Advertising Campaign - Cordless Cosmetics


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This is an advertising campaign slideshow of a fake product for an imaginary company called Cordless Cosmetics. I created it with my group for Principles of Advertising class.

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Advertising Campaign - Cordless Cosmetics

  1. 1. Cordless Cosmetics<br />“Straight. Anywhere, Anytime!”<br />Kayle Hutchins<br />Lauryn Williams<br />Shelley Martin<br />Samantha Smith<br />Brittney Cromer<br />
  2. 2. Client Profile: Overview<br />Based in Savannah, GA<br />Convenient, battery-operated high quality straightener<br />4% of profit donated to Locks of Love<br />Product Description:<br />Ceramic heating plates with 3 stage temperature LED<br />Operated by a 3600mAh battery with a 50 minute operating time<br />MKTG3132 AdCampaign, Fall 2010<br />2<br />
  3. 3. Client Profile: Overview<br />MISSION:<br />“To be one of the leading suppliers of battery operated hair straightners in the South East.”<br />Cordless Cosmetics is committed to:<br />High quality product<br />Giving back<br />Excellent customer service<br />Efficient distribution center<br />3<br />
  4. 4. Client Profile: TOWS Analysis<br />MKTG3132 AdCampaign, Fall 2010<br />4<br />
  5. 5. Marketing Objective: <br />To Increase Sales by 10% by January 1, 2012<br />MKTG3132 AdCampaign, Fall 2010<br />5<br />
  6. 6. Target Market(s): Profile<br />Monica <br />Demographics:<br /> 21<br />Single<br />College student<br />Works at a tanning salon (Minimum wage)<br /> Savannah, GA<br />MKTG3132 AdCampaign, Fall 2010<br />6<br />
  7. 7. Target Market(s): Profile<br />Middle Class<br />Lifestyle<br />Apartment<br /> Small SUV<br />Beach<br />Outlet Malls & Boutiques<br />Macy’s Card & American Express <br />Gym membership<br />Concerts, Movie, TV Series<br />No retirement plans<br />7<br />
  8. 8. Target Market(s): Profile<br />Value drivers in a purchasing decision:<br />Affordable<br />Convenient <br />Peers<br />Psychographic profile: <br />Bubbly & Outgoing<br />Friends, Family, & Fashion<br />Concerned with self image<br />Goals <br />No bucket lists at this point<br />8<br />
  9. 9. Target Market(s): Infographics<br />Magazines<br />Infomercials<br />Kiosk<br />Product Placement<br />Peers<br />MKTG3132 AdCampaign, Fall 2010<br />9<br />
  10. 10. Ad Campaign Objective(s)<br />AdCom Objective:<br />Hair can be straightened anywhere at anytime.<br />Measurable Objectives (SMART)<br />S- Increase sales by 10%.<br />M- More of product sold & in more locations.<br />A- Over one year to accomplish goal.<br />R- Same as marketing objective.<br />T- Sales increase by January 1, 2012.<br />10<br />
  11. 11. AdCom Objective Examples<br />To increase product awareness and sales in the Savannah market by 10-15% among female shoppers.<br />11<br />
  12. 12. Message Strategy: Perceptual Map<br />12<br />High Quality<br />Revlon<br />Chi<br />Cordless Cosmetics<br />Conair<br />High Price<br />Low Price<br />Convenience<br />Low Quality<br />
  13. 13. 13<br />Repositioning Strategy: Perceptual Map<br />High Quality<br />Cordless Cosmetics<br />Chi<br />Revlon<br />High<br />Convenience<br />Low Convenience<br />Conair<br />Low Quality<br />
  14. 14. Message Strategy: Value Proposition<br />Value = Desired Benefits / Relative Costs<br />SVA (SCA) :: Cordless<br />Value proposition statement (USP)<br />Females in the 17-26 age range.<br />Fast and time saving product for busy consumers.<br />Meets or exceeds the customers’ expectations.<br />30 day trial guarantee and 1 year warranty.<br />CC is the ideal product for females on the go.<br />14<br />
  15. 15. Positioning Statement<br />By offering a cordless, convenient hair straightener, we will be able to target young female adults in the 17-26 age range. We’ll focus on the fast and convenient factors of the product. Because the product provides more operating time with less charge time, we will be able to elaborate on the convenience factor more.<br />
  16. 16. Message Strategy: Campaign Theme<br />“Straight . <br />Anywhere, Anytime!”<br />Straightening for all, and all for . <br />16<br />
  17. 17. Media Selection<br />Print options<br />Newspaper FSI<br />Magazine ad<br />OOH options<br />Billboard<br />Internet ad option<br />Facebook<br />Wild Card<br />Kiosk<br />17<br />
  18. 18. Media Placement & Budget: Schedule<br />Newspaper FSI: Thursday’s in the Savannah Morning Tribune over a 12 week period Nov-Jan. <br />Magazine: Full page run Jan- Jun.<br />Billboard: 100 showing Jan-Jun 2011 in urban Savannah.<br />Facebook Ad: Jan-Jun.<br />Kiosk: Kiosk set up in the Oglethorpe Mall during December - January.<br />18<br />
  19. 19. Media Placement & Budget: Total Cost<br />Newspaper FSI: $51,799.32 <br />Magazine: $10,227<br />Billboard: $54,000<br />Facebook Ad: $50max/day<br />Kiosk: $9000<br />TOTAL: $125,076.32<br />19<br />
  20. 20. Print Ad: Newspaper FSI<br /><ul><li>FSI 8½x11 4-color in Savannah Morning News for each Thursday over an 12 week period. </li></ul>20<br />
  21. 21. Print Ad: Magazine<br /><ul><li>Full-page color ad run ROP for six months in Cosmopolitan magazine. </li></ul>21<br />
  22. 22. Out-of-Home: Billboard<br />22<br /><ul><li>100 showing Jan-Jun 2011 in urban Savannah.</li></li></ul><li>Internet ad: Facebook<br />23<br />
  23. 23. KIOSK<br />24<br /><ul><li>Kiosk set up in the Oglethorpe Mall during December and January.</li></li></ul><li>Budget <br />Mag. Campaign Cost:<br /><ul><li>Full page run January- June</li></ul>-Total # ads: 1ad/month * 6months = 6ads<br />-Total cost?<br /> -Full page ad rate =$1,595<br /> -Guaranteed position premium (10%) = $109.50<br /> -Total cost = ($1,595 +$109.50)*6= $10,227<br />Mag. CPM:<br />-Total cost = $10,227<br />-Cost of 1 ad = $1704.50<br />-Audience =7,900 one month circulation + 5 readers/copy = 39,500 readers/month<br />-CPM= ($1704.50/ 39,500)*1000= $43.15<br />FSI Print Cost:<br />-Single sheet one side w/ 4 colors = $.10/sh. * (41,649*12) = $49,978.80 <br />FSI Campaign Cost:<br />-41,649/week (The Savannah Morning Tribune)<br />-(40,000/10k)= 4 @ $37<br />-(1,649/1k)= 1.649 @ $2.25<br />-total cost: (4* $37) + (1.649 * $2.25) = $151.71 * 12wks = $1,820.52<br />Total campaign + print cost = $51,799.32<br />FSI CPM:<br />-Total cost (one insertion) = $151.71<br />-Audience (one insertion) = one Thursday = 41,649<br />-CPM = ($151.71/41,649) * 1000 = $3.64<br />25<br />
  24. 24. Budget<br />Internet Cost:<br />Kiosk Cost:<br />-approx. $4,500(Dec) & $1,650(Jan)<br />-We approximate we will serve 15-20 people per day. <br />-Since the kiosk will be set up during December and January, the total cost for the kiosk will be approximately $6,150.<br />-Audience will be 15 people * 31 days= 465 services. <br />-The CPM for one month ($3075/465) *1000=$6,612.90<br />Billboard Campaign Cost:<br />-A 6 month 100 poster buy in urban Savannah, Jan-Jun 2011.<br />-Total cost = $9000 (4 wks/1 mo.) * 6 mos. = $54,000<br />CPP:<br />-$9000/month<br />-GRP= 50RPs/day * 28days = 1,400<br />-CPP= $9000 per month/ 1400GRPS = $6.43<br />CPM:<br />-Cost= $9000 per month / 28 days = $321.43<br />-Audience: DEC=12billboards per panel * 12,280 avg DEC per panel = 147,360<br />-CPM = ($321.43 daily cost /147,360 daily DEC) *1000 = $2.18<br />26<br />