Objectives

 Authors, Armstrong & Kotler states that “an advertising objective is a specific communication task to be accomplished with a specific target audience during a specific period of time.” (Marketing: An Introduction p. 386) Since they are the experts, I took their advice and came up with two objectives for my new product. Phineas Fogg’s Bangkok Bites is a tantalizing snack that go great with beer and wine at parties and bars. It’s geared toward adults that enjoy sport events and socializing among family and friends.

     Another objective is to build a good brand for our products. A simple way to do that, is by creating a striking symbol. The authors wrote, Aflac adopted the duck as its symbol in its advertising, and even as stuffed animals, golf club covers, and free ringtones and screensavers. Other well-known service symbols include Merrill Lynch’s bull, MGM’s lion, McDonald’s arches, and Allstate’s “good hands”. (Marketing: An Introduction p.227)  Phileas Fogg traveling in a hot air balloon is a great symbol for the brand, but I thought displaying Bangkok’s national flag on the ad would give consumers a sense of fun and