Note #10

Advertisement Pitch
The product that the advertising team devised techniques to promote was Twice-Steamed Soy, which is fake meat made from plant protein in Hong Kong. Ethos, pathos and logos were utilized to set the advertising pitch. The advertisement mainly utilized rational appeals.

The target audience was vegans as they are already consumers of fake meat. The focus was to prove how our product was better than other competitors on the market. This was done by highlighting the benefits of the product. 

The product is going to be endorsed as a favourite of mothers who want the best for their children, thus fulfilling their need to nurture.

The peak hours that the ad would be aired on TV were decided to be from 7:00-9:00 P.M as this is the time when the entire family sits together for dinner. This way more people can be exposed to the product and it is a particularly good time to stimulate hunger, a psychological need.

The benefits of the product were backed up with facts that would lend it credibility. Some of the benefits mentioned were that the product is an inexpensive source of protein and other nutrients, it contains 60%-70% protein, an extremely high protein content to fulfil the nutritional requirements of vegans. The ecological benefits were also mentioned. The product is manufactured and processed entirely in a factory coupled with the fact that Hong Kong lacks arable land, Twice-Steamed Soy is an efficient and effective way of maintaining food security without posing any threats to the environment.  This will also help Hong Kong work towards self-sustainability in the aspect of food production. 

This ad pitch could be improved by mentioning how the physical product will be marketed in the market using bold and bright colours to attract the attention of consumers.