The advertising campaign can be considered effective in that case when the organization gets maximum
profit at minimal investments. When the company advertises something, it does not incur expenses; it invests. The invested in advertising money has to return in the shortest time possible and bring profit. Media planners, creators, copywriters, designers, and other specialist work in order to reach this purpose. If the company wants the advertising plan to be a success, it has to consider many issues, namely: target audience – who is the target audience of the company?, geography – where is the product distributed?, creative considerations – does the company use the communicative strengths of the media effectively?, competition – what are the elements that separate the organization from its competitors? The most important thing in every advertising plan is to decide what audience you want to reach. While creating an ad campaign, specialists have to answer the following questions: 1) what
consumers do have to know about the company and its products? 2) why do clients have to believe you? 3) what do you want to say your potential and exisiting clients? 4) what advantages do your products have over the goods your competitors offer? When the company has chosen the target audience and information it wants to advertise, it has to take a decision what medium to choose, namely: TV, billboards, newspapers, promotions, direct mail, brochures, radio, internet
marketing, magazines etc. This choice depends on the budget and information the organisation wants to give. In this paper I would like to compare the advertising plans of two restaurant franchises, namely: Subway and Quiznos and to discuss why they are successful/or not. Well considered advertising campaign always brings profit in the near future. The advertising competitive campaign Quiznos of 2006 is effective only for a short period of time as the quality is the main characteristic that helps to attract new consumers and maintain the old ones.
These two restaurant franchises are competitors. In order to attract more consumers, these companies carry out advertising campaigns. Sometimes people think that if the product is advertised, for example, on TV, it must be good. Having heard or seen the advertisement of Subway or Quizno, people try to taste everything at least once. This is a nature of every person. If to compare the chains of Quizno and Subway, the last one is bigger. The SUBWAY restaurant chain is the world''s largest submarine sandwich franchise with more than 26,700 locations worldwide (www.subway.com). Quiznos Sub enumerates 4800 restaurants and is designed for today''s busy consumers (www.quizno.com). Accordingly, as the Subway has a bigger market share, Quiznos has to take measures to gain over the consumers of the competitor.
The success of the advertising campaigns of Quiznos has varied over the years. The company''s first important advertising splash came with a successful ad during 2002 Super Bowl. TV spots advertised the innovation of toasting sandwiches, as compared to the inventor of pants . In 2005, Quiznos started several ads featuring Baby Bob. Moreover, Quiznos is also considered as one of the first to take advantage of underground advertising phenomena in localized areas. In 2006 Quiznos revealed their new slogan: “Eat up” (Cebrzynski, 2006). Special attention, in my opinion, has to paid to the advertising campaign of Quiznos of 2006.
This main goal of this campaign is to show that their steaks are much better than of the Subway. First of all, the ad campaign invites consumers to take the new Quiznos Prime Rib Cheesteak Challenge. If the consumers are not satisfied with it, they will receive a free sub. The ad campaign depicts real people on the street who are asked to look at the Quiznos Prime Rib Cheesesteak vs. the Subway Cheese Steak and to take a decision which one is better. As for me, the best advertisement is the quality product. It goes without saying that if the client is satisfied with the quality of the product, he/she will buy it in future too. Nutritional value of the products is of great importance. In reality a few people try to get into detail and find out this information. What do we eat? Is it good for our health? For example, Dominick Voso, executive vice president of development for Quiznos told: “The sandwich-segment boom is based on health-conscious people perceiving sandwiches as better for them than burgers of fried chicken”. (US Food Policy, 2005). In other words, people try to eat healthy food. There is one remark I would like to make. The advertising campaign can be perfect. But if the consumers are not satisfied with the quality of the products, they will not buy it in future.