16 Case Studies CASE 2 RAY-BAN SUNGLASSES: SELECTING THE laughingstock AUDIENCE AND THE COMMUNICATION OBJECTIVES Objectives The case has been prepared to help you to prize the following: What is an agency brief and what are its various comp angiotensin-converting enzyments To indite the market Segments and select the most attractive by guardedly analysing the interpreting consumer data Selection of confabulation objectives and development of a parley strategy to achieve a desired response. social organisation 2.0 Objectives 2.1 Introduction 2.2 Agency Brief 2.3 The Need 2.4 Communication schema 2.5 Discussion Questions 2.1 INTRODUCTION In this case an attempt has been make to help you to appreciate the campaign planning process. This case is in two parts. The scratch line part is the agency brief, in which the troupe has tried to analyze the marketing problem. The company feels that because Ray-Ban is technologically shining in quality, and recognized by the consumer as such, a intersection change is not required. The brand is seen as expensive, but the said(prenominal) consumer does pay as much of a premium for top-end brands in other product categories. Therefore there is a need. for the communication to change this consumer perception.
The second part of the case is on communication strategy as proposed by the advertising agency, has analyzed and depict the complete `planning cycle. 2.2 THE AGENCY BRIEF Ray-ban was launched in India in mid-1992. Today the brand is doing reasonably well, but silent has to cross the main hurdle. 2.2.1 Historical Background In 1930 the first Ray-Ban lenses were developed for US Army Air Corps fliers - this was the generation of Ray-Bans most popular/keystone design known as Aviato. Rayban sunglasses became the preferred choice of Hollywood stars at one end, and outdoorsmen (pilots, policemen, yachtsmen, fishermen, hunters, etc.) at the other end. Technology of B&L Bausch & Lomb,... If you want to get a full essay, devote it on our website: Ordercustompaper.com
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