annel and while the research for a solution is being done it will be beneficial for Dell to attempt to build its market share with additional advertising. Below is a graph depicting the proposed increase in advertising based upon cumulative gross rating points for all media. Given the current sales trends the primary lead and sales months are April, June through September and November into December. These are the periods in which the increase in the current reach and frequency will be most effective.Based upon the desired increases a new advertising budget will need to be determined to provide funding for the increase. As a part of the recommendation several possible advertisement themes have been developed for the consumer market based upon the varied demographic and psychographic profiles. The primary media for the increase will be television, which is more expensive but has a greater reach and can best provide the desired GRP increase.Advertising StrategyIncrease to Current Reach and FrequencyAs a part of the building strategy associated with a Star, Dell will need to increase its current advertising. By implementing additional advertising to increase the reach and frequency of the current campaign Dell can hope to realize the potential of its product lines. A majority of the increase will be aimed at the consumer market and as such a slight alteration to the current ad campaign will need to be made. The goal of the campaign will be to increase awareness and to expand our brand recognition in the consumer market. The increases, as mentioned above, will be coordinated with forecasted sales trends for the peak purchase times in order to best use the advertising resources. As stated earlier, the demographic and psychographics of PC consumers now cover a very wide portion of the total population and as such the campaign will remain broad with as much reach as is possible.Alternative Campaign SuggestionsWith a majority of the in...
