Presentation on theme: "Adventure Works: The ultimate source for outdoor equipment Ford Cheetah 2007 Advertising Campaign Presenters: Richard Greenwood Joshua Edwards Brunet Riodin."— Presentation transcript:
Adventure Works: The ultimate source for outdoor equipment Ford Cheetah 2007 Advertising Campaign Presenters: Richard Greenwood Joshua Edwards Brunet Riodin Jae Yong Kim
The Product /Services Brand New Ford Cheetah SUV The Attributes Road side Assistance Oil changes Oils, lubricants, other fluids Oil/air filters Tire rotation Cleaning/polishing Clutch linings Wiper blades Wheel alignments and tire balancing Brake pad/lining
Ad Campaign Objectives “If you know what women want, the world can be yours.” Ford has a goal of expanding our market share by 5% and increasing of sales by 25% of total sales. Our campaign objective will focus on : Introducing/ communicating the new product launch Inform market of promotional activities Actively advertise by the following mediums, Internet (open special home page), TV, and magazine Using tens of thousands of customer surveys, to continue to develop our vehicles based on our market demands Establish brand equity Increase market share by 5%
Value Proposition (Unique Selling Point) Automated Interior/Exterior Temperature Gage Solar Powered Gage Reverses outdoor temp Surround Air bags Pre-tensioner Seatbelts High mileage per tank Synthetic Fur Interior Superb Comfort Securely Cushioned In any Pattern Available
Target Market All people between the ages of 18 and 49 years old who desire the insinuating feeling of superiority. Segmented to provide a strong focus on women in society. And the gay, lesbian, bisexual, and transgender community (GLBT), as there is an identified niche market with huge purchasing potentials.
Unique Advertising Message “It’s about being the Hunter… not the Hunted” The Ford Cheetah as its name states is the animal in every driver. Its lustrous compact crossover design is appealing as both a sports utility vehicle and another other recreational vehicle of its nature. Like its animal predecessor, it promotes dominance, agility, precision, safety, and best of all comfort.
Advertising Budget BudgetIn millions of dollarsPct. Of total budget Television$9.1549% internet$6.535% Magazine$3.016%
Internet Budget ($1,191,000) Internet Month 1 May Month 2 June Month 3 July Month 4 August Month 5 September Month 6 October Web Host & Design $5000 Directory Submission Services $ Marketing Services $15000 Third Party Site Subscription $30500 Online Give- Aways & Promotion $61,500$184500$61,500$184500$61,500$184500
Cost Per Thousand (CPM) The lowest CPM Cost per 30sec Commercial/Total Viewer-ship Magazine: Cosmopolitan’s circulation (approximation) around 300, /300= CPM People’s circulation (approximation) around 3.75 million. 60/3750= CPM. Television: ABC’s “Desperate Housewives” (approximation) around 18 million. 850/18000= CPM TNT “The Closer” (approximation) around 6 million. 130/6000= CPM.
Return on Marketing Objectives (ROMO) Cost per Branding Effect Total Cost of Medium/ Total Population Effected Television: 8,250,000/25,000,000 (approximation) = $0.33 Magazine: 1,038,000/3,750,000 = $0.28 Internet: 4,764,000/30,000,000 = $0.15
Media Strategy The media plan should include a wide span of television programs, a series of magazines appealing to young women with differing tastes, and those who hear about the online promotions. We will use this campaign over a six-week period under a series of televised programs. The total here: $8,250,000. The remaining $900,000 will be spread amongst local programming in major metropolitan areas, like New York’s tri-state area, the Chicago metropolitan area, Los Angeles, Dallas-Ft. Worth, and other locations that help broaden the reach of the campaign’s message. The internet spending will be used for creating a network of media, displaying a description of the SUV’s functions, capabilities, and the differentiators of the Ford Cheetah. The website link will also include a promotional campaign involving prizes for people playing a series of mini-games on the Ford website.
Adventure Works: The ultimate source for outdoor equipment Media Strategy Contd. There will be a multimedia center on the website with product placement on each webpage, and intertwined with the games. There will be cash prizes, and possibly people winning the Ford Cheetah by participating online. The weekly ad costs listed include multiple placements in some magazines, for higher frequency. Many of the magazines are more costly than others; W and Vogue are higher scale magazines, while People and we have large circulation numbers that result in higher rates. The budget listed totals $1,038,000 for these magazines. This budget will be used further for ads after the initial six-week period. The budget may be used to make ads in conjunction with local dealerships, ads for local newspapers or more magazines.