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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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.
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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...