Ad book final
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Transcript of Ad book final
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Agency and Brand Strategy
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Environmental Analysis
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Competitor Analysis
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SWOT Analysis
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Objectives and Budget
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Research
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Brand Value Proposition
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Target Market
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Campaign Strategy
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Creative Overview
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Creative Executions
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Media Objectives
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Media Choices
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Media Choices
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Media Choices
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Brand Activation
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RAD
IO S
CRI
PT-
Clie
nts
Na
me
: Pre
tze
l Cris
ps
Bein
g A
dve
rtis
ed
: Pre
tze
l Cris
ps
Ag
en
cy
Na
me
: 6 S
trin
gs
Title
: “P
retz
el C
risp
s P
art
y”
Du
ratio
n: 3
0 Se
co
nd
s W
rite
r: C
hris
Mu
rch
Inte
nd
ed
Ra
dio
Sta
tion
s: P
an
do
ra, S
po
tify
Sce
ne
On
e: I
nt.
Loc
atio
n #
1- N
igh
t SO
UN
D: G
lass
es
clin
k, c
ha
tte
r am
on
g p
atr
on
s, p
art
y sc
en
e
MA
N: Y
ou
kn
ow
, it
wa
s re
ally
nic
e t
o s
ee
Jo
na
tha
n a
nd
Pa
ige
to
nig
ht
it’s
un
fort
un
ate
th
ey
ha
d t
o le
ave
ea
rly.
MA
N: I
kn
ow
! Yo
u k
no
w w
ha
t I c
ou
ld g
o f
or r
igh
t a
bo
ut
no
w?
A n
ice
sn
ac
k.
WO
MA
N: I
co
uld
als
o g
o f
or t
ha
t. L
et’
s n
ot
forg
et
ho
we
ver a
bo
ut
the
die
t w
e
sta
rte
d o
n M
on
da
y.
Sce
ne
Tw
o: I
nt.
Loc
atio
n #
2- N
igh
t SO
UN
D: M
AN
an
d W
OM
AN
wa
lk t
o k
itch
en
. Ste
ps
he
ard
, mo
re c
ha
tte
r
am
on
g p
atr
on
s.
WO
MA
N: H
ey
loo
k th
ey
ha
ve P
retz
el C
risp
s!
MA
N: W
ha
t a
re p
retz
el c
risp
s?
WO
MA
N: O
h m
y g
oo
dn
ess
yo
u h
ave
n’t
he
ard
of
Pre
tze
l Cris
ps?
Th
ey
are
the
se t
hin
-like
pre
tze
ls w
ith a
ll th
ese
am
azi
ng
fla
vors
like
bu
ffa
lo, j
ala
pe
no
,
Pa
rme
san
an
d m
ore
. Lo
oks
like
th
is o
ne
is b
uff
alo
. M
AN
: Oo
h, g
ive
me
th
at,
I’ll
take
an
y ty
pe
of
flavo
r th
at
rem
ind
s o
f th
e p
re-
die
t.
SOU
ND
: Bite
Cru
nc
h
MA
N (
co
nt’
d):
Wo
w t
he
se a
re a
ctu
ally
gre
at!
W
OM
AN
: I k
no
w ri
gh
t! H
ere
pa
ir it
with
th
is M
on
terr
ey
jac
k c
he
ese
, dre
ss it
up
a li
ttle
. SO
UN
D: B
ite C
run
ch
#2
MA
N: Y
ou
kn
ow
th
is w
ho
le d
iet
thin
g is
n’t
so
ba
d a
fte
r all.
WO
MA
N: O
h D
en
nis
MU
SIC
: Lig
ht
mu
sic
. Th
ink
ALL
STA
TE F
lo c
om
me
rcia
ls.
WO
MA
N #
2: (
Ove
r Mu
sic
) “D
on
’t b
e b
orin
g w
ith y
ou
r sn
ac
k c
ho
ice
. Dre
ss u
p
you
r pre
tze
l with
Pre
tze
l Cris
ps.
” Th
e E
nd
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C
reat
ive
Bri
ef- P
retz
el C
risp
s H
isto
rica
l Bac
kgro
und
Pret
zel C
risps
wer
e lit
eral
ly m
ade
out o
f lov
e. A
fter S
ara
and
War
ren
Wils
on m
et se
lling
funn
el
cake
s at a
n am
usem
ent p
ark
and
got m
arrie
d, th
ey w
ent i
nto
busi
ness
toge
ther
cre
atin
g po
pula
r sn
acks
like
the
New
Yor
k St
yle
Pita
and
Bag
el C
hips
. It w
asn’
t unt
il th
ey d
ecid
ed to
reth
ink
the
aver
age
pret
zel w
hen
Pret
zel C
risps
wer
e cr
eate
d. T
hese
thin
, ver
satil
e cr
isps
wer
e cr
eate
d to
be
dipp
ed, s
tack
ed, a
nd p
aire
d w
ith ju
st a
bout
any
thin
g. In
200
4, T
he W
ilson
’s e
ndur
ed a
bat
tle w
ith
com
petit
ion
to tr
adem
ark
thei
r nam
e an
d ke
ep b
igge
r bra
nds f
rom
cop
ying
thei
r pro
duct
. Tod
ay,
the
num
ber o
f diff
eren
t Pre
tzel
Cris
p fla
vors
mak
es th
em a
ppea
l to
all t
aste
bud
s. G
oals
M
arke
ting
Obj
ectiv
es- A
s an
agen
cy, w
e w
ant t
o cr
eate
mor
e aw
aren
ess o
f Pre
tzel
Cris
ps a
s an
indi
vidu
aliz
ed b
rand
. We
wan
t the
re to
be
a 70
% c
ompr
ehen
sion
, (un
ders
tand
mes
sage
) and
45%
co
nvic
tion
(val
ue)
Adve
rtis
ing
Goa
ls: T
he e
ffec
tive
reac
h of
this
cam
paig
n is
70%
with
an
effe
ctiv
e fr
eque
ncy
of 5
Ti
me
Fram
e: T
his c
ampa
ign
will
be
a ye
ar lo
ng b
egin
ning
in Ja
nuar
y an
d en
ding
in D
ecem
ber.
T
arge
t Mar
ket:
The
targ
et m
arke
t for
Pre
tzel
Cris
ps is
bot
h m
en a
nd w
omen
from
the
ages
of
25-4
4. T
his i
nclu
des a
bro
ad ra
nge
of in
divi
dual
s, fr
om y
oung
pro
fess
iona
ls, t
o pa
rent
s, an
d fo
odie
s. A
dver
tisin
g Pr
oble
m: F
or st
arte
rs, P
retz
el C
risps
doe
s not
adv
ertis
e at
all,
whi
ch is
som
ethi
ng
we
as a
n ag
ency
wan
t to
chan
ge. W
e w
ant t
o cr
eate
mor
e aw
aren
ess a
bout
the
Pret
zel C
risp
bran
d an
d ha
ve it
stan
d ou
t am
ongs
t the
pre
tzel
mar
ket a
s a v
ersa
tile
snac
k th
at c
an b
e pa
ired
with
just
ab
out a
nyth
ing!
Our
targ
et m
arke
t inh
eren
tly g
ravi
tate
s tow
ards
snac
k fo
ods l
ike
chip
s and
cr
acke
rs in
stea
d of
util
izin
g th
e m
any
optio
ns P
retz
el C
risps
can
off
er. W
e w
ant t
o so
lve
this
pr
oble
m b
y po
sitio
ning
Pre
tzel
Cris
ps a
s a fu
n, u
niqu
e pr
oduc
t with
an
imm
ense
am
ount
of
varie
ty th
at w
orks
wel
l with
oth
er in
gred
ient
s.
Em
otio
nal N
eed:
We
reco
gniz
e th
at a
maj
ority
of p
eopl
e in
our
targ
et m
arke
t ten
d to
be
avid
sn
acke
rs. H
owev
er, m
ost o
f the
se p
eopl
e sn
ack
whe
n th
ey h
ave
dow
ntim
e. T
hrou
gh th
is
cam
paig
n w
e w
ant t
o en
cour
age
this
aud
ienc
e to
use
Pre
tzel
Cris
ps fo
r rec
ipes
and
in so
cial
ga
ther
ings
. 73%
of o
ur su
rvey
resp
onde
nts s
aid
they
alre
ady
pair
thei
r pre
tzel
s with
oth
er
spre
adab
les a
nd d
ips s
o w
ith th
is c
ampa
ign
we
can
cont
inue
enc
oura
ging
this
asp
ect i
n ne
w a
nd
exci
ting
way
s.
Com
petit
ors:
Rol
d G
old,
Pep
perid
ge F
arm
s, St
acey
’s
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Meet Our Team!
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