Promotion

My promotion of the product would include either a drawn out sketch of how the photo-shoot would go along with a storyboard of a short commercial. Or a actual photo cover that acts as a billboard. I like that more people would understand how it works if they seen the visual elements. For our promotion we want to use the slice of life approach which states in the book (Advertising by Design page 118) “In advertising, slice-of-life format is a drama showing a realistic portrayal of life, featuring everyday situations to which average people can readily relate.”  Since that’s how we like to relate to our consumer base. Showing them the different elements like we previously stated. The slice of life approach shows that anyone can do the Slim Fast diet. You can be 300 pounds or 150 either way you can do it. The element of surprise is something that we would want to do in the commercial by showing the consumers that instead of already know they wont too much know the story behind it. “One reason is the element of surprise; we are being led one way but are surprised to find ourselves taken somewhere else. Certainly, there is a risk with this type of approach: once you've seen the ad, you know the surprise ending”.  (Advertising by Design page 121)  So the consumer will think they know what advertisement is really going on but they would be fooled in a good way.  Even if we used something has a testimonial I think a lot of consumers would believe as a product that does work. We would want to real live people and not well know people because of the following statement  “When people read or hear a celebrity's testimony, that celebrity's cachet will add value, even if that individual does not have related expertise.” (Advertising by Design Page 117)  Also we thought about doing a comparison but for the demographic that we want to reach we rather not. Even though doing comparison would help the business because there are so many more programs like the Slim Fast Diet we don’t want the risk. Unless we compare the old slim fast to the new. “show a visual comparison between the same places at different times, making a point about the organization's conservation mission.”  (Advertising  by Design page 112) would give a good outlook on how we work and what we stand for now an why we want people to support our brand. All of the different promotions would be taken in to consideration but we in the end would do what’s right for us.