...information is the research foundation that provides the basis of formulating objectives, create strategy and organize specific activities or tactics. Before the marketing communications campaign appears there are there are stages that undertaken to provide a successful marketing communication. Situational analysis that analyzed about the products and give a big help in out coming a successful product promotion. Another thing to be considering are determining the possible problems that may occur and how these difficulties will may convert into opportunities. After conducting this situational analysis, another thing to be consider is to make target market profile, this target market profile agrees to give information that would lead into effectiveness in choosing exact target market it contains the number of populace who are eager to be called as the target customer. It will measure the place about its probability in terms of product appearance. An objective is one of the important factor and essential to formulate efficient and effective advertising plan. Marketing objectives are the goals of the company with regards to their target market. Communications objectives, are goals and aim of the company that would turn the target audience persuade and motivate to buy the product. It typically refer to the goals of marketing communications have in affecting the mind of the target audience. Advertising objectives are those goals that the company wished to attain. In accordance on the...
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...Kayla K Redmond December 2, 2014 Advertising Management Prof Dena Hale Advertising Objectives • Communication goals A goal of communication is informing target audience and/or consumers about the company’s product features. One communication goal is that the target audience will see the brand and product in the first month of the product launch. The target audience will see this through social media and email blasts sent from the brands’ (Orange) sister companies. Advertising exposure will also be another communication goal because there will be a vast amount of individuals that will immediately be exposed to the ads that will be on the social media sites since the target audience are a part of the generation that is keeping social media one of the most influential forms of communication. With the social media craze, people are still in touch with newspapers, radio and television. These goals allow consumers to gather information during the initial stage of their purchasing decisions. • Purchasing Behavior Purchasing behavior is the decision processes and acts of people involved in buying and using the products, which will ultimately be the consumer. The purchasing behavior of the consumers buying the product will be of a trend. Since the quality of the product will feature style and be cost effective the trend of the product will be easy. Everyone wants to have something stylish and sleek that will get a lot of compliments that will not break the...
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...Advertising Campaign on Carbon Footprint Reduction Fang, Yuan B014249 Shuting, Li B017180 Min, Duan B014342 Chang, Zhang B027731 Table of Content 1. Introduction 1 2. Background 1 3. Communication Objectives 1 4. Target Audience Segmentation 2 5. Media Planning and Selection 3 6. Communication Budget 4 7. Promotion Strategy 5 a. Outdoor 5 b. Internet 7 8. Evaluation 9 9. Conclusion 10 1. Introduction With the increasing impact of greenhouse gas emissions as well as people’s awareness of protecting the living environment, our group decides to launch a campaign aiming at mobilizing people to reduce the emission of their carbon footprint on their own efforts. The core message of our campaign is to arouse the college students in Loughborough to strive their own effort to minimize the output of greenhouse gas in their daily life mainly through battery recycle, furthermore, to help spread the environmental consciousness to more citizens. The paper illustrates the core strategy of our advertising campaign, including our communication objectives, target audience, the budget, and media types to conduct the advertisement as well as the evaluation of the campaign. We are confident that via a dedicated implementation and control of the communication process, this advertising...
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...traditional "Four P's" in a marketing strategy: Product, Price, Place and Promotion. Every marketer needs to consider how the web will play a part in guiding the growth of the company through marketing its products or services. The job of media planning is to determine the best combination of media to achieve the marketing campaign objectives. In the process of planning, the media planner needs to answer questions such as: * How many of the audience can be reached through the various media? * On which media (and ad vehicles) should the ads be placed? * How frequent should the ads be placed? * How much money should be spent in each medium? Media planning's major steps include: * 1 - Targeting, * 2 - Environmental scan, * 3 - Understanding the audience, * 4 - Determination of content, * 5 - Control.[1] The word Media came from the Latin word "Middle". Media carry message to or from a targeted audience and can add meaning to the message. Media Planning, in advertising, is a series of decisions involving the delivery of message to the targeted audience. Media Plan, is the plan that details the usage of media in an advertising campaign including costs, running dates, markets, reach, frequency, rationales, and strategies. Steps in Development of Media Plan 1. Market Analysis Every media plan begins with the market analysis or environmental analysis.Complete review of internal and external factors is required to be done. At this stage media planner...
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...Executive Summary The intention of this Integrated Marketing Plan is to assist Red Bull to spread its wings across the country, eliminate the threat from competitors and increase sales. The IMC plan uses all the available media channels to promote the brand throughout the year because of the market needs. The Red Bull Company cannot afford to stop advertising any given time of the year and thus it has to have good and effective marketing plans to lure the customers. The chances of customers shifting to other competitors are high and thus Red Bull should use this marketing plan to develop loyal customers. Table of Contents INTRODUCTION 4 SWOT ANALYSIS 5 CONSUMER BEHAVIOR & MARKET ANALYSIS 6 CONSUMER POWER: 7 CUSTOMER ANALYSIS 7 MARKETING OBJECTIVES & STRATEGIES 8 TARGET MARKET PROFILE 8 POSITION STRATEGY 8 INTEGRATED CREATIVE STRATEGY STATEMENT 9 ADVERTISING OBJECTIVES 9 CREATIVE BRIEF 10 CREATIVE EXECUTION 11 MEDIA OBJECTIVES & STRATEGIES 12 REACH 12 FREQUENCY 12 ALLOCATION OF BUDGET 12 MEDIA STRATEGY 12 SCHEDULING 13 PUBLIC RELATIONS OBJECTIVES & STRATEGIES 14 PR OBJECTIVES 14 TARGET AUDIENCE 14 KEY TARGET MEDIA 14 EVALUATION PLAN 15 CONCLUSION 15 REFERENCES 16 Introduction In the 1970s, the Red Bull Company took marketing and ingredient ideas from energy drink named Krating Daeng from Thailand (Red Bull, 2015). By the year 1987, An Australian named Dietrich Mateschitz developed the Red Bull drink through the formula of Thailand drink but just...
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...’Earthspite product launch’ Media Plan Period: January 1 – June 30 2011 Prepared by: Aomruthai JAINGAM BSBADV507B Develop a media plan TABLE OF CONTENTS -EXECUTIVE SUMMARY- 2 Business Description 2 Vision for the future 2 Business Goals/ Mission 3 Main Objectives 3 -SITUATION ANALYSIS- 5 Marketing Analysis 5 Customer Analysis 6 Product benefits and unique selling position 7 Health conscious/ Eco conscious 8 Competitive analysis 8 -ADVERTISING ANALYSIS- 10 Advertising strategies and media mix 10 -MEDIA STRATEGIES- 12 Media vehicles to reach target audiences 12 Creative and communications considerations 13 Marketing schedule 15 -MEDIA BUDGET- 15 -CAMPAGIN EVALUATION STRATEGY- 15 -EXECUTIVE SUMMARY- Business Description Eywa is an Australian-owned company which produces natural chemical-free skin and body care products containing only organic ingredients, selected for their miraculous skin rejuvenating properties. These ingredients are derived from over 70 different plant and flower species including a few rare plants found in the Amazon rainforest. Eywa is about to launch its new Earthsprite skin care range. Earthsprite products are 100% natural, effective, affordable and innovative. All of the Earthsprite products contain tamanu oil, a completely natural skin healing agent, which comes from the tamanu tree, indigenous to various...
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...will market the products sold at the sandwich/snack bar as healthy and nutritious as all the products which will be sold at the sandwich/snack bar would be made freshly and all ingredients and within comes with 100% fruit juice and a bag of either fruit or fruit salad. This will be a good idea, as nowadays many people seek to eat healthy therefore with the 100% fruit juice and the bag of fruit salad will encourage people to buy a quick tasty snack or a sandwich with their chosen flavours and a chance to eat healthy at the same time with every tasty snack or sandwich which the customer purchases. Market Planning is related by launching objectives and goals, assigning resources to meet these and setting out a clear plan of action within the organisation. Market Planning also involves setting out ways of evaluating performance against marketing targets. Marketing is the...
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... The word Media came from the Latin word "Middle". Media carry message to or from a targeted audience and can add meaning to the message. Media Planning, in advertising, is a series of decisions involving the delivery of message to the targeted audience. Media Plan, is the plan that details the usage of media in an advertising campaign including costs, running dates, markets, reach, frequency, rationales, and strategies. The components of a Media Plan. The steps involved in media planning can be represented as a diagram as follows Steps in Development of Media Plan 1. Market Analysis Every media plan begins with the market analysis or environmental analysis. Complete review of internal and external factors is required to be done. At this stage media planner try to identify answers of the following questions: * Who is the target audience? * What internal and external factors may influence the media plan? * Where and when to focus the advertising efforts? The target audience can be classified in terms of age, sex, income, occupation, and other variables. The classification of target audience helps media planner to understand the media consumption habit, and accordingly choose the most appropriate media or media mix. 2. Establishing Media Objective Media objectives describes what you want the media plan to accomplish. There are five key media objectives that an advertiser or media planner has to consider - reach, frequency, continuity, cost, and...
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...UNIT – 1 / ADVERTISING Advertising Literal meaning of Advertising: Advertising was originated from a Latin term ―advertire‖ which means ―to turn to.‖ The dictionary meaning of the term advertising is ―to give public notice or to announce publicly.‖ Definition of Advertising: The American Marketing Association has defined Advertising as ―any paid form of non-personal presentation and promotion of goods, services or ideas by an identified sponsor.‖ Elaboration of the above definition: First advertising is ―paid for‖ that means it involves commercial transaction. Secondly advertising is ―non-personal‖ that means it is directed towards a mass audience not directed towards any individual as it is in the case of personal selling. Finally advertising is identifiable with its sponsoring authority or advertiser. It discloses or identifies the source of opinions and ideas, it presents. Einstein College of Engineering Objectives of Advertising: There are two types of Advertising Objectives, I. II. General Objectives. Specific Objectives. I. General Objective a) Stimulating Demand – It can be done in two ways, first the present users of the product may be persuaded to increase the present rate for product consumption. Second way is to attract the new users into the market by telling them the qualities of the product. b) Increased profits. II. Specific Objectives of Advertising a) Preparing ground for new product. b) Facing competition. c) Informing the changes to the...
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...charged according to three factors: (1) the amount of traffic that passes its location, (2) its visibility, and (3) its size. Businesses can advertise a specific product which needs a lot exposure in a specific area such as central London. Television Television is a media player which user can watch videos, television advertisements are the most used types of advertisements and businesses can use thing in order to gain more exposure Budget The budget for a business’s advertising campaign is important because they need to evaluate how much exposure they want with how much coverage they can afford. Small businesses would not advertise on TV because it would cost a lot of money due to the amount of exposure you receive from advertising on TV and the amount of competition. Big businesses on the other hand would advertise on TV because they would be able to afford the media space. Promotional objectives A business will advertise a product of their business depending on their promotional objectives, for instance, if a business want...
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...Chapter 19 Step 1: Identify Target Audience -Firms conduct research to identify their target audience, then they use the information they gain to set the tone for the advertising program and help them select the media they will use to deliver the message to that audience. -Firms must keep in mind that their target audience may or may not be the same as the current users of the product Step 2: Set Advertising Objectives Advertising Plan- a subsection of the firm’s overall marketing plan that explicitly analyzes the marketing and advertising situation, identifies the objectives of the advertising campaign, clarifies a specific strategy for accomplish those objectives, and indicates how the firm can determine whether the campaign was successful. Generally, in advertising to consumers, the objective is a pull strategy Pull strategy- designed to get consumers to pull product into the supply chain by demanding it Push Strategies- designed to increase demand by focusing on wholesalers, retailers, salespeople. These campaigns attempt to motivate the seller to highlight product, rather than the product of competitors, and thereby push the product to consumers. 1.) Informative Advertising Informative Advertising is the communication used to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to purchase. Such advertising helps determine some important early stages of a product’s life cycle, particularly when consumers have little...
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...1.0 INTRODUCTION This paper aims to highlight the objectives, purpose and opportunities of sponsorship for the brands and companies. The purpose of this report and analysis of the research literature is to get the clearer and broader picture of sponsorship and how the company Fresh Fruit Soda can gain the confidence and loyalty of its customers in order to establish and expand its business. The brand Fresh Fruit Soda is a new and emerging brand in the market whose target audience is the drinkers who are fond of frizzy drinks. This paper will help and identify different marketing strategies and opportunities for the brand to increase its sale and which would be helpful for the Fresh Fruit Soda to penetrate in the market by taking an active part in advertising or by using the tools of sponsorship. It explains whether this company should invest in sponsorship or use any of the marketing tools. The report a critical analysis and overview will be presented to the Marketing Director and to recommend the measures and steps that would help the company to stay in business. 2.0 Overview of Sponsorship Sponsorship is a part of an integrated strategy (Burningham, 2014) acts as a valuable and important tool as it targets those consumers who avoid advertising and are not in favor of it. Some brands use this sponsorship as a marketing tool to fully exploit the passion of its audience by sponsoring some program or participating and sponsoring some football league or...
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...Department of Business Administration School of Business and Economics MARK 34 ADVERTISING INTEGRATED MARKETING COMMUNICATIONS PLAN FORMAT Title Page: The following information should be included: Name of client and product Time period covered by campaign Course Number and Title Department/College/ University Name Professor's Name Name of your agency team Names of agency team members Date TABLE OF CONTENTS EXECUTIVE SUMMARY A cogent summary (maximum: two pages) of exactly what your IMC plan involves. Among the items to include are: • Campaign Title: Provides the title of the campaign developed by the team • Major target audiences • Time period of the plan • Campaign objectives • Campaign theme/slogan • Overall budget total • Budget breakdown (Pesos and percentages) by each major IMC element and each medium • Summary of media used (Media flowchart) • Evaluation program The Executive Summary may be arranged in any fashion, but it has to pack a wallop. Remember, the basic purpose of the Executive Summary is to inform top officials at the client organization exactly what you are proposing -- in one or two pages. Be precise. Be complete. Organizing the Executive Summary (as well as other sections of the promotion campaign plan) in a bullet-type format is one effective way to present your material. I. REVIEW OF THE MARKETING PLAN II. SITUATIONAL ANALYSIS • Industry/ Company review A...
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...MKT 334: ADVERTISING & PROMOTIONAL STRATEGY Payless ShoeSource Inc. Professor: Dr. Gabriel Ogunmokun University of the Virgin Islands November 7, 2012 Group Members: Kasieam Webster Keyan Roberts Vinecia Sutton Jeffrey Berry, Jr. Table of Contents QUESTION 1 2 Promotional Strategy 2 Payless Segmentation 2 Payless Targeting 3 Payless Marketing Communication 3 Payless Advertising – Our mass media approach to promotion & advertising 3 Payless Sales Promotion – Our price / money related communications 4 Payless Publicity & Public Relations - Using the Press to Our advantage 5 Payless Personal Selling – Our one - one communication with Consumers 5 Payless Direct Marketing - Taking our message directly to the consumer 5 Payless Digital Marketing – Our new channels of reaching consumers 5 Payless Positioning & Messaging 6 QUESTION 2 7 1. Advertising Target 7 2. Advertising Objectives 7 a. Increasing Sales and Profits 7 b. Reminder Advertising 8 c. Follow-Up 8 3. Advertising Budget 9 4. Advertising Message 9 5. Media Plan 10 6. Advertisements 11 a. TV Ads 11 b. Website 12 c. Radio Ads 12 d. Newspaper Ads 13 7. Proposed Evaluation (Pre-Test & Post-Testing) 14 QUESTION 1 Promotional Strategy This is element of a firm's decision-making concerned with choosing the most appropriate mix of advertising, sales promotion, personal selling and publicity for communication...
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...1 Performance objective You are required to demonstrate the ability to define media requirements. Specifically, you must be able to identify the target audience and prepare a consumer profile, analyse product market factors, analyse the creative requirements of an advertising message, identify media merchandising requirements, confirm the media budget and legal and voluntary constraints. Assessment description You are required to define the media requirements for a media plan based on the information given in the advertising brief provided in Appendices of this Assessment Task. Write a report to address each of the following: ● identify the target audience ● a detailed customer profile ● relevant market factors to be considered ● creative and media implications ● merchandising requirements ● legal and voluntary constraints ● available budget. Procedure 1. Read the advertising brief provided in the Appendices of this Assessment Task. 2. Identify the characteristics of the target audience from the advertising brief. 3. Prepare a detailed consumer profile. 4. Analyse market factors to determine the reach and frequency required for each of the advertising media suggested in the brief. Consider the following factors: a. level of involvementb. product usage and life cyclec. advertising message characteristics | d. product characteristicse. competitive situationf. media environment. | 5. Write a paragraph on the creative requirements of the advertising message and the...
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