Subway Creative Brief

Subway is a major fast food chain restaurant that has a wide variety of sandwiches and other select sides on its menu. The restaurant basically stands out from most fast-food restaurants because it has a healthier choice of food items that give customers nutrition and excellent taste at the same time.

When it comes to the select audience, Subway appeals mainly to people who want to lose weight or want to maintain a healthy weight. Other people choose Subway because, it has great tasting food without all the many fats, cholesterol, and salts. Not only is the menu a good choice for most people, it is also affordable. Not too long ago, Subway introduces its $5 dollar foot longs in which many customers can have the opportunity to add on to their order. For example, a person can add chips, soda, a soft drink, and a cookie with their sandwich.

In order to attract customers, Subway not only advertises their healthy menu, they also include people who have lost weight because of the food they provide. For example, in many of their early commercials, Subway had a spokesman, named Jared Fogle, who talked about how he lost a lot of weight eating their sandwiches. Since then, the fast food chain has also adopted stronger ad campaigns to draw customers. In their latest promotion, Subway has added Olympic gold medalist, Michael Phelps to their advertising.

Even though Subway has gained a lot of success by adopting a healthier menu, it also faces some strong competition. Their are other fast food sandwich restaurants that are attracting large amounts of customers; Quiznos, Blimpie, and Penn Station are some of many who compete with Subway for customers who like healthy sandwiches. Not only are sandwich shops a competitive threat, but other fast food restaurants like McDonalds, Jack in the Box, and Burger King are trying to adopt healthier menus at affordable prices. But Subway pretty much stands out from the competition, because they have better experience when providing a healthy menu selection for their customers.

Exam #1 Questions

1. What are the four P's of marketing?

A. price, product, place, promotion

2. Which type of promotion adds new elements but maintains the current image?

A. rejuvenating an image

3. What are overt names?

A. They are names that reveal what a company does

PBS Frontline Feedback

1. When watching this video, I learned that advertising is not just about the product; its about culture and what the product represents figuratively. I also learned that advertising has taken a huge step since the early 90's. Back during the mid 1950's, there were certain brands that were declared better than others such as the quality of cigarettes, kitchenware, and clothes; basically whatever product stop out from the others. Nowadays, that is no longer so because, basically what the people want is good quality products that they can afford and not really splurge on. Companies also bagan developing cult-brands which attracts many people to not the just the products that it makes, but the company itself.

2. Some main problems that affect advertising is commonity. This is because they are advertising the same products and people are really not having a preference on what name brands to spend on. This is causing many advertising companies to develop ideas on how they could stand out from their competitors and generate more customers. Another problem is ad agencies have problems generating more ideas for their clients. If a certain ad agency cannot develop a type brand or ad for a large company, the company drops the ad agency as well as their hopes of getting paid. Cable companies, as well as Tivo, are a problem too because many cable companies are cutting ads significantly and Tivo cuts all of them completly.

3.We need to be aware of the combination of advertisements with various other media sources such as television shows, and commercials that are advertising not one, but multiple products. Another concern would be, how well is the advertisement going to sell. Ad agencies along with their clients, invest a lot of money into advertising their products; of their ad campaign does not sell well, then all their investments go down the toilet. Convincing the consumer to buy a company's products is another concern. Due to the commonity of many products that possess the same function as others, customers would rather go for what is cheap than what is expensive.