- Advertising objective (refer to the pyramid exhibit 8-5 in the text – objectives must be measureable)
- Advertising budget (method of allocation and rationale)
- Advertising(creative) strategy)
Rational or emotional appeals (see exhibit 10-1 in text)
Product claim/benefit and support for the claim, if any
Tone of advertising
Media to be used and rationale
- Advertising Objective
The advertisement objectives address the marketing needs of the company. The company looks at increasing its market share by 20 per cent and thus anchors its objectives on the traditional advertising pyramid (Germelmann et al. 143). The company should create high market awareness of its products and create brand reputations. The specific objectives that guide the company follow below.
- To achieve a 10% market growth by selling diversified products in the first two years of operations.
- To create increased product awareness by 5 per cent in the existing market.
- To increase brand loyalty by 10 per cent in the first year of operations.
- Advertising Budget
The advertisement budget will total $15,000. The cost will cover different promotional activities, including pricing, social media hashtags, stories scheduling, and technical marketing. There will also be activities for all forms of broadcast, print and social media advertising, promotional designs, graphics and video scheduling, direct marketing and sales promotion, and market research.
Table 1 below shows the different listing of prices for different activities in the budget. The advertisement campaign will ensure that there is a 30 per cent reduction in operational costs. The strategies for budgeting will begin with the development of the mission, vision, and strategies for the business that support the business’s growth in a particular target market. As a result, the company will take into consideration to synergize with the budgetary divisions. Therefore, it will give estimates for the various departments and areas of operations in the firm, especially by crucial departments such as marketing and sales, and administrations to provide detailed information about inventory control, operational expenses, purchases, and supplies.
Table 1: Advertisement Budget
|Technical Marketing (pricings of the technology used to create the graphics, social media hashtags and other stories scheduling
Social Media advertising
Promotional Designs, graphics and video scheduling
Direct marketing and sales promotion
Ongoing Promotional Budget
ü Technical Marketing creating websites, webpages, graphics, and social media hash tags
ü Broadcast Advertising
ü Social Media advertising
ü Promotional Designs, graphics and video scheduling
ü Direct marketing and sales promotion
- Advertising Strategy
Rational or emotional appeals
Advertisement for the company will focus on the target market to appeal to their emotional needs and rational needs. The company will utilize high involvement to move its product to the higher level of feeling scale. The advertisements will increase pleasures and sensation in the target market (Masui, Genki and Norimichi 50). Advertisement influences customers to consume the products and enhance the credibility of the services of the company.
Product Benefits and Key Messages
The company will use various tools of advertisement with a view of increasing the awareness of the product. Thus, it will provide the company with the opportunity to give the clients all form of communication. Therefore, the company will develop a promotional plan that it will use in broadcast and print media to advertise its products. The company will send periodic news releases to local press and media as well as trade magazines.
Media to be used and rationale
Television: The advertisement will use television to raise awareness of the product and allow customers to relate to the product. Broadcast advertising impacts the credibility of the marketing communication (Masui, Genki and Norimichi 52). As a result, this will impact the sales that the company will make.
Radio: The Company will also use radio as a medium of advertisement. The radio has an extensive market reach and will help the company to achieve its advertisement objectives.
Social Media Marketing: The use of social media marketing will be suitable for the company. Social media targets a considerable market and emphasizes the current and potential customers highlighting the new trends in business, upcoming trade shows and conventions.
Germelmann, Claas Christian, et al. “Congruence and incongruence in the thematic advertisement–medium combinations: Role of awareness, fluency, and persuasion knowledge.” Journal of Advertising 49.2 (2020): 141-164.
Masui, Kenta, Genki Okada, and Norimichi Tsumura. “Measurement of advertisement effect based on multimodal emotional responses considering personality.” ITE Transactions on Media Technology and Applications 8.1 (2020): 49-59.