Develop and Advertising Strategy and Brief

Topics: Advertising, Catering Pages: 43 (8714 words) Published: September 26, 2012
Unit 1: Develop and advertising strategy and brief

 Tutor: Nathan

 Prepared by: Minsook KANG

Index
1. Question No.1 ……………………………………………………………….. 2. Question No.2 ……………………………………………………………….. 3. Question No.3 ……………………………………………………………….. 4. Question No.4 ……………………………………………………………….. 5. Question No.5 ……………………………………………………………….. 6. Task 1 – Client Brief.…….………………………………………………….. 7. Task 2 – Advertising Brief...………………………………………………... 8. Task 3 – Client Brief.…………….………………………………………….. 9. Task4 – Advertising Brief...…………………………………………….…... p.2 p.3 p.5 p.7 p.9 p.11 p.17 p.26 p.30

-1-

1

Give two examples for each of the following
A. Behavioral characteristics:
i. Usage rate: Fashion-conscious teenagers wear a skinny jean whereas the older generations prefer to wear normal casual pants like cargos or jeans. ii. Loyalty status: Some of Korean has loyalty to a particular mobile telecommunication company. Even iPhone has come to Korea, they didn’t buy iPhone. Because to have iPhone they should move their communication company.

B. Psychographic characteristics:
i. Social class: People who are in high-class would like to have their thing unpopular and special like a limited bag. But for who those are not prefers general one with affordable price. ii. Life Style: It presents how people live. Some people have regular income and holidays. But those are not like part-timers, unemployed people can manage their time flexibly.

C. Geographic characteristics:
i. Climate: In some countries where is tropical climates, there is no chance to snow. In these countries snowboarding, skiing products will not be selling.

D. Demographic characteristics:
i. Culture background: Some Asian eat “long rice”. But Korean, Japanese usually eat shorter and thicker rice than “long rice”. ii. Gender: Some products are specialized as gender. For example, under wears, cosmetics and perfumes. If products are used by wrong gender, it will be not useful.

-2-

2

What do you consider the difference is between Flighting and Pulsing advertising strategies?

An advertising schedule should be established depend on consumer’s life style, purchasing patterns, the monthly sales figures and prepare for competitor’s strategy. Three broad categories of advertising schedule strategy are Flighting strategy, continuity strategy and pulsing strategy. “Flighting strategy” is to advertise temporarily when it is necessary and can be stopped within a certain period time. This strategy is allowed to keep resuming and stopping.

The company aimed to give consumer an impression of their products during advertising and have carry-over effect even while its advertising campaign stops by a large amount of advertising. This strategy is used when advertising budget is small and suitable for seasonal specialties which sales figure is especially going up in a particular period time like air-conditionings and ice creams. It is also suitable when product’s life cycle is short and the information and technology is changing at the rapid pace like mobiles. Followings are the advantage of “Flighting strategy”. 1. It can increase cost-efficiency by advertising depend on when purchasing occurs. 2. It can use more than 1 media vehicles because it focuses on advertising with small budget. Followings are the weakness of “Flighting strategy”. 1. The effect of advertising could be decreased because the number of advertising is huge. 2. Consumer’s recognition, interests and memory could be lower when advertising stops. 3. As competitor’s efforts, the company could lose advantages in competition. Continuous Schedule strategy is to advertise all year around. So, it is very flexible to compete with competitors. This strategy is used when advertising budget is big. Therefore, it has weakness that there is no time to show the power of advertising campaigns and hard to respond to the change of sales figure because advertising budget should keep spending steadily. -3-



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