overview of the advertising...
TRANSCRIPT
Overview of the
Advertising Campaign
Strategy and Planning III
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Sample of Advertising
Campaign PPT
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The Client:
DUREX company going
to launch a new social
media campaign on
Twitter and Facebook to
generate awareness
about AIDS prevention
education in honour of
the 25th anniversary of
World AIDS Day.
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Company Background:
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Company Background:
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Market Analysis :
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Target Audience:
Primary Target Secondary Target
Age : Adult (21-45)
Life style: SociallyAge : Teenager (18-25)
Life style: Funny, Challenge,
Curiosity
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Competitor:
Strengths• Innovation
• Product features• Quality• More option
• Distribution channels• Pervasive in stores• Available in wide
variety of places• In touch with the
consumer• Brand Awareness &
Respect• ISO Award
Strengths• Innovation
• Product features• Quality• Thinnest in the
World• Distribution channels
• Pervasive in stores• Available in wide
variety of places• Brand Awareness &
Respect• ISO Award
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Competitor:
Weaknesses:
• Large efforts put on
promotion of sexual
health, which may
benefit competitors.
Weaknesses:
• Less option.
• Weak brand awareness
in worldwide.
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Campaign Objective :
“PERSUADE & EDUCATED”The global brand is using social media to encourage people to
share information about the virus via social media.
Educated in the need to protect themselves against HIV which represents an increased number of consumers.
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Campaign Message:
• This campaign, Durex has promised to donate one
condom for every user who tweets a message about HIV
and AIDS using the#1share1condom hashtag.
• The company will also donate one condom to global and
local charities that share Durex's mission of combating HIV-
transmission
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Campaign NEW SLOGAN:
“1share1condom”
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Campaign Tools:
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Campaign Media:
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Campaign Costing:
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Campaign Costing:
Choose your target
audience
Set your budget
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Campaign Costing:
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Media effect:
Advantage Disadvantage
Budget Friendly
Cost subject to result
Simple to establish
Ability to test a number of
ads
Quick way to generate
more likes and share
Facebook offer analytics
Targeted ads based on a
number of factors
No guarantee on clicks
Users find them annoying
Can come across as
spam
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Campaign sample Ads:
Website record
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Campaign sample Ads:
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Campaign sample Ads:
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Campaign sample Ads:
Final Assignment ( Part III)
– Schedule :
• What do you need from the creative team
• When do you need it
Here you can provide details on media, sizes, client
presentation requirements.
– Costing :
• Base on the media that you choose and work out the costing.
All the research need to present by PPT file.
Thank you & enjoy your research!!! @^v^@
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