plan book (1) (1)
TRANSCRIPT
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Table of Contents
Executive Summary
Background Information
Point of Departure and Positioning
Target Audience
Timing
Product Features and Benefits
Copy Platform
- Tone
- One Thing
- Advertising Objective
Creative Execution & Rationale
- Outdoor Billboard
- Broadcast Commercial Storyboard
Media Planning
- Campaign Pricing
- IMC Plan
- Budget Comparison
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Executive Summary
This plan book is part of an assignment for a Fundamentals of Advertising course
at Grand Valley State University. In this book, I will describe in fairly great detail
my idea to start a Dove His and Her advertising campaign. Included is the
company background information, point of departure, creative execution, and
media plan.
I chose to do this project on the Dove Company because I like their products and
the things that the company stands for. However, I believe that it could stand to
have a few changes.
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Background Information
The current target audience for Dove is teenage girls and women ranging from
ages 14-50. The name of their most popular campaign is “Dove for Real Beauty”.
The goal of this campaign is to build up a sense of strong self-worth within girls
and women by promoting confidence and beauty for the everyday person.
The Dove Company originated in the United
Kingdom after being founded by the Lever
brothers in 1957. They introduced “beauty bar”
in 1958. Now Dove is a personal care brand
owned by Unilever. Some of their products
include deodorants, body wash, lotion, hair
products, and facial care products.
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Point of Departure & Positioning
For our class advertising campaign project I am going to change the goal and
primary targets of the campaign. I will focus on middle aged married women and
their husbands. My main goal will be to appeal to the married couple as one entity
with the intention of adding spice, intimacy, and a sense of youthfulness back into
their marriage with a His and Her styled campaign. I will attempt to close the
gender divide, bring the focus back onto each other, and enable them to look and
feel comfortable and beautiful in their skin. When they see the advertisements or
even think about the brand, I want them to have a positive image that involves a
company trying to bring people together and focus on the great things their
partners have to offer.
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Consumer Profile – Target Audience Description
Demographic: The campaign will target men and women ages 35-50. They are in
the upper middle class and have a stable income. They are also married and have
school aged children living in the household.
Psychographic: Both the men and women are aging and have a growing concern
for healthy skin and maintaining youthful beauty. They live a busy life and are
preoccupied with raising their children, all while attempting to keep a happy
marriage even though things may be growing a bit stale romantically.
Behavioral: Expendable income. Busy with work and or managing the household.
Trying to keep a healthy, balanced diet and weight.
Geographic: They are Americans that live primarily in single family homes inside
of suburban areas. The specific DMA is Grand Rapids, MI.
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Timing
The campaign will run for the 10 weeks between December 4th - February 14th.
I chose this time period because it is full of holidays in which gifts are given such
as Christmas, New Year’s, and Valentine’s Day. The thought process behind this is
that people will be looking for nice gifts to buy for their significant others and
Dove His and Her products will be the perfect choice.
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Features and Benefits
There are 3 top features and corresponding benefits that will be showcased in this
advertisement campaign.
1. Both men and women product lines are available. - There is a product for
every individual. You can feel unique and diverse because the options are
nearly endless.
2. Dove products are number 1 dermatologist recommended - You’re taking
great care of yourself and will have smooth and healthy skin.
3. Dove Products are widely available – It is extremely convenient and useful
to time conscientious people to be able to buy the His and Her products form
nearly everywhere.
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Copy Platform
Tone
The tone or mood for the advertisements will be playful and intimate,
putting a focus on happily married couples.
One Thing
The one thing that consumers should take away from this ad campaign is
that Dove has an extremely diverse product line for both men and women.
There is something for everyone. The new “his and her” product line will
bring couples closer together.
Advertising Objective
Introduce and communicate the benefits of a new product line
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Creative Execution
Print Magazine Advertisement
I decided to use a playful and colorful
image as the focal point of the ad to
draw the audience’s attention and to
give a sense of youthfulness. Pink
represents females and blue represents
males. The slogan being in both colors
represents that the product is for both
genders and will “close the divide”
between men and women. The body
copy expresses the features and
benefits of using the new products.
Dove is good for your skin and there
are many different options so everyone
will be able to find something that they
like.
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Outdoor Billboard Advertisement
The image is warm and romantic and shows a man and woman gazing lovingly at
one another. I used the same slogan to create uniformity and continuity throughout
the ad campaign. I put the words in the center of the billboard to bring them into
focus, both the man and woman are looking toward the center and anyone passing
the ad will probably also be drawn toward the center. I put the Dove logo at the
bottom to remind the audience about the product.
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Broadcast Advertisement – Commercial Story Board
The commercial starts out by showing a couple that doesn’t use the new Dove His
and Her product. They are clearly unhappy and very distant from one another. The
commercial then shows the same couple after they have used the His and Her
product. Now they are happy, in love, and closer than ever. I designed the
commercial this way to showcase my “one thing”. Dove His and Her closes the
divide and bring couples closer together.
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Media Planning Table 1
Magazine Campaign Pricing
Publication CPP PGS/ No. Total Circulation CPM Issue Issues Cost
People 345,900 1 3 1,037,700 3,468,098 99 Cosmopolitan 306,700 1 3 920,100 3,003,601 102 Allure 177,353 1 3 532,059 1,157,024 153
Shape 323,000 1 3 969,000 2,575,900 125
Grand Total 3,458,859
Notes. CPP = Cost Per Page (in color); All costs rounded to nearest U.S. dollar; Source: SRDS
Media Solutions.
Magazines
I decided to run my “His and Her” advertisement campaign for Dove in People,
Cosmopolitan, Allure, and Shape magazines. I chose these magazines because their
target audiences directly align with mine. They target middle aged people who are
trying to stay healthy and keep their marriages happy. All of the magazines that I
choose are read mostly by women, with the exception of Shape magazine, which is
read by both genders. My goal is to grow a male interest in the product by
hopefully marketing to the wives, who are already interested in the brand. They
will then buy the product and use it with their husbands. I chose to run one page
each in three issues because all of the magazines are released on a monthly basis
and my ad campaign will run for just under three months.
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Table 2
Newspaper Campaign Pricing
Newspapers CPI Size CPA No. of Ads Total Circ. CPM
Holland Sentinel 16.15 30 485 30 14,550 10,350 HS Sunday 16.15 30 485 10 4,850 16,960
K-Zoo Gazette 48.84 30 1,465 30 43,950 27,033 KZG Sunday 56.17 30 1,685 10 16,851 36,607
GR Press 67.76 30 2,033 30 60,990 68,556 GRP Sunday 77.92 30 2,338 10 23,380 101,262 Muskegon Chron. 42.92 30 1,288 30 38,640 8,644
MC Sunday 49.36 30 1,481 10 14,810 24,423 Grand Total 218,021
Notes. CPI: Cost Per Inch; Size is measured in square inches; Source: SRDS Media Solutions.
Newspapers
I chose the newspapers the Holland Sentinel, the Kalamazoo Gazette, the
Grand Rapids Press, and the Muskegon Chronicle because they had the highest
circulation in the Grand Rapids DMA. More people receive, and hopefully read,
these newspapers than any other newspaper in the area. All of my ads will be one
quarter page, or 30 column inches. The ads will run 3 weekdays and every Sunday
for 10 weeks.
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Table 3
Broadcast Campaign Pricing
Television Show CPR Rating CPA No. Total Audience CPM Of Ads
Sunday Night Football 150 12.5 1,875 20 37,500 189,692 9.88 Big Bang Theory 150 9.8 1,470 20 29,400 148,719 9.88
60 Minutes 150 9.7 1,455 20 29,100 147,201 9.88 Scandal 150 8.7 1,305 20 26,100 132,026 9.88
Downton Abbey 150 7.9 1,185 20 23,700 119,885 9.88 Criminal Minds 150 8.0 1,200 20 24,000 121,403 9.88 The Walking Dead 150 10.1 1,515 20 20,100 153,271 9.88
Dancing With the Stars 150 7.7 1,155 20 23,100 116,850 9.88 The Office 150 4.4 660 20 13,200 66,771 9.88
Grey’s Anatomy 150 8.1 1,215 20 24,300 122,920 9.88 Grand Total 242,820
Notes. CPR = Cost Per Rating Point; CPA = Cost Per Ad; Rating refers to Nielsen Rating; All costs rounded to the nearest dollar; Sources: SRDS Media Solutions and tvratings.com.
Broadcast Media
I decided to run my television commercial on these ten shows because they
are the most often watched and highest rated shows by my target audience of
middle aged married couples according to tvratings.com. All of the shows air new
episodes weekly during Prime Time, from 8pm-11pm. I plan to run two ads per
show, for ten weeks. The audience size of the Grand Rapids DMA in which the
commercial will be shown is 1,517,541 people. This refers to the amount of people
in the DMA 18 years of age and older.
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Table 4
Digital Campaign Pricing
Website CPM Multiplier Frequency Audience Weeks Total
All Womens Talk 5 2.5 4 250 10 25,000 The Art of Manliness 2 1 4 250 10 10,000
Family Circle 3 1.5 4 250 10 15,000 Good Housekeeping 2 1 4 250 10 10,000
LifeBuzz 6 3 4 250 10 30,000 Your Tango 3 1.5 4 250 10 15,000 Livestrong 5 2.5 4 250 10 25,000
Natural Health 3 1.5 4 250 10 15,000 Marie Claire 2 1 4 250 10 10,000
The Cut 15 7.5 4 250 10 75,000 Grand Total 230,000
Notes. Multiplier is based on a CPM of 2; Frequency is the intensity of the advertisement; Audience is represented in thousands; Source: SRDS Media Solutions
Digital Media
I decided to run my online advertisements on these 10 websites because they
fit my target audience and advertising objective best. Because the main goal of my
advertisement is to attract consumers to buy and use Dove his and her products, I
figured that my main goal would be to find websites visited by people in
relationships. Using the search term “relationships” I was able to find these
websites and I selected the ones that I felt would be most often visited by married
men or women between the ages of 35 and 50. My goal is to reach 250,000 people
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on each website, four times each, over the span of my ten week advertisement
campaign.
Table 5
Total Media Spending
Media Type Cost
Magazine 3,458,859
Newspaper 218,021 Broadcast 242,820
Digital 230,000 Grand Total 4,149,700
83%
5%6%
6%
Media Spending
Magazine
Newspaper
Broadcast
Digital
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IMC Plan
In addition to the advertising campaign portion of the promotions plan, I will also
be implementing a sales promotion. A Sales promotion is one type of marketing
aimed either at the consumer or at the distribution channel in the form of sales-
incentives. It is used to introduce new product, clear out inventories, attract traffic,
and to lift sales temporarily. The Dove His and Her products will be sold as a
bundle deal. Buy a Her product, get a His product for half price. The ultimate goal
is for the His and Her products to be bought in pairs and I feel that with this
temporary sales promotion more people will be willing to try and continue to buy
the products.
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Budget Comparison
My parent brand, Unilever, spends a total of $183,159,564 on media advertising on
Dove in the United States per year. For a ten week advertisement campaign similar
to mine, Unilever would spend approximately $35,222,993 on media costs. I got
this number by dividing their yearly spending by 52, then multiplying that number
by 10. The result is nearly nine times more than my projected budget.
With this information I now know that