When advertising for a new restaurant specializing in low-fat and low-carb healthy food, targeting the audience that is drawn to this type of establishment is important. The consumers of this type of food are people that are health-conscious, weight-conscious, and those that are active. The goal of the advertising is to appeal directly to the community most likely to eat at the restaurant and become a returning customer. Advertising in the local gym is the best place to begin marketing. With the use of flyers on the community pin-board at the gym, the target audience is exposed to the new restaurant. Healthy food restaurants are niche, and it should not be expected that McDonald’s customers would be customers of this restaurant. The gym is the ideal place to advertise, and the most cost effective medium.
Placing advertisements in magazines pertaining to health and fitness is a good place to market the restaurant, because the advertisement fits in with the content of the magazine. When the consumer finds the advertisement to be unobtrusive, they will find the restaurant more appealing. Similar to the strategy of the magazines, placing advertisements on television channels pertaining to health would be a beneficial strategy. Buying
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Most adults in a town read the newspaper, so many outside the target audience will view this form of advertising. The strategy for a newspaper should focus on the ‘grand-opening’ of the new restaurant. In an attempt to appeal to the masses, the newspaper advertising should position the restaurant as brand new and trendy, while other restaurants in the area as old and boring. Making an event out of the opening of the restaurant would draw a large crowd, and allow customers outside of the target audience to try the food and perhaps become a regular. The clear weakness of the newspaper advertising is that it is not specified towards the target