assignment according to the headings given
develop an advertising campaign Student NameStudent Id develop an advertising campaign Assessment 1 Submitted by:
Introduction: Advertising brief: < make="" an="" adverting="" brief="" which="" client="" will="" give="" to="" you="" to="" make="" their="" advertisement="" campaign.="" (a="" sample="" advertising="" brief="" is="" attached=""> Advertising Brief (Sample) 1. What Is Peperami? (Use this information under the heading Client profile) Peperami is a meat snack brand. So far the product range consists of individually wrapped, hand held pork salamis: · 100% high quality pork salami made by the masters of salami in Ballarat. · Naturally wood smoked, fermented dried sausage · Range of flavours: Original (peppery), BBQ, Hot and Firestick (very hot!) The product is eaten by school kids and young adults, who take them as a snack at lunchtime or to keep them going between meals. While the product is serious, the brand is anything but. The famous slogan: “Peperami, it’s a bit of an animal” says it all! Above all, Peperami is the meatiest snack you can get your hands on. 2. The Brand Mascot: The Animal The embodiment of Peperami is the character created for the advertising back in the 1990’s, whom we call The Animal: · He’s a masochist, taking great pleasure in being eaten, ripped apart or chopped up. · He’s uninhibited, unapologetic and unexpected. · His humour is a bit wrong, far from politically correct. · He’s a champion of carnivores. · He’s a central part of any Peperami campaign. 3. The Challenge (Use this information under the heading Competitive and market situations) We’re launching a new type of Peperami snack - Peperami Bites (name to be confirmed) - which are bite sized dried sausages that you keep in the fridge. You can nibble on them when you fancy or share with your friends. There will be 10-15 little sausages in each bag and we’ll have the following flavours available: Original, BBQ and Hot. We need an advert that will make this new type of Peperami famous and entice people to buy it and try it. 4. Advertising Objectives (Use this information under the heading Advertising Obectives) 5. a) Make new Peperami Bites famous. b) Encourage people to try them. 6. Who Is The Target Audience? ((Use this information under the heading Target Market) Kids looking for something to nibble on with a big taste hit when they come home from school. What do the target audience think and do now? Think: “Peperami is a long, thin, spicy sausage I have at school in my lunchbox, I haven’t thought of it in any other way.” Do: come home peckish and raid the fridge and cupboard for other snacks (crisps, biscuits, chocolates etc.), The kids need to convince Mum that Peperami is a satisfying and convenient snack. What would we like them to think and do in response to the advertising? Think: now that I know about Peperami Bites, I can see that they’d be great to have in the fridge waiting for me to steal a few and nibble on while I watch TV. Do: ask Mum to buy them. Use them as a tasty filler while they wait for the evening meal to be served. What is most likely to achieve this change? Attention: a typical Peperami ad that grabs them by the horns and entertains. Branding: unmistakably Peperami in execution with the “bit of an animal” theme. Communication: New Peperami Bites - try them! 7. Reasons to believe (Use this information under the heading purpose statement and objectives that reflect advertiser needs) * * It’s Peperami, the brand you know and admire. * * It’s a bit of an animal: a substantial chew and a taste with real bite. * * It’s the perfect meat snack: easy, tasty and filling. 8. MANDATORY Considerations For Execution (Use this information under the heading legal and ethical constraints) a) Your Ideas must include ‘The Animal’ to promote the launch of Peperami Bites. b) Your Ideas must include at least one concept executed through a television ad and/ or a print ad. c) You may submit Ideas for any medium (digital, event, ambient etc) over and above a print and/or TV execution. 9. Guidelines for submissions: (Use this information under the heading campaign length and timing) · ‘Campaignable’ Ideas that can work across multiple mediums will be given preference. · A TV concept must include a script for a 30 second add · A Print concept must include a mock up of the visual execution. Advertiser's purpose and objectives: < purpose="" an="" objective="" may="" include="" ·="" changing="" attitudes="" ·="" increasing="" awareness="" of="" a="" product,="" service,="" brand="" or="" idea="" ·="" increasing="" knowledge="" about="" a="" product="" or="" service="" ·="" increasing="" response="" to="" a="" product="" or="" service="" from="" a="" particular="" demographic="" group="" ·="" reinforce="" positive="" disposition="" to="" a="" brand=""> What the advertising is to accomplish: Constraints of time and budget: < time="" and="" budget="" limit="" given="" by="" the="" client="" to="" prepare="" the="" advertising="" campaign=""> Product and market factors: Factors which may affect consumer responses: Legal and ethical requirements: < explain="" following="" legal="" and="" ethical="" requirements:="" ·="" codes="" of="" practice="" such="" as="" those="" issued="" by:="" ·="" advertising="" federation="" of="" australia="" ·="" australian="" communications="" and="" media="" authority="" ·="" australian="" competition="" and="" consumer="" commission="" ·="" australian="" performing="" right="" association="" ·="" commercial="" radio="" australia="" ·="" free="" tv="" australia="" ·="" cultural="" expectations="" and="" influences="" ·="" ethical="" principles="" ·="" legislation="" ·="" policies="" and="" guidelines="" ·="" regulations="" ·="" social="" responsibilities="" such="" as="" protection="" of="" children,="" environmental="" issues="" ·="" societal="" expectations=""> Client profile: Client Purpose statement and objectives: Define key characteristics of product: Competitive factors and the market situation facing the product or service: Target audience: Legal and ethical constraints: Budget allocation and schedule of activities: Activities budget Person Responsible Meetings Layout and copy Art and final layout Script development Clients approves budget Production and casting Shooting editing Sound mixing and music Total Client and product information: Campaign length and timing: Service providers with the required expertise and negotiate their costs and availability: < write="" about="" the="" resource="" requirements=""> (Choose as per your project) > Milestones for monitoring progress and expenditure against budget, and for evaluating campaign effectiveness in the schedule: Activities Start date End date budget Person Responsible Meetings Layout and copy Art and final layout Script development Clients approves budget Production and casting Shooting editing Sound mixing and music Total Execution of advertisement ( how the advertisement will be shown)