point of sale advertising for call of duty: black ops ii
DESCRIPTION
Expanding on associated content of marketing plan for Activision's Call of Duty: Black Ops IITRANSCRIPT
More on Point-of-Sale AdvertisingSabrina Mergenthaler
Colorado Technical University
•What is a Point-of-Sales promotion?
• What are the benefits of using a POP display?
• How are we connecting target audience and existing audience to increase the overall production of
the POP display while saving resources and matching product/company goals?
Point-of-Sale Systems
Placement of POP Display -In the path of our consumer -Wal-Mart video game sales 25-30% -Meets 88% of target audience
Measurability -significance of purchase information -package insert incentives
Placement: Brick and Mortar
• Detailing the POP display -Colors -Themes -Messages•Building brand equity and consumer relationships•The Limited Edition Call of Duty: Black Ops II POP display system•Maintaining Image of Product and Company
The Limited Edition POP Display
Building brand equity and consumer relationships
• Capturing all audiences• Message delivery
• Sets Activision apart a leader in industry and supporter of women
• Responds to female gamer demands • Partnerships
• Purchase Incentive
• Consumer Relationship Management• Supportive Merchandise• Rewards Programs• Community
Sketching the POP Display
• Yellow POP Stand with eye catching and familiar CoD Symbols
• Housewife and zombie image• Cut-out effect
• Tiered holding units• 150 units per display
• Can hold row for each gaming console or the same
• CoD Imaging on display lips
• Display side walls with to-do list “kill zombies” is not yet checked off
• Game rating symbols
Maintenance of Image
•What are approved images • Location of Displays • Uncontrolled exposure
• Conveyance of Company and Product Image and Perceptions through packaging strategies such as external promotional stickers and inserted incentives
•Hi-quality graphics • Story lines • Highly interactive First-person shooter game
Conclusion
Activision’s Mission
Embrace Female GamersConsistent messaging
Integrated media strategies
Marketing Goals
Integrated Media
Q & A Session
References
Activision. (n.d.). Activision. Retrieved from http://www.Activision.com
Alsem, K., & Wittink, D. (2013). Strategic Marketing: An Applied Approach. Pearson Custom Publishing.
Armstrong, G., & Kotler, P. (2006). Principles of Marketing ( (11th edition) ed.). Upper Saddle River, NJ: Prentice Hall.
Color Symbolism and Emotional Effects of Color. (n.d.). M.U.S.E., Colorado Technical University. Retrieved from http://coursebuildercontent.careeredonline.com/Assets/30000/25544.pdf
Gallery. (n.d.). Point Display & Design. Retrieved from http://www.pointdisplay.com/services.html
Kunin, M. (2012). Why Girls Should Create Video Games. Huffington Post. Retrieved from http://www.huffingtonpost.com/madeleine-m-kunin/why-girls-should-create-v_b_1501601.html
References
Piermatteo, L. (2012). Live Chat . Integrated Marketing Strategy Capstone. Colorado Technical University.
Sirgy, M. & Rahtz, D. (2007). Strategic Marketing Communications: A Systems Approach to IMC. Mason, OH: Thompson.
Using Design Elements to Communicate. (n.d.). M.U.S.E, Colorado Technical University. Retrieved from
http://coursebuildercontent.careeredonline.com/Assets/30000/25928.pdf
Vollmer, C. (2008). Always on : Advertising, Marketing and Media in an Era of Consumer Control. New York, New York: McGraw-Hill.