The Vocabulary Word, WORK, does not exist at this agency! 2
Advertising & Promotion Dr. Anshu Arora November 29, 2012 CP&B GROUP #1 J. Alvarez M. Marshall J. Mosha Reginald G. Walker, Jr. B. Young 3
Table of Content History.............................................................................................................................................3 SWOT Analysis...............................................................................................................................3 Purpose.3 Future & Strategies..........................................................................................................................4 Target Market..................................................................................................................................4 CP & B Advertising Agency...........................................................................................................4 Key Strategic Campaign Decisions.................................................................................................5 Objective ........................................................................................................................................5 Target Audience..............................................................................................................................6 Brand Position ................................................................................................................................6 Campaign Strategy..........................................................................................................................7 Media Strategy ................................................................................................................................7 Media Objective..............................................................................................................................7 Media Selection...............................................................................................................................8 Media Planning and Buying............................................................................................................8 Budget Allocation............................................................................................................................8 Scheduling.......................................................................................................................................9 Message Strategy.............................................................................................................................9 CP&B TV & Print Ads..................................................................................................................13 References..........................................................................................................................21
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History Established in Miami, Florida in 1988, Crispin Porter +Bogusky is a full-service, fully- integrated advertising agency. During our over 22 years in business, weve grown across the country and across the pond. They operate as one global agency with five locations: London, UK; Sweden; Miami, FL; Boulder, CO; and Santa Monica, CA. CP&B specialize in making brands famous, turning brands around, and generating outrageous business results for our clients.. Our focus is on solving business challenges first, not making ads, and we have a media- neutral creative approach with a particular strength in interactive. Purpose Work is a bad word to explain what we do. If what you are doing seems like work, youre either in the wrong industry or youre not doing it right. SWOT Analysis Strengths: o Affordable prices o Strong brand recognition o High client and customer satisfaction Weaknesses: o Competition with Agency o Recession o Technology 5
o Growing Target Audience Opportunities: o Expand with clients o Expand overseas o Become partners with technology and content providers Threats o Competition with Agency o Growing Designs o Continuing to maximize campaign for clients Future & Strategies The CP & B want to provide the ultimate media planning and buying, research, and creative services plus production for print and broadcast. To continue to serve customers in the United States and internationally and eliminating all competitors. Client: Burger King Target Market Burger Kings target market consists of adult males and females aged between18 to 34, who enjoy fast food. Target Audience Males aged 18 to 34, who eat fast-food 9 to 16 times per month. Teenagers 6
Females aged 18 to 34, who prefer healthier food choices. Burger King now offers salads, snack wraps and smoothies purposely for this audience. Client: IKEA Target Market IKEAs target market is the young, upwardly mobile global middle class who are looking for low-priced but attractively designed furniture and household items Target Audience People located in urban/metropolitan areas and areas that contain universities. First time buyers Hospitality businesses e.g. hotels Interior decorators Client: AXE Target Market AXEs target market consists of males aged from 18 to 24 who align themselves with the masculine attribute. Target Audience Image conscious men Socially connected and tech savvy males, aged 18-24 Males who wish to emulate the characteristic of being cool Males who want to be associated with individualism 7
Client: BIC (pencils) Target Market BICs target market mostly consists of young consumers who utilize functional stationery. Target Audience Students Client: Coke Zero Target Market Coke Zeros target market consists of mainstream males and females aged from 18 to 39. Target Audience Young males between the ages of 18 and 25 Individuals who are health conscious. Females who are trendy Brand Positioning Company: Burger King Burger Kings primary competitor is McDonalds, which gave Burger King the label the #2 brand. In 2010, a TV commercial featuring the Burger King mascot, The King was shown. In the commercial, The King was shown breaking into McDonalds and stealing a Big Mac. Near the end of the commercial, the Whopper and the Big Mac are placed beside each other, and a male voice says that they are the same thing, but the Whopper is cheaper. 8
McDonalds, the #1 fast food chain in the United States, appeals to the target markets of kids and families. Burger King on the other hand, has decided to establish itself as the choice of the young adult market. To be specific, they have chosen the market segment of teens and young men. Most of the advertising created for Burger King features teenagers and adults. They have recently used mainstream celebrities such as David Beckham and Mary J . Blige, to give the Burger King brand that edge with the younger crowd. Previously, The King and the Subservient Chicken were featured in ads which appealed mostly to an urban crowd of young males aged from 18 to 24. As of April 2012, Burger King decided to shift its target market from a younger generation to mothers and families. An article was written saying, In the next 12 months, Burger King and its franchisees will spend about $750 million fixing the menu, revamping marketing, tweaking operations and updating the look of a chunk of its 7,204 U.S. stores. (news10.net, 2012) Company: IKEA When dealing with brand positioning, IKEA focuses on three key principles. These principles are: 1. Meeting customers expectations IKEAs staff has one goal and that is to get the customer home to easily assemble their products. The staff is extensively trained internally to handle customer service professionally. When a customer enters an IKEA store, the idea is that they speak with another person and not to a representative of the company. People mostly purchase based 9
on another persons opinion and this approach attaches the approachable quality to the brand. 2. Connecting the customer to the product Assembling an IKEA product is fairly simple and according to one of their TV ads, Its so easy a kid could do it. It is the sense of accomplishment that a customer gains when the job is done, it is immeasurable. IKEA creates a unique user-experience that gives customers a story to tell and share. By getting the customer to actually interact with the product and to not simply purchase it, this initiates a bond between the brand and customer. 3. Shopping at IKEA is an experience Visiting IKEA is an experience. It is a combination of the staff, the arrangement of the store and the atmosphere. The staple furniture pieces that current and prospective IKEA customers can relate to are the Billy-bookcase and the Lack. The on-time delivery is an added bonus to the IKEA experience. The experience, complete with its products and services have progressively developed a clique status for IKEA shoppers. Company: Axe The Axe brand has been given the brand labels, cool, fashionable, and stylish. The central theme of all Axe ads is that the male is confident and for those who use Axe, the girl will always make the first move or be the first to approach. The brand has gained leverage worldwide, and has maintained using the same marketing campaigns throughout most countries. The ads typically feature a regular male using the product as a way of attracting or even seducing women. 10
It is assumed that using a regular male instead of a celebrity allows the brand to be more accessible to the average guy. With the brand labels, cool, fashionable, and stylish, Axe has managed to secure the market (unintentionally) of younger men aged from 13 to 17. This new market is noted to be image conscious and keen on acknowledging a sense of masculinity. Company: BIC (pencils) BIC operates with the initiative of Think globally, operate locally. BIC has conducted its brand positioning based on its product basket which offers products that are disposable, affordable, universal and functional. These features appeal to a global market since everyone needs functional products at affordable prices. BIC appeals to younger consumers by establishing themselves as the students choice for stationery. Company: Coke Zero Coke Zero proves that the brand of what makes Coca Cola is not lost but simply translated to appeal to a new generation of beverage consumers. While Coca Cola represents all that is traditional, Coke Zero is for the young consumers who are the trendsetters and those who redefine the status quo. Coke Zero is also targeted at those who are the calorie-counters, in other words, individuals who are concerned about their health. Since a regular Coca Cola contains a considerable amount of sugar, Coke Zero is the alternative. A more specific target market that Coke Zero has focused on is young males aged from 20 to 30. The colours (black, red and white) and the design of the logo were created to gain the attention of that market segment. Also, Coke Zero was labeled as calorie-free rather than a diet drink in order to appeal to men. 11
Campaign Strategy Television Magazines Radio Newspapers Internet and Social Media Smartphones Media Strategy Reach target market Effectively reach target market without insulting potential buyers/consumers Media Selection Radio Internet Magazine Newspaper Print Ads Television Commercial Catalogs Media Planning and Buying Advertising & Spending Television $12,000,00 Magazines $750,00 12
Radio $1,500,000 Newspapers $450,00 Internet and Social Media $275,000 Smartphones $250,000 Total Budget: $ 15,225,000