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INTRODUCTION TO
ADVERTISING PRESENTATION
2009
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.
BRILLIANCE ADVERTISING AGENCY
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
BRILLIANCE ADVERTISING AGENCY
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
THEME
“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
need.
TONE
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
NT
NEWSPAPER
ADVERTISEMENT
MAGAZINE
ADVERTISEMENT
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.
Size: 10’ x 40’ (Rectangle)Rental value: RM 25,000 per year
Cost: RM 25,000
4. State: Perlis
Location: Persimpangan Jalan Tun Razak against Padang (Kangsar Stadium).
Size: 10’ x 40’ (Rectangle)Rental value: RM 20,000 per year
Cost: RM 20,000
5. State: Pulau Pinang
5.Location: From Bayan Lepas to Komtar/Jabatan Pulau Pinang/Tanjung Bungah.
Size: 10’ x 40’ (Rectangle)Rental value: RM 27,000 per year
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
The Star (Metro Edition)
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
The Star (Metro Edition)
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