Advertising Campaign Example

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The customer-oriented, owner-operated handbag business, It¡¦s In The Bag, is looking for a way to reach the female population of Scioto County, and its surrounding area. The business does little advertising and is looking for was to make possible consumers aware of the benefits of shopping at It¡¦s In The Bag. The purse boutique carries private-label handbags that are exclusively distributed to small business in hopes of promising sales. It¡¦s In The Bag takes pride in making sure every customer is 100 percent satisfied with their purchase. They not only carry handbags but other women¡¦s accessories. The media plan is mainly going to target ¡§Red Hat Society¡¨ Fifty Somethings. However, all advertisements will be aimed at making the female population aware of the small handbag boutique. The marketing plan is to capitalize on the small number of indirect and direct competition for this business. No direct competition exists in the area that carries the private-designer labels that It¡¦s In The Bag carries. However, customers can find these labels on the World Wide Web. This creates the indirect competition for the business. That is why the advertising plan needs to be intensive, and reach as many potential customers as possible. Direct mail, newspaper ads, local area billboards, and radio station commercial spots will be joined together for the most effective advertising campaign achievable. With much success joining together the marketing objective, advertising objectives, and media objectives for It¡¦s In The Bag, awareness, revenue, and overall success for the business should increase rapidly and create customer loyalty and satisfaction for the small business.

II. ADVERTISING PLAN OUTLINE

EXECUTIVE SUMMARY¡K¡K¡K¡K¡K¡K¡K¡K¡K..............................................2 TABLE OF CONTENTS¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K.........................................3 SITUATION ANALYSIS¡K¡K¡K¡K¡K¡K¡K¡K................................................4-12 SWOT ANALYSIS¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K............................................13-14 MARKETING OBJECTIVES¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K..................................14 MARKETING SEGMENTS¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K...............................15-17 THE TARGET MARKET¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K...................................17-18 PRODUCT POSITION¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K...........................................18 MARKETING MIX¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K..........................................18-19 THE TARGET AUDIENCE¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K..................................19 THE COMMUNICATION PROBLEMS AND OPPORTUNITIES¡K¡K¡K¡K¡K...20 ADVERTISING OBJECTIVES¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K.............................20 THE CREATIVE STRATEGY¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K.........................20-21 CAMPAIGN THEME¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K............................................21 MESSAGE STRATEGY¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K..........................................21 MEDIA SCHEDULE¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K................................................22 MEDIA PLAN¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K.....................................................22-24 BUDGET¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K.............................................................25 SUMMARY¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K..........................................................26 APPENDEX¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K........................................................ REFERENCES¡K¡K.¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K..........................................

III. SITUATION ANALYSIS

Description of Service:
Pam Barnett started her business as a part-time purse salesman after visiting her son in San Francisco, California, and witnessing all the independent purse designers selling out of their own homes. She sold purses through in-home handbag parties and word of mouth for 8 years as a side job. She decided to quit her job and start selling purses and other women¡¦s accessories full-time. Pam opened It¡¦s In The Bag on August 14, 2003 and has been capitalizing on the...
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