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Transcript of Advertising pp internet
Marketing Group:Alexander McConnell
Josh PintoChelsea Rickett
BELVEDERE VODKA
OBJECTIVE• Top of Mind Awareness (TOMA)
• Sales
TARGET MARKET• Younger target market ranging from 21-40
MESSAGE THEMEBelvedere Vodka provides a good time while still maintaining a
sense of class and elegance.It is a luxurious vodka.
SUPPORT• Belvedere Vodka has won the 2013 International Spirits
Challenge • Is the world’s first Luxurious Vodka
• Has won more awards at the annual Vodka masters than any of the other 116 vodkas entered
• Uses real fruit in their flavored vodkas• Has a vast variety to choose from
CONSTRAINTS• Expensive
• Not as well known as Grey Goose or Taaka• Must be 21 or older to consume
• Not everyone drinks vodka, not everyone drinks, can be addictive
MEANS-END CHAIN
Product Attributes
Premium and luxurious
vodka
Smooth and has a great
taste
Consumer Benefits
Consumers will have a good time
Enjoy its smooth and rich flavor
Personal Value
Enjoying one of the finer things in life
Feel elegant while drinking
VISUAL VS. VERBALVisual - we want people to see our product in an effort to help
raise awareness of itInternet Video
ADVERTISING APPEALSex Appeal - People will associate the ad with our product being
desirable and classy.
MESSAGE STRATEGYPreemptive Strategy - will be used to show how Belvedere is
superior to other vodkas
Resonance Strategy – will be used to connect the vodka with having a good time
EXECUTIONAL FRAMEWORKAuthoritative Approach - will be used to convince this brand of
vodka is better than others
ENDORSERThe product endorses itself.
TAGLINE“Classy, smooth, a luxurious vodka– Belvedere”
MEDIA PLACEMENT
EXPENDITUREYouTube - $100,000
EVALUATION TECHNIQUES• Check sales before and after the campaign is launched
INTERNET AD - Script
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