Communications and Media

What role would media play in your campaign (what kinds of media Web-based, tv, print, posters,etc). How would you reach your target via the mass media

The products target market is college students who are living an active lifestyle. Media plays a vital role in promoting the drink and to reach the target market. The internet is one of the media where ads could be place since this age group most likely to spend a lot of time browsing the internet. TV, billboards and posters are also some of the effective media to reach the desired audience. The drink can be effectively endorsed by an athlete who needs a lot of energy. This is also a way to show that the drink is legal and approved by the Food and Drug Administration and that is clinically safe.

Another promotional strategy is to visit different colleges and universities. The perfect timing would be during sports activities like intramurals and inter-collegiate playoffs. This will give students to try the energy drink first and to know their opinions about the drink. The manufacturers can also hand out free tee shirts to students and for free advertising.

What role would personal influence play
Personal influence plays an immense role in the promotion of the products. Families and friends can highly influence their members and peers if they are satisfied with the product. The group would like to hire college students who were going at the same school to market the product in the university. If students could see that their friends are offering the drinks, there is a bigger chance that they would try it and join the bandwagon.
How would your campaign draw on the insights of the two-step flow and limited effect theory more generally to influence consumers to purchase HEMP drink

The two-step flow model explains how ideas flow from the opinion leaders to a wider population. The promotion of the product is in line with this theory as the college students who are heavily browsing the internet and expose to our logos, saw the ads on TV and posters as well as those who personally tried the drink at school are most likely become opinion leaders wherein they will diffuse the message to their friends and families and tell others about the product. Thus, if the family, friend or acquaintance will tell others about the product, they will most likely to believe that the product is beneficial to them since they have closer ties and an established interpersonal relationship.