ion objective should be centred on the new petrol capabilities to keep the engine clean and thereby reduce the breakdown rate. It should be made understood by the target audience that not just any petrol is good for the engine.Secondly in the target audience there will be people with negative attitudes towards Shell in general. Past experience from negative media coverage in respect to Shells actions in Nigeria and the North Sea might have shaped those attitudes. These attitudes have to be changed by emphasising the reduced engine emissions by using the new petrol. Target AudienceShells advertising campaign will focus on both male and female people between the ages of 17-65. The reason is that these are the ages that people are legally allowed to drive a car and therefore they will be very likely to visit a petrol station. Both male and female audiences are important as a target audience and this can be clearly seen from the figures released by the Department of Transport and Regions. There are currently 38 million licence holders in the UK of which, 49% are male and 37% are female, the rest being provisional licence holders (fig 1 Appendix). These figures also show that the trips made per year per sex are almost equal (fig 2 Appendix). Now that the target audience has been identified in terms of age the next step is to determine which prospective buyers have the best sales potential. The favourable-brand switchers (FBSs) along with the other-brand switchers (OBSs) are the ones that will help Shell increase its sales volume and ideally its market share as well. According to Percy and Rossiter in Advertising Communications and Promotional Management the FBSs are the customers that buy our petrol, but on certain occasions buy petrol from other petrol stations as well. The OBSs buy petrol from the competitors petrol stations, but not from ours, not due to lack of awareness but because they have negative attitudes towards our brand. I...
