Advertising Project Information

Project Information

Intro to Media Industries

Spring 2015

Task: To create an advertising campaign for an entertainment media property.

Goal: To understand an aspect of the entertainment media business (advertising) that is critical to the entire mass media field.  

The Advertising Campaign

A campaign consists of a large number of ads all stressing the same major theme or appeal that appear in a number of media over a specified time. In simple form, here are six typical phases:

1. choosing the marketing strategy

2. selecting the main appeal or theme

3. translating the theme into the various media

4. producing the ads

5. buying space and time

6. executing and evaluating the campaign

During the initial phase, much research is done to determine the target audience, the marketing objective, the appropriate price for the product or service, and the ad budget.

Positioning the product or service also comes into play at this point: positioning means fitting a product into the quality and price range of its competition--in a sense, setting it apart from the competition.

Then a coordinated overall campaign theme needs to be developed.

The next step is to translate the concept into an actual media format, attempting concept variation between media without compromising the ad campaign’s central theme.

For print media, artists create a rough layout to experiment with positioning ad elements; then a comprehensive layout (the final draft) is executed.

Radio ads are often created in ways similar to a dramatic program, with scripts, sound effects, music, and professional voice talent.

Television ad production starts with a storyboard, a series of drawings depicting key scenes of the planned ad; because of the costs involved, storyboards are usually shown to the client before any actual production begins. Television ads are the most expensive ads to produce, a 30-second commercial can easily cost more than $500,000 (produced for the national level).

During the production stage, the marketing department is buying time in the media mix they deemed to be the most cost effective for their target audience.

The final stage has the agency doing test research both during the ads and after the run is finished to see if the ads really had the desired effect on sales.

Your group project must have the following:

1.     The six steps to a typical advertising campaign.

2.    Storyboard for TV commercial(s)

3.    Script for radio commercial

4.    Dummy ads for billboard

5.    Ads for web

6.    Ads for magazine (full color)

For the assignment, you are to create a small advertising agency. Provide a thumbnail photo and brief profile for each agency team member.

For those who want to go above and beyond, here is a formal campaign outline that professional advertising agencies use for their clients.

Feel free to adopt any portion of the sections below.

Advertising Campaign Info

REPORT FORMAT AND OUTLINE

Title Page:

The following information should be included:

Name of client and product Course Number and Title

Time period covered by campaign College Name

Name of your agency team Professor Name

Names of agency team members Date

Table of Contents

List all major headings in your plan, with page numbers.

Agency Philosophy

A short statement (maximum: one-half page) that presents the basic principles underlying the approach used in attacking this assignment. The agency philosophy statement should clearly indicate the standards and beliefs that guide the agency in its work.

Executive Summary

A cogent summary (maximum: two pages) of exactly what your IMC plan involves. Among the items to include are:

· Major target audiences

· Time period of the plan

· Campaign objectives

· Campaign theme/slogan

· Overall budget total

· Budget breakdown (dollars and percentages) by each major IMC element and each medium

· Summary of media used

· Rationale for each major element and each medium

· 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.

Review of Marketing Plan

Industry Background

· Size

· Growth

· Current Trends/Developments Affecting the Promotion Program

· Macroenvironment Factors and Issues

(e.g., demographic, economic, technological, political, legal, social, cultural, environmental)

Company Snapshot

· Brief Sketch

· Place in the Industry (e.g., size, growth, image)

· Mission, Business Philosophy

· Resources

· Organizational Structure

· Product Line

· Sales History

· Target Markets

· Market Shares

· Positioning

· Current Marketing Mix

Product/Service Review

· Category Review

Description

· Life Cycle Stage

· Sales, Growth

· Brand Review (the product/service that constitutes the focus of the campaign)

Description

· Market Share, Sales, Growth

· Strengths and Weaknesses

· Key Benefits

· Brand Image

· Positioning

· Perceptual Map

• Product/Brand Performance in Selected Markets

· Category Development Index (CDI)

· Brand Development Index (BDI)

Competitive Review

· Direct and Indirect Competitors

· Key Competitors (each considered separately)

· Market Shares, Sales, Growth

· Target Markets

· Marketing Objectives

· Marketing Strategies

· Positioning

· Budgets

· Current Marketing Mixes/Tactics

· Current Advertising, Sales Promotion, Public Relations, and Direct Marketing Programs

· Message Strategies

· Media Strategies

· Strengths

· Weaknesses

· Overall Assessment

Buyer Analysis

· User Profile

(demographic, geographic, psychographic, behavioristic factors)

· Buying Decision Process

· Who Buys the Product

· Who Influences the Purchase Decision

· Who Makes the Decision

· Decision Criteria

Strengths and Weaknesses

(e.g., Crackerjack Golf Club Company -- new line of golf clubs)

Strengths

· Crackerjack is known for innovative products

· Strong base in professional golf shops

· Highest consumer satisfaction ratings among major brands

· Outstanding sales force

Weaknesses

· Highest prices in the industry

· Advertising expenditures are less than half those of major competitors

· Little trade promotion

· Weak presence in mass-merchandise and discount stores

Threats and Opportunities

(e.g., Crackerjack Golf)

Threats

· Increasing number of golfers are buying equipment in mass-merchandise and discount stores

· Crackerjack’s most-feared rival, Nifty Golf, recently introduced its entire line into a major golf discount chain

· Several major competitors have become more aggressive in trade promotion efforts

Opportunities

· More people of all ages are playing golf

· A major sporting goods chain indicated it would carry Crackerjack irons, if Crackerjack would increase its trade allowances and introduce a cooperative advertising program

· Some notable professional golfers have recently switched to Crackerjack irons, with positive results

Marketing Goals

Marketing goals are what is to be accomplished by the overall marketing program. The situation analysis is the foundation for the marketing goals. They are defined in terms of one or some combination of the following:

· Sales Volume

· Market Share

· Sales Revenue

· Profit

· Return on Investment

Marketing goals and communications objectives are not the same. Marketing goals establish a framework for the determination of communications objectives.

Target Market

· Segmentation Analysis

· Primary Target Market

· Secondary Target Market

Promotional Program Situation Analysis

· Review of Existing/Past Programs

- Detailed Review of Previous and Current Promotion Programs for the Product or Service, including Budgets, Promotion Mix, Share of Voice, Message Strategies, and Media Strategies

o Strengths

o Weaknesses

o Overall Assessment

· Internal Analysis

· External Analysis

IMC Objectives and Strategies

(i.e., what needs to be accomplished in order for Crackerjack to meet marketing goals and how the objectives will be achieved)

A statement of what the marketing communications program will accomplish – the role the program will play in the marketing effort. IMC objectives involve a desired audience response, which results from the process of consumer decision making, useful frameworks for planners are the hierarchy-of-effects models discussed in Chapter 5 of the text.

Example Objectives:

· Awareness Objectives: used when most of the target audience is unaware of the product, service or brand or when awareness levels need to be increased

· Knowledge Objectives: used when the target audience has awareness, but knows little beyond that

· Liking Objectives: used when the target audience knows the company and its product, but does not look favorably on it

· Preference Objectives: used when the target audience is aware of the product, knows about it, and likes it – but does not prefer it to other brands

· Conviction Objectives: used when the target audience may prefer the product but is not convinced that it is the best choice for them

· Purchase (i.e., Action) Objectives: used when the target audience has conviction but still hasn’t purchased the product

(You may choose to use another hierarchy discussed in the text if it better fits the needs of your client.)

Campaign Objectives – Example (e.g., Crackerjack Golf)

· increase awareness among golfers by 10% that Crackerjack irons have the highest consumer satisfaction ratings of all major brands, in a three-month time period

· increase trial of Crackerjack irons among golfers 35-49 by 3% in three-month time period

· create the understanding among 5% of target audience that Crackerjack’s Big Blaster driver allows the golfer to hit the ball farther with greater accuracy

Campaign Strategies (e.g., Crackerjack Golf)

· place advertising in special interest golf magazines

· provide cooperative advertising support to retail outlets

· make available demonstration sets to key retailers to stimulate trial

· sponsor instructional clinics for golfers of all ages

Follow each objective and strategy with a brief rationale.

Positioning and Campaign Theme

(i.e., the image you want your product to have in the minds of the target market; how you want your product perceived relative to the competition; it is the basis for all your communications)

1. · Positioning Strategy

(e.g., by product difference, by key attribute or benefit, by usage, against a specific competitor(s), by users of the product)

2. · Positioning Statement

3. · Campaign Theme (i.e., the slogan)

Creative Recommendations

· Target Audience

· The Copy Platform (which includes the following)

· Advertising Objectives

(what the advertising is supposed to do)

· Example: To increase awareness ...

· Example: To persuade the target audience that ...

· Advertising Strategy

(what the advertising is attempting to communicate; i.e., the benefit, problem solution or other advantage that is the value of the product -- physical or psychological)

Example: Use of this product will allow you to recover more quickly after strenuous exercise.

· Advertising Appeals

(how the advertising stimulates interest and influences feelings)

Example: fear, pleasure, comfort, convenience

· Advertising Execution Format

(how the advertising appears)

Example: demonstration, problem-solution, comparison

· Rationale for Creative Recommendations

· Executions

Storyboards, Scripts, Mechanicals, etc. 


Advertising Media Recommendations

· Target Audience

· Objectives

Example: To achieve an 80 reach and a frequency level of three

Example: To increase advertising in certain geographical locations

· Strategy

Example: Use magazines primarily targeted toward women 25-49.

Example: Schedule increased media use to coincide with sales promotions.

Example: Increase radio advertising in selected markets.

Sales Promotions Recommendations (Consumer)

· Target Audience

· Objectives

· Techniques

· Sales Promotion Plan/Timing

· Rationale

· Budget

Sales Promotions Recommendations (Trade)

· Target Audience

· Objectives

· Techniques

· Sales Promotion Plan/Timing

· Rationale

· Budget

Direct Marketing Recommendations

· Target Audience

· Objectives

· MediaType

Direct Mail

Electronic

Print Media

Telemarketing

Catalog

Kiosk

Face-to-Face Selling

· Direct Marketing Plan/Timing

· Rationale

· Budget

Internet/Interactive Recommendations

· Target Audience

• Objectives

· Strategies/executions

· Rationale

· Budget

Public Relations Recommendations

(including press releases, press conferences, special events, sponsorships, product placements, and cause-related efforts)

· Target Audience

· Objectives

· Strategy/Execution

· Scheduling/Plan

· Rationale

· Budget

Personal Selling Recommendations

· Target Audience

· Objectives

· Strategy

· Rationale

· Budget

Campaign Flowchart

A one-page summary diagram showing the timing of the major elements, events, and activities of the campaign. The campaign flowchart shows at a glance what is to happen when throughout the entire campaign.

Measurement and Evaluation

Measurement and evaluation activities occur during the course of the campaign, as well as at the end.This section of the proposal should contain a description of those activities and the specific methods that will be used to appraise the individual components of the campaign, as well as for measuring the overall effectiveness of the campaign.

Budget Summary

This section is a summary of all costs of the campaign (e.g., media, production, sales promotion, direct marketing, public relations, sponsorship, endorsements, measurement and evaluation expenditures, and more). The budget should show both dollar and percent-of-total expenditures.

Timetable

Summary of key dates for various activities (e.g., date for client approval of creative strategy, dates for production materials, dates for tracking studies).

Conclusion

A very brief review of your plan and how well it meets the needs of the client. One page should be sufficient to summarize the factors that make your plan the one that will best get the job done for the client. Recommendations for the future.

Appendices

In most cases, this is a very important section of the plan. It will include information and material which have potential value to your client and which have not been fully presented in the text of your plan. Examples: industry data, market data, questionnaires, competitors’ advertisements. This section can be a valuable resource for your client.

References

A complete list of secondary sources used for the campaign plan.