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Case Analysis

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Submitted By baysaa
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1.5 Recommendations and Next Steps
For this target audience our recommendation is to launch a hybrid advertising campaign. The market research that Hasbro conducted indicated that the tween demographic was most receptive to the game and would generate the most potential for demand and sales. This demographic has been labeled as “the most influential generation in history”. In selecting this demographic, Hasbro further segmented it by targeting boys in between 8 to 12 years of age. This age group has a strong dependence on opinion leaders, is widely influenced by others and place an importance on brand names and trends. While it was estimated that this group spends $14 billion per year, there is still a significant portion of that money that comes from “toy givers” - which typically respond better to traditional marketing efforts; TV commercials Radio Ads Print Ads Catalogs Direct Mail Promotional tools (price packs, prizes, tie-in promotions) The actual target market of tweens will respond better to viral marketing efforts; WOM (Word of Mouth) BUZZ marketing ''key influencers'' Exclusivity/Popularity/Social influence

Negotiate product placement in store and weekly advertisement through; Discount off-list price Display or advertising allowance Free product with large order (12 free games with every 500 purchased)

The risk companies take with viral marketing is that consumers do not share their experience or the experience is negative. Both instances result in a failure to create “buzz” and will cause sales to remain flat or decline. If Hasbro utilizes a hybrid approach, they will have an opportunity to generate sales through the traditional tactics if the non-traditional campaign is not successful.

Next Steps
Manufacturers must focus more on creating high-value, multimedia strategies that

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