This is a hypothetical marketing communications pitch for Adriano Zumbo branded Tim Tams

1. Advantage Advertising
Elena Davey (BMA329 UTAS)
Advertising and Marketing Coordinator
- Arnott’s Tim Tams campaign
Advantage Advertising
Suite 3, 110 Collins Street
Hobart 7000
TAS

2. Advantage Advertising
Where bolder, better brands are built
• Advantage Advertising is a full-service advertising
agency with a keen focus on integration and delivering
results for clients.
• Our areas of expertise include:
- Outdoor, radio, print, broadcast, digital and direct
marketing
- Strategy and research
- Design
- Brand transformation

3. Our work

4. Basic problems and campaign issues
• Adriano Zumbo Tim Tams: key concerns
- the target market lacks brand awareness due
to insufficient exposure
- consumer’s brand knowledge is hindered by
inadequate integration of marketing messages
- brand promotion and other marketing
communications are undermined by
underprovided point-of-purchase materials.

5. • Overall objectives:
- improve consumer’s awareness of Zumbo
branded Tim Tams
- achieve communication synergy
- implement incentives to stimulate purchase
behaviours
Revised communication strategy

6. Advertising Digital marketing
Sales promotion
Point-of-purchase
communications
Media Selection

7. Media strategy: rationale
• Advertising:
- improve brand awareness
- enhance consumer recall
• Digital marketing communication:
- increase brand knowledge
- establish communication synergy
- shape consumer expectations

8. Rationale cont.
• Point-of-purchase communications
- promote the sale of goods
- inform consumers
- encourage purchase behaviours
• Sales promotion
- reinforce advertising
- stimulate buying behaviour
- neutralise competitor’s advertising and sales
promotions

9. Media channels
• Free-to-air television:
- high level of market penetration
- audio/visual elements to create excitement,
enhance recall and achieve impact
• Social media websites:
- ability to reach target market
- accessibility through technological platforms
- facilitates consumer engagement

10. Media channels cont.
• Arnott’s corporate website:
- facilitates communication synergy for a range of
stakeholders
- informative
• Price reductions or price bundling
- added value for customers
- reinforces positive brand image
- attracts trial users and encourages repeat
purchases

11. Media channels cont.
• Visual stimuli (posters; displays; eye-level shelf
space)
- increase brand exposure
- inform/remind consumers
- support other marketing communications
- influence unplanned purchase behaviours

12. Closing remarks
• Summation:
- our company proposes a fully integrated
campaigned designed to transform the brand
using paid media that optimises the effectiveness
of every communication touch-point
• Contact:
- edavey@advantage.com.au
- (03) 6234 1100
- 0487 142 879