comparison, niche, and difference within the different eReaders, and describes the opportunities for LibraTech to gain their presence. Since eReaders are the latest reading electronic technology, consumers want to have good choices, prices and specs to review.
Sales of the eReader is expected to growth to 50 million units by the end of 2014, the industry itself is expected to be over $6 Billion by the end of 2014, competition of the reader is not only in the United States but your eReader will compete globally with China, Japan, Europe, etc

To continue with background information regarding the competition, Amazon is the leading seller in eReaders and is back by a large library of electronic content. Other competition has hit the marketplace such as: Amazon.com Inc., Sony Corporation, Barnes and Noble Inc., Booken, Kobo, News Corporation, Plastic Logic Limited and others. This is a positive outlook because it allows LibraTech to come into the marketplace where pricing the unit will be crucial. Pricing the