The client is proposing an advertising campaign with a £100,000 budget to introduce their new perfume for 18-25 year olds and boost sales. They want print, TV, and online ads to reach both younger audiences who watch TV and older audiences in that range who shop online. For print ads, the client envisions a sensual image of a glowing tan woman in a silk robe being admired by a man in boxers, with the perfume bottle prominently displayed in the dark background. The target market is 18-25 year old women who enjoy socializing and partying with friends and keeping up with fashionable clothes, music and media.

1. Client Proposal
In order to create an advertising proposal, I need to gather information about
the company that makes the product, where it wants to advertise, what it
wants the advertising to achieve and how much it wants to spend.
The advertising budget for my campaign to advertise my new perfume for 18-
25 year olds is £100,000.
What do you want your advert to achieve?
I would like my advert to introduce my new fragrance to the public and boost
the amount of sales. I would like to inform the market of my product and
persuade them to buy it. My product stands for a woman that goes out
partying and still smells nice all night long.
What type of advertising will suit your campaign?
I think print, TV and a few online adverts will suit my product the best as the
younger people in my target audience are likely to watch more TV however
the 22-25 year olds are more likely to shop online and read magazines on
their way to work. This way I will get more people informed and aware on my
fragrance.
Describe the type of print advert you have in mind.
I would like there to be a fairly dull background with a bright light on the lady
wearing the fragrance with her head pulled back by her hair with the man
aspiring her smell. I would like the man to also be bright lighted but not as
bright as the woman so all the attention is on her. Also I will like the perfume
to be in corner or the dark background with shining lights off it so it’s brought
to the audience’s attention. I would like them to be very seductive and the
man in boxers and the lady in a silk robe matching the colour of my perfume.
The lady will have a glowing golden tan.
What is the target market?
An 18-25 year old. She lives in Cheshunt and has lots of friends. She likes to
go to parties and go out with her friends a lot. She has a good fashion sense-
she shops in Topshop, River Island, Zara, and Miss Selfridge ECT. She
always wears the clothes in fashion and her friends look up to her. She loves
to have girly nights in watching films like twilight, LOL, and Chalet Girl.
However, she loves to go out partying all night and not coming home until
dawn. Her favourite artist is Nicki Minaj, Lil Wayne and she loves Drake.
Choice FM and Kiss 100 are her preferred radio stations. I think my perfume
would appeal to this girl as she is the type of girl that we would want to buy
our perfume SHOCK as you never know what will happen on a night out,.