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INTEGRATED MARKETING COMMUNICATION

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Table of Contents:-

Executive Summary--------------------------------------------------------------03

Introduction------------------------------------------------------------------------04

Literature Review Media Planning -------------------------------------------05

Media Planning Process---------------------------------------------------------07

Media Planning Objectives--------------------------------------------------------------08

Media vehicle Selection----------------------------------------------------------09

Media Campaign Strategy and tactics---------------------------------------10

Execution and implementation of Media Plan of Objectives------------11

Limitations and constraints----------------------------------------------------12

Evaluation Criteria for effectiveness of media Planning-----------------13

Conclusion-------------------------------------------------------------------------14

References---------------------------------------------------------------------------15

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Executive Summary:-

In this Report we have developed advertising media plan for vivify juice drink, we have

started with history of advertising and media planning. Then we discueed the different

advertising media types available in today’s market. Then we discussed the whole

Process of media planning with keeping view of media planning for our juice drink. We

start with defining with media objectives of our vivify juice drink Then according to

market analysis we discovered best suited target markets. Then we developed our media

planning strategies and tactics keeping in view of age, psychological financial needs. We

compared different media and choose the best available media depending on ability of

reach, Cost, frequency and impact of the available media vehicle options. We discussed

these media options in detail and then we developed the criteria for measurement of

success of our media plan by deciding how can be measure the success of our product

vivify drink

The Report results in comprehensive media plan for advertisement of vivify juice drink

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(1)Introduction:- Marketing and advertisement is as old as humans [8] Today’s world is very competitive

consumers has lots of product options to choose from. This competitive market has made

it complex task for new products to get place in the market. The Products are heavily

relying on marketing and Advertising. That is the reason advertisement spending are

continue t rise every year. How ever in today’s competitive market the properly managed

and well planed Marketing and media planning is essential

No Product can be successful with out effective advertisement campaign. With out

effective media planning and advertisement there no chance to get place into the market.

The different segmentation of peoples, requirements, and culture of competition has

made media planning advertising a complex and scientific task. . The unplanned and non

professional handling of the advertisement product can easily result in loss of budget with

achieving any media objectives.

Our objective of this report is to Media Planning for healthy juice drink Vivify to

introduce into the market. We have distributed our media plan into different phases and

properly addressed the each phase of advertising activities with choice of media on

scientific reasons. We have created strategy and implanted and executed the plan

accordingly with test of effectiveness of our media planning

(2)Problem Statement and Requirements:-

We have task of Advertising Media Planning for vivify juice Drinks. To put the Proper

Advertising media Plan in place we need to know in beginning which target market can

be suitable for us to introduce our product. Which type of advertisement and media we

will need to address our needs of advertisement? How can we reach maximum number of

target audience with short budget and limited time? Which are channels of advertisement

be suitable for our target market. The answer to these entire questions will be discovered

by analysis and properly planning the media of advertisement which will help us

recommending best suitable media and solution

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(3)Literature Review Advertisement Media Planning

Advertising is very important Part of Marketing. The effective and well managed

Advertisement Directly impacts the sales of the product. So there is direct relation

between sales and effective advertisement. Advertising together with other marketing

tools works together to achieve Marketing goals. [1]

Advertisement is not new age Phenomena it is as old as humans are. The most ancient

form of advertisement was through verbal advertisement. Advertising through wall and

rocks Painting was exited in 4000 BC Commercial and political advertisements has also

been recovered from ancient roman city of Pompeii [2]

The development of printing media crated the new opportunity of advertising through

handbills and newspapers in 15th

and 16th

centuries. The whole face of advertisement

changed by invention of TV, cable TV and Internet [1]. Today Market is becoming more

and more competitive. So the effective advertisement also needs new and unique ideas

to get attention of public. Companies are spending huge revenues on advertising as to get

maximum possible share from the market. According to global media out look report

2007 $350 billion was spent on advertising world wide, which is expected to reach $450

billion in 2010[5]. How ever effective and well Planned Media Planning is necessary

advertisement to achieve Marketing Goals. According to John Wanamaker, father of

modern advertising.

“Half of the money I spend on advertisement is wasted, the trouble is, I don’t know

which half” [1]

The advertising trends are highly influenced by the behavior and financial circumstances

of people. The competitive market has made advertising essential to create awareness and

selling any products

The advertisement media keep on changing with change of people behavior, as history

tells us invention of TV overtaken the advertising market [4]. As now more and people

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are spending time on internet the advertiser are targeting internet as well and TV

advertisement is overtaken by internet in 2009[3]

There need was felt to properly managed advertisement and first advertising agency was

established in 1843 in Philadelphia USA. [1]

There are many types of advertising media available today’s world including broadcast

and outdoor media [8]

(1) Print Advertising – Newspapers, Magazines, Brochures, Fliers

(2) Outdoor Advertising – Billboards, Kiosks, Tradeshows and Events

(3) Broadcast advertising – Television, Radio and the Internet

(4) Covert Advertising – Advertising in Movies

(5) Surrogate Advertising – Advertising Indirectly

(6) Public Service Advertising – Advertising for Social Causes

(7) Celebrity Advertising

Choosing the suitable advertising media option is complex tasks and depends upon many

factors which includes [7]

(i)Reach: - Reach represents the percentage of consumer advertisement want to target to

expose to advertisement through use of that media.

(ii) Frequency: - it is the number of time media campaign want to target the audience to

expose to the advertisement

(iii) Cost: - the cost usually represents the cost to reach one thousand audiences for

example advertising on newspaper represents the no of publication , so to calculate cost

per thousand it is divided by number of publication its also known as CPM. In broadcast

media it is called cost per point and is calculated by number of points ratings one rating is

considered one percent audience

CPM= Cost of ad

No of contacts (thousands)

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(iv) Impact.:- it is the Impact of advertisement on customer how it pleasantly affects the

customers hearing and sight on that media

Media Planning can be defined as [6]

“The process of designing a course of action that shows how advertising time and space

will be used to contribute to the achievement of advertising and marketing objectives."

(4)Media Planning Process:-

Media Planning is becoming more and more complex every day due to lot available

communications channels and competition to attract consumer attention, Only Properly

Planned and well managed Advertising Campaign can result in achieving marketing

goals

Media Planning process is usually a four steps process which includes following [6]

(1) Evaluation, Analysis, Media Objectives Planning based on Marketing goals and

objectives

(2) Media Strategy Development For Objectives Implementation

(3) Designing tactics for implementing Media strategies

(4) Evaluation of effectiveness of media Plan

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Figure (1) Media planning process Source admedia.org

Advertising and Media Planning For Vivify

(5)Planning Media Objectives:-

Our target market is the People age group between 24-50 which is almost 50% of

population is working and active Class. Our Drink provide Healthy alternative of fruits

that don’t get time for balance diet needs. We have been allocated the budget of one

million Pounds for the purposing of advertising

Our media objectives based on marketing Goals which are as follows

(1) Increase in awareness for vivify juice Drinks

(2) Creating awareness among consumers that Juice is healthy alternative for balance

diet

(3) To create awareness among consumers that juice is made up of natural

ingredients

(4) Attracting the health conscious Working class of age between 24-50

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(5) To create Sales of product and get maximum share from the Juice market

(6)Media vehicle Selection:-

Choosing the suitable media tool according to the objective is very important as our

target age group consists of 24-50 working class which usually travel every day on Public

or own transport every Day. The media selection decision can be based on number target

audience, cost and psychology of the target market. There is need to properly address the

needs of that class

Figure (2) Source internet advertising bureau

According to internet advertising beaurue UK about 23% Percent Advertising Budget is

spent on TV. How ever T.V is very Strong media for advertising but it is very expensive

as well and we have other more cost effective options, other reason for not choosing T.V

is our target audience doesn’t have much time to watch T.V we have chosen offline

media where which is more suitable for our target market.

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(7)Campaign Strategy and tactics:-

(i)Reach of our advertisement:-

As we have the drink with pure Juice contents and our target market consists of People,

age group of 24-50. We can reach maximum number of audience by placing

advertisements of on London underground and buses. This class can pick up our message

very quickly

(ii)Placement of Advertisement:-

The Advertisement will geographically visible on most of busiest London

underground stations and London Buses together with two most popular FM radio

Channels. By using these channels we will be able to geographically reach most of

out target market from London

(iii)Advertisement and its Impact:-

Our Plane is to introduce vivify juice drink by saying it Part of Life so that People

accept this Product as essential part of Healthy and busy Life style. As Working class

remains health conscious so our statragy is to call is as part of Life. Our concentration

of advertisement campaign is its health benefits and its importance in life to be

healthy. And by making people aware the health benefits of our juice drink

(iv)Frequency of Advertisement:-

Our strategy is to reach our target audience by an average of 5 times per week. Age

groups of 24-50 and most them are working Londoners, and we expect to be reaching

at least 80 % of our target Market in London

(v)Continuity of Advertisement Campaign:-

As our media objective is to create awareness and sales of product among the young

working class so it is essential for us to start with very heavy advertising campaign to

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reach as much as target audience as possible. we have decided planning our campaign

using Pulse and schedule. We are starting with one month campaign first and then

with using selected media channels to create awareness about out products

(8)Execution and implementation of Media Plan of Objectives:-

(1) London Underground

(2) London Buses

(3) Radio FM Broadcasting Media

Justification Of Advertising Media:-

(1) London Underground: - we have selected the London Underground as it is very

appropriate to our objectives we have decided after evaluating it according to the

factors of Reach, frequency, cost and impact. London underground can be best

place to reach as much as possible as according to {cbscoutdoor.com) around 3

million People travel through London underground and 150,000 enter to network

most of them are belong to our target audience, 72% of London consumers use

London Underground to travel every day so it will be successfully targeting approx

72% of our target audience. The frequency of London Underground advertisement

is also very high average over 5.5 times a week

(2) London Buses: - Second choice of our advertising media are London Buses we

have chosen London buses due to it has frequency of to be seen on average of 5

times a day according to [9], London Bus add are visible on different location and

exposed to so many people in the different areas of City so they can get maximum

exposure, London bus advertisement also get attention of motorists, pedestrians and

car driver which usually belongs to our target age group. London buses are mobile

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media and can be very effective due to its movements in whole city. People even

not travelling on London buses will exposed to it

(3) Radio – FM:-

According to research [10] popularity of FM radio channel is on increase, and it is

popular especially among the young population so the advertising through FM

channel is also good idea. It can help us in sending our message to target audience.

According to the plan we have decided to advertise on two major FM stations “the

Capital” and Choice FM with in time slot of 7-10 AM, the Reason for choosing this

time slot is targeting working class which is driving to their offices and work places

in the early mornings and listen FM radio station in their cars. The duration of

advertisement will be 30 seconds four times per FM station every hour

(9)Limitations and constraints:-

The decision of using advertising media and strategy is based on many factors like

objective of campaign and limited budget and resources, How ever the advertising

media we have selected is restarted to London only. While there is potential market in

whole country. The London underground, buses and FM radio station is just local

media restricted to just one city. However we are aware of limited financial budget

and resources. We have targeted London market at first as London is highly

populated city and can be significant in success of our product. London is also a city

with maximum number of working class people which are our target market. So in

first phase we have decided to target London Market only instead of utilizing our

resources in many different places and many different areas of the country with very

less brand impact on people of our campaign. Once the product is successfully

lunched then there is great possibility of success in other parts of country as well ,

Other Limitation in our Advertising Campaign is duration of Campaign is 4 weeks

and we have just very small time to introduce our products. The duration of time of

advertising campaign can be very help full to continuously repeating the

advertisement to get permanent place into minds of consumers. Scheduling and

advertising for longer period will obviously create more awareness and people will

continue to remember its existence in the market

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(10)Evaluation Criteria for effectiveness of media Planning:-

With out measuring the success factor and results of campaign we can not improve

and can not figure our any misconception and mistakes in the plane which has direct

impact on success of our product. That is why it very important continuously

monitors the campaign and evaluates the results of this campaign to maximize the

chances of success of the product

As we have two major objectives creating sales and creating awareness about the

product in target market segment. Success can be measured in many ways. We can

separately test our awareness and sales results by the following approaches

To evaluate the results of our advertising Campaign we have plane to evaluate our

campaign by these two methods [7]

(I)Pretest evaluation Approach

(II)Post testing evaluation Approach

We have decided to measure the success we will create questionnaire and surveys to

get comments from customers about the products, before and After Each Phase of our

advertisement Campaign we Plan to conduct questionnaire surveys. This will help to

improve the shortcomings of our campaign and product. Our plan is surveys at least

1000 consumers after each phase of advertisement to see if we are achieving our

campaign objectives. The things we will need to measure includes [6]

Awareness of Brand: - the no of people who has awareness of brand

Understanding: - Does people understand the brand correctly as advertised

Convinced: - Measuring No of people convinced with advertisement

Decision: - Measuring the no of people who decided to purchase the product as result

of advertisement campaign

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The sales test will appropriate to know quantitivly sales are achieving the campaign

objectives. By all these measure we can evaluate the success and effectiveness of our

advertising campaign

(11) Conclusion:-

We have fully developed, implemented and executed the whole media plan for vivify

juice drink. We properly chose the best available advertising media options for the juice

drink for the target market. Implementation is plan will results in achieving media

objectives and can result in sales and awareness. In whole planning we have discovered

that budget, duration of advertisement and target audience are the main deciding factor

and key factors in planning for media. The media planning is part of overall marketing

strategy and is most important as whole company depends upon the success of media

planning of our product

We finally conclude that we have developed the media plan with step by step phases and

all parts are fully integrated with each other and fully complied with media objectives of

advertisement. Which when implemented will result positively

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(12)References:-

[1] http://tools.devshed.com/c/a/Website-Advertising/The-Critical-Importance-Of-

Advertising/

“Critical importance of Advertisement” by Anthony Samuel 2007

[2] http://www.nonlineagency.com/multimedia/the_history_of_advertising/

[3] http://news.bbc.co.uk/1/hi/business/8280557.stm

[4] Brand engagement report 2008

http://www.iabuk.net/media/images/iabBrandEngagementStudy_1430.pdf

[5] Global Media outlook 2007-2010

http://www.pwc.com/gx/en/global-entertainment-media-outlook/index.jhtml

[6] http://www.admedia.org/

[7] http://www.fem.uniag.sk/mvd2006/zbornik/sekcia2/s2_damnjanovic_vesna_230.pdf

“THE PLANNING PROCESS OF INTEGRATED MARKETING

COMMUNICATION” Article by DAMNJANOVIC Vesna, and - FILIPOVIĆ Vinka,

(SCG)

[8] “The Media Handbook” Second edition 2002 by Helen Katz

[9] www.cbscout.com

[10] http://www.mediauk.com

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