1. Advertising Plan of the Boulder Stop
Professor Yu Hongyan
School of Business, Sun Yat-Sen University
14 April 2017

2. Agenda Executive Summary Promotion Opportunity Analysis
Corporate Strategies
IMC Management
IMC Objective one
Sample

3. Executive Summary What is it? Who is advertiser?
2017年4月14日5时8分
Executive Summary
What is it?
Who is advertiser?
What components? Can you get the logic from it?
What are goals about it?
Marketing communication plan
the Boulder Stop, retail operation
The plan includes a promotions opportunity analysis, corporate strategies, IMC objectives, plus all relevant advertising, promotion, personal selling, sponsorship, and database programs. Finally, a media plan and methods of evaluating the success of the IMC plan
• Gain market awareness for the retail operation in the Bend/Redmond, Oregon area.
• Establish both an Internet program and a direct marketing program to supplement retail
operations.
• Prepare viable advertisements, sales promotions, sponsorships, database programs, and
other marketing communication tools for consumer markets.
• Create a workable channel communications program with the firm's suppliers.
• Develop a useful communication program with other service businesses.

4. Promotion Opportunity Analysis
Background
Positional market: two offerings
Marketer and customer
Espresso and climbing gear ()
Communications Analysis
Competitive analysis
Opportunity analysis
Target market analysis
Customer analysis
Market segmentation strategy

5. Promotion Opportunity Analysis
Communications Analysis
Summary or Background
Retail operation
Internet and direct marketing programs
findings

6. Promotion Opportunity Analysis
Communications Analysis
Competitive analysis
Who are competitors? Why?
What are their weakness and strength?
Try to summary the attributes or dimensions to evaluate
Who is the major competitor? Why?
Would you design questionnaire to do competitive analysis?

8. Promotion Opportunity Analysis
Communications Analysis
Opportunity analysis
What means opportunity?
What needs are not met well in the climbing market?
Why the report mention e-commerce?
Who is heavy user?
What needs for heavy user?
Would you describe the profile and consumption behavior of heavy user?
Why partnership is an opportunity?
Try to summary the opportunity

9. Promotion Opportunity Analysis
Communications Analysis
Target market analysis (trend)
Who are target market?
What are market trends? (Growth)
growth
vacation 25
climbing 30
Coffee 15
2001
2005
retail customers
18000
website
1500
direct mail
500
partnership
700
20700
53800

10. Promotion Opportunity Analysis
Communications Analysis
Customer analysis
Geography
Demography
Needs
Physical needs
Social need
One sentence
Growth
Direct and web
Retail
US customer 80 90
European customer 15 9
other conuty 5 1
age
18-34
15-45
male 75 72
femal 25 28

11. Promotion Opportunity Analysis
Market segmentation strategy
What is segmentation?
Who is target market? Why is it?
How to meet their needs?
What is channel distribution for target market?
Attractiveness of each market segment analysis
how to do this survey?

12. Corporate Strategies

13. Corporate Strategies Corporate Image Strategy
Brand Development Strategy
Brand Positioning Strategy
Distribution Strategy
Business to Business
Public Relations Strategy
Evaluation

14. Corporate Strategies Corporate Image Strategy
What is the image of The Boulder Stop?
Who is target market?
Brand Development Strategy
What is brand and brand elements?
What is the brand name? tell us the meanings
What is logo? What is symbol?
What is his slogan? Explain it

15. Corporate Strategies Brand Positioning Strategy Distribution Strategy
What is positioning?
What is positioning for Boulder Stop? Why is it?
How to explain for three market?
Distribution Strategy
What is distribution strategy ?
Business to Business
Omit

16. Corporate Strategies Public Relations Strategy omit Evaluation
What metric will be measure?
How to do it?
What is scale?

17. IMC Management IMC objectives IMC Budget Agency Selection
awareness, relationship, reciprocal agreements
IMC Budget
why?
Agency Selection
What is full service agency
What products does the Ralston group provide?
What dimension will think over to choose agency?
Internet Website
Why to use website
What content for a website?

18. IMC Objective one (consumer)
Create awareness of The Boulder Stop
Advertising, promotion
personal selling sponsorship, direct marketing
Budget
IMC Methodologies
Media Plan
Evaluation

19. IMC Objective one (consumer)
Budget
Month
Growth

20. IMC Objective one (consumer)
IMC Methodologies
Advertising
Goals
Advertisements provided by agency
Creative brief

21. IMC Objective one (consumer)
Creative brief
Objective :awareness
Target audience profile
What variables to describe the target’s profile
Message theme
High quality gear and atmosphere all under one roof
Means end chain
Attribute, benefit, personal value, leverage points, execution framework.

22. IMC Objective one (consumer)
Print

23. TV

25. IMC Objective one (consumer)
IMC Methodologies omit
Advertising
Consumer promotions
Coupons and premiums, contests and sweepstakes
Tagline:
Personal selling
Sponsorship programs
Database programs

26. IMC Objective one (consumer)
Media Plan
Media
Frequency
Budget
Evaluation
Why to evaluate
How to evaluate the awareness
How to measure retail store traffic
How to deal with direct mailing program

27. Sample
Sample Logo
Sample consumer advertisement

29. Mini Test
如果广东盐业委托您为澳洲湖盐制定一个广告计划，你需要做哪些工作。

30. Question and Answer