Advertising and Marketing Communications
Final Campaign Plan
Use the proposal to develop the advertising and marketing communications campaign for a product/service of an organisation. Contents of the campaign assignment should cover the following areas as a minimum (this loosely follows Chris Fill’s Marketing Communications Planning Framework. Students who want further detail on the planning process should consult the MCPF in Fill (2009)).
Section Guidance Weighting
1 Situation Analysis Internal analysis
• Product history & performance within our company
• Analysis of past communication efforts
• Corporate Mission and goals
• How the product is positioned within the company’s entire product range
Product characteristics
• Where are they sold
• Involvement level
• Buying criteria
Competitor analysis
• Direct and indirect competitors
• How the product is positioned compared to its closest competitors
• Size of competitors’ advertising / promotional budgets
• IMC strategies being used by competitors
Customer analysis
What does the market think of our product How do customers interact with and purchase our product (The buying and consuming process, e.g. how many people are involved in the decision and how long does the buying process typically take)
15%
2 Marketing Communications Objectives Based on the issues identified in section 1), and using the language of consumer behaviour, what precise goals does your campaign have to change the way the consumer thinks about and/or uses our product
• Inform/persuade/remind
• Hierarchy of effects (HOE)
• Usage frequency/quantity etc
• Emotional / rational approach
• Decision making unit (how are buying decisions made)
15%
3 Marketing Strategy – segmentation, target market and positioning Based on section 2), who are your target audience (define the segments, and identify which segment(s) you are targeting)
• What are their needs
• What is their level of awareness of your product
• Target Audience Identification (needs and awareness)
• How do you desire to position/reposition the product to appeal to your targeted segments
• How does the existing marketing mix work 15%
4 Campaign Strategy Key Messages (what are you saying e.g. what is your USP and how is your product special)
Push or pull strategy
Channels (what channels of communication will you use Why have you chosen each and what role will each play in getting the message across How will the tools fit together and support each other) NB You must use advertising and at least one other tool, but you may use as many of the following tools as you like:
• Sales promotion
• Public relations
• Advertising (incl online)
• Direct (post and email) marketing
• Personal selling
15%
5 Budget Create a table that shows the campaign cost for each of the marcomms tools you have used. Estimate the figures as accurately as you can. Provide the workings for all of your calculations.
Calculate the incremental revenue and profit that your campaign will produce.
Calculate the ROMI for your campaign.
Incremental Revenue Attributable to Marketing (£) * Contribution Margin (%) – Marketing Spending (£)
Marketing Spending (£)
10%
6 Creative sample – A sketch scenario (storyboard) or contents of one area of the campaign Include a visual example of your advert using either an A4 poster (for posters, press adverts or direct marketing) a storyboard (for radio or TV) or a video (for TV) contents of one area of the campaign; The advert should be annotated to explain the creative strategy (the message) and the creative tactics (the way of getting the message across) that lie behind the advert 10%
7 Implementation of the strategy and pitfalls – monitoring and control Possible pitfalls
What possible problems are there with your chosen strategy This is your chance to criticise your own strategy. Be as honest as possible.
• Possible technical problems with each marcomms tool
• Message conflict between tools
• Ethical/legal problems with the creative strategy/tactics
Monitoring & Evaluation
How will the campaign be tested before launch
How will the campaign be monitored during execution What changes can be made if results are disappointing
How will the campaign be evaluated after completion
10%
8 List of references Harvard Style. References should be included both “in-text” and in a comprehensive bibliography. This is excluded from the word count.
10%
9 Appendices (optional) 0%
100% total
The word count is 2000 + or – 10% (excluding references and appendices).
You must write in full sentences, but you are encouraged to write in a concise and effective style.
Harvard referencing format and sources should be from textbooks, market industry reports, websites (organisation) and academic journals.
References
Fill, C. (2009) Marketing Communications: Interactivity, Communities and Content, Prentice Hall/Financial Times
Appendix 1 – Worked example – Calvin Klein’s Obsession perfume for men
History – Launched in 1986, following obsession for women in 1985
Corporate goal – Increase sales by 10%
Marketing goal – To grow sales in the 25-35 bracket. Currently this is a perfume used by late 30s and 40s
Situation (the problem) – This is an historic perfume that was a great success for KC in the 1980s. It is now associated with older audiences (old spice group) due to its strong woody flavour, complexity, colour (amberbrown) and 1980s associations. The scent may overpower at first, but then softens. It is spicy, masculine, quite formal and comprised of musk, sandal wood and cinnamon. It is an autumn scent, being heavy, intellectual, warm and powerful. Dustings of nutmeg and coriander with fresh-squeezed citrus (mainly a nice tangerine) are blended wonderfully with a nice earthy patchouli, a light bouquet of florals and a nice, warm musk (Similar to Samsara, Opium, Shalimar)
Goals (the solution) – Associate with a younger audience, especially with active people. The strong scent is good for masking sweat, and the strength of it also makes it durable and distinctive. Autumn is the perfect time for the campaign, due to the autumnal scent and colour.
Strategy – The advertising campaign will stress masculinity and will feature models from 28-35, the theme will be