Kaki Seni Presentation Slide

transcript

INTRODUCTION TO

ADVERTISING PRESENTATION

GROUP MEMBERS

Name Student ID

Foong Pei Pei 0900691

H’ng Hooi Chee 0900486

Heah Yee Foong 0900485

Lom Hui Shan 0900438

Tan Shea Ling 0900100

WE ARE FROM PR Y1T2 , TUTORIAL CLASS 17.

CONTENT

1. Executive Summary

2. Planning Decisions

3. Creative Strategy

4. Advertisement• Newspaper advertisements• Magazine advertisement• Billboard• TV Commercial Storyboard

5. Media Strategy

EXECUTIVE

SUMMARY

BRILLIANCE ADVERTISING AGENCY

Established in year 1999 by Sandra Lom.

Our professional services include Advertising Strategy, Media Buying, Photography, Professional Design & Printing Service.

Our company won several awards by the Malaysia Advertising Board. Best Advertisement 2006 Top 100 Advertising Agency 2007 Creative Media Award 2008 from Institution The

One Academy.

Besides that, we also build many homegrown brands such as Digi, Perodua, Tourism Malaysia, ASTRO and Milo.

Our client Kaki Seni, was established in July, 2001.

Campaign: “A Front Row Tickets to a Miracle”

Management Group that in charge this campaign.

Art Director: Tan Shea Ling Graphic Designer: Heah Yee Foong Media Planner: Lom Hui Shan Editor: Foong Pei Pei Researcher: H’ng Hooi Chee

PLANNING

DECISIONS

A. ADVERTISING CAMPAIGN GOAL / OBJECTIVES

1) To instill brand awareness by create a better branding

Kakiseni will bring miracle of art by - organize event and art exhibitions.

- to cultivate the art talents and produce creative art.

as long as you use the services of Kakiseni, Kakiseni will bring the miracle of art to you.

2) TO INCREASE SALES BY ATTRACT CONSUMERS

Kakiseni is a multi-dimensional company which can help the organization in advertising, planning and running an art project.

One-stop services.

B. TARGET AUDIENCE

Art loversOrganization media management team

C. DURATION OF THE CAMPAIGN

This campaign has divided into 2 short terms.

Each short term will take six month to implement our plan.

In the first short term, we will target on the art lovers.

While in the second short term, we will target on the organization media management.

CREATIVE

STRATEGY

“MIRACLE” Kakiseni is able to bring miracle of art. Kakiseni is multidimensional, possible for

everything.

CONCEPT

Kakiseni will bring miracle of art by1) organize events2) cultivate art talents3) produce creative arts

MESSAGE

Soft sell - Use emotional appeal to create a response based on attitudes, moods and feelings.

To let the audiences pay attention to our advertisement by touching their emotions.

RATIONALE

How Kakiseni attract audiences?

Help audiences attain dreams and invent miracle no matter what type of services they

Song with full of passion and make emotional appeal.

“Miracle” - Joanna Pacitti

“all all we want is a miracleto walk right through the door all all we ever wanted is a miraclea miracle”

ADVERTISEME

NEWSPAPER

MAGAZINE

BILLBOARD

TVCOMMERCIAL

STORYBOARD

MEDIA STRATEGY

MEDIA SELECTION

1. Electronic media 2. Out of home

media 3. Print Media

ELECTRONIC MEDIA

Television Commercial Budgeting

First Short Term (Jan 2010 – June 2010) Television: 8TV 20s filmlet RM 700 per spot Advertise from 7pm to 10pm at Saturday and

Sunday 1 spot per hour, 3 spot per day 6 month- 52 days Cost: 52days ×3 spot=156 spots

RM 700×156 spots=RM109200

ii. Second Short Term (July 2010 – December 2010)

Television: 8TV 15s filmlet RM 550 per spot Advertise from 8pm to 10pm at Saturday and Sunday 1 spot per hour, 2 spot per day 6 month =43 days

Cost: 43days × 2 spots = 86spotsRM 550 × 86 spot = RM 47300

Cost of Television: 1st short term + 2nd short term = RM

109200 + RM 47300 = RM 156500

OUT OF HOME MEDIA

HIGH WAY

1. State: Kuala Lumpur, Kepong

Location: Bulatan Jalan Ipoh and Jalan Kuching, near to Plaza Sungai Mas.

Size: 10’ x 40’ (Rectangle)Rental value: RM 20,000 per year

Cost: RM 20,000

2. State: Johor Bahru

Location: Lebuhraya Pasir Gudang healing to Pasir Gudang, the way out to Taman Daya

and JPJ.Size: 10’ x 40’ (Rectangle)Rental value: RM 27,000 per year

Cost: RM 27,000

3. State: Ipoh

Location: Jalan Tambun from Bandaraya Ipoh healing to Gunung Genting.

Cost: RM 25,000

4. State: Perlis

Location: Persimpangan Jalan Tun Razak against Padang (Kangsar Stadium).

Cost: RM 20,000

5. State: Pulau Pinang

5.Location: From Bayan Lepas to Komtar/Jabatan Pulau Pinang/Tanjung Bungah.

Cost: RM 27,000

Budget of Billboard: RM20000 + RM 27000 + RM 25000 + RM 20000 +

RM 27000 = RM 119000

PRINT MEDIA

The Star Sin Chew Daily

Media Planning Guide

NEWSPAPER

The Star (Metro Edition)

During first short term, publish on every Monday and Wednesday:

37cm × 4 col Black and White 6 month =52 insertions RM4440 per insertion

RM 4440 × 52 insertions= RM 230880

Publish on every first and third week of Sunday:

37cm X 4 col Full color 6 month = 12 insertions RM 19000 per insertions. RM 19000 × 12 insertions= RM 228000

Total of first short term: RM 230880 + RM 228000

= RM 458880

The Star (Metro Edition)During second short term

Publish on every first and third week of Monday and Wednesday:

18cm X 8 col Black and White 6 month =24 insertions RM 5256 per insertion

RM 5256 × 24 = RM 126144

Publish on very first and third week of Sunday: 18cm X 8 col Full color 6 month = 12 insertions RM 18800 per insertion RM 18800 × 12 = RM 225600 Total of second short term: RM 126144 + RM

225600

=RM 351744

Sin Chew Daily (West Malaysia Edition)

During first short term Publish on second and fourth week of Tuesday and

Thursday: Half page Full color 6 month= 24 insertions RM 23500 per insertion

RM 23500 × 24 insertions = RM 564000

Sin Chew Daily (West Malaysia Edition)

During second short term Publish on every Sunday: Quarter page Black and White 6 month = 26 insertions RM 6360 per insertions RM 6360 × 26 = RM 165360 Cost of Sin Chew Daily: RM 564000 + RM 165360

= RM 729360

Cost of The Star + Cost of Sin Chew Daily

= RM 810624 + RM 729360

= RM 1539984

BUDGET OF NEWSPAPER:

Magazine: Media Planning Guide 2010 Full Page Full Color RM 4500

Budget of Print Media: Newspaper + Magazine

=RM 1539984 + RM 4500 = RM 1544484

Electronic Media + Print Media + Out Of Home Media

= RM 156500 + RM 1544484 + RM 119000

= RM 1819984

RM 1819984 + 5% of government tax = RM 1819984 +

RM 90999.20 = RM 1910983.20

TOTAL BUDGET OF ALL MEDIA:

THE END

Kaki Seni Presentation Slide

Education