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Ford Cheetah 2007 Advertising

CampaignPresenters:

Richard GreenwoodJoshua EdwardsBrunet RiodinJae Yong Kim

The Product /Services• Brand

New Ford Cheetah SUV• The Attributes

Road side Assistance Oil changes Oils, lubricants, other fluids Oil/air filters Tire rotation Cleaning/polishing Clutch linings Wiper blades Wheel alignments and tire balancing Brake pad/lining

Ad Campaign Objectives“If you know what women want, the world can be yours.”

Ford has a goal of expanding our market share by 5% and increasing of sales by 25% of total sales.

Our campaign objective will focus on:• Introducing/ communicating the new product

launch• Inform market of promotional activities• Actively advertise by the following mediums,

Internet (open special home page), TV, and magazine

• Using tens of thousands of customer surveys, to continue to develop our vehicles based on our market demands

• Establish brand equity • Increase market share by 5%

Value Proposition (Unique Selling Point)

• Automated Interior/Exterior Temperature Gage Solar Powered Gage Reverses outdoor

temp Surround Air bags Pre-tensioner

Seatbelts High mileage per tank

• Synthetic Fur Interior Superb Comfort Securely Cushioned In any Pattern

Available

Target Market

•All people between the ages of 18 and 49 years old who desire the insinuating feeling of superiority.

•Segmented to provide a strong focus on women in society.

• And the gay, lesbian, bisexual, and transgender community (GLBT), as there is an identified niche market with huge purchasing potentials.

Unique Advertising Message

“It’s about being the Hunter… not the Hunted”

The Ford Cheetah as its name states is the animal in every driver. Its lustrous compact crossover design is appealing as both a sports utility vehicle and another other recreational vehicle of its nature. Like its animal predecessor, it promotes

dominance, agility, precision, safety, and best of all comfort.

The Advertisement

Advertising BudgetBudget In millions of dollars Pct. Of total budget

Television $9.15 49%

internet $6.5 35%

Magazine $3.0 16%

Television Budget ($8,250,000)Television Week 1

5/14/07 thru 5/20

Week 25/21 thru 5/27

Week 35/28 thru 6/3

Week 46/4 thru 6/10

Week 56/11 thru 6/17

Week 66/18 thru

6/24/07

ABC – “Desperate Housewives” $850,000 $850,000 - - - -

ABC – “Grey’s Anatomy”

$400,000 $400,000 - - - -

CW – “Gilmore Girls”

$200,000 $200,000 $130,000 $130,000 $130,000 $130,000

HBO – “The Wire” $350,000 $350,000 $350,000

FX – “The Shield” $300,000 $300,000 $300,000

Syndication – “Scrubs”

$130,000 $130,000 $130,000 $130,000 $130,000 $130,000

NBC – “Will & Grace”

$150,000 $150,000 $150,000 $150,000 $150,000 $150,000

NBC – “The Office” $300,000 $300,000 $140,000 - - -

TNT – “The Closer” - - $130,000 $110,000 $110,000 $110,000

Magazine Budget ($1,038,000)Magazines Week 1

5/14/07 thru 5/20

Week 25/21 thru

5/27

Week 35/28 thru

6/3

Week 46/4 thru

6/10

Week 56/11 thru

6/17

Week 66/18 thru

6/24/07

Cosmopolitan - - $80,000 - - -

Elle $15,000 $8000 $8000 $15000. $8000 $8000

In Style - $22,000 - - - $22,000

In Touch $30,000 $18,000 $18,000 $9,000 $9,000 $9,000

W - $30,000 - - - $30,000

Vogue - $32,000 - - - $32,000

Teen Vogue - $15,000 - - - $20,000

People $60,000 $60,000 $60,000 $40,000 $40,000 $40,000

Us $80,000 $60,000 $40,000 $40,000 $40,000 $40,000

Internet Budget ($1,191,000)

Internet Month 1May

Month 2June

Month 3July

Month 4August

Month 5September

Month 6October

Web Host & Design

$5000 $5000 $5000 $5000 $5000 $5000

Directory Submission

Services

$25000 $25000 $25000 $25000 $25000 $25000

Email Marketing Services

$15000 $15000 $15000 $15000 $15000 $15000

Third Party Site Subscription

$30500 $30500 $30500 $30500 $30500 $30500

Online Give-Aways &

Promotion

$61,500 $184500 $61,500 $184500 $61,500 $184500

Cost Per Thousand (CPM)The lowest CPM• Cost per 30sec Commercial/Total Viewer-ship

Magazine: Cosmopolitan’s circulation (approximation) around

300,000. • 80/300= 0.267 CPM

People’s circulation (approximation) around 3.75 million.

• 60/3750= 0.016 CPM.• Television:

ABC’s “Desperate Housewives” (approximation) around 18 million.

• 850/18000= 0.047 CPM TNT “The Closer” (approximation) around 6

million. • 130/6000= 0.022 CPM.

Return on Marketing Objectives (ROMO)

• Cost per Branding Effect • Total Cost of Medium/ Total Population

Effected Television:

• 8,250,000/25,000,000 (approximation) = $0.33

Magazine:• 1,038,000/3,750,000 = $0.28

Internet:• 4,764,000/30,000,000 = $0.15

Media Strategy•The media plan should include a wide span of television programs, a series of

magazines appealing to young women with differing tastes, and those who hear about the online promotions.

•We will use this campaign over a six-week period under a series of televised programs.

•The total here: $8,250,000. The remaining $900,000 will be spread amongst local programming in major metropolitan areas, like New York’s tri-

state area, the Chicago metropolitan area, Los Angeles, Dallas-Ft. Worth, and other locations that help broaden the reach of the campaign’s message.

•The internet spending will be used for creating a network of media, displaying a description of the SUV’s functions, capabilities, and the differentiators of the Ford Cheetah.

•The website link will also include a promotional campaign involving prizes for people playing a series of mini-games on the Ford website.

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Media Strategy Contd.•There will be a multimedia center on the website with product placement

on each webpage, and intertwined with the games. •There will be cash prizes, and possibly people winning the Ford Cheetah

by participating online.•The weekly ad costs listed include multiple placements in some magazines, for higher frequency. Many of the magazines are more costly than others; W and Vogue are higher scale magazines, while People and we have large circulation numbers that result in higher rates.•The budget listed totals $1,038,000 for these magazines. This budget will

be used further for ads after the initial six-week period. •The budget may be used to make ads in conjunction with local dealerships, ads for local newspapers or more magazines.