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... to this in a creative brief. It should be mandatory. Measurement criteria are not only essential for determining whether or not the campaign has succeeded, they also focus the mind on how the advertising is expected to work. We should make sure there are metrics to measure not only the sales effect but also the effect the campaign has had on the brands image or reputation (brand equity). Too often there is tracking in place, but it tracks standard measures, not the elements of our strategy.
If we cannot measure the outcome of our advertising campaign, either through lack of data or unaffordable cost of data, then perhaps we should reflect on whether it is worth running the campaign at all. Why does a business spend money on advertising without knowing exactly what is supposed to be achieved by the advertising and how success or failure is to be determined? Advertising effectiveness depends on what the advertising is expected to achieve. This depends on our view of how advertising works in our category. Advertising objectives should be specific, measurable, achievable, realistic and timed. Thats smart.
One should also not forget that As a general rule, it takes 10 - 15 exposures to a message to gain retention and action by a potential customer. A message can be a combination of exposure ranging from advertisements, editorials to word-of-mouth recommendations. A receptive or familiar market may need fewer exposures than a new and unfamiliar market. CREATIVE BRIEF for Peugeot 206 Electric CAMPAIGN REQUIREMENT: (e. g. direct mail pack) 1.
Television Campaign. Advantages: We love it! Appeals to all senses, high attention, high reach. Multiple TV households Disadvantages: High clutter, fleeting exposure, less audience selectivity ie. , harder to target efficiently Costs: 30 sec ads - Burkes Backyard $ 480, Friends $ 650, XXX and the City $ 370.
Business Sunday 8. 00 - 10. 00 30 sec ad, $ 1600 (without prod costs). Note: Network - most costly, but reaches the largest amount of people all across England Spot - can pick a specific audience in a specific area (London) Cable - less expensive then prime time on major networks and you can pinpoint audiences very precisely (once again, we need London, but taking into account the small size of Britain I believe we should wire it across the land). 2. Magazines Campaign. Advantages: Credible, prestigious, high quality reproduction, long life, good pass along feature, very target specific Disadvantages: Long lead time, have to purchase well in advance, no guarantee of position, drown in the volume of ads. Costs: The Drum Media 1 / 4 page $ 200, 1 / 2 page $ 350, Full page $ 750 3. Billboards Campaign Advantages: Flexibility, high repeat exposure, low cost, low competition.
Opportunity for free publicity eg. , Windsor Smith Disadvantages: No audience selectivity, creative limitations, pen? ? ? Costs: Val Morgan $ 1600 + month 4. Radio Campaign Advantages: Mass use, target regions effectively, relative low cost Can use Radio to make some emotional appeal to drivers of other cars than 206 peugeot. Note: London oftentimes witnesses traffic jams just like any big city and has pollution problems. So the radio appeal might ask something like You think you wont buy Peugeot 206 electric because you like to drive over 60 mph.
Are you certain you can do that in London? -it would be a hit! Disadvantages: Can only listen to it, lower attention to it, non-standardised rate structures, brief exposure. YOU CAN NOT write the #$%@ number down! Costs: i 98 FM 15 sec ad, 6 - 9 pm $ 40 - 55 Breakfast show - Millie and Mahmood $ 60 BACKGROUND: (Any relevant information that needs to be understood about the history of the campaign and whether any other activity will be taking place) In general advertising strategy's work best when they carry a concise message. This means highlighting the thing that distinguishes your company or brand from your competitors, reinforcing the main benefits of your product or conveying the impression you are a good company. Again another key element is to look at your competitors, what seems to be there advertising strategy, how can you improve on their advertising strategy to keep your existing customers and hopefully gain a few more.
In our case Peugeot 206 Electric needs to be popularized in a crowded, full of smog city of London. Two factors to consider: Purchase frequency-the more frequently a product is purchased, the less repetition is required. Peugeot 206 electric is a durable good with (if I am not mistaken 500, 000 km drive warranty). Forgetting rate-the speed at which a person will forget a brand if no advertising is seen nor heard. The brand name of Peugeot is well established and will not be easily forgotten. We should use Peugeot brand + Electric drive capability.
WHY ARE YOU ADVERTISING? (What is advertising going to achieve? What are your objectives) We are planning to make the potential buyers understand that In big cities like London, electric car is the best thing to own (you can drive as fast as you can). Electric cars do not require you to go to the gas station save your time! Electric cars are not flammable like gas-operated cars. Our main objective is according to the case to: Sell 10, 000 cars in 12 months create market awareness, and demand for our new model.
WHAT ARE YOU ADVERTISING? We are advertising a new alternative to gas-operated vehicles as well as an environmentally healthy, and accident safe cars. These cars are not only as good as gas powered cars for your (dear buyer) but also for the whole British (London greater area) society. WHO ARE YOUR TARGET AUDIENCE? Location.
London and other British cities. Age. 25 + Marital/Family Status. Married (they abandoned a habit of impressing the chicks and driving fast) Income. $ 60, 000 + (although we might implement a vast system of leases, and rentals) Lifestyle. Risk takers, green peace members. Travel Patterns. Do not travel more than 50 miles / day common London city person.
WHAT DO YOU WANT THEM TO THINK, FEEL AND DO AFTER SEEING YOUR COMMUNICATION? We want the target group to feel that electric cars are as good as gas-operated cars. Electric cars, do not pollute the favorite land and thus contribute to good health of the British nation and the queen. The group should think that the low price (same as gas operated cars) paid for Peugeot 206 electric is a wonderful deal for all the advantages it offers to the client.
PROPOSITION: (The single most important message you want the target market to take from the communication? ) Peugeot 206 Electric is the best car for the city good speed 60 mph 50 miles / day is enough no smog SUBSTANTIATION: (The features or benefits that you can use to prove the proposition) Peugeot 206 electric saves your time-no need to stay in line Peugeot 206 electric can be recharged at home, or parking lots. Peugeot 206 electric is a car made by Peugeot. SUPPORT INFORMATION: (List in order of priority other information that should be included in the communication) There are millions of cars driving in London daily. Each car competes with another car for space in the busy city. Traffic jams are not new in London, and the cars engines keep going during the traffic jams. You cannot drive more than 60 mph in London (prohibited by law+ impossible because of other cars, and pedestrians).
You sit in the car with windows closed. You sit in the office with windows closed. You cannot breathe well this is British smog. This morning someone spilled car oil on your curb and you almost got late to work, because stood in line for gasoline. You understand that gas is extremely expensive, but do not want to take a metro or go by taxi. Is there an alternative?
Peugeot 206 Electric- solution to your worries in a big city WHAT IS THE OFFER? People are offered a car that perfectly fits the city, environmentally friendly and safe. It is cheap to operate and it is convenient. There are rentals of Peugeot 206 Electric available for the weekend test drive.
The promotion strategies allow you to buy now without a down payment, and repay the price during a 3 year term. WHAT SHOULD THE TONE OF VOICE BE: (e. g. warm and funny, formal and business-like) The tone of voice should be masculine, warm and formal. The audience should in formal tone get the snapshot of what is going on with cars+ smog in London and than in warm voice get the solution Peugeot 206 Electric. MANDATORY INCLUSIONS: (e.
g. logos, legals, corporate guidelines) Peugeot Electric 206 -Convenient Car for the big city. May include characteristics (speed, power, capacity, acceleration, cost, etc. ) BUDGET: TV: $ 2000 (3 - 4 times a day) /day 30 days = $ 60, 000 /month Radio: $ 600 /day 30 days = $ 18000 (to the point of annoyance, yet the messages should be different). Magazines: 10 main London (and all-nation) magazines dealing with family, celebrities, business $ 1000 10 = $ 10, 000 /month Billboards: $ 800 /board 20 = 16, 000 /month. Total monthly budget: $ 104, 000 /month This budget should continue for the first 3 months, then It should be reduced (TV- 50 %), thus totalling $ 73, 000 /month (months 4 - 7), after 3 more months TV should be removed (TV = 0 %), while more billboards, Radio be aired for the next 3 months (month 8 - 11). The last month should get the $ 104, 000 budget and repeat the first 3 months.
TIMINGS: (All critical dates should be included) TV: Once during business time, a few times in the evening (or teatime). Radio: Several most popular stations as many times a day as possible. With alternating messages (so that they do not bore the drivers) we will remind them about our product. Magazines: It is advisable if we manage to print A 4 formatted page in the magazines of our choice on day 10, after the TV campaign and radio campaign started. Billboards: We should place 20 billboards in the area where one sees the most traffic jams.
A few should be on the London outskirts Driving to London? Planning to drive > 60 mph? (Peugeot 206 electric). BRIEF APPROVAL: (NAME) (DATE) (NAME) (DATE) Evaluation of advertisement of Peugeot 206 Electric: Aided recall After being shown an ads content, respondents are asked whether their previous exposure to it was through reading, viewing or listening Unaided recall of Peugeot 206 Electric You asked the respondents what ads they saw yesterday without prompting to determine if they saw your ads Attitude tests respondents are asked questions to measure changes in their attitudes before and after your ad campaign Inquiry tests of Peugeot 206 Electric ads generating the most inquiries are presumed to be the most effective Sales tests of Peugeot 206 Electric chart sales or inquiries against when your advertising was running you can also compare total sales volume at the end of a season or year always try to compare these figures with those of similar periods from the previous year conduct a conversion study to determine the % of inquirers who visited Every great ad of Peugeot 206 Electric has to be strategically sound. In other words, it is carefully directed to a certain audience, it is driven by specific objectives, its message is crafted to speak to that audiences most important concerns and it is run in media that will most effectively reach that audience. The measure of an ads success for Peugeot 206 Electric is, how well it achieves its goals, whether they be increased sales, memorability, attitude change or brand awareness. We also must sell 10, 000 cars / year .
As we can see, we are using the pulse schedule, aiming to air as much commercials for the winter holidays as possible. Also we put much ads for the spring holidays times when people buy the majority of goodies. Bibliography: web Womack, James, The Machine That Changed the World: The Story of Lean Production, McGraw Hill, 2002. Sutton, Remar, Don't Get Taken Every Time: The Ultimate Guide to Buying or Leasing a Car in the Showroom or on the Internet, Prentice Hall, 2002. Young, David, EVA and Value-Based Management: A Practical Guide to Implementation, Penguin books, 2000. Kapferer, Jean-Noel, STRATEGIC BRAND MANAGEMENT, Oxford University Press, 2001.
Stamm, Better von, The Innovation Wave: Addressing Future Challenges, Prentice Hall, 2001. Redwood, John, Stars and Strife: The Coming Conflicts Between the USA and the European Union, NY Random House, 2001. Aggrwal, vinod, Winning in Asia, European Style: Market and Non market Strategies for Success, Harvard University Press, 2000. Maclean, Mail, Economic Management and French Business: From de Gaulle to Chirac, Prentice Hall, 2000. McMillan, James, Twentieth-Century France: Politics and Society 1898 - 1991, McGraw Hill, 2001.
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Research essay sample on 206 Electric Cars Ad Campaign Strategy Part 2
