Advertising Proposal for SONY Online Entertainment LLC Case Study

Advertising Proposal for SONY Online Entertainment LLC - Case Study Example teensy of this consumer success radiates on SONY Online Entertainment (SOE) as yet, probably because it was established fairly recently as the online playing period firm of the SONY Corp. of America. Notwithstanding its distinguished corporate lineage, SOE is a fledgling company that needs to position its ingest brand, broaden its marketing base and overcome the heavy competition in online gaming through advanced thinking and ideas.FGH Associates, a full-service ad agency, proposes to give SOE top-of-learning ability consumer recall and preference through a one-year advertising blitz that utilises every major medium - TV, radio, magazines, newspapers, cinema, video games, Internet, billboards - to deliver the message. The message SOE is the online gaming firm for quality, mental institution and delivery. This message will be delivered to the target market through meaningful advertising modules that exude warmth, faculty and ingenuity. Advertising is meaningful if it is true-to-life and effective, warm if gentle and sensitive, energetic if lively and appealing, ingenious if imaginative and zany but clever (McKay, 2005).In adopting an advertising strategy, positioning plays an important part. Positioning a product for a viable market involves communication, which has become difficult in an over-communicated society (Goldman & Papson, 1994). There are just too many companies, too many products, and too much marketing noise such that in the US alone, per capita consumption in advertising is placed at $200 per year. In 2006, adspend worldwide was placed at $385 jillion and is expected to reach $500 billion in 2010 (Chowdhury, 1994). Through all this noise, however, a firm quarter manage if it considers not only its own strengths and weaknesses but also those of its competitors. The easiest way to get into a persons mind is to relate to customers in a personal way (Desmond, 2003) a nd appeal to emotions in some ways (AllBusiness.com, 2008). This put forward only be done if the advertiser believes in his product. Even the most carefully thought step forward and highly creative ads would fail to connect if the product is not as good as advertised. The American Research Group (2007) sets 10 rules in making advertising more effective 1. Tell a simple but good story instead of just purveying information. 2. Make the desired call to carry through an essential part of the story.3. role emotional appeal as basis.4. Use easy and simple arguments.5. enter instead of tell the message.6. Use symbolic languages and images that relate to the senses,7. Match what viewers see with what they hear.8. Stay with a scene long enough for more impact.9. Let a powerful video speak for itself.10. Use identifiable music. When advertising takes these rules to heart and still fails to sway consumers, it may be worthwhile to follow