Advertising Planning Portfolio - Coursework Example

ADVERTISING PLANNING PORTFOLIO by Student’s name Code+ course name Professor’s name University name City, State Date Advertising planning portfolio Part 1 – Media consumption research and evaluation Introduction Planning is a fundamental aspect in all endeavors. This is because; it facilitates a smooth flow of events from the beginning to the end. In addition, planning negates omission of any kind and ensures that activities follow the required chronological order. Marketing as well as advertising call for proper planning to avoid any inconveniences that might ensue during the execution process (Yeshin 2006). Advertising planning in itself involves a number of steps that require proper flow to improve the desired results. Additionally, advertising over the years has evolved tremendously. For instance, there is a digital marketing which entails marketing on computer based platforms and via the internet. The advertising planning portfolio is an itinerary that seeks to demonstrate artistic creativity and an intimate understanding of the branding approach behind any campaign. Traditionally, the core part of the advertising planning portfolio was the print pieces. However, it is noteworthy that advertising over the years has changed a lot. This is because; there is a vigorous rate at which combined agencies are emerging in conjunction with the creative media developments. The traditional looking portfolio is appealing but to demonstrate creativity and adequate branding skills, the modern advertising portfolio is paramount. In the advertising portfolio, it is beneficial to select likable brands, which are appealing. This implies that the selected brands should avail an opportunity to create admirable pieces for the portfolio. In addition, the brand selected should display immense creativity and simultaneously depict understanding of the brand positioning. It is through such captivating portfolios that can lure or attract an audience. It is essential to create a portfolio depicting different difficulty levels. This implies that the advertising portfolio should not only revolve on the safe areas. To reach a larger audience, the portfolio should depict safe zones as well as the risky zones. This will enhance incorporation of a broader set of perspectives illuminating from a wide range of audience. The advertising portfolio should be humorous, original and should illustrate a wide range of ideas. It is also necessary to ensure that the favorite ideas depict a chronological flow from the beginning to the end. Finally, it is crucial to ensure that the advertising portfolio incorporates the ideas of others and is enjoyable to the audience. There are a number of steps used to come up with an advertising planning portfolio (Drewniany & Jewler 2011). They include; attend advertiser based classes to indulge one’s self in the required content. Secondly, gather advertising plan samples to help decide the plan that suits your needs. The samples are part of an extensive research that facilitates information assimilation as well as harnesses a better understanding on the topic. Finally, decide between a digital and hands on portfolio. This greatly depends on the work requirements. For instance, an online designer will more often than not need a digital portfolio. On the other hand, a brand or logo designer will require a bound portfolio. In both condition, one needs to choose the best suitable portfolio in terms of convenience and ease. The following is a day to day media dairy consumption for four days; from Wednesday to Saturday. Wednesday Television is a common part of my life. On Wednesday, I watched the morning news while preparing for the morning class. On my way to school, I logged into a social site for thirty minutes. Given the hype in social media of late since Facebook is viral, I frequent the site for any updates. On arrival to school, I went through my Hotmail for around thirty minutes to view any new information sent via my email. Right after class, we have a short break, and I had an opportunity, read the day’s daily newspaper. This is a form of old media, but it is still doing rounds as it is usually fascinating to flick through the newspaper once in a while. After class, I decided to walk home. Along the way, I engaged with outdoor advertising for quite a while. Outdoor advertising is quite repetitive and at times intensely un - engaging. In addition, I was listening to music through my phone radio as I walked home. After attending to my days assignments and having dinner, I watched the news via the television. Thursday On Thursday, my classes are in the afternoon. I checked my Facebook account and profile for around thirty minutes. I later prepared with my radio on for around one hour. Afterwards, I engaged in some class work research for around two hours via internet. I then watched a film trailer for approximately six minutes before proceeding to watch the television for an hour and left for class. Before retiring to bed, I checked my email for any new information. Friday I woke up early in the morning to watch an informative news debate and prepared myself for class. On my way to school, I saw various billboards while reading my paper. The billboard for Coors light was rather familiar making me think if that how drunken people look like. In addition, I was perusing through a Cosmo magazine. The magazine was quite captivating as it had adorable hairstyles, summer outfits and bright colors especially for the spring. During the lunch break, I had a preview of my face book account which had no relevant updates. Later during supper, I watched the news then retired to bed. Saturday Considering it was on a Saturday, I had the privilege to watch a few videos via YouTube. That took an hour after which I engaged the television to watch sky news for around another hour. Later I called up a friend for five minutes planning on how to spend the afternoon. Once again I checked my Facebook for any new updates for around fifteen minutes. During lunch, I conclusively read the newspaper. In the afternoon, I went to my friend’s house to watch soccer. The football match was between Arsenal and Liverpool and continued for a two hour session. After having supper, I watched television while simultaneously checking on any new email. Media usage statistics available online opine that many people of my demographic, background share the same results (Lamb, Hair & MCDaniel 2008). At this day and age, many of the young people have their lives revolving around the internet and television. At this day and age, social interactions have reduced at an alarming rate thus leaving room for social media and television. Statistics and conclusive research opine that television is the most common media vehicle. This is because; it encompasses a number of generations due to the programs aired via television. According to research information, an average student from a background resembling mine spends close to 35 hours on the internet. This implies that most of the time, internet usage supersedes all other media vehicles. It is worth noting that, the internet as a media vehicle is not in isolation. This is to imply that, many of the internet users do it alongside other media vehicles. For instance, people use the internet while simultaneously using either television or radio. This represents 46 percent of internet usage, which is inefficient to lure consumers through adverts (Shimp 2010). This is because; the internet user is not wholly indulged to the business in the internet. However, the remaining 54 percent represents the amount of time that the internet user is wholly using the net. This represents the amount of time that the internet user is handling assignments, research or job related duties. On the other hand, outdoor advertising amounts to 17 hours when referring to people of my background. This is because; commonly people are commuting, and outdoor advertising is inevitable. Outdoor advertising is majorly in sporting events, but during normal activities, students interact with outdoor advertising. In addition, outdoor advertising seeks to engage the viewers in a repetitive message given the fact that most people are on transit. Some scholars opine that outdoor advertising is inefficient as it is un engaging but due to its repetition nature some adverts stick on the viewers mind. Television, on the other hand, is a media vehicle that the youth and aged together often use. This is because; various people find it comfortable to multi task as they engage in watching television. The television articulates many adverts during the most viewed programs. For instance, during football matches business corporation pay a handsome full for their adverts to air during the breaks. This makes television the most appropriate media vehicle as it targets a wide array of audience. The mobile phone is among the commonly used communication devices since the recent past. The mobile phones invention is a recent undertaking, but the impact it has achieved is tremendous. Research depicts that 4 hours in a day of a normal student end up on the mobile phone. Given the rampant technological advancement in the mobile phone industry, it is evident that it is a reliable media vehicle. The mobile phone in the modern day and age has internet access as a common tool (O'Guinn, Allen & Semenik 2012). This implies that the mobile phone user can access internet while on transit. In addition, the text message feature is also weighty and enhances communication. This facilitates adequate advertising via mobile phones hence netting a larger crowd. Radio bags 2 percent media coverage in a week. This is because; many of the listeners multi task. This implies that it is on exceptionally rare occasions that people nowadays listen to radio programs alone. For instance, people listen to radios while commuting, doing house chores while on the internet or even while jogging. On the other hand, print as a media vehicle will soon be outdated by the digital platforms. For this reason, the print media is only accountable to 1 percent of the people bearing demographics similar to mine. Finally, direct email is now the growing mode of communication. However, corporations as well as other agencies are yet to penetrate this channel as many people find emails tedious to read. Given my current media consumption, insurance firms should use print, email and outdoor advertising to lure clients of my demographic affiliation. This is because; with print media and emails, people tend to take information more seriously. The magnitude of information aired through these channels has some sentimental value to the reader. When a new organic soft drink wants to penetrate the market, digital marketing will do wonders. This is because; many of consumers are online occasionally. This will ensure that the product appeals to the right class of consumer hence facilitating massive acceptance. Part 2 Sneakers are appealing both teenagers and the youth. This implies that the product has a massive potential market. Research opines that, sneaker related adverts are prevalent online and during sporting events. For instance, during the basketball season, Nike generates humongous sales levels. This associates to the fact that the sneaker producers sponsor a team during the basketball finale. This depicts a sharp increase annually in the market trends. These findings are reliable considering the same sentiments come from other sponsoring corporations. Given the fact that fans want to depict their loyalty to their teams the sales levels hike during the basketball seasons (Jackson 2002). Corporations are aware of this market niche as a result of sponsorships. This means that corporations seek to perform corporate social responsibility like duties while, in intent, they are luring potential clients. In addition, the corporations should plan their advertising schedule in line with the peak season. This will ensure that maximum sales attainable during the peak seasons become a reality. This is because; once a corporation creates brand loyalty sales will prevalent regardless of the season (Batra, Myers & Aaker 2009). Part 3 Responsible drinking – campaign evaluation In the recent past, mortality rate emanating from irresponsible drinking has evidently been on the rise. To mitigate this social vice, various advertisers have come up with responsible drinking campaigns (Firth 2010). This campaigns aim at quelling the vice and sparing innocent lives. Responsible drinking is not constant depending upon the personality of an individual. This is because; some people who engage in dangerous at some point believe that their drinking tendencies comply as responsible. The main underlying objective of these campaigns is responsible drinking. The campaign aims at enlightening partakers that drinking is a dangerous societal vice that is continuously claiming lives. The campaign strategy has to be innovative and creative. Given the reluctant regulations by the media houses to reduce the adverts on alcohol, there is a lot that needs to be done. This implies that the responsible drinking campaigns have to match up to counter the adverts seeking to encourage alcohol consumption in society. This is the first challenge facing the campaigns and the fact that the responsible authorities are reluctant to do anything about it. The media down plays the adverts on responsible drinking due to exorbitant spending money from the alcohol manufacturers seeking to popularize their products. However, in the recent past, the norms are gradually overturning. For instance, the adverts on responsible drinking are slowing perpetrating the media vehicles and results are already visible. The innovation and creativity depicted by the adverts are staggering. This is because; the adverts illustrate the consequences of irresponsible drinking, which are obviously detrimental. For instance, some adverts show the consequences of irresponsible drinking resulting in fatal accidents or incurable diseases resulting from immorality. Various research groups and scholars opine that the impact of these campaign efforts is evident. There has been a remarkable reduction in death rates, which is the key objective of the campaigns. In addition, the campaign agencies also indicate that the campaigns are effective as they receive the required reception from the target audience. However, more still needs to be done as people as still languishing as a result of irresponsible drinking (Kern, Hoeltzel & Rotgers 2002). Conclusion It is apparent that marketing is a wide discipline with many sub branches. It is also evident that planning is an essential part of the day to day life. Advertising takes various forms, but for directors and copywriters to have an adequate impact, they need an advertising planning portfolio. This portfolio can take the form of a digital or normal bound portfolio depending on the target market. It is also notable that there are different media vehicles which appeal to different clients. It is vital for the advertising agencies to consider using the appropriate media vehicle to ensure attainment of maximum results. There are prevalent campaigns seeking alcohol consumers to do so in a responsible way. These campaigns are slowly attaining their objective of reducing the mortality rate emanating from careless drinking. In the foreseeable future, responsible drinking will be doable as long as the campaigns mount up the pressure on alcohol partakers. Reference list Batra, R, Myers, J, & Aaker, D, 2009, Advertising management, Pearson, New Delhi. Drewniany, B, & Jewler, A, 2011, Creative strategy in advertising, Wadsworth, Boston. Firth, L, 2010, Responsible drinking, Independence, Cambridge. Jackson, R, 2002, Sole provider: thirty years of NIKE basketball, PowerHouse Books, New York. Kern, M, Hoeltzel, R, & Rotgers, F, 2002, Responsible drinking: a moderation management approach for problem drinkers, New Harbinger, Oakland, Calif. Lamb, C, Hair, J, & MCDaniel, C, 2008, Essentials of marketing, South-Western, Mason, Ohio. O'Guinn, T, 2007, Cram101 textbook outlines to accompany Advertising and integrated brand promotion , Academic Internet Publishers. O'Guinn, T, Allen, C, & Semenik, R, 2012, Advertising and integrated brand promotion, Cengage Learning South-Western, Mason. Shimp, T, 2010, Advertising, promotion, and other aspects of integrated marketing communications, South-Western Cengage Learning, Mason, Ohio. Yeshin, T, 2006, Advertising, Thomson Learning, London. Read More