LO2: Gantt for Advert release [Frazer]

 Which type of campaign will we use for The Vintage Leather Bag Co?

There are three methods to running an advertising campaign. Firstly all of the material can be released at the same time meaning that there would be a high Chance that the Target audience will see it as that it is included in all of the forms of media where it was planned to be represented. Secondly the campaign could gradually release all of the promotional materials which means that the audience will see the same product advertised with the same message, House style and theme over a longer period of time. Lastly the campaign could use a "Tease and Reveal" strategy wherein a brand will use something recognisable to make an established audience anticipate the launch of future advertising material.

This last strategy is often employed by large film studios (for example the first official piece of advertising for 2016's "Batman Vs Superman Dawn Of Justice" was a short teaser trailer featuring the recognisable iconography of Henry Cavill's updated superman costume which had been seen previously in 2013's "Man Of Steel" by the audience the studio was targeting. I do not think that this method would be effective for our campaign as that it is usually used to promote well established brands which have recognisable iconography to encapsulate the atheistic of their product and therefore it will not work for an upcoming brand such as The Vintage Leather Bag Co.

Due to the nature of the vintage leather bag company as a business and the audience we are attempting to attract i feel that it would be illogical to use either an "all at once" or "tease and reveal" campaign because the audience is unfamiliar with the brand making the use of subtle iconography redundant as well as the fact that the product itself would probably benefit most from being advertised for as long as possible and not (as the "all at once" campaign would do) give the product the maximum amount of exposure possible to the detriment of the campaigns longevity. Again i don't feel that this "All at once" strategy would work at all as that we don't want the brand to be forgettable and a huge amount of exposure for a small amount of time would only serve to put the name of the company into the public eye.

Having cancelled out these two methods the only one we are left with is the "slow release" strategy. We will likely carry this out by releasing different mediums of advertisements at different times as to maximise the length of the campaign. By doing so the target audience will become more familiar with the brand and are therefore more likely to invest their money in the products which they will now see as coming from a well established brand. A slow release method of marketing the Vintage Leather Bag company would therefore be the most appropriate.

In order to be successful in this campaign strategy we will need to release the campaign pieces in an orderly fashion for as long a period as possible maximising the exposure while minimising the amounts spent for each advert.