The paper “ Princess Pictures - Advertising Campaign Strategy of the Famous Production Company” is an informative example of a business plan on marketing. Princess Pictures is a renowned production company. Having worked with the duo of Tim Dorman and Ben Zabel, the company intends on working on the latest project of India Nirvana. The main target is addressing issues of depression, finding purpose in life, and managing true friendship. The budgetary constraints for the project have been ideal for $25,000. The main advertising objectives are as follows with the strategies to be used in subsequent denotation: To advertise Princess Pictures’ India Nirvana Project to the mass audience of Australia. To increase the social media reach of Princess Pictures to over a hundred thousand users and followers. To achieve the advertisement demands within the budgetary allowance of $25000. Advertising Campaign StrategyPhase 1 Promotional MarketingOne of the advertising campaign strategies that can be used for Princess Pictures' objectives in the India Nirvana Project is using the television dimension.
It is an above-the-line strategy focused on mass audiences. While targeting the age category group of between eighteen years to thirty-four, advertisements can facilitate the new web series.
The appeal generated by the series’ characters will be of importance as the form of direct marketing to the audience numbers. Through appeal of the socialistic issues raised of depression, finding purpose in life, and managing true friendship, Princess Pictures will target the largest audience possible. The integrated marketing communication strategy is aimed at acquiring the first set of target markets with minimum ease, especially with the demographics associated and behavioral patterns (Pride and Ferrell, 2008). It is impersonal to the customers but effective in delivering the intended message from the commencement. PublicizingWith the budget of between $5000 and $8000, the marketing team of Princess Pictures can target advertisements within prime time television allowance.
The advertisements should last between thirty to forty-five seconds in duration, especially with the issue of expense playing a major role. They should be around four of them at the peak hours between seven to nine o’ clock, communicating on the India Nirvana Project. Through communication, awareness should be raised through the mass audiences as the target consumers have access to the television gadgets within the anticipated periods.
Motivation is increased with the use of the two popular characters in the series developed in order to share the message with ease as compared to other forms of advertisement. According to Cadogan (2009), the content should not deviate from the designated amount of information passed, as it will reduce the expectations among the target customers. Direct PromotingAdvertisements on the India Nirvana Project starring the two popular figures of the web series can be printed in abundance. With the budgetary allocation of $1500, the distribution and imprints of the adverts can be spread in all the major entertainment theatres and cinemas across the segmented areas.
They will facilitate the end-user awareness campaign of integrated marketing with relative ease and time (Stafford and baker, 2005). In the advertisements, issues addressed will be in detail as well as the importance of the journey process in achieving them to the mass audience. It will also be important for the creation of brand awareness and loyalty in anticipation of the expected release. Once the message is passed across, the content and targeted customers will increase the advertisement relevance to others on a promotional basis, therefore generating the required audience within the stipulated time.
Cadogan, J. W. (2009). Marketing strategy. London: SAGE.
Clow, K. E., & Baack, D. (2007). Integrated advertising, promotion & marketing communications. Upper Saddle River, N.J: Pearson Prentice Hall.
Drucker, P. F., & Maciariello, J. A. (2008). Management. New York, NY: Collins.
Edwards, S. M. (2013). A social media mindset in Advertising. Journal of Interactive Advertising, 11-13.
McKay, P. (2015). Marketing Principles. International Journal of Research in Marketing, 1, 1-17.
Pope, D. (2011). Making sense of Advertisements. History Matters, 1, 1-4.
Pride, W. M., & Ferrell, O. C. (2008). Marketing. Boston: Houghton Mifflin Co.
Stafford, M. R., & Faber, R. J. (2005). Advertising, promotion, and new media. Armonk, NY: M.E. Sharpe.
Wilkie, W. (2008). Scholarly research in Marketing: Exploring Social Media. AMA journals, 1, 1-9.
Zhang, Z. J. (2005). Pricing strategies. Boston: McGraw-Hill Custom Publishing.