As the new communications officer for Zico, the company is going to introduce a new product into the market. The product is a type of coconut water which has been successful in America. Coconut water is going to be a new product to the people of the UK. As the Olympics approach I am going to choose football as a sport to which we will promote our drinks around. Also the venue which the company will be using here is the City of Coventry Stadium. As already know football is a globally loved game and we hope for our drink to be like football.
The stadium is going to host a number of football games both women and men. The target audience here will include both children and adults. As we are all aware there are impacts on advertising which are caused by environmental issues. This could be negative or positive. Environmental issues such as social, political, economical and technological can all affect advertising. For instance advertising gives consumers information about a product and thereby making it popular among consumers.
Also advertising raises the cost of production this means this can have a negative impact on the product. Another social issue associated with advertising is deception. If any ad contains omissions or any practice that can mislead a significant number of reasonable consumers it is considered deceptive. Advertising and public relations objective An advertising plan is a sub component of the marketing plan, and is developed from the SWOT analysis based on situational/environmental analysis.
The objectives are what Coca cola want to achieve with the drink Zico. The reason for an advertising plan is to provide information for consumers on what to expect. Also it helps when it comes to managing the budget. It is good to set up objectives for you advertising because it brings about focus and coordination, good planning and decision making and also it can be used to measure the level of success enjoyed. Advertising objectives should be realistic, attainable, measureable, and specific.
Objectives are an integral part of the plan, without these we are unable to move forward, as each activity should be driven by an objective. As noted in the case study Coca-Cola is the parent company of our product zico. Our Advertising objectives include creation of demand for our new product penetrating into the market, stimulate trial among target audience, prepare ground for a new product in this case Zico, remind and reinforce, educate audience about Zico, improve loyalty, change perception and also to provide support for sales force etc.
Creative strategy From our objectives we can then draft out a plan/strategy in which we will advertise our new product. This is the decision on what the message Zico is going to carry along its name. Also the creative strategy makes you choose between “push strategy” and a “Pull Strategy”. In this case I am using the pull strategy as it appeals more to our product. A “pull” selling strategy is one that requires high spending on advertising and consumer promotion to build up consumer demand for a product.
With a budget of 500,000 it is important not to waste any money on unnecessary things. If the strategy is successful, consumers will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers. A good example of a pull is the heavy advertising and promotion of children’s’ toys – mainly on television. Consider the recent BBC promotional campaign for its new pre-school programme – the Fimbles. Aimed at two to four-year-olds, 130 episodes of Fimbles have been made and are featured everyday on digital children’s channel CBeebies and BBC2.
In addition there are different types of appeals which we will develop to ensure a successful launch of zico coconut water. This will make our product more acceptable by our target audience. Advertising techniques which will be used to promote Zico coconut water includes straight sale, demonstration, comparison, slice of life, animation, imagery, combinations etc. The essence of a media plan is to conceive, analyse, and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time.
The first step in media planning is the selection which is concerned with the choice of media vehicles to carry the message. In this case the choice of media vehicles includes TVs, radio, cinema, press (papers and magazines), online (websites and social media). The accurate use of these vehicles will result in achieving overall marketing objective and also transmit messages accurately. But there are factors that can affect advertising and these include scope, sales potential, budget consideration, media availability, buyer purchase pattern etc.
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