Tvc Campaign Analysis of a Personality Grooming Service
Essay by lokkhipecha • October 25, 2015 • Term Paper • 7,204 Words (29 Pages) • 1,400 Views
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Executive Summary
The report deals with an analysis of an ad campaign especially TVC of a new company naming “ESPRIT”. The report starts with the introduction of the company, which provides different types of grooming service on personality development and etiquettes. It also includes the target market and BDI, CDI calculations of the target audience. In addition, the justifications of choosing the brand name, logo, tagline slogan, promise and personality are also described. It also illustrates the IMC tools, objectives; positioning, major selling ideas are with proper justifications. The report also contains execution styles for the ad and decision making process for consuming the service. Another important part of the report belongs to the budgeting part that includes media budget and production budget for campaign with a proper conclusion.
Table of Contents
Introduction
Products
Target Market
Brand Development Index (BDI)
Category Development Index (CDI)
Reference Group
Brand Positioning
Brand Personality
Excitement
Competence
Sophistication
Brand Promise
Mission
Vision
Point of Parity
Point of Difference
Brand Attributes
Promise Statement
Brand Name
Logo
Slogan
Tagline
Major Selling Ideas
Information Source
Message
Dramatization
Humor
Factual Message
Slice of life
Appeals
Rational Appeals
Feature
Competitive Advantages
Emotional Appeals
Social Appeal
Execution Styles
Combination
SMART Objectives
Attitude Changing Strategy
Exploring Core Benefits
Highlighting Importance of Needs
Highlighting Augmented Benefits
Highlighting Augmented Benefits Compared to Competitors
Integrated Marketing Communications Tools
Integrated Marketing Communications Objectives
Traditional Response Process (Innovation Adaption Model)
Awareness
Interest
Evaluation
Trial
Media Objectives
Media Mix Chart
Coverage Locations
Scheduling
Reach
Gross Rating Point (GRP)
Target Rating Point (TRP)
Budget
Production Budget
Media Budget (Actual Cost and Relative Cost)
Television Media Advertisement
Radio Media Advertisement
Print Media Advertisement
Digital and Support Media Advertisement
Total Campaign Budget
Most effective media vehicles
Television Advertisement
Radio Advertisement
Newspaper Advertisement
Conclusion
References
Appendix
Introduction
Communication is the threshold of entering into a competitive corporate world. Whoever has lacks in that particular category then ESPRIT can be their perfect solution and best option. ESPRIT is a kind of personality grooming institution, run various programs that generally prepare individuals to lead the world with utmost dignity and full confidence. ESPRIT gives their best to bring out the best in a person. It provides services for self-development, social and interpersonal skills, etiquette and manners to make one’s appearance more appealing. The aim of this course is to provide students with an understanding of personal grooming and practice of finding out their inner beauties. People will develop introductory knowledge of life management, adjustment, behavioral and practical skills to face any kind of situations.
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