Advertising Campaign for American RVs: Marketing Project Analysis

This project analyzes an advertising campaign for American RVs, a company struggling to gain market share. The student, acting as an account manager, selects the Midline model and researches its target market, emphasizing demographic, behavioral, and psychological segmentation. The project identifies key competitors, Lazydays and Skyline RVs, and proposes a social media advertising strategy using platforms like Facebook, Instagram, and YouTube. The campaign aims to promote luxurious travel experiences and increase brand awareness. The student justifies the Midline model choice, integrates the Maslow model, and selects the Midline model to integrate AdWords Ad for promotion. The project includes figures for advertising and concludes with the importance of selecting appropriate advertising techniques to improve the company's market visibility and share price. References from various research papers are included to support the analysis.

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Advertisement Principles
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Introduction
Advertising enables corporate associates to inform about availability of particular
products to their targeted customers. Besides, the increasing complexities in contemporary
business demands corporations to adapt and implement advanced advertising techniques so that
it can overcome the aggressive strategies.
Description of advertisement model
Selecting an effective advertising model after analyzing self-limitation and strength helps
the corporate to generate high values from advertising practices. In the matter of American RVs,
it seems that although having different products to offer in the market, the company is
encountering a huge challenge in attracting and convincing its potential customers. Analyzing
the product of American RVs, the company is required to integrate with demographic, behavioral
and psychological market segmentation. This company can emphasize on the Midline advertising
model. The design and model of American RVs are emphasized to suit the comfort zone of all
the class and ages of people (Kasemsap 810). The design of vehicles is emphasized to the
suitability of the new generation and youth and also for individuals who love adventures and are
nature lovers. Hence, it is necessary to adopt an advertisement model that would encourage
youths. Midline model would help American RVs to plan competitive strategic marketing that
would suit its pocket and would be able to reach its potential customers.
The reason for me to select the Midline advertisement model is that the company would be able
to integrate with the Maslow model in which it can evaluate different aspects of its potential
customers (Rashid 70-79). With a Midline model, American RVs would be able to integrate
AdWords Ad, which is a little expensive but on the other hand, is effective in promoting new
business.
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Identification of two main competitors
After analyzing the marketing position of American RVs, it is evaluated that Lazydays
and Skyline RVs are identified as the strongest competitors of American RVs in the market. The
main strength of both companies is that they have been operating in the market for decades
whereas American RVs were established in 2013 (Barone and Jewell 499). This renders that
their position in the market is stronger as compared to American RVs, as their customer base is
larger. However, these brands failed to collaborate with the demands of its customers in
improving their traveling experiences, which is identified as their drawbacks in rendering
targeted goals. In the matter of advertisement, Skyline RVs still follow up with traditional forms
of advertising, due to which its brand recognition is stimulated only within the local public
(Bachnik 479). However, little evolution of social media is rendered by Skyline. Lazydays
emphasizes social media networking, blogging along with Google advertising to reach its
targeted customers.
Concepts for social media advertisement
American RVs can display its value statement by promoting a slogan of experience
luxurious traveling with American RVs for everyone. This would help the company to express its
idea of a selling point that is targeted at all income, aged and gender aspects. The advertisement
would have attractive points and images that would convey all the basic queries of the customers
and hence, the advertisement would be valuable and efficient. Facebook, Instagram, Twitter,
LinkedIn along with YouTube are some of the most popular social media websites selected to
promote and advertise the availability of services and products offered by American RVs. Hence,
the advertisement would be an informative source for all potential customers who want to
increase their level of traveling experiences.
To make effective usage of advertisement, it is essential to improve its reliability. Hence,
to make valuable usage of advertising, the prepared advertising would be displayed on Twitter,
Instagram, YouTube, Facebook along with LinkedIn. All these social media sites are identified
as most effective for marketing and advertising products which increase brand awareness in the
market as these channels consist of huge traffic of customers from all across the world. The
purpose of this advertising campaign is to inform all the potential customers, who prefer
luxurious buses for traveling, about the availability of new brands in the market. To achieve this
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objective attractive and catchy context that explains the potential customers about the values and
purpose of American RVs. From the context stated in the advertisement, it would be clear how
American RVs has differentiated its approach as compared to its competitors like Skyline in the
matter of comfortable and luxurious travelling. Thus, it is assumed that with the help of this
advertising campaign, American RVs would be able to improve its visibility in the market, which
is currently very low. Besides, once the visibility that is brand awareness is improved the
company would be able to improve its share price in the market.
Figures used for advertising by American RVs
Figure 1
Figure 2
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Figure 3
Conclusion
The significance of selecting accurate advertising techniques is every essential and hence
has been concluded from the above discussion.
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References
Bachnik, Katarzyna, Robert Nowacki, and Tomasz S. Szopiński. "Determinants of assessing the
quality of advertising services-The perspective of enterprises active and inactive in
advertising." Journal of Business Research 88 (2018): 474-480.
Barone, Michael J., and Robert D. Jewell. "How Category Advertising Norms And Consumer
Counter-Conformity Influence Comparative Advertising Effectiveness." Journal of
Consumer Psychology 22.4 (2012): 496-506.
Kasemsap, Kijpokin. "The role of social media in international advertising." Advertising and
Branding: Concepts, Methodologies, Tools, and Applications. IGI Global, 2017. 804-831.
Rashid, Afsana. "Growth And Significance Of Advertising: Challenges &
Opportunities." Journal Of Indian Research 6.1 (2018): 70-79.
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