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Up Front Marketing
Dont You Wish You Had it All Together?Cell PhonePlannerText MessagingWireless WebVoice Recognition!
Target MarketsCareer ProfessionalsCollege StudentsSoccer Moms and Dads
Our Campaign GoalsExpand market share to #1 in PDA salesIncrease product awarenessEstablish brand equity
Handspring Trails Behind PalmSource: ZD Net News
Chart1
0.386
0.126
0.098
0.054
0.04
0.296
Handspring 2nd in PDA Marketshare
Sheet1
PDA Market Share
20002001
Units SoldPercentageUnits SoldPercentage
Palm5.650.40%5.138.60%
Handspring1.412.40%1.612.60%
Compaq0.4664.20%1.39.80%
HP0.4424%0.7115.40%
Casio0.444%0.5294%
Other2.825.10%3.829.60%
source: http://zdnet.com.com/2100-1103-836270.html
Sheet1
0
0
0
0
0
0
Handspring is Second in PDA Marketshare
Sheet2
00
00
00
00
00
00
2000
2001
Companies
Market Share
Palm's Market Share Sinks
Sheet3
Whats Going On?Lydia - IntroductionEmi Print AdvertisingJason Internet AdvertisingVida Television AdvertisingAnn Promotions and PublicityJeanne Financials and Conclusion
Print AdvertisingCollege Students
Magazine AdvertisementFacilitates acceptance of the adInfluences interpretation of the adTargets with precision
Advertising Revenue on the RiseSource:Publishers Information Bureau
Chart1
11.18
12.75
13.81
15.51
17.67
Year
Revenue (US$ Billions)
Revenue from Advertising Increases
Sheet1
Magazine advertising revenue is on the rise
YearRevenue(US$)YearRevenue (US$) Billions
199711,179,246,682199711.18
199812,754,950,695199812.75
199913,813,403,372199913.81
200015,508,357,011200015.51
200117,665,305,333200117.67
Sources:Publishers Information Bureau
Sheet1
Year
Revenue (US$ Billions)
Revenue from Advertising Increases
Sheet2
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Why Print Ads for Students?High readership in college studentsAd awareness links to purchase intentDirectly influences students
Print Ad Sample
Internet AdvertisingBroad Ranging Market
Growth of Internet AudienceNet fastest growing medium in historyTV audiences migrating to the NetMore women are online
Viability as Advertising Medium
Internet has a relatively low costProvides broad exposureInternet advertising industry grows
Increase Sales Potential
Effectiveness of the InternetRaises brand awarenessImproves brand perceptionIncreases potential for sales
Internet Banner Samples
TV AdvertisingTargeting Stay At Home Parents
Why Television for Parents? Guarantees reach to audienceGives a thorough presentationConnects with audience
Major Research FindingsIncreased responsibilities in targetTarget audience is modernizing Target audience is growing
Target Audience Growth
Chart2
1.717.919.6
2.316.819.1
3.414.217.6
513.118.1
8.51220.5
Source: U.S. Census Bureau, 2001
Fathers
Mothers
Total
Year
People (Millions)
Number of Stay at Home Parents Grow
Sheet1
YearFathersMothersTotal
19971.717.919.6
19982.316.819.1
19993.414.217.6
2000513.118.1
20018.51220.5
Sheet1
Source: U.S. Census Bureau, 2001
Fathers
Mothers
Total
Year
People (Millions)
Number of Stay at Home Parents Grow
Sheet2
Sheet3
Promotions and PublicityGet It Out There
Promotional OffersIncreases effectiveness of campaignInforms, persuades, reminds/reinforcesProvides incentive for consumers
Price PromotionsSource: Apr. 2000 Jupiter Communications Inc.
Chart1
0.74
0.45
0.38
0.38
0.37
0.37
0.22
Percent of Respondents
Consumers Value Price Promotions
Sheet1
PDA Market Share
20002001
Units SoldPercentageUnits SoldPercentagePrices | 74% |
Palm5.650.40%5.138.60%| Compare prices | 45 |
Handspring1.412.40%1.612.60%| Security | 38 |
Compaq0.4664.20%1.39.80%| Find items | 38 |
HP0.4424%0.7115.40%| Customer service | 37 |
Casio0.444%0.5294%| Easier returns | 37 |
Other2.825.10%3.829.60%| Loyalty rewards | 22 |
+-------------------+---------+
source: http://zdnet.com.com/2100-1103-836270.html
Prices74.00%
Compare Prices45.00%
Security38.00%
Find Items38.00%
Customer Service37.00%
Easier Returns37.00%
Loyalty Rewards22.00%
Source: Apr. 2000 Jupiter Communications Inc.
Sheet1
Handspring is Second in PDA Marketshare
Sheet2
00
00
00
00
00
00
2000
2001
Companies
Market Share
Palm's Market Share Sinks
Sheet3
0
0
0
0
0
0
0
Percent of Respondents
Consumers Value Price Promotions
The Matrix RevolutionsIntroduces product to wide audienceBrings attention to product featuresUltimately creates brand equity
Benefits of Brand EquityMore income from intangible benefitsMaintains higher product awarenessGood defense against competitors
Financial AnalysisThe Bottom Line
Financial Breakdown
ROI Forecast
Chart1
25.0909090909
17.7777777778
15.652173913
10
Source: Up Front Marketing Finance Department
For every $1 spent, TV ads are expected to return $25.09 in revenue!
Expected Return on Investment
TV is ROI Leader
Table 1
MediaBudget% BudgetRevenue Forecast
Print Ads$675,00013.5%$12,000,000
Internet$575,00011.5%$9,000,000
TV$2,750,00055.0%$69,000,000
Promotions$1,000,00020.0%$10,000,000
Total$5,000,000$100,000,000
Chart 1
Chart 1
25.0909090909
17.7777777778
15.652173913
10
Source: Up Front Marketing Finance Department
For every $1 spent, TV ads are expected to return $25.09 in revenue!
Expected Return on Investment
TV is ROI Leader
Table 2
Budget ($K)% BudgetSales ForecastExpected Return on Investment
Print Ads$675,00013.5%0.0$12,000,000TV2509%
Internet$575,00011.5%$9,000,000Print Ads1778%
TV$2,750,00055.0%$69,000,000Internet1565%
Promotions$1,000,00020.0%$10,000,000Promotions1000%
Total$5,000,0000.0%$100,000,000Total2000%
Sheet1
Budget ($K)% BudgetSales ForecastExpected ROISales Forecast ($K)
Print Ads$675,00013.5%$15,000,026Print Ads2222%$15,000,026
Internet$575,00011.5%$15,000,026Internet3478%$20,000,035
TV$2,750,00055.0%$65,000,112TV1909%$52,500,091
Promotions$1,000,00020.0%$10,000,017Promotions1250%$12,500,022
Total$5,000,000100.0%$100,000,173Total2000%$100,000,173
$100,000,173
SummaryReach new target marketsAchieve advertising effectivenessAccept our recommendations
Now That You Have It All Together!
Any Questions?