The document discusses a marketing campaign for Maryland Cookies to promote the brand for Valentine's Day. It will use comedy and play on the tradition of giving chocolates. The TV commercial will show a man on a date who thinks he's talking to his partner but it's revealed to be a cookie. Print ads will show cookies in romantic settings. The campaign timeline starts with posters then billboards and social media before the TV commercial airs, followed by radio and more print materials. The target audiences are males and females aged 13-23 from lower socioeconomic groups who can afford the product.

2. Considering the fact that typically on Valentine’s day gifts, usually
chocolates, are given to the partner, the campaign essentially plays
on this detail and replaces the chocolates with Maryland’s Cookies.
The campaign is going to use comedy in a clever way to appeal to the
audience. This use of comedy will be seen in all forms of
advertisement, but mostly in the TV commercial as the audience
sees the twist rather than listening to it. As for the print adverts,
they will also be created in a clever way to ensure they are
memorable, in the sense that they will be quirky and possible
include celebrities.

3. TV Advert –
The TV advert shows the actor sitting at a restaurant, on a date with someone,
which the viewer doesn’t find out who until the end. At this point, it is revealed
that he has been speaking to a cookie all along.
Radio Advert –
Essentially the same as the TV advert in terms of the voice over, except the end of
the advert will have another voice over saying something along the lines of
‘Maryland Cookies, the perfect gift this Valentines day’.
Print Adverts –
I have created three different ideas for my print adverts. The first is a little more
detailed, showing a packet of the cookies in a spotlight, with a rose and a small
stack of cookies next to it. The second shows an actor day dreaming, with cookies
in the background slightly faded out, making it seem as though he is dreaming
about the tasty cookies. Finally, the third advert shows a heart shaped chocolate
box, in which all of the chocolates have been substituted with Maryland cookies.

4. As can be seen in the timescale of the campaign, there is a specific structure that
the marketing campaign will follows in terms of releasing the adverts. The first
advert released will be a poster, which will start the conversation between
consumers. This poster will then open the way for a billboard adverts, which will
be similar to the contents of the print material. The following week will be nothing
but social media updates and interaction, which will then start a sort of
countdown for actual Valentine’s Day, where the TV advert will then be aired. The
campaign then goes on to releasing the radio advert and the rest of the print
material.
This structure is good in connecting all of the material as the first poster
introduces the campaign and gets the consumers talking, setting up the big TV
reveal which has comedic and romantic values, something that is likely to sell the
product during this time. Once the main product has been aired, it will then be
succeeded by the numerous of other print material and the radio advert, which
will spread around much more and gain more consumers, again through the
comedic values that it has.

6. TV Commercial
Days to Film – 2 days
Time – 6 hours over both days
Dates – February 8th and 9th 2017
Call Times – 09:30 AM
Wrap Times – 12:00 PM
- Take numerous shots and retakes
- Setup equipment
- De-rigging equipment

7. TV Advert

8. Radio Commercial
Days to Record – 1 day
Time – 3 hours
Dates – February 8th 2017
Call Times – 12:00 PM
Wrap Times – 15:00 PM
- Record various takes

9. Radio Advert

10. Print Material
Studio Shoot Days – 1 day
Time – 3 hours
Dates – February 9th 2017
Call Times – 12:00 PM
Wrap Times – 15:00 PM
- Take numerous pictures
- Setup equipment

14. - Lighting
- Cameras
- Boom Mic
- Tripod
- Product (Maryland Cookies)
- Microphones
- Table
- Chair
- Cutlery and Plates
- Studio

15. - Possible break of copyright laws due to the use
of music that I do not own which will be added
into the advertisements
- Product placement for products and logos which
have not been paid for, such as a Nike tick in
frame when the rights have not been acquired
- Make sure that the posters and magazine
advertisements are not misleading in any way to
the audience

19. Primary Audience
Gender: Male
Age Range: 13 – 23
Socio Economic Group: E/D
Fairly young age range which is likely to be attracted to the product through the
comedic or romantic value or simply because of the brand name. Most of the
consumers in this group are likely to be able to purchase the product through
disposable income or influencing their parents.
Secondary Audience
Gender: Female
Age Range: 13 – 23
Socio Economic Group: E/D
Most of the reasons are similar to the primary audience. Also likely to be subject
to the adverts throughout their daily lives.