MSUAAF Nissan 2012 Plans Book

7/28/2019 MSUAAF Nissan 2012 Plans Book

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{Prologue}able o Contents

1

02 RESEARCH

08 THE BIG IDEA

10 CAMPAIGN

27 MEDIA

32 EVALUATION

03 RESEARCH OVERVIEW

06 TARGET PROFILES

09 CREATIVE

10 CHAPTER 1

14 CHAPTER 2

18 CHAPTER 3

22 DIGITAL

22 SOCIAL MEDIA

26 DEALERSHIP

Once upon a campaign, a group of devoted individuals embarked on a creative journey.

The challenge at hand was lofty: create a fully integrated campaign for Nissan that

will increase muticultural millennial market share among African American, Chinese,

and Hispanic segments. Cedar banks rose to the occasion, realizing that simple

modications to the current Nissan campaign would not sufce.

Innovation for all is falling on deaf ears, preached to a target that does not view

Nissan as an innovative brand. They are instead turning to the competition, settling for

generic car features far inferior to Nissan. The question becomes why? Why is Nissan,

an automotive manufacturer that has everything the target craves, being dismissed

so quickly? More importantly, how can we change this perception and translate it intosales? After extensive research, we identied opportunities to strike up a conversationwith multicultural millennials and set Nissan apart from the competition.

Frankly, our target is bored. Automotive manufacturers have many opportunities for

great advertising, but few often achieve resonance and opt for the safe route instead.

Our target has seen the standard rolling shots of cars before, and theyve made it

clear. This bland approach will not change their opinion about a vehicle, let alone make

them consider a purchase. They want to be taken on a journey: to be told a story while

witnessing what a vehicle can actually do. Despite failed advertising attempts, vehicles

are still selling and positive associations with certain brands still exist. We found that

the target is relying on word of mouth. Their perceptions of automotive brands stem

from friends and family members, not advertising.

Nissan strives to be innovative with every decision they make and this is evident when

anyone gets behind the wheel of a Nissan vehicle. In order for our smart and savvy

target to believe this claim, they need more than just a brands promise: they need to

be educated on Nissans innovative features, they need to experience the vehicle rsthand, and they need reassurance from friends and family.

Our campaign will accomplish all of this and more. By immersing the target in stories of

innovation and encouraging them to interact with the brand in every execution, Nissan

will nally be recognized as the innovative company it is. This recognition coupled with

promotions and events designed to get the target into Nissan vehicles will ultimatelydrive sales, increase multicultural share, and make Nissan a household name.


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{Research}With such a diverse target market, we knew standard research models

would not sufce. We had to be exible: to rst identify who the targetwas and then take further action based on responses from every stage.

We began with a research base, grounded in surveys and extensive

secondary research. With an idea of the targets vehicle preferences,

media consumption, and everyday lives, we began to develop more

specic questions. New research tactics were utilized in order toanswer questions from the previous stage.

Along the way, an interesting pattern arose. While the next step in

research provided answers, it also spawned a new set of questions.

We decided to continue along this path, constantly questioning and

inventing new tactics in response. Once we had a rm grasp on thetarget, Nissan, and the intersection of the two, three different campaigns

were formulated. Each campaign was evaluated by members of our

target, and input from the target was utilized in order to create one

powerful, relevant campaign.

Research Methods

Waiting on Kyle for this. Whoop whoop. Party.

THERE WERE MANY SIMILARITIES PER GROUP. STARTED TO REALIZE

THAT MAYBE WE SHOULD VIEW IN TERMS OF COMMONALITIES

INSTEAD OF THEIR DIFFERENCES.

SurveysSome awesome survey stats will eventually go HERE:

Well this is awkward Why are you still reading blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah Yeah. Still nothing here. Sorry to dissappoint! Fact. 100% of people will probably read to here


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Inographic containinginormation about our research

will go here!


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Research }Once a research base was established, our focus shifted. We wanted to gain an

understanding of the demographic that went beyond basic, supercial statistics.

To achieve this goal, Cedar Banks conducted focus groups with all three

segments of the target. Through this process, we were able to uncover

information specic to the target segments, as well as many commonalitiescrucial to address in our campaign.

Chinese, African American and Hispanic segments alike expressed that they

are portrayed unfairly in the media. They crave to be acknowleged as human

beings, not as multicultural segments. With that being said, they dont need tobe inundated with stereotypes in advertising. Our target is much more receptive

to subtle cultural cues and details. In fact, the commercials with the highest

unaided recall were those with no blatant multicultural ties whatsoever.

Another nding that could not be ignored was the targets sensitivity to storylines.All segments wanted to be taken on a journey, and advertisements that failed to

live up to this expectation were berated.

Prefer story lines in advertising over straight selling,specically action-packed spots that were fun tofollow

Feel as though they are unfairly portrayed in the media Want to be acknowledged as multicultural, but not

through blatant targeting

Notice subtle cultural details, reinforcing the ideathat advertisers do not need to blatantly advertise a

multicultural target View the current Nissan campaign as unrealistic and

irrelevant

Are aware of Nissan as a brand, but feel no connectionto it whatsoever

Are unaware of Nissans product line, vehicle featuresand benets

Look for cars based on a specic set of features

Who is our target beyond the numbers?

How do they feel about the Nissan brand?

How do they feel about the actual vehicles?

New Issues

Throughout the focus groups, a theme emerged. When asked about Nissan, the target knew Nissan to be an automotive manufacturer. Those

who have had experience with the brand spoke highly of Nissan; those who havent, however, had no knowledge of the product line, features or

benets. Furthermore, if they havent actually been in a Nissan, they do not view Nissan as a innovative company.

This was not the trend for all car brands. Members of our target did not need hands-on experience to view brands such as Ford, Chevy, Honda,and Toyota favorably or rattle off vehicle features. If a friend or family member trusted the brand, our focus group participants did as well.

New questions arose as a result. Why is there no real attachment to the Nissan brand? Why are other brands favored over Nissan? Why is there

the disconnect between the target and the vehicles? How does the perception of Nissan change when you have the target interact with thevehicles? Solutions to these daunting dilemmas would be provided by our next steps.

Given that Nissan spots have some elements of story telling, we expected a positive reaction to current advertising efforts. Our target, however,

was unresponsive. It became apparent that the vehicle cant simply be dropped into a story. The target wants to see what a vehicle can actually

do for them. A marriage of storylines, vehicle features and brand benets has to exist in order to speak to this target.

Key FindingsFocus Groups


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Why does a brand that they havent interacted with become part of the evoked set? We asked about their favorite car brand. Always had an answer, but

it wasnt because they found the brands to be cool or desirable walking around the lot. Again, it was because family and friends talk about them or have

owned them. The goal becomes HOW DO YOU GET FAMILY AND FRIENDS TALKING ABOUT NISSAN. NEED TO ENCOURAGE A CONVERSATION

BETWEEN NISSAN, THE TARGET, AND THOSE AROUND THE TARGET. This is how you sell a Nissan.

Once in a Nissan, they loved i! Need to get them in the car.

Talk about dealership problems here.

Competitive Analysis & SWO } Why are other brands favored over Nissan?Why is there no real attachment to the Nissan brand?Cedar Banks identied the features, benets and advertising other automotive brandscurrently employ. The majority of the companies actively reach out to the target by

pairing their vehicles with pop culture. They also advertise heavily via television and

social media - the heaviest consumed media by our target.

We decided to run a SWOT to see where Nissan currently stands in relation to other car

manufacturers strengths. The highlights are as follows:

To gain favor with our target, Nissan should keep the current Innovation for All theme.

Innovation is what sets Nissan apart and is Nissans niche in a cluttered market; This

innovation, however, needs to be presented differently.

Current advertisements highlight all the innovative features as a montage. A better

angle is to feature innovations the target segments actually care about. Nissans main

strength pairs so well with the targets demands that it would be foolish to ignore such

an opportunity. If presented in a creative manner with an innovative air that only Nissancan provide, the threat from other automotive brands will be minimized.

TOYOTA: Moving Forward

Leverages green marketing with a platform of ve hybrid vehicles (oneplug-in)

Targets the millennial demographic with advertising that reects themodern dance-club culture

Viewed as an environmentally and scally responsible purchase

FORD: Go Further

Actively promotes a wide variety of television and event sposorships Affordable, feature-packed models rate high with college and post-

grad consumers

Focuses strongly on capabilities of their Microsoft partnered FordSync technology

CHEVY: Chevy Runs Deep

Markets self as homegrown and part of the American culture

Known for dependability and utility Reaches out to target demographics via social media campaigns and

green marketing

HONDA: The Power of Dreams

Acknowledged for extensive lifespans and reliability Growing market share growth in compact vehicles Current advertising techniques target upper-aged millennials

HYUNDAI: New Thinking. New Possibilities

Fastest growing auto manufacturer for the past two years straight

Marketed as an affordable luxury vehicle line

Strength Weakness

Opportunity Treat

Innovative features Innovative features arent well known

Target segments demand

specic features

Other brands are well known, trusted,

and top of mind

In-Depth Interview} Why is there the disconnect between the target and the vehicles?How does the perception of Nissan change once the target interacts with the vehicles?


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Arican AmericansThe African American segment of the target feels that their cars are a

reection of themselves; therefore, they select cars they can tailor totheir personalities. When considering a vehicle, their main concerns

include fuel economy, style, price, safety and warranties, and they

gravitate toward sedans. Because they are price-conscious, brandloyalty is not a deciding factor for this segment.

Due to a general distrust of dealerships, the African Americansegment looks to family and friends when purchasing a car. Family

has a huge inuence over how they interact with brands andpurchase vehicles. Additionally, they are social media savvy, and

their purchase decisions are heavily inuenced by the Internet andword-of-mouth.

ChineseThe Chinese segment values quality over price. They have a higer

disposable income than the other target segments and are willing

to spend extra on a brand name product. They stick to brands theylike, but will switch for novelty and change.

Fuel economy, safety and interior styling are identied as must-have features for this segment. Above all, the target seeks smaller

vehicles with a sleek, modern body design when making purchase

considerations.

The internet is a trusted source for information; however, family

plays a major role in the decision making process. They are tech-savvy, especially when it comes to mobile technology.

HispanicThe Hispanic segment values strength and durability in their

vehicles. Other primary factors in their automotive purchase

decisions include price, speed, safety and exterior styling. They

value customization and believe that everything from exterior color

to audio systems can make a car unique. Research shows they

are particularly drawn to trucks,SUVs and sedans. Although this

segment is brand conscious, they are not brand loyal.

The Hispanic segment weighs many alternatives before purchasing

and seeks the advice of family before making a decision. Word-of-mouth plays a large role in the way they acquire information, and

their primary trusted source of media is the Internet. They consume

both in-language and mainstream media, but are most likely toconsume in-language when at home.

Innovation is seeing where the uture is going.

Te uture... it's not just black, white, asian;it's a unity, and soon that's what the worldis going to be. And i companies see thatand they embrace that in their commercialsand their products and marketing strategies,then that's what people will look to.

Even though there were many commonalities between target

segments, we couldnt help but notice that feature preferences for

each segment were very distinct. Information acquisition differs

slightly per segment as well.

Te arget }


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{Concept esting}

What I like about this is that its unconventional in the way that when we look

at our advertising its very sexualized. Theres a lot of violence sometimes.

There are all these things that are very powerful. You guys are almost

substituting that with cleverness. You see that and you say Oh. That is

clever. Thats an attention grabber. Thats what I like about (campaign two).

Its not offensive. I like the concept of it. I like it a lot

Overview goes here. Needed a campaign that is feature driven, screams innovation, relies on stories, encourages a conversation

about Nissan, gets everyone involved.

Cedar Banks recognized that there was not one clear route to take. We challenged


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{Te Big Idea}Innovation Ever AerOur advertising will

We established that the campaign has to include four keycomponents in order to be successful:

Awareness of innovative Nissan featuresInteraction between the brand and the targetFamily and friends must also be involvedTarget must experience the vehicle rst hand

Divided the year into three stories. Each story will utilizetraditional media that links to the Nissans redevelopedonline presence. This tackles awareness of Nissan featuresand conversation between brand and target. By doing allof this on social media, the target will be able to share their

interactions with friends and family. In addition, each storywill have one event or promotion that gets the target aswell as their friends and families into the vehicles. Some willbe so shocking and innovative, that the target will feel asthough they have to share.


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{Creative}

one Visual Style

FairytalesLittle Red Riding Hood April - JulyGoldilocks and the Three Bears August - NovemberSnow White and the Seven Dwarfs December - March

BoldContemporaryCaptivating

Colorful ImageryClean TypeClear Message

aglineInnovation Ever After.


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Little RedRiding Hood

{April - July}

Chapter 1


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Nissans print ads will strike up a conversation

between the target and the brand. Innovative

Nissan features will be paired with an excerpt

from the traditional fairytale, demonstrating

how the story changes once you add a

Nissan. A link to the Nissan facebook page will

encourage members of the target to become

more than passive readers. The Facebook

page allows them to fully interact with the story

by playing a game based off the print ad or by

writing the ending to the new Nissan story on

the wall. See the digital section to learn more.

{Print Ad}


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{Commercial}Execution Month/s

Each commercial will show a classic fairytale in which a Nissan vehicle assists the characters in their

story. It will focus on the innovative features that are pertinent to our targets. Displaying the different

features of a Nissan will enhance the fairytales, changing them with a little twist.

Price

Impressions

Target

Keywords

$

#


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{o Grandmothers House We Go}Execution Month/sOur campaign kick off events will allow ourtarget to experience the innovation of Nissan

while setting foot into the Red Riding Hood

tale. At three popular summer music festivals

- Bonnaroo, Lollapalooza and Coachella -Nissan will set up mobile versions of Reds

forest to walk through. Once inside, concert

attendees will complete a series of tasks with

the help of Nissan features.

First, participants will use a Nissan GPS to

get directions for the path of their choice: Red

Riding Hoods or the Big Bad Wolfs, and enterthrough their designated door. At the door,

participants will choose theme music from a

selection of the festivals performing artists,

highlighting Nissans music capabilities and

the Bose sound system. Next, they will

navigate their way through a fog-lled areausing the Nissan Altimas undercarriage lights

to illuminate their path. Once participants

complete the course, they will pop open an

Altima trunk to receive branded drawstring

bags and promotional materials, generatingbrand buzz during the festival. Full size

Nissan models will surround the trailer giving

the target an opportunity to sit in the Nissan

vehicles, explore features and take pictures to

share with friends and family.

{Pandora Banner}Execution Month/sOur pandora banner ads will bring an additional

interactive component to our fairy tales while

showcasing Nissans top of the line navigation

system. By clicking on either characters hand, thetarget will be directed to the Choose Your Own

Ending YouTube page, described later in the digital

section.

1,500,000

300,000

African American, Chinese, Hispanic

Keywords

$

#

Price

Impressions

TargetKeywords

$

#

Campaign

KeyPrice

Impressions

Target

Keywords

$

#


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Goldilocks and theTree Bears

{August - November}

Chapter 2


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{Print Ad}


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{Commercial}August - November Price

ImpressionsTarget

Keywords

$

#


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{Tree Bear Dare}Execution Month/sThrough focus groups, we found that most of our target is unaware

of Nissans modern designs and the brands innovation. To showcase

these strengths, Nissan will run the Three Bear Dare promotion. During

the campaigns second leg, people can test-drive three different Nissanvehicles to see which is just right. After the test-drives, customersreceive a scratch-off for a gas card worth $25 to $50. This offer willencourage our target to get behind the wheel of a Nissan and visit their

local dealership. Nissan will promote This Nissan is Just Right via

social media.

{Elevator Wrap}Execution Month/sTo unexpectedly capture the attention of our target, elevator wraps will

be placed within the top ten U.S. cities where our target lives. Not

only will this place members of our target into the story, but it will also

give them a chance to experience the highlights of the Nissan Roguesinterior. Wraps will be placed in malls, universities, hotels, and other

places the target frequents.

$1,375,000

50,000

African Americans, Chinese Americans, Hispanic Americans

Keywords

$

#

Price

Impressions

Target

Keywords

$

#

{Heisman Promotion}August - November / January

52,000800,000

Primary: African American

Secondary: Chinese, Hispanic

Keywords

$

#Building upon the success of the Heisman

House campaign, Nissan will sponsor Heisman

Fairytale Moments: video montages of Heisman

winners. These videos will play on the JumboTron

during college football games at the athletes alma

maters. Videos will show their favorite memoriesand accomplishments of their football career.

The schools selected have both a high percentage

of our target and a Heisman winner. The BCS

National Championship Game video will feature

a longer montage of all the winners mentioned to

the right.

University of Michigan Desmond Howard University of Texas Ricky Williams University of Georgia Herschel Walker University of Miami Gino Torretta University of Southern California Marcus Allen Auburn University Bo Jackson University of Houston Andre Ware Oklahoma State University Barry Sanders


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22-26. Snow White

December-March

Snow White and theSeven Dwars

{December - March}

Chapter 3


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{Print Ad}


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{7 Dwar Driver}Execution Month/sNissan Versas and Sentras, provided by local

dealerships, will be placed in malls among

the top ten highest populated Asian American

cities in the country. These modied vehicleswill have fully functional interiors and the

windshields will be replaced with screens that

will display a Snow White video game. In the

game the target will compete against each

other in a race to pick up the seven dwarfs inthe fastest time. The driver controls the game

using the cars actual steering wheel, gas and

brake pedals. Outside of the cars there will

be a projection screen showing each players

view during the game to the public. Pop-up displays positioned around the vehicles

will provide additional information for those

waiting in line. Two cars will be placed in

two malls located around the targeted cities.

This virtual experience will appeal mainly to

the Chinese American segments, who value

technology the most and spend the most timeplaying video games, according to research.

The game will also appear at the Consumer

Electronics Show in Las Vegas and the Game

Developers Conference in San Francisco.

{Youube akeover}Execution Month/sThrough our focus groups we found ageneral distaste for having to watch video

ads before their youtube videos. Taking this

into account, we created a ash display onthe youtube home page. When visited, it

will appear as though a large storybook is

opening up to the site, leading the viewers

eye to a simpler banner ad on the top of the

homepage.

798,000

8,478,583

Primary: Chinese American

Secondary: African America, Hispanic

Keywords

$

#

Price

Impressions

Target

Keywords

$

#


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{Commercial}Price

Impressions

Target

Keywords

$

#

December - March


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{Digital Media}{Social Media}Social media becomes the hub of the campaign. Once immersed in traditional media, the brand events,

etc, they are encouraged to actually INTERACT and add to the Nissan story.

This virtual pinboard is quickly becoming a popular

way for female members of our target to share

anything they nd interesting with their friends andfollowers, with 18-29 year olds making up roughlya third of all users. To capture the attention of

users within our target, the Nissan Pinterest prolewill include stills and behind the scene shots from

our commercials as well as pictures of Nissan

Vehicles. Over time, Nissan will post the pictures

of the latest models, concept cars, pictures from

auto shows and other Nissan events for users toview and share.

PinterestYouube/HuluOur ads on Hulu will further immerse the targetin our fairy tales by giving them the option of

choosing their own adventure. This interactive

component will allow our target to explore and

learn more about the Nissan features that interest

them most.

200,000

1,000,000

Chinese, African American, Hispanic

Keywords

$

#


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With over 800 million users, Facebook is a great

medium to reach potential Nissan drivers. Print

ads will encourage readers to become active

participants by continuing the story on Facebook.

This opens an active conversation between the

consumer and company, allowing for insightful,interactive feedback.

Facebook

Members of our target will get the chance to nishthe story through an interactive adventure game,

featured on the Nissan Facebook page. Players

will choose one of the core vehicles to drive in

this virtual journey towards a happy ending. Each

story will have its own unique setting and set of

challenges. To reach the end goal in the fastesttime, players need to choose their vehicles carefully

since each one has different strengths. For

example, the pathnder holds more passengers,but travels slower where as the Altima is the

fastest, but carries less passengers. To create

word of mouth about the Nissan Facebook page,

players will get a score boost when they tag their

friends as passengers on their trip.

Facebook Game

#ITereWereNissan

#ITereWereNissan

200,000

1,000,000

Primary: Chinese | Secondary: African American, Hispanic

Keywords

$

#


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{Digital Media}

The Nissan USA app will get a fresh look and

simple design including scrolling images of

vehicles on the home screen and a streamlined

menu. In addition to the news currently provided

by the app, we will showcase vehicle innovations

in an easy-to-process format.

Mobile App


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To grow recognition for Nissan and the InnovationEver After campaign, a group of primary and

secondary keywords about the vehicles features

and the brands innovation have been designated

for use throughout the campaigns digital marketing

efforts. Clusters of three to ve words will be usedfor digital and social media components as well

as for each campaign promotion. The words

groups have been designed to increase digital

consistency and optimization in search engine

results and page ranks.

Search Engine Optimization

New to the app menu, will be a special tab for our target.

Innovation o Others App ab

Primary: Nissan, Nissan USA, Altima, Rouge, Pathnder,Sentra, Versa, Innovation, car dealership

Secondary: lease, sedan, crossover, innovation, navigation

system, MPG, customization, fairy tale, Snow White,

Goldilocks, Red Riding Hood


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{Dealership}To create a more comfortable and interactive dealership experience for our tech savvy target, iPads located on stands nextto each core model will provide specic vehicle information tailored to the needs of the individual. An exclusive dealershipapp on the iPad will present the shopper with a list of questions that will pinpoint the right car for them based on the qualities

they nd important. These iPads will be placed in 20 Nissan dealerships in cities with a high population density of our target.Once their ideal car is found, they will be able to take a closer look at innovations and view additional information about their

selected vehicle. Sales people will be able to use the iPads when talking with a customer to go over pricing and other details.

Consumers will also have the option to request a test drive. If requested, a sales person will be notied electronically. Afterthe test drive, consumers will be able to use the iPad to rate and share their test driving experience with friends on Facebook

for a $5 gas card. Research shows that the target uses Social Media to seek out new information, as well as to support theirfavorite brands. The theme displayed on each iPad will change to coincide with each story.

128,8951 million+

African American, Chinese, Hispanic

Keywords

$

#


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{Media Justifcation}


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{Media Justifcation}

Fl Ch


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Flow ChartFebruary March April May June July August September October November December January otal Cost

Promotionsjdkjd;akdja;

djdiokdikjakdjea

Magazines$26,000,000

Websites

$7,500,000

elevision$33,000,000

OutdoorBillboard $3,500,000

Alternativedkjak

dkjakd;adka;dka;dkadka;djkal;djka;ldk;adkja;

.NBC 2.7ABC


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ABC 2.4FOX 3.3CW 0.8

V SHOWSDay Part Spot Frequency Share Rating GRP Cost/Spot

Chinese AmericanGlee uesday 8-9PM :60 8 9 3.3 26.4 $267,141Vampire Diaries uesday 8-9PM :60 8 4 1.3 10.4 $54,016House Monday 8-9PM :60 8 6 2.4 19.2 $ 183,298

Arican AmericanPerson o Interest Tursday 9PM :60 8 7 2.8 22.4 $174,574NCIS uesday 8PM :60 8 14 5.5 44 $154,646Criminal Minds Wednesday 9PM :60 8 8 3.1 24.8 $128,487

Hispanic AmericanGreys Anatomy Tursday 9-10PM :60 8 8 4 32 $203, 078CSI Wednesday 10PM :60 8 7 2.6 20.8 $135,350In language 2

OverallModern Family Wednesday 9PM :60 8 12 4.7 96 $248,388How I Met Your Mother Monday 8PM :60 8 10 3.4 41.6 $168,829

Family Guy Sunday 9PM :60 8 5 2.5 27.2 $264,912Big Bang Teory Tursday 8PM :60 8 16 5.6 20 $198,348

Te Ofce Sunday 9PM :60 8 6 2.3 18.4 $191236otal $2,372,303

Media Budget

Television

Network ChoicesWe choose the top networks on primetimetelevision ...

Future elevision showsNew shows are premiering every season andwe believe it is important to take advantage othis opportunity. Tereore, we will monitor

new television show premieres or popularityand budget or our commercials to be show-cased.

Magazines Ad Size Cost/Ad Rate Base GRIMP Frequency CPM otal CostChinese American

Allure Spread $2,86,058 1,075,000 4,300,000 4 $1,144,232Game Inormer Spread $361,168 3,500,000 14,000,000 4 $1,444,672

Spin Spread 4Arican AmericanEbony Spread $131,478 1,250,000 5,000,000 4 $788,868Vibe Spread $58,800 300,000 1,200,000 4 $235,200Sports Illustrated Spread $883,800 3,150,000 12,600,000 4 $3,535,200

Hispanic AmericanPeople En Espanol Spread $149,200 540,000 2,160,000 4 $895,200

V Y Novelas Spread $72,000 300,000 1,200,000 4 $288,000ESPN Deportes Spread $21,840 65,000 260,000 4 $87,360

OverallPeople Spread $611,800 3,450,000 41,400,000 12 $3,670,800ime Spread $640,200 3,250,000 39,000,000 12 $7,682,400

CQ Spread $313,188 925,000 11,100,000 12 $3,758,256ESPN Spread $511,636 1,650,000 19,800,000 12 $6,139,632Cosmo Spread $488,200 3,000,000 36,000,000 12 $5,858,400

ype o Ad Months IMP/Mo. GRIMP Budget Allocation


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Websites

yp gChinese American $1,350,000

8asians.com Banner 12 111,380 1,336,560money.cnn.com Rich Media 12 161,332,016 1,935,984,192IGN.com Banner 12 26,500,000 318,000,000

Acan American $1,350,000TeRoot.com Rich Medi 12 13,500,00 162,000,000Eurweb.com Banner 12 863,004 10,356,048Bossip.com Banner 12 4,690,083 56,280,996

Hispanic American $1,350,000Myspace.com Banner 12 49,050,766 588,609,192Univision.com Rick Media 12 367,000,000 4,404,000,000AolLatino Banner 12 3,000,000 36,000,000

Overall $2,100,000Hulu.com Banner 12 36,937,945 443,255,340ESPN.com Banner 12 319,408,531 3,832,902,372HufngtonPost.com Rich Media 12 653,566,236 7,842,794,832Youtube.com Rich Media & Banner 12 2,007,504,257 24,090,051,084IMDB.com Banner 12 107,227,008 1,286,724,096

Online Radio $1,350,000Pandora.com Banner 12 127,118,210 1,525,418,520Spotiy.com Banner 12 409,604 4,915,248

iheartradio.com Banner 12 210,800 2,529,600

Alternative Impressions otal Impressions Cost otal Cost

CHANGE HISState City otal Impressions otal Cost

Caliornia San Francisco $90,000Illinois Chicago $ 448,800New York New York City $ 2,160,000Florida Jacksonville $ 33,600

Promotions Cost Reachtrailer 1,500,000 300,000Virtual Car 798,000 8,000,0003 Bear Dare 1,300,000 50,000witter 1,800,000 10,000,000

Scholarship 45,000 1,000,000Heisman 52,000 800,000FB Game 200,000 1,000,000App 650,000 500,000Ipad Dealership 128,895 1,000,000otals 6,473,895 22,650,000


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{Evaluation}

The following measures will evaluate the effectiveness of campaign executions, media placements and promotions:

Need to type up

Neilsen

Evaluates campaign region frequency for television spots, online ads

and mobile app.

Google Analytics

Provides Website information through tracking, recording and

displaying the behavior patterns of consumers allowing businesses to

create better targeted advertisements.

Klout

Monitors tweets and hashtags for brand inuence.

SEO Moz

Tracks keyword rankings, provides trafc information and analyzes sitecontent for SEO errors.

Dealership Surveys

Monthly surveys to be lled out by salespeople in our key geographicareas to track the amount of test drives and vehicle purchases amongst

our target.

Here is a quote about how awesome our target thinks our

campaign is

Heres another one! Man, were good

And another one. BLAH BLAH BLAH BLAH

And yet another one. Yada yada yada yada yada

Concept esting

Campaign Evaluation


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Executive Board

IMC TeamMedia Team

Special Thanks

President: Heather Wargnier

Vice President: Lauren KarasCreative Director: Brett EkbladCreative Director: Emily MiskoMedia Director: Shelby VeldmanMedia Director: Allee AndersonIMC Director: Mark MiottoIMC Director: Andrew SoaveResearch Director: Kyle SnarskiResearch Director: Vicki ZouResearch Director: Andrea RupeFaculty Advisor: David Regan

Sean Deady

Courtney Loomis

Kelsey Maccombs

Patricia Nelson

Maggie Phelan

Johnny Sklut

Mike Zalewski

Kelly Dunnigan

Justin Feng

Elizabeth Todd

Matt Briede

Ryan Fetters

Sean FrancisHillary Gawlik

Peter Hanley

Noelle Kirchmer

Lukas Miller

Cody OConnell

Christian Ross

Robert Smith

Mike Smiy

Creative Team

The Department of Advertising, Public Relations and RetailingDr. Jef Richards, APRR Chairman

Richard TibbalsThe Associated Students of Michigan State University


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MSUAAF Nissan 2012 Plans Book

Documents

Transcript of MSUAAF Nissan 2012 Plans Book