Preview

Sample MKTG204 PitchProject

Best Essays
Open Document
Open Document
4667 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Sample MKTG204 PitchProject
MKTG204 Pitch Project
Contents

Introduction and background Page
Campaign Objectives Page
Consumer Insights Page
Positioning, Creative Ideas and integration Page
Creative Executive Page
Media Strategy Page
Conclusion Page
Reflection Page

Group Members

Ashlee Millingham 43290205
Rowan Prosser 43290612
Christopher Summerhays 42526922
Jesse Gong 42870445
Omaet Velasco
Sarah Beale

MKTG204 Pitch Project

Introduction & Background

The Australian Wholefoods Company specialises in producing ready-to-eat meals for supermarkets and stores. It is a well recognised home brand that has a variety of ready-to-eat food products ranging from quiches, lasagnas and now to wonton noodles. It is due to the growth in the ready-to-eat meals market that the Australian Wholefoods Company has launched a new ready meal product under the new brand of Lee. Within the brand Lee, The Australian Wholefoods company has created a ready-to-eat Wonton Noodle Soup, which will be sold under the brand name “Canoodles”. The target audience which has been tested for this new product is 18 to 25 year old Sydney residents. Due to their busy lifestyles we believe this product will be successful because it is quick and easy. If the product is successful it will be available nationwide. The company undergoes extensive research and development continually in order to capture and understand the tastes and preferences of its consumers. As a result the Australian Wholefoods Company have become one of the market leaders. From research compiled on Lee’s Canoodles intended target audience, we believe we have an effective marketing communications campaign in place to reach the designated objectives and become a well known home brand for many consumers.

Campaign objectives
The three major objectives of this marketing campaign include; raising brand awareness from 0 to 30 per cent within three months,



References: Elder, R. S., & Krishna, A. (2012). The visual depiction effect in advertising: Facilitating embodied mental simulation through product orientation. Journal of Consumer Research, 38(6), 988-1003. M Eisend, “A meta-analysis of humour in advertising’, Journal of the Academy of Marketing Science, 37, 2009, pp. 191-203. Poor, M., Duhachek, A., & Krishnan, H. S. (2013). How images of other consumers influence subsequent taste perceptions. Journal of Marketing, 77(6), 124-139. Reis A, J, Trout, ‘Positioning: The Battle for Your Mind’, McGraw-Hill, New York, 1981 Sengupta, S, ‘Brand Positioning: Strategies for Competitive Advantage’, McGraw-Hill New Delhi, 2005 Statistics Brain Zhang, Y, G, Zinkhan, 2006, ‘Responses to Humorous ads: Does Audience Involvement Matter?’ Journal of Advertising, 35, 4, pp. 113-127 Appendix

You May Also Find These Documents Helpful

  • Good Essays

    The use of familiar and talented comedians such as Carlos Mencia and Will Ferrell distributed a laughable strategy targeted at consumers who may identify with their recognition. It was very interesting to realize that the marketing of these top brand names during the game where exclusive…

    • 297 Words
    • 2 Pages
    Good Essays
  • Powerful Essays

    The Politics of Humor

    • 2323 Words
    • 10 Pages

    McCallum, Laura. "Ad Watch: The Value of Humor." MPR 's Ad Watch Series, August 23, 2000.…

    • 2323 Words
    • 10 Pages
    Powerful Essays
  • Best Essays

    Boddewyn, Jean J (1991) “Controlling Sex and Decency in Advertising Around the World,” Journal of Advertising, 20(4), pp25-35.…

    • 4131 Words
    • 17 Pages
    Best Essays
  • Satisfactory Essays

    2) Lynn Frewer and Hans Van Trijp: Understanding the consumer of food product.1st edition 2007 Woodhead publishing…

    • 850 Words
    • 4 Pages
    Satisfactory Essays
  • Better Essays

    Advertising Styles

    • 1695 Words
    • 7 Pages

    Some common ingredients of advertisements were not singled out for separate mention in the list of fifteen because they are not appeals in and of themselves. They are stylistic features, influencing the way a basic appeal is presented. The use of humor is one, and the use of celebrities is another A third is time imagery, past and future, which goes to several purposes. For all of its employment in advertising, humor can be treacherous, because it can get out of hand and smother the product information. Supposedly, this is what Alka-Seltzer discovered with its comic commercials of the late sixties; “I can’t believe I ate the whole thing,” the sad-faced husband lamented, and the audience cackled so much it forgot the antacid. Or, did not take it seriously.…

    • 1695 Words
    • 7 Pages
    Better Essays
  • Powerful Essays

    Marketing Strategy of Ufone

    • 3572 Words
    • 15 Pages

    References: Bovee, Courtland L., John V. Thill, George P. Dovel, Marian Burk Wood. 1995. Advertising Excellence. New York: McGraw-Hill, Inc Catanescu, C., and G. Tom. 2001. Types of Humor in Advertising and Magazine Advertising. Review Review of Business, 22(1/2):92, 95 Eriksson, L.T., and F. Wiedersheim-Paul, F. 1997. Utta Utreda, Forska Och Rappottera. Malmo: Liber Eknomi Fugate, D. 1998. The Advertising of Services: What is an Appropriate Role for Humor? Journal of Services Marketing, 12(6): 453-472 Kumar, R. 1996. Research Methodology A Step-By Step Guide for Beginners. London: Sage Publications Olsson, Veronica and Asa Larsson. 2005. Humor in Advertising. Bachelor’s Thesis, Department of Business Administration and Social Sciences, Lulea University of Technology. ISSN: 1404-5508 Stern, B.B. 1996. Advertising Comedy in Electronic Drama: The Construct, Theory and Taxonomy. European Journal of Marketing, 30(9):37 -60 *****…

    • 3572 Words
    • 15 Pages
    Powerful Essays
  • Satisfactory Essays

    Sex in Advertisement

    • 733 Words
    • 3 Pages

    “It is suppose to be funny. People should not take it so seriously and literally. It is just advertising.” (Term Paper on Advertising. Essays, Research Papers on Sex In Advertising.) But the problem goes farther than that.…

    • 733 Words
    • 3 Pages
    Satisfactory Essays
  • Better Essays

    Advertisement and Sciences

    • 1708 Words
    • 7 Pages

    Being primarily consumers, our view on advertisement is extremely biased. We consider most of it as excessively annoying and censure the advertising industry while at the same time we are highly receptive to their efforts, and as if that was not enough we take part in collegiate neurological studies on consumer behaviour. The advertising industry uses our behaviour as a tool and the better they become the less we are annoyed by all the banners, TV ads and product placements. But why do they keep on becoming better and better? The answer lies within a network of different sciences that constantly works on finding new ways to reach our mind. Since art is not a science I am going to leave it out although it clearly adds up to today’s advertisement. My essay will focus on the five sciences that have the biggest impact on the content of advertising: Psychology and neuroscience, business economics, sociology and political science. Starting with short definitions I am going to explore their different approaches to the topic and the way they contribute to the success of the advertising industry.…

    • 1708 Words
    • 7 Pages
    Better Essays
  • Powerful Essays

    Humor Type

    • 9895 Words
    • 40 Pages

    Estimates of the use of humor in advertising suggest that as much as 24.4% of prime time television advertising in the US is intended to be humorous (Weinberger and Sports 1989). Research conducted by others has also indicated similar high (or even higher) levels of usage of humor in television ads (Kelly and Solomon 1975; Markiewicz 1972; Speck 1987) and in radio (Weinberger and Campbell 1991). While the use of humor is high, the efficacy of humor as a communications device remains uncertain. In attempts to delineate its impact, humor has proven to be very elusive. This lack of knowledge has led advertising copywriters and researchers alike to both praise and decry the effectiveness of humor in advertising as evidenced in the opening quotes.…

    • 9895 Words
    • 40 Pages
    Powerful Essays
  • Good Essays

    Cross Cultural Concern

    • 448 Words
    • 2 Pages

    As an advertiser, priority should be given to understanding and catering to the target audience. While humour is a great way to reach out to people, it is often at the…

    • 448 Words
    • 2 Pages
    Good Essays
  • Satisfactory Essays

    Clement, J 2007, 'Visual influence on in-store buying decisions: an eye-track experiment on the visual influence of packaging design ', Journal Of Marketing Management, 23, 9/10, pp. 917-928, Business Source Complete, EBSCOhost, viewed 25 September 2013.…

    • 428 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    Sarcherzhou

    • 7045 Words
    • 29 Pages

    Escalas, J.E. (2004), ‘‘Imagine yourself in the product’’, Journal of Advertising, Vol. 33 No. 2,…

    • 7045 Words
    • 29 Pages
    Powerful Essays
  • Powerful Essays

    Management Control Systems

    • 6467 Words
    • 26 Pages

    International Journal of Advertising, 24(2), pp. 151–172 © 2005 Advertising Association Published by the World Advertising Research Center, www.warc.com…

    • 6467 Words
    • 26 Pages
    Powerful Essays
  • Better Essays

    Zoozoo

    • 3329 Words
    • 14 Pages

    Zoozoo ad campaign to key measures of effectiveness. Based on a sample of twenty real life campaigns from Vodafone’s ZooZoo Campaigns, and a panel of consumer responses, this thesis provides strong support for a of ZooZoo characters based on novelty, meaningfulness, humor, positiveness, and well-craftiness. It concludes that these particular ads were more effective in promoting ad and brand attitudes, brand interest, purchase intentions, ad and brand WOM intentions, as well as perceived ad expenditure and effort.…

    • 3329 Words
    • 14 Pages
    Better Essays
  • Good Essays

    Advertising Essay

    • 1078 Words
    • 3 Pages

    In today’s day in age, advertisement is everywhere you see. If you ever took a look around, an example of a simple way of advertising would be by taking a look around at items where you’re at now. For example, in the room you may be sitting in, take a look around at all the items placed around and you’ll see various logos. According to The Ultimate Marketing Machine’s claim, I agree that fun does play a role in advertising. Authors such as Delia Cleveland, Jay Chiat, and Meghan O’Rourke would have to agree or disagree.…

    • 1078 Words
    • 3 Pages
    Good Essays