Aperture Analysis: For many product categories, prospective customers have one or more ideal times or places at which they are most receptive to receiving and paying attention to a brand message Custom Essay

Aperture Analysis: For many product categories, prospective customers have one or more ideal times or places at which they are most receptive to receiving and paying attention to a brand message. This ideal time/place is called an aperture. Regardless of whether a company spends a few hundred dollars on one medium or millions of dollars on a variety of media, the goal is still the same: to reach the right people at the right time with the right message.

In performing an aperture analysis, consider the following product: video game consoles (Play Station 4, for instance). Analyze their marketing situation, and give your intuitive answers to the following questions:

1. Who are the major customers of this product category? In your viewpoint, how does aperture work for the product? (8 points)?

2. Which media (or media vehicles) should be used to maximize and leverage the prospect’s media aperture, and why (8 points)?

3. Explain how the timing and duration of the advertising can improve the aperture opportunity (8 points).

You need to cite at least five articles or reports that you find in the UM online database, and they should be relevant to your arguments (of course you need to include the reference list in your writing).

Your answer should be neatly typed (Note: Single-spaced; 12 Times New Roman font; It is expected to be one full page, excluding the reference list).

Link for University of Miami Database:
http://libguides.miami.edu/content.php?pid=16714&sid=112685

In order to connect to databases use UM CaneID and password:
CaneID: a.mansur
Password: Escflor26

MRI Link:
http://www.mriplus.com/site/index.aspx?AspxAutoDetectCookieSupport=1

Email: [email protected]
password: floresc26

 

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