Advertising Campaign for Bench/

Outline:

I. Information about Bench/ (Company Profile)..............................................................................1
II. Product Category.........................................................................................................................3
A. The Textile Industry in the Philippines
B. Background of Competitive Product (Analysis of Competition)
III. Product to be Re-launched.........................................................................................................6
A. Justification
B. What is the positioning of the product?
C. Related marketing data (as salient background information for ad campaign)
IV. Advertising and Communications Campaign............................................................................9
A. An Introduction to Bench/'s Advertising
B. Problem Focus for Ad Materials (Objective)
C. Strategy
1. Target market
2. Benefit
3. Brand personality
D. Solution
1. Thematic Advertising
a. Print Advertisements
b. Television Commercials
c. Radio Advertisements
d. Billboard Design
2. Tactical Advertising
3. Integrated Marketing Add-ons
V. Conclusion (Synergy Rationale)...............................................................................................20
What in essence will be the effect?
How do we expect it to synergize?

I. Company Profile
Tony Espejo, Bench/'s Advertising and Promotions Consultant, graced us with his presence for our interview with Bench/. He graduated with a degree in AB-BSC in De La Salle University and has been with Bench/ for the past 10-12 years. Mr. Espejo was kind enough to answer all our questions about Bench/. All the following information came from him.
Bench/ is a non-political company that aims to produce and sell outstanding products, both nationally and internationally.
Their first store was located in SM Makati. Initially, their products were t-shirts and walking shorts for men. Due to... [continues]

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