Creative strategy
From our objectives we can then draft out a plan/strategy in which we will advertise our new product. This is the decision on what the message Zico is going to carry along its name. Also the creative strategy makes you choose between “push strategy” and a “Pull Strategy”. In this case I am using the pull strategy as it appeals more to our product. A “pull” selling strategy is one that requires high spending on advertising and consumer promotion to build up consumer demand for a product. With a budget of £500,000 it is important not to waste any money on unnecessary things. If the strategy is successful, consumers will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers. A good example of a pull is the heavy advertising and promotion of children's’ toys – mainly on television. Consider the recent BBC promotional campaign for its new pre-school programme – the Fimbles. Aimed at two to four-year-olds, 130 episodes of Fimbles have been made and are featured everyday on digital children's channel CBeebies and BBC2. In addition there are different types of appeals which we will develop to ensure a successful launch of zico coconut water. This will make our product more acceptable by our target audience. Advertising techniques which will be used to promote Zico coconut water includes straight sale, demonstration, comparison, slice of life, animation, imagery, combinations etc.
The essence of a media plan is to conceive, analyse, and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time. The first step in media planning is the selection which is concerned with the choice of media vehicles to carry the message. In this case the choice of media vehicles includes TVs, radio, cinema, press (papers and magazines), online (websites and social media). The accurate use of these vehicles will result in achieving overall marketing objective and also transmit messages accurately. But there are factors that can affect advertising and these include scope, sales potential, budget consideration, media availability, buyer purchase pattern etc.
In the chart above we have a budget of £500,000 which we are using for the introduction of Zico into the UK market. The X’s in the chart show where we are spending on media vehicles that are conveying the message for our product. For instance for Outdoor advertising such as posters and billboards there are times in the month which we will lay emphasis on. That is why the total expenditure for outdoor campaign = 4X, which means that £40000 is being spent here.
PublicRelationActivities
Public relations are the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics. The purpose of professional public relations is to create understanding and goodwill, and to develop favourable attitudes and an understanding of the organisation, its products and services – promote, protect and project. It is not like advertising where the main aim is to create awareness and attract consumers. Public relation is more educational than persuasive. PR activities include corporate communications, crisis management, employee and financial relations. Public Relation tools and activities include the following Press/news release, press/news kit, press conference, entertainment, media tour, media centre, Video, DVD, CD-ROMs, internet and email. Activities such as entertainment, media tour, video, internet, social media, media centre, and newsletters would be used to promote Zico coconut water. Here the public relation will cover parts which advertising cannot thereby working hand in hand.
Evaluation
A successful advertising campaign must meet up with certain criteria’s such as likeability, not irritating, have a central message that is stored in our memories, encourage us to register the brand positively, succeed in gaining and retaining our attention. Advertising campaigns can be evaluated either through “pre-testing” or campaign evaluation (post-testing). Pre-testing is also known as copy testing, and is a specialized field of marketing research that determines an ad’s effectiveness based on consumer responses, feedback, and behaviour. The most common methods used to pre-test advertisements are concept testing, focus groups, consumer juries, dummy vehicles, readability, theatre and physiological tests. The practical objective of pre-testing unfinished and finished creative work is that it is more effective for an advertiser to terminate an advertisement before costs become so large and commitment too final. On the other hand post-testing or campaign evaluation provides either periodic or continuous in-market research monitoring a brand’s performance, including brand awareness, brand preference, product usage and attitudes. Some post-testing approaches simply track changes over time, while others use various methods to quantify the specific changes produced by advertising—either the campaign as a whole or by the different media utilized. Overall, advertisers use post-testing to plan future advertising campaigns, so the approaches that provide the most detailed information on the accomplishments of the campaign are most valued. Under post testing the main element to evaluate are awareness, liking, interest, enjoyment and action. Evaluation takes place to assess how well (or not) the objectives have been achieved Already our product is owned by Coca-Cola therefore we already enjoy a product place. Distribution of our products will be successful.