An advertising campaign for Sharp 14V-J200S

• Main Authors: Jimenez, Josell Cyril P., Paras, Christine F., Santiago, Quiel Leandro B.
• Format: text
• Language: English
• Published: Animo Repository 1999
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/17573
• Institution: De La Salle University

There has been noticeable decline in the brown line industry over the past three years. A number of factors have contributed to such decline, one of which is the shift of consumer preferences from the conventional goods to new and trendy ones such as fancy cellular phones, high-tech pagers, and laptops. SHARP (Phils.) Corporation (SPC) has decided to use the consumers’ current perception and attitude towards appliances to their advantage by taking steps in re-launching their 143 variant. In line with this, SPC has assigned Josell Jimenez, Teeny Paras, and Quiel Santiago (JTQ) of JimenezD’ Arcy to help them achieve their objective. The JTQ creative team analyzed SHARP’s current dilemma and arrived at the conclusion that the best way to solve their problem is to create a whole new need for the 143. To do this, the team designed an advertising campaign that would run for five months. Said campaign would focus on SHARP 143 being the best TV set for the target market, it being able to fit the consumers’ lifestyle to a T. Emphasis would be placed on the product’s size being the perfect one since consumers greatly take into consideration te amount of space available in their homes and rooms.