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LOGO 1 Advertising Plan of the Boulder Stop Professor Yu Hongyan School of Business, Sun Yat-Sen University 4 May 2015.

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Presentation on theme: "LOGO 1 Advertising Plan of the Boulder Stop Professor Yu Hongyan School of Business, Sun Yat-Sen University 4 May 2015."— Presentation transcript:

1 LOGO 1 Advertising Plan of the Boulder Stop Professor Yu Hongyan School of Business, Sun Yat-Sen University 4 May 2015

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

3 Executive Summary  What is it?  Who is advertiser?  What components? Can you get the logic from it?  What are goals about it?

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?

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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 vacation25 climbing30 Coffee retail customers18000 website1500 direct mail500 partnership

10 Promotion Opportunity Analysis  Communications Analysis  Customer analysis Geography Demography Needs –Physical needs –Social need –One sentence Growth Direct and webRetail US customer8090 European customer159 other conuty51 age male7572 femal2528

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 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  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  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)  Objective  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

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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

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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 LOGO


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