Final Answer:
We propose a targeted advertising schedule for Moon Cakes that focuses on key periods: a month-long campaign before the Mid-Autumn Festival and intermittent ads during major festivals and celebratory seasons throughout the year.
Step-by-step explanation:
Moon Cakes hold cultural significance, especially during the Mid-Autumn Festival. To capitalize on this, we'll initiate a month-long campaign leading up to this festival. During this period, from late August to early September, we'll employ various channels like social media, targeted online ads, and influencer collaborations to generate buzz and drive sales. Allocating 40% of the annual advertising budget to this phase would ensure heightened visibility and consumer engagement.
Additionally, intermittent ads during major festivals (Chinese New Year, Christmas, etc.) and celebratory seasons (wedding season, holidays, etc.) will maintain brand presence and capitalize on gifting opportunities. These ads will target different demographics and preferences, reaching a wider audience and potentially boosting sales throughout the year. Distributing the remaining 60% of the budget strategically across these periods ensures consistent brand exposure and increased market share.
The advertising budget can be calculated by estimating the total marketing spend for the year and allocating 40% for the Mid-Autumn Festival campaign and 60% for intermittent ads during other key periods. For example, if the total annual marketing budget is $100,000, then $40,000 (40% of $100,000) would be dedicated to the pre-Mid-Autumn Festival campaign, leaving $60,000 for ads during other festivals and celebratory seasons.
By adopting this targeted advertising schedule, we aim to maximize brand visibility and capitalize on peak buying periods, ensuring a continuous presence in the market and sustained consumer engagement throughout the year.