Question

Provide a 250+ word response to the following question. Please separate your answers by the parts of the question.

Assignment #2 – Advertising Plan (15 points possible)

Pick ONE of the following options:

Develop an ad campaign for a company/product/service related to your employment (note that if your employment is B2B in nature, most B2B doesn’t involve much advertising. They tend to use other promotional elements. So keep that in mind), OR

Develop an ad campaign for your very own (hypothetical!) beauty salon OR auto parts store that’s been in business for just over one year

To try to develop demand for your company/product/service -- OR to resuscitate your ailing store -- you've decided to conduct an ad campaign. Following the steps outlined in the Lecture from Chapter 18, provide a detailed description of your campaign. Be sure to mention each of the areas listed below. Also be sure that you are focusing on strategies for this specific ad campaign -- not simply your advertising or marketing in general. Do not use any current advertising campaign! NOTE: If you select your current employer who uses a differentiated strategy, select only one specific target market for this campaign.

Please start by giving a brief explanation of the product/service/store you are advertising.

Step 1 -- target market of this specific ad campaign

Provide a geographic, demographic, and psychographic description of your target. I am looking for an insightful description of your target.

Step 2a -- objective of this specific ad campaign

Be sure you identify what you want this ad campaign to accomplish. Which of the types of advertising (informative, persuasive or reminder) will you be using and why?

Step 2b -- focus of campaign

What will be the focus of your ads – product-focused or institutional? Why?

Step 3 – determine your budget

Think about the size of your business, overall sales and success. You don’t need a specific budget number but discuss how these areas will affect how much you are able to spend and whether that potentially eliminates some types of media.

Step 4a – convey the message (Be creative!)

Develop a unique selling proposition (USP) for the campaign. Make sure to provide an explanation of your rationale for the USP.

Step 4b -- appeal

Will you use an informational or emotional appeal? Why?

Step 5a & b – media types and vehicles.

Describe which media types you will use and why. List the specific media vehicles for each type. A media vehicle is the specific communication tool. For instance if magazine is the media type, then Sports Illustrated or Cosmopolitan is the media vehicle; if TV is the media type then Food Network or “Bones” is the vehicle (it can be a cable network or a network program).

Step 5c – media schedule

How will you schedule your media? (continuous, pulsing, flighting)? Explain how your budget will help you make this decision.

Step 6 -- IMC – integrating your ad with the rest of the promotional tools

Identify and discuss other, non-advertising promotions you will use to coordinate with this ad campaign. Are there personal selling, sales promotions/incentives, public relations and/or social media efforts you’d like to include?

Step 7 – Evaluating your campaign

This is maybe one of the most important steps. How will you evaluate the effectiveness of your campaign? How will you know if it “worked?” How will you know if you should repeat the campaign, or completely revamp it?

Answer 1

i am forwarding you the word it include each step pls find the attachment

Introduction

ALA is a newly launched brand, giving young people the one thing they need to change the world. PASSION.If ALA was a person he\she would be courageous, fun, dedicated and always thriving. These are the values our brand aims to bring to the world. Being different from brands that ask you to fit in to their style feel like yourself, ALA lets you be yourself with our bespoke design.  

Looking forward to a society where people aren't afraid to be themselves, to take pride in what or whom they love.  

TAGLINE

BACKGROUND

How often than not do you come across people saying that 'teenagers are too lazy to do anything', that this young generation is stupid to prioritize all the wrong things. That we are too selfish, and too dumb to make a good society. We are not. Today's generation cares about other's feeling more than ever before. We take steps to help complete strangers in need. We come together, taking small steps to tackle big problems like climate. And we are patient enough to celebrate the little joys of life. Hence, to the spirit of love and passion, created by young people for all the young people at heart, we bring to you ALA. A brand dedicated to people who are passionate, who change the world for the better and have fun while at it.

Outlook of the brand- ALA is a fun brand. Nothing too serious and often engages with social media influencers as a means of recognition.

objective

• To celebrate the passion and love towards each other  

• To develop a feeling of dedication towards one's dream

• To make a community of people who takes this brand as a friend and as a motivator

• To bring fun in all the boring spaces with cool art designs

Definition of Product

ALA is starting out with clothing accessories.

SWOT

Swot analysis helps us to identify the internal and external factors of our product that may impact the business and the product.

Strength

Ala is a passion and personality-driven product so this is one of the main strength of ALA. Ala allow you to be yourself and that reflection would be seen through your clothes. As well as while designing products for Ala the designers have kept following things I mind that it should be a combination of innovation+ fashion+ trendy colors+ thinking+ your reflection. ALA is a fashionable product which helps you to look different as well as allow to be yourself.

Another main strength of ALA is pricing. Price is one of the main factors that impact any product. So, to cut down the price we eliminated the middle man and started directly with the stores so that customers can directly buy it from the stores as well as they can have the first-hand experience of the store and the product. This helps us to increase the credibility of the product as well as help us to maintain low prices.

Third another important strength of the product is we create the product that customers demand or desire for.

Weakness

Opportunities

We will try to showcase Ala at different platforms by collaborating with different media houses like POP xo, F0ilter Copy and many more + platforms that are seen and used by the youth. As ALA is the youth driven product. Also, we are planning to promote ALA through influencers may be Instagram influencers or Facebook influencers. So, that the product can reach to the large number of audience as well as it helps us to increase the credibility of the product.

Secondly we are planning to collaborate with fashion designers and the fashion houses like amazon fashion week. So that we can create an aspiration in youth as well as motivate them to follow the things they want to do in future and let your clothes (to be cont)

Competitors

Brands like Zazzle, Wild Attire Inc, LittleBoyMart, Jemygin, Topman Floral, Ted Baker (psychedelic prints), Koovs are the major direct competitors.   

Zazzle is an online store which allows customers to create their own designs as well as providing them with customized templates. The product range includes neckwear, socks, backpacks, wallets, T-shirts, Jewelry, Hats, Invitation Cards, Phone cases, Home and living décor, Writing pads and stationery, Desk accessories etc. The fixed design templates include emojis, unicorns, Disney characters, Fandoms like Harry Potter, Wonder Woman, Superman etc. Its nominal rate shipping services are limited to only 17 countries which don't include India.

Indirect competition can include customized products and accessories like bracelets, watches, necklace, cravats, T-shirts (fandom), tattoos, caps and hats, homemade knitwear, jewelry, funky hair styles. Gift stores like Archies, Store99 etc can also pose indirect competition.

  Target Audience

The target market of Ala majorly involves teenagers and youngsters in the age group of 10 years to 28 years. These are mainly the school goers, college goers, fresh graduates, young professionals.

The reason why our target market involves teenagers and youngsters are as follows:

The development of identity or one's sense of self-occurs throughout a lifetime. However, for teens, for the first time in their life, they begin to wonder about who they are and the reasons for that. Identity also involves thinking about how teens perceives themselves and how others perceive them.

Teens work out who they are by trying on new identities and experimenting with different appearances or new interests. Fluctuations in choices can startle parents but are normal. This is one way teens "try on" different identities to see what works for them. It could be why "dress up" or theme days for school events are so popular. It gives teens a chance to try something different or unusual.

Teenage is the age when a person is exposed to variety of groups simultaneously and get a chance to explore the activities, interests, and hobbies. In the schooling phase, there are clubs or different societies like dance society, music club, sports club, science club etc. Even these societies or clubs are further divided into subgroups for instance Sports club get divided into cricket, football etc which get further divided into teams. In this way every child on the basis of his/ her interest becomes a part of such groups and subgroups from where they derive their new qualities, hobbies and even identity for that matter. On growing up these bonding convert into unique identities, fandom craze and likings.

  

According to Economic Times survey of 2014, corporate India's dress code is witnessing a quiet, bottom-up revolution, with first-time and young executives wearing smart casuals at work and being encouraged to do so by their employers. The steady abandonment of formal attire as de rigueur office wear is showing up in the top lines of formal- wear brands and shelves of retailers. Most of them are reporting lower sales contribution of formal wear.

With globalization, you've got a highly competitive job market right now, and companies are having to be more creative about how they attract people. One way is not just offering good compensation, but other perks, and employees today see dressing less formally as a perk.

The top CEOs like Steve Jobs, Mark Zuckerberg etc played an influential role in bringing in this informal work culture.

According to Rajeev Dubey, HR president, Mahindra & Mahindra, "being casual helps people to be more relaxed…it promotes a culture that is not bureaucratic, hierarchical and gives equal opportunities to gender and age group".

The targeted geographic location include the Urban areas mainly the education and I.T. Hubs like Delhi and Gurugram, and metropolitan cities as these are places which act as "trend- setters" and from where the fashion diffuses into the entire nation. The brand targets both the middle middle class and the upper middle class.

The psychographic covers the essence of the brand as well as the unique traits of teenage and youth. Ala resonates perfectly with someone who is innovative, creative, passionate and is a risk- taker.  

Here we need to note the subtle difference between the terms "creative" and "innovative". Creativity is related to ‘imagination’, but innovation is related to ‘implementation’. The primary difference between creativity and innovation is that the former refers to conceive a fresh idea or plan, whereas the latter implies initiating something new to the market, which is not introduced earlier. Innovation is closely tied to creativity i.e. putting creative ideas into action is an innovation, whose consequences should be positive. It is the process of doing something better for the first time, which was not previously done by any entity. It can also be termed as a change which can bring a new edge to the performance and productivity of the company. A creative person believes in exploring new ideas and widening the areas of thinking while an innovative person must have the ability to take risks, experimenting, asking questions and observing things.

Ultimately, it’s the passion which contributes positively to our sense of identity. Our passion can energize us and give us focus. It helps us to achieve goals by investing time in something we value. Ala gives its customers not only the chance to wear and show your passion with pride but also gives a chance to feel homely even in the formal settings. The products reflect your identity thus tries to position you at the unique place in the competitive market.  

Big Idea

The big idea of our product is too express who you really are. Normally we are not allowed to be ourselves in a professional set up. We are expected to dress up in a certain way that is not personal to us. The idea here is to make an atmosphere where people can wear the accessories of what is most dear and passionate to them to their offices.  Thus bringing out their true personality.

Positioning   

This brand is positioned as the brand which allows you to express yourself.   This brand conveys that one can find oneself here. They can reinvent themselves. The brand attempts to position itself in the psyche of people as the brand that they can rely on to find their true self and as a way of giving an expression to their own unique identity.

The Logo of the brand is a Phoenix. The idea of choosing a bird was to signify the flight of the brand. Considering that our target audience is innovative and creative the logo represents flight to this creativity. They are free to be themselves despite the social pressures.  A phoenix is a mythological bird that takes birth from its own ashes. A phoenix thus is an inspiration. Despite the different ways that the youth has to give in to the societal pressures, one can always find oneself in the struggle and find the way to express oneself.

The tagline Welcome Home Little Stranger has two main elements to it-'Welcome HOME' and 'Little STRANGER'. Welcome Home conveys that the brand gives you the "homely" feeling where you can be yourself. It allows you to exist as yourself and not how you expected to be by the society. The second element refers to how we are strangers to ourselves as we have been unable to find ourself in the homogeneity of the society. We are stranger to ourselves and this brand helps you in finding who you truly are.

  

Vehicles

We used three IMC vehicles:  

1. Advertising  

2. Online Advertising (youtube ads)

3. Billboards and posters (metro ads)  

4. Friendly Instagram page  

1. Publicity

2. Collaboration with media houses  

3. Sponsoring college fest

1. Public Relations

2. Comic cons  

3. Product launch

ALA

Launch Campaign

15th – 21st April

10 most famous bloggers and social media personalities of India will put up a text post on their twitter, instagram and facebook (any one of them) with the hashtags

#welcomehomelittlestranger #comingsoon #whatdoyoulove

The text post would be a short description hyping something that is about to come.

For example,  

What do you think the other is?

#welcomehomelittlestranger #comingsoon #whatdoyoulove

21st April onwards

The said personalities will each post small teaser video for the brand without disclosing the brand's identity. Full creative freedon will be given to bloggers so that they can adopt a take that connects well with them and their audiences. Each blogger will be given a sequence number and they will put it in the hashtag.

For example-  

A montage of a girl clicking pictures and having fun. Short video (about 20 seconds)

The video will end in a glitch and #coming soon

#ALA  

#10 (sequence number)

Will appear at the end.

There will be 10 videos which will be posted as countdown till day 1.

1st May will be the launch of the brand.

This is when our website will post a video collaborating all the bloggers wearing different products they have chosen from our brand.

All bloggers will share the video on their pages.

And will promote their buyers to choose a product that fits their style and post a selfie with the hashtags #ALA #Welcomehomelittlestranger