Marketing Project

We will begin advertising the pillow in bedding magazines like Hammacher-Schlemmer and SkyMall. SkyMall is a great idea because most major airlines have it in the pouch of the seat in front of you. Many people don't have much to do on airplanes and often glance through the different magazines. Perhaps our most important way of advertising is through an infomercial. It is a thirty- minute spot showing how the pillow is used and the advantages of owning one. At West Point Stevens Inc., we think it is important for a consumer to actually see the product and have it catch their attention. Infomercials do a good job at this so we intend on creating an "eye grabber." We may try to use a celebrity to advertise on this infomercial in hope of getting the consumers' attention even more. Along with the infomercial we will create a thirty- second commercial. We hope to place this on major television networks. Our plan is to air it at night when most stressed people relax and watch TV. We wouldn't air it during the day because we wouldn't hit our target of working people. The commercial will show the benefits of sleeping with the pillow as well as several people's perspective of how comfortable the pillow is. The end of the commercial will contain the information on where to send a check or money order as well as the number to call. Those that order within five minutes will receive a 25% discount on West Point Stevens Inc. bed accessories.…