An Assessment of Developing an Advertisement Campaign for Peperami Meat Snack - Case Study Example

ADVERTISEMENT CAMPAIGN Name Number Course Code Date Lecturer Advertisement campaign An advertisement campaign entails a series of advertisement information that have a common or single idea and theme that form an integrated marketing communication (IMC). The advertisement theme mainly sets the campaign tone which is the central message that is communicated to the general public as a promotional activity. For the advertisement campaign to be effective and achieve the intended purpose, the campaign must be well planned and coordinated (Brierley, 2005). Advertising campaign for the Peperami meat Snack is an advertising campaign which aims to place Peperami as one of the best and delicious meat snack brand. Included in this advertisement campaign is an assessment of Peperami history, market share trends and performance, existing marketing strategies and the demographics. The campaign plan begins by outlining its objectives and purpose of the campaign through assessment of purpose and need for the advertisement campaign. Most importantly, it factors in the advertisers needs and objectives for the product and how the advertisement campaign will achieve these. The advertisement campaign plan will also have an advertising budget for carrying out the campaign. The budget will have the client profiles, and an assessment of the advertiser needs. In this budget, key characteristics, competitive factors and the market situations will be defined. Each activity in the advertising campaign will have a budgetary allocation for it to be accomplished. Once activities have been identified, a schedule for these activities is proposed. This will include confirmation of campaign length and timing, identification of the service providers with the needed expertise. A monitoring and evaluation plan will also be incorporated in the advertisement campaign. This will include milestones for monitoring the progress and the expenditure against the allocated budget. Advertisement Campaign Objectives The main objective of this campaign is to introduce a new Peperami snack; the Peperami bites into the market and posit it as one of the best meat snacks and ultimately increase the sales of the product. The new Peperami bites need to be popularized to ensure that as many people as possible get to try them. With the numerous varieties of meat snacks in the market, it will be an uphill task to introduce another product such as Peperami bites to the market without a strong and focused campaign. This campaign seeks to introduce the new Peperami bites and stamp its presence in the market by identifying the target audience and reaching out to them through advertisement. The campaign aims to instill a brand preference among the younger generation comprising of school kids and the young adults who are the main consumers of these products. Measurement method and time frame.  We will measure our success by using an attitude study.  This study measures consumer attitudes after exposure to an ad.  We will conduct this measurement after the audience is exposed to the ad.  Success will require that 10 percent of advertisement viewers experienced a positive change in attitude toward the Peperami bites after viewing the advertisement.  We will allow our advertisements three months of exposure before we measure the success of the campaign. Specifically, the advertisement campaign seeks to fulfil the following objectives; Brand development and introduction Peperami wishes to introduce a new product in the market named Peperami bites. The aim of the advertisement campaign is to create a mental and emotional connection with the target audience. The consumers of Peperami bites should have a mental image of the product as one of the best snacks for school kids and the young adults. This advertisement campaign will be based on the notion that Peperami bites is a tasty, meaty and convenient snack and the advertisement will carry this communication to the target audience. Develop target customers The advertisement campaign also identifies the target audience in this case the school kids and the young adults. Identifying the target customers is critical in determine the most effective way of reaching them. The advertisement campaign will hence provide efficient ways through which they can be reached. Drive sales The advertisement campaign ultimate goal is to sell the new product to the identified target consumers. The advertisement campaign will announce the new product, its characteristics benefits and reasons to take a bite of Peperami bites. A combination and persuasion is used in the advertisement campaign. Client profile The target customers for the Peperami bites are the school going kids and the young adults. The idea is to provide the kids with something to nibble at when they arrive from school and also act as the ideal snack in between meals. These clientele love to watch TV, play video games, read comic books and magazines among others. The best advertisement platform would be to advertise through these avenues to achieve the best results. Young kids and young adults are easily influenced and once a particular item trends or is liked it will spread across the generation. Therefore, it is important to make the advertisement campaign attractive, eye catching and relate to the kids and young generation. It is important to create a mental image and a good perception to ensure acceptance of the new product. Current perception of the clientele The young kids and adults view Peperami as the long, thin and spicy sausage mostly packed I lunch boxes in school. The advertisement campaign will create a whole new perception of the Peperami bites. Kids normally arrive home hungry and raid the fridge for any snack the campaign will introduce the Peperami bites as one of the best snacks that every kid thinks about on their way home from school. By the end of the advertisement campaign, the clientele should have a new perception. They should have a mental picture of Peperami bites in their fridge and they should be able to grab a bite whenever they arrive home and nibble on the bites as they watch TV. Market situation The market is currently saturated with snacks of different kinds. These include cheese, meat and fruit snacks. Peperami has been in the market and has a sizeable market segment that plays a crucial role in the promotion on the new product. Advertisement campaign Activities The first activity is to identify the clientele and clearly outline their behaviors, characteristics and their demographics. This is important in determining the best way to execute the advertisement. Second activity is to identify the advertisement channels that will best reach the target customers. For this advertisement campaign, we will advertise using print media preferably posters and running a 30 seconds TV advert. The TV advert will be run on a channel that is mostly watched by the young generation preferably a cartoon channel as well as mainstream channels. The third activity is to create the advertisement content for the print media and TV advertisement. Print advertisement; Get your hands on the meatiest snack, the new Peperami bite will keep you going as you wait for your next meal. Bite off the unapologetic and the champion of the carnivores and enjoy the tasty snack. Peperami comes in a range of flavours, and is made by the masters of salami in ballarat using 100% high quality pork salami. Flavours include original (peppery), hot, BBQ and the ultimate fire stick (very hot!)The product consists of individually wrapped hand held pork salamis. The fermented dry sausage is natural wood smoked to perfection. Imagine nibbling 10-15 little sausages, sharing with your friends, and saving the rest in the fridge. Did you ever get a bite of Peperami snack? Well this is even as sweet and tasty. Get a taste of the Peperami bites when you come home from school, all tired and hungry. Imagine the animal has been waiting for you! And it’s yearning to be bitten. You can even start from the tail! This is a snack that you shouldn’t miss in your fridge. It is satisfying and very convenient, as you can bite the animal off as you watch TV and wait for the evening meal to be served. Fill your mouth with this new tasty Peperami bites. Get you the new Peperami bites, Rip apart and chop off the animal into tasty bites, and believe me, it is worth every penny. Give it a try today! Television advertisement A kid walks from school tired and exhausted from the day’s activities. He raids the fridge looking for anything to nibble as they watch TV. He finds several snacks but none seems to give him the taste and comfort they need. The next evening he does the same and this time he finds the Peperami bites he his overjoyed sits calmly, nibbles on the bites as he watches cartoon. The next morning he steals the Peperami from the fridge and packs them into his lunch box, before break time he sneaks out to feast on the animal only to be caught by his young teacher. As a punishment the teacher takes away the Peperami bites. The teacher is tempted to dig her teeth into the tasty bites but is in turn caught by the principle who takes the bites away from the young teacher. Meanwhile the kid follows the principal into his office just in time to persuade him to share the Peperami bite. They both relax and enjoy the bites in a fulfilling manner. Once they take the last bite each is shocked and surprised of the unfolding events. Then the message”Peperami bites irresistible bites of an animal”. The second television advertisement will be aired on cartoon channels and kid channels particularly for the kids. This advert will be in form of an animated video game that involves killing the mascot animal by eating it by savouring the head limbs and other parts. The winner of the game is one who eats many animals as possible. The Mascot animal represents the Peperami bites that are eaten by the players. This advert will be run during the evening hours after school when most children are watching cartoons on favourite cartoon channels. This is aimed at increasing the popularity and once each child talks about it, it will become popular and many are bound to try it. Budget In order to realize meaningful results in the advertisement campaign, a substantial budgetary allocation must be allocated to advertisement. A 20%-30% of the annual earnings must be allocated for advertising of the new product to ensure that the sales increase over time. The study and identification of target audience will take a small portion of the budgetary allocation since the target audience are well known. An allocation of $400,000 is sufficient for study and determination of target audience and the study and analysis of the market trends, industry analysis and competitor analysis as well (Patterson, Khogeer, & Hodgson, 2013). Media budget For the television and printed advertisement, substantial amount of money must allocated form the budget. Television was chosen as the main campaign media given the nature of target audience and the ability of television to reach the numerous number of people more effectively. The prices for running a 30 seconds spot advertisement vary depending on the time of advertisement and the channel. In the mainstream channels, the price for running the advertisement is as follows; Day part Total cost/Ad Total Number of Ads Total Cost Prime Access $600 20 $1,200 Prime $1,500 30 $4,500 Late News $ 800 20 $ 1,600 Late Fringe $ 500 20 $1,000 In the television advertisement, we will have to hire actors and actresses, purchase the rights to use music, purchase props and set up space. A good director will charge approximately $10,000 per day. The advertisement will be produced by a national advertiser in a bid to make production charges lower at approximately $200,000. The advertisement campaign will be monitored and evaluated based on the effectiveness to achieve the set objectives. If all objectives are met then the main aim of introducing and positioning Peperami bites as one of the best meat snacks will be attained. The objectives are evaluated by several indicators that will mark milestones in each activity of the advertisement campaign. These include; successful identification of target audience, determining appropriate advertisement media, generation of interesting and attractive content. References Brierley, S. (2005). The advertising handbook. Routledge. Patterson, A., Khogeer, Y., & Hodgson, J. (2013). How to create an influential anthropomorphic mascot: Literary musings on marketing, make-believe, and meerkats. Journal of Marketing Management, 29(1-2), 69-85. Read More