Advertising Plan
Advertising Plan
By
Alexandria Phillips
MKTG575
Table of Contents I. Executive Summary: * Company (Product/Service) Description * SWOT Analysis * Industry Analysis * Target Market Description * Market Segments * Market Characteristics * Marketing Mix * Competitive Analysis (Advertising strategies of competition) II. Advertising Objectives * Communication goals * Purchasing behavior * Positioning III. Advertising (Creative) Strategy * Product Concept * Target Audience (Who the advertising will address) * Communications Media * Media Objectives * Media Plan * Communication Effectiveness * Advertising Message (Art elements, Production elements, etc.) IV. Testing and Evaluation * Advertising Research * Effectiveness Measurement V. References
SECTION 1: EXECUTIVE SUMMARY: This advertising plan features exciting information about a new yogurt dipping sauce to be featured at McDonalds. Research shows the fast-food industry that there is a serious need to offer healthier items on the menu to families and working adults. The target market is looking for exactly just that: healthy variety and quality without compromise. Backed by some of the most powerful names in the restaurant business, companies like SEI, MoRoch, and PAR systems will support this new change in every way they can to ensure successful launch of the product including on-going support. There will be some very exciting advertising on the television, radio, and social networking sites that will get customers very excited about the dipping sauce that will make them want to get out of their seat and head to McDonalds to try the new dipping sauce. The new yogurt dipping sauce will perfectly compliment their delicious already existing apple slices. During the soft sell, customers will be able to come in and
By
Alexandria Phillips
MKTG575
Table of Contents I. Executive Summary: * Company (Product/Service) Description * SWOT Analysis * Industry Analysis * Target Market Description * Market Segments * Market Characteristics * Marketing Mix * Competitive Analysis (Advertising strategies of competition) II. Advertising Objectives * Communication goals * Purchasing behavior * Positioning III. Advertising (Creative) Strategy * Product Concept * Target Audience (Who the advertising will address) * Communications Media * Media Objectives * Media Plan * Communication Effectiveness * Advertising Message (Art elements, Production elements, etc.) IV. Testing and Evaluation * Advertising Research * Effectiveness Measurement V. References
SECTION 1: EXECUTIVE SUMMARY: This advertising plan features exciting information about a new yogurt dipping sauce to be featured at McDonalds. Research shows the fast-food industry that there is a serious need to offer healthier items on the menu to families and working adults. The target market is looking for exactly just that: healthy variety and quality without compromise. Backed by some of the most powerful names in the restaurant business, companies like SEI, MoRoch, and PAR systems will support this new change in every way they can to ensure successful launch of the product including on-going support. There will be some very exciting advertising on the television, radio, and social networking sites that will get customers very excited about the dipping sauce that will make them want to get out of their seat and head to McDonalds to try the new dipping sauce. The new yogurt dipping sauce will perfectly compliment their delicious already existing apple slices. During the soft sell, customers will be able to come in and
References: Advertising Age (2012) Retrieved from http://adage.com/datacenter Better Business Bureau (2012) Facebook (2012). Retrieved from http://www.facebook.com/advertising?campaign_id=194417723019&placement=exact& New Strategist ( Dec 2010). Who’s buying at restaurants and carry-outs. 8th edition. Strategic media (2012). Retrieved from http://www.strategicmediainc.com/ Author Unknown The 2011 Restaurant, Food & Beverage Market Research Handbook, 2011. P157-172 HTTP://www.accessmcd.com