COMM 350 UNC Media Strategy and Tactics Toms Marketing Strategy WeChat Case Study

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muybh

Business Finance

COMM 350

University of North Carolina at Chapel Hill

COMM

Description

Just complete Part3 and Part4. The brand I need is TOMS, so my advertising plan is TOMS

Please note that the two parts are submitted separately when they are finally submitted

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THE ‘Mini’ ADVERTISING PLAN ASSIGNMENT COMM 350 Ju-Pak You may choose a brand from the following product categories or brands: Smart phones, home appliances, Auto, Cosmetic, Food, Soda, Beverages (alcoholic or non-alcoholic), Athletic Shoes, Clothing, Home Care (e.g., Home Depot), Personal Care (shampoo, soap, deodorant, etc.), credit card or online payment services, delivery services, insurance, travel(dotcom), and more (your choice). A brand of your creation (i.e., not-yet available brand) is acceptable; but note that you should be on your own to come up with the situational facts or factors for your brand. Plan Format and Submission Guidelines:. • • • • Include the title/cover page with “The Advertising Plan for _____ (your brand)” by “your agency name” followed by the full names of your members (with the roles in the agency, if defined); Include the table of content with the page number specified The length of the report will be from 6 to 10 pages (no more than ten pages), double space, 12 point, typed. An electronic copy of your plan (including your print ad i) are to be submitted via drop box app at Titanium site on or before the designated date (check syllabus).. Your agency ‘s advertising plan will consist of five parts/sections: Situation Analysis, Budget & Goals, Creative Strategy & Tactics, Media Strategy & Tactics, and Measurement & Research Plan Part (1) includes your Situation Analysis (2-3 pages). For this, you will summarize your findings after collecting/presenting the information useful and relevant to understand the situation facing your brand and that leads to the brand’s ad goals. This will include but not be limited to: a) The brand (product assortment/packaging/current image, price information, geographic distribution of the product; any key past and/or current marketing communication activities) b) The competition (up to three major competing brands) c) The consumer targets (described at least in demographics and geography) Part (2) entails the Budget and Goals (2-4 paragraphs). Make sure you set the likely budget (your judgment is fine), along with your explanation on how the budget was set (review the budgeting methods discussed in Ch. 7), and develop & justify two major goals that are appropriate given the situation (that is, based on the background information given in Part 1). Note that DAGMAR (Ch. 7) suggests your goal(s) should include a) Measurable (and quantified when possible) outcome desired b) Specific target(s) (the likely target consumers) c) Benchmark/current level on the outcome desired (not necessary if unavailable) and degree of change sought (e.g., 10% increase -- your best judgment) d) Specific timeline for the accomplishment of each goal For the next Part (3) of the agency report, you need to come up with your Creative/message Strategy & Tactics for the brand (1 page). More specifically, develop a) the major selling idea (expressed in the form of a slogan or the headline, etc.), b) discuss the kind of appeal (emotional or rational) to use and why, and c) develop a print ad that executes your strategy best – remember to use different elements of an ad layout. NOTE: in deciding and justifying your decisions, consider the situational information/ factors such as brand communication goals, the target consumer (why they buy), and any knowledge you have obtained so far. Ch. 8 & 9 on creative decisions will be useful. For Part (4) of the agency report, you need to come up with your Media Strategy & Tactics for the brand (1-2 pages). More specifically, determine/discuss a) the media to use to place your ads (in the order of importance) and why they are beneficial to the brand chosen; b) the media not to use and why; and c) For the top two media/only, discuss how you will select the specific vehicles (TV shows, magazines, websites, radio stations, etc.) and when to run your ads. NOTE: In making and justifying your decisions (why), consider what kind of brand yours is, who your target consumer is, where/geographic markets the product is distributed, how to beat the competition, in addition to the general benefits or limitations of each medium. Information on Ch. 10-15 will be helpful. For the last, Part (5) of the agency report (1 page), you need to come up with your ways to measure the effectiveness of your campaign (Measurement & Research Plan). More specifically, describe a) what and how to measure to determine if the objectives of the overall campaign have achieved or not b) what, when and how to measure to determine the effectiveness of your creative strategy (message – and if necessary, source – effects) c) Whom to measure: how many and how to select the sample for your research NOTE: in deciding and justifying your decisions, consider the brand communication goals, the target consumer, and any knowledge you have obtained on Ch. 18 discussion.
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Explanation & Answer

Attached. Please let me know if you have any questions or need revisions.

OUTLINE USED FOR BOTH REPORT
Creative strategy & tactics
For the next Part (3) of the agency report, you need to come up with your Creative/message
Strategy & Tactics for the brand (1 page). More specifically, develop
a) the major selling idea (expressed in the form of a slogan or the headline, etc.),
b) discuss the kind of appeal (emotional or rational) to use and why, and
c) develop a print ad that executes your strategy best – remember to use different elements of
an ad layout.
NOTE: in deciding and justifying your decisions, consider the situational information/ factors such
as brand communication goals, the target consumer (why they buy), and any knowledge you have
obtained so far. Ch. 8 & 9 on creative decisions will be useful.

Media strategy and tactics
For Part (4) of the agency report, you need to come up with your Media Strategy & Tactics for
the brand (1-2 pages). More specifically, determine/discuss
a) the media to use to place your ads (in the order of importance) and why they are beneficial
to the brand chosen;
b) the media not to use and why; and
c) For the top two media/only, discuss how you will select the specific vehicles (TV shows,
magazines, websites, radio stations, etc.) and when to run your ads.
NOTE: In making and justifying your decisions (why), consider what kind of brand yours is, who
your target consumer is, where/geographic markets the product is distributed, how to beat the
competition, in addition to the general benefits or limitations of each medium. Information on Ch.
10-15 will be helpful.


THE ADVERTISEMENT PLAN FOR TOMS
Creative Strategy & Tactics of TOMS
It is worth noting that TOMS Inc. makes use of several tactics with the sole aim of marketing their
goods. As observed in Exhibit F, aside from the brand shoe itself, many other products are
embedded in the packaging. The box, in this case, is exceptional, embedded inside that packaging
or the box is the TOMS shoe, their sunglass advertisement, stickers as well as a canvas bag for
proper storage. This alone is a tactic on its own to create awareness about the TOMS brand. TOMS
is fully aware that their clients or customers will make use of their stickers attaching them to their
cars, laptops, or house doors, some may as well hang the bag of canvas up.

HIGH SCHOOL AND COLLEGE STUDENTS
First Strategy: TOMS shoes Inc., through a campaign focused on purchasing power as well as
consumer activism, will be well-positioned to appeal to the key influential public.


Design and create materials that are promotionally aimed at a campaign including minute
cards created from paper recycled. This can be given to the consumers or customers of
TOMS given that purchase is made regularly.


These promotional materials (small cards) could have a QR code
embedded or possibly a direct link to the crusade page



These small cards could easily explain the customer's impact based on
the purchase made.



For instance, “congratulations. You are much appreciated for your
purchase! You have su...


Anonymous
Really great stuff, couldn't ask for more.

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