Download to read offline
Uploaded byCharlotte Ross
Alien presentation
This document provides information on target market research for an advertising campaign. It discusses segmenting the target market by demographics like age, gender, income and geographic factors. Psychological segmentation is also mentioned. Competition from two other advertising agencies is reviewed, with a description of their approaches. The document outlines some ambient advertising techniques being considered, including special builds, 3D ads, and floor media. A draft alien print ad is presented, along with discussions of developing the brand image, logo, and colors. The slogan "Thank-you for listening" is also shown.
Alien presentation
- 1. ALIEN. Charlotte, Tope, Natalieand Katrina
- 2.
- 3. Ambient Advertising Brand techniques Image Target Market Competition Quantitative and Qualitative research
- 4. Target Market Research .. . important opportunities to learn from consumers are missed by ignoring nonverbal channels of communication as part of the research process
- 5. • Demographics • Geographic's •Psychological segmentation
- 6. Age Gender • Age Family size • Gender Income • Income Occupation • Occupation Education • Education Ethnicity • Ethnicity Nationality • Nationality Religion • Religion
- 7. Geographic Segmentation Regions –INTERNATIONAL Countries - Worldwide City/town size Population density Climate – Northern/southern
- 8. Metaphor-Based Advertising “Seeingthe voice of the consumer” What is the Zaltman Metaphor Elicitation Technique? Verbo-centric techniques • videography and photography • in-depth individual interviews • focus groups
- 9.
- 10. PRIME COMPETITORS Draft FCB www.draftfcb.com The '6.5 seconds that matter', which is the time most consumers will give a communication before their attention waivers in today's mass multi channel brand bombardment. Draft FCB are able to engage the consumer and tell them something that matters specifically to them in the short time they are willing to give. Elvis www.elviscommunications.com We are fascinated by the way they behave when they meet brands. And we also know people and markets aren't static. They grow, they change - they are Live. So to understand this, we create tools that provide us with what we call 'Live Intelligence'.
- 11. OUR ADS AND APPROACH
- 12. Double Meanings people andmarkets aren't static. They grow, they change, they are Live. We create more insightful work. Work that engages and activates people in their everyday life We convey witty messages taking a subversive approach • SPECIAL/One-off build • 3D • Petrol Pumps • Washroom • Floor Media • Ticket Barriers • Miscellaneous (Napkins, coasters, glasses, match Boxes)
- 13.
- 14.
- 15.
- 16.
- 17.
- 19.
- 20. Brand Colours Purple isassociated with wisdom, dignity, independence, creativity, mystery, and magic. White is associated with light, goodness, innocence, purity, and virginity. It is considered to be the color of perfection. These colours are contrasting; Creating high visibility and un-conventionalism
- 21.
- 22. Thank-you For listening