Individual Advertising Project: K-Pop (Spring 2010)

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Individual Advertising Project: K-Pop (Spring 2010)

  1. 1. Into TheNew World Ronald Tran CMMU 4665
  2. 2. Table of ContentsExecutive Summary Page 2Situational Analysis Page 4 Product Research, Target Market, SWOT AnalysisMarketing Strategy Page 8Promotional Campaign Objectives Page 10Campaign Strategy Page 12 Target Audience, Positioning Strategy, “Big Idea”, Creative StrategyMedia Placement Strategy Page 17Appendix Page 19 Print Ads Page 20 Radio Ads Page 24 TV Ads Page 26 Direct Mailer Page 28 Webpage Page 29 1
  3. 3. ExecutiveSummary 2
  4. 4. The advertising plan for Korean pop music presents analyses of the situation in context ofthe product, the marketing mix, the promotional campaign objectives, the campaign strategy,including target audience and creative strategy, the media placement strategy, and presents draftsof advertisements to place into the market in the ending appendix. The beginning starts with theSituation Analysis, which covers the product research , the target market, and the analysis ofstrengths and weaknesses of the campaign. After the situation analysis is the MarketingStrategy, which covers the product information, the placement of the product, and the price ofthe product. Next is the Promotional Campaign Objectives, which highlight key points for thecampaign. The Campaign Strategy follows the objectives and goes over the target audience, thepositioning strategy, the “big idea”, and the creative strategy. Second to last is the MediaPlacement Strategy, which selects and explains the placement of the product. Last is theAppendix, which is a collection of possible advertisements that could be used to promote theproduct. Such advertisements include print, radio, television, direct mailer, and a webpage. 3
  5. 5. SituationAnalysis 4
  6. 6. Product Research Korean pop music has always been a big deal in South Korea. It has traveled to the eyesand ears of many people throughout the years and is still growing more popular by the day, allover the world. Within the past decade or so, there has been a Korean wave, where the music hasdominated over Asia across many Eastern countries, such as China, Japan, and Thailand. Koreanpop music involves young boys and girls who are trained in their early years for varying periodsof time. When the time is right, those young boys and girls are placed into groups throughauditioning processes held by entertainment companies. The major factors of making the cut arebased on the individual’s appearance and their dancing and vocal skills. The main listeners and participators of Korean pop music started out with an older andmature audience, who liked the trot or folk style to the genre. As time went on and the musicbecame more modernized, the audience for the music changed. The new audience was made upof younger people who liked the new incorporations of American music styles, such as rap, rock,and techno, into the Korean pop music. The current major “brands” of the Korean pop music industry are JYP Entertainment, SMEntertainment, and YG Entertainment. Each company contains many groups of guys and girls,but there are also many smaller less-known companies that partake in the music business as well.Each company’s group has official online fan-cafés with many fans that are able to converseonline, plan events related to the groups, and discuss whatever they like about the groups. Thereare also many unofficial fan-sites and fan-clubs that are able to support their favorite groups,many of which are internationally created. 5
  7. 7. There are a lot of important factors that influence the set target market; the young people.In the motherland, personality and attitudes are a big deal. The community is much moreinclined to accept people with warm, comfortable atmospheres who are modest, people who havebubbly or silly personalities, or people who have a look of innocence and beauty. Another keyfactor is based on how natural the musical artists are with their physical appearances. Most of thecommunity prefers natural beauty over plastic surgery other cosmetics. The Korean communitymay view the quality of talents last, as they are very judgmental on other aspects of a person first.A popular celebrity may not always be the best at performing on the stage, but it’s their personthat keeps the audience attracted to them. Target Audience There are two target markets in the Korean pop music industry. The first involves thelocal community, the people that are actually in Korea. The locals are young girls and boys,preferably in their mid-teenager years. The celebrities in Korea tend to be in their early twentieson average, so they may attract the twenties-age group as well. The second target involves all theinternational fans, which are mostly located in North America, from Korean-Americans toAsian-Americans in general, and even Caucasians. Major Korean entertainment companies hadtargeted at young mid-teenagers as well, but they can appeal just as well to a slightly moremature audience, such as college students, if they wanted to. SWOT AnalysisStrengths  Is new and incorporates modern American music  Is catchy in music style 6
  8. 8.  Encourages listeners to move around and dance to the specific song choreography  Appeals to all ages in Korea: from young elementary school students to old-middle aged adults  Has many varieties and styles of pop with many different groups who appeal to listeners  Gives encouragement and excitement to listeners who can relate to the melody and lyrics of the songsWeaknesses  May be too different from American tastes/annoying due to the high level of catchiness  Songs may have a specific audience that may not appeal to others  The themes of the songs may not appeal to American audiences  Few artists actually write their songs, so there is less of a personal feeling  Criticizing of music quality compared to American musicOpportunities  Can be listened to on the web  Music can be imported through Asian ordering websites  Artists can travel to the U.S. and perform at specific events in CA and NY  Music companies have the option of trying to break through into the U.S. music industryThreats  There are popular American artists  Lack of U.S. fan-base  Possible discrimination due to race 7
  9. 9. Marketing Strategy 8
  10. 10. The product strategy for all aspects of the Korean pop music industry targets mid-teenagers to adults in the early twenties, including both boys and girls. AllKPop, a leader ofnews in the Korean entertainment industry, brings the inside scoops from the motherland tointernational fans around the world. The main readers of AllKPop are those in their late teensand early twenties. The placement strategy will target “hot spot” areas where all types of musicgather, such as the radio, music clubs, cafés, music stores, and online music websites or stores(ITunes or Amazon). Additional areas of interest are on official international fan sites thatsupport their selected individual Korean music groups. News from AllKPop is free and easilyaccessible on the web and during most times, articles posted about the newest music tracks havea “teaser” or preview clip attached so readers may get a taste of the music to see if it appeals tothem or not. Music tracks from Korean artists are available on an international Asian goods site,YesAsia.com, and may be imported at an affordable cost. Some Korean entertainment companieshave also made their artists’ music tracks available on ITunes and Amazon at a very low cost aswell. 9
  11. 11. Promotional Campaign Objectives 10
  12. 12.  Provide long-lasting entertainment Increase international sales of cds and music tracks Create a bigger or additional fan bases internationally Introduce the concepts and ideas of Korean pop music Spark a new interest within the target for Korean pop music Bring in a breaking competitor into the American music industry 11
  13. 13. Campaign Strategy 12
  14. 14. McCann Erickson’s Role-Playing ApproachWho is my target?Campus students / Young girls/women and boys/men, depending on style of group and musicA connection with Oriental students – students who come here and study abroad may be able torecognize K-pop stars because most of them, if not all, are famous in the Eastern regions across manycountries.Where am I now in the mind of this person?Probably somewhere in the back because K-Pop is unknown for the most part in the U.S. and is rarelylistened to by American college students, but girls/guys in their mid-teens have had some exposure;some K-Pop artists who were active in the U.S. before were Rain, BoA, and Se7en; recently in the pastfew months, a particular group, Wonder Girls, was set towards a younger audience because childrendon’t judge foreign people/ideas, for the most partWhere is my competition in the mind of this person?U.S. pop artists that are/were well-known here in the U.S., such as Britney Spears, Miley Cyrus, TaylorSwift, Rihanna, Backstreet Boys, Michael Jackson, etc.Where would I like to be in the mind of this person?At the front of their thinking and attention; to bring interest with something new that is super popularoverseas in KoreaWhat is the consumer promise, the “big idea”? 13
  15. 15. To keep you entertained – to give you material that you can relate to, since some U.S. music is just madefor entertainment purposes and can have no real emotional value and is just out there to be out there forthe consumers to just take up. Another is to bring you something new and different from the usualAmerican musical tastesWhat is the supporting evidence?Evidence is from the huge fan-bases that the K-Pop artists have to back them up overseas; the fanssupport the artists for everything, from high school/college graduation, military service, stalkers/othercrazy fans, wars between the fan clubs, and moreSpecific news articles from the top news sources of k-pop- allkpop.com, and from local news sourcesfrom Korea. Many sales statistics are given through the online music websites that sell the music and cds.Many celebrities enjoy idols’ music and openly state their preferences for their favorites, which causestheir fans to check out who their favorite artists are. Idols are a major part of Korea as they areworshipped like royalty, in both good and extremely bad ways.Example: In a concert within the past few months for DBSK, Korea’s top boy band, a news article statesthat about 60 fan-girls fainted from the sight of seeing the group together on stage. They were rushed tothe ER and were found to not have serious injuries, besides from their craziness.Example: Each group has an official fan club and unofficial international/national fan-clubs andcelebrates all the members’ birthdays and band together to get them expensive and useful gifts, such asdigital cameras and flat screen tvs. Fans also donate to organizations in a group member’s namewhenever the members’ birthday comes around; they also donate food too.What is the tone of voice for the advertising? 14
  16. 16. Exciting in a way that draws you in – entertaining and catchy with background music from songs that isdifferent from the music here in the U.S. Target Audience There are two target markets in the Korean pop music industry. The first involves thelocal community, the people that are actually in Korea. The locals are young girls and boys,preferably in their mid-teenager years. The celebrities in Korea tend to be in their early twentieson average, so they may attract the twenties-age group as well. The second target involves all theinternational fans, which are mostly located in North America, from Korean-Americans toAsian-Americans in general, and even Caucasians. Most teenagers have some source of income,whether it’s from their parents or a job, so they have a means of getting the product made byartists. Regarding college students, most have money in general, or money to spare occasionally,so they are able to purchase goods or even travel to certain events within the United States atcertain times when the artists are performing for a holiday. Positioning Strategy When marketing Korean pop music, it should be placed with radio stations that cater tothe tastes of teens. A radio station that teens could listen to with Korean pop airing is RadioDisney. JYP Entertainment had a Korean group debut in America this past year and got theirsong to play on Radio Disney, so it could be a good start for other Korean artists if any othercompanies and groups were to debut and break into the music industry in the United States.Korean artists have done well so far by releasing their songs through compact discs that areinexpensive and come in unique cases, depending on the company and current concept of thegroup. Compact discs sold usually are high in number and always meet or exceed the companies 15
  17. 17. set expectations. Releasing the compact discs into popular music stores would also be a wisechoice. “Big Idea” This whole campaign is about bringing awareness that the Korean pop music industryexists and that it is steadily rising in popularity across the world. Once someone gets a taste forKorean pop music, they will be loyal, support the groups that they like, and just have a good timeand a fun lifestyle. The designers and stylists follow all the latest trends, so if the audience listensand watches Korean pop music, they will be able to see a variety of fashion and in time, eventhey might get few new ideas for what they want to wear in the future. The music and conceptsin the music videos are unique, so they can greatly entertain any audience. Creative Strategy The advertisements and messages should send out a trendy or ordinary feeling withrespect to their design. If the consumers see a group wearing flashy clothes, they can visualizethe group being able to perform in those flashy clothes with ease and it could inspire them orgive them the energy to dress like the celebrities and mimic their actions. If the consumers see agroup in ordinary clothes with jeans and just a shirt, they can interpret that even celebrities canstill dress in simple clothes and still be talented. The feelings that a consumer should get shouldbe those of idolization and those of a personal connection, since the artists always try to look andbe their best for their fans. 16
  18. 18. MediaPlacement Strategy 17
  19. 19. The target area for Korean pop music is primarily mid-teenagers to their twenties. Thisage group is ideal because young children are seen to be less judging and take in whatever isgiven to them, with media in general. They are generally open-minded and have someunderstanding about diversity in the world. The secondary target for Korean pop music can befor college students because they can also be open-minded be even more understanding to othercultures, and be drawn to new and interesting music that sounds different from what they mayhear and listen to on the radio. There is also a chance that the target age groups may be seekingsomething very different from normal American pop music because most of it seems to havesimilar themes and lyrics. Korean pop music can be appealing because the lyrics don’t use manyclichés and sayings, like most American pop music does, such as “one in a million”, “goodthings take time”, “wear your heart on your sleeve”, and many other phrases. The lyrics are alsomuch more emotional and can be embarrassing or even corny to American audiences, but withthose qualities, the songs gain much charm. 18
  20. 20. Appendix 19
  21. 21. K-PopOne-page Advertisement“Girl Power.”VISUAL: Image of the top k-pop girl group in the background with text in the blank areas of the image. Girly/ cutesy feminine concept displaying natural feminine appearance in regular/ordinary clothing.HEADLINE: Can you handle it?COPY:Tired of the same old things remixed and redone over and over? Need something fun and new tolisten to? Go ahead and follow the top female pop-artists in all of Korea and get hooked rightnow. These beautifully talented ladies bring fresh and unique styles with their singing anddancing that will be sure to charm you as they perform on the stage. Interested? Go toallkpop.com to dive into the K-Pop world and experience.LOGO: (Group Logo)BASELINE: Making you move with style.MANDATORIES: (none) 20
  22. 22. 21
  23. 23. K-PopOne-page Advertisement“The Power of Pretty.”VISUAL: Image of the top k-pop girl group in the background with text in the blank areas of the image. Mature/sophisticated/bad girl theme to contrast the cutesy feminine theme.HEADLINE: Can you handle it?COPY:Tired of the same old things remixed and redone over and over? Need something fun and new tolisten to? Go ahead and follow the top female pop-artists in all of Korea and get hooked rightnow. These beautifully talented ladies bring fresh and unique styles with their singing anddancing that will be sure to charm you as they perform on the stage. Interested? Go toallkpop.com to dive into the K-Pop world and experience.LOGO: (Group Logo)BASELINE: Making you move with style.MANDATORIES: (none) 22
  24. 24. 23
  25. 25. AllKpop.com “Show! Show! Show!”:30 RadioSFX: Voiceless section of instrumentals of the song “Show! Show! Show!” by SNSD startplaying for a few seconds and then the volume gets lower for the announcer.ANNCR: Allkpop.com. Your source for breaking kpop gossip and news! Don’t stay out of theloop and dive right in where the cool kids are. Who’s having a flashy comeback soon? Who’s thehottest group that everyone wants to be in? Who are you to not know any of this!? Get toallkpop.com right now and find out what you’re missing.SFX: Background track gets louder and ends with a line of the song, “Show me, show me”, andechoes or fades out. 24
  26. 26. AllKpop.com “Again and Again” :30 RadioSFX: Instrumental track of “Again and Again” by 2PM plays for a few seconds and then thevolume gets lower for the announcer.ANNCR: Where do you get your kpop news? *wait for a few seconds as if waiting for answerfrom the audience* So you don’t know? I’ll tell you what, check out allkpop.com and you canhave your daily fix of the good stuff. *pause*What? You’re not sure if you want to? You don’tknow what you’re missing! Go there now! Or you’ll keep missing it…SFX: Background track picks up and plays the part with the line “again and again and again andagain”. 25
  27. 27. K-Pop “Girl Power Version 1” :30 TV Video AudioScene begins in black and white Run Devil Run Trackwith a silent noise (beep-ish) silent noise transitioningPlay 5 sec; MV: Run Devil Run into normal soundHeadline: MischievousChange video to new source Lupin TrackPlay clip for 5 sec; MV: LupinHeadline: MysteriousChange video to new source Oh! TrackPlay clip for 5 sec; MV: Oh!Headline: PrettyLast change of video Crazy Because Of YouTrackPlay for 5 sec; MV: Crazy Because of YouHeadline: Alluring Cue new instrumental background musicIf no ANNCR, have text move ANNCR: AllKPop. Visit theonto the screen line by line Biggest internationalFade in website address kpop news base and(www.allkpop.com) Last few seconds dive into the experiencewhisper “Can you handle it?”Change to blank screen and end View at: http://www.youtube.com/watch?v=qgicX725dqU 26
  28. 28. K-Pop “Girl Power Version 2” :30 TV Video AudioScene begins in black and white Tell Me Your Wish Trackwith a silent noise (beep-ish) silent noise transitioningPlay 5 sec; MV: Tell Me Your Wish into normal soundHeadline: CommandingChange video to new source Honey TrackPlay clip for 5 sec; MV: HoneyHeadline: LovelyChange video to new source Nobody TrackPlay clip for 5 sec; MV: NobodyHeadline: ClassyLast change of video Chocolate Love TrackPlay for 5 sec; MV: Chocolate LoveHeadline: Captivating Cue new instrumental background musicIf no ANNCR, have text move ANNCR: AllKPop. Visit theonto the screen line by line Biggest internationalFade in website address kpop news base and(www.allkpop.com) Last few seconds dive into the experiencewhisper “Can you handle it?”Change to blank screen and end View at: http://www.youtube.com/watch?v=vUZ1gUz0WrQ 27
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