Developing a Marketing Communications Plan
Assessment Part One
Emilia and Eva (sisters and both graduates with MSc International Marketing) have inherited a large sum of money from their Aunt and have decided to open a diner in Buchanan Street near Buchanan Galleries. The diner will be themed on America in the 1950s. They have decided to open the diner on Saturday 4th July and have arranged for a company to provide a party atmosphere during that weekend. However they have not decided on a name or logo for the diner and have asked you to consider this as part of your advertising campaign.
In addition to naming the diner and suggesting a logo, Emilia and Eva want you to construct an advertising campaign which will build up to the opening on 4th July 2015, starting no sooner than mid May (but it does not have to start as early as that). The objective is to get full capacity during the opening weekend.
The target market is:
•18-30 year olds
•Males and Females
•Students and those in employment
Assessment Part One
Please follow the instructions very carefully
This section should contain some information/assumptions you may wish to make about the target audience which may allow the reader to better understand your advertising campaign. If you have decided on any sales promotions this must be acknowledged here – Emelia and Eva must have agreed to any such promotion.
An advertising message strategy (50%): broken down into
• Explanation of name and logo – 10%,
• Explanation and use of FCB grid – 20%
• Use/explanation of other points e.g order of presentation, one/two sided message, source credibility, colours (advert) and symbols – 20%
A sketch or sketches/script or scripts of your chosen advert(s) should appear in an appendix. The name and logo should also be clear from this.
This advertising message strategy should be fully explained and justified in terms of the relevant theory e.g.:
– high involvement/low involvement purchase, rational/emotional message (use the FCB grid to identify the implications of where the service is placed and identify the implications of your placement. Explain how your advert(s) addresses these implications)
– one/two sided message
– order of presentation
– source credibility
Overall this section should fully justify your choice of message given the theoretical knowledge you have. Please remember that this is an academic piece of work and you must show you have knowledge of theory. This section should be referenced thoroughly and web sites should not be used unless you are using refereed journals from these sites. Such websites as quickmba.com should NOT be used.
learn which may help you.
Choice of Media (40%): broken down into:
• Justification and spread of media – 15%
• Calendar – 10%
• Budget – 15%
You have a budget of £25,000 which is for media buying only (do not concern yourself with V.A.T. or production costs and your fee will be paid separately). This is not enough of a budget to undertake TV advertising and the owners have accepted that TV advertising cannot be undertaken on such a small budget. You should include full details and justification of all the media chosen – this means you have to state how particular media will reach the target market (you need to match the target audience with readership/viewership figures). You should also provide a calendar of events – this is probably easiest presented in a table (you must use actual dates). You should also offer a full costing of your chosen media. These costings should be clear with working shown where necessary – again all sources should be clearly referenced.
Please note that if you intend to use flyers you should allow for the cost of printing and labour.
Emelia and Eva have employed another company to cover the electronic media aspects so you should only concern yourself with traditional media.
Brief Conclusion (5%):
Briefly summarise how this plan will succeed.
This coursework should not exceed 2,000 words with appendixes (the appendixes must include the calculations and the logo) calculations : please make a simple appendix of the given based on the attached media cost and where it will be spent.
Please ensure that the report is typed on single side A4 paper. Do not include anything bigger than A4 size.
Assessment Part One- Help
For media costs, here are some useful websites – please remember that SCC means single column centimetre (which is a single column of the publication wide and one centimetre deep). please use it as a reference.
This list is not exhaustive – you may find other more suitable sites – remember to include clear details of these in your report.
Please note that it is difficult to get prices for radio, you can use the following prices:
Clyde 1 & 2
Medium campaign across Clyde 1 & 2 £4,000 per week
Heavy campaign across Clyde 1 & 2 £6,000 per week
Medium campaign £2,200
Heavy campaign £3,500
Medium campaign £2,600
Heavy campaign £3,600
Medium campaign £1,800
Heavy campaign £3,000
Please do not leave this until the last minute, one of the most useful web sites (brad) will only allow about 20 Glasgow Caledonian students on it at any one time.
If you are having difficulty sourcing particular media – send me an email and I will attempt to get the prices for you –please do not contact companies directly. The deadline for any requests is 23rd March 2015 before 5.00 pm
Assessment Part One- Helpful Reading
Belch GE & Belch MA, 2004, Advertising and Promotion, McGraw Hill, 6th Edition, – chapters 8 – 13, chapter 15.
Braithwaite Alan, 2002, Investigating the power of imagery in marketing communication: evidence based techniques, Qualitative Market Research: An International Journal, Vol 5 No 3, pp164-171
Fill Chris, 2013, Marketing Communications: Brands, Experiences and Participation, Prentice Hall, 6th Edition – chapters 14, 25, 26 (message) and chapters 20 and 24 (media)
Grossman Randi Priluck & Wiseblit Joseph Z., 1999, What we know about consumers‘ color choices, Journal of Marketing Practice: Applied Marketing Science, Volume 5 Number 3, pp. 78-88. ( appendix 4 in booklet)
Mortimer Kathleen, 2008, Integrating advertising theories with conceptual models of service advertising, Journal of Services Marketing, Vol 16 No 5 460-468 (appendix 5 in booklet)
Mortimer Kathleen, 2008, Effective Service Advertisements, Journal of Services Marketing. Volume 22 No.2 104-113 (appendix 6 in booklet)
Pickton D & Broderick A, 2005, Integrated Marketing Communications, Prentice Hall, 2nd Edition – chapters 5 -6, chapter 13, chapters 20-21.
Rogers Stuart C., (1995) How to create advertising that works, Journal of Advertising & Industrial Marketing, Volume 10 Number 2, pp 20-33.
Media Prices as at 26th Feb 2015
Outdoor posters (prices are for 2 weeks – this is the period that you hire for – apart from where there are other periods shown)
Illuminate Street (6 sheet) £210
6 Sheet poster sites £145
Buchanan St Shopping Centre – 6 sheet £110
Shopping Malls HD Screen £170
Billboard 96 sheet £1,500
City Screen e.g Royal Concert Hall £500 per week
Buchanan St Bus Station £180
Roller Poster Bus Stops £180
Queen St/Central St 6 sheet £150
Mobile Billboard (triangle) £350 per day
Adtrike £280 per day
Buses (2 weeks)
Rear Bus Posters (pack of 10) £468
Supersides £279 but minimum 4 weeks
Mega Rears £350
T Sides £244
Bus wrap £750 but minimum 4 weeks
Side advert for 3 months £900
Wrap round for one year £3000
Tip up seats
6 Sheet illuminated £250 per week
6 sheet poster, 5xA4 in washrooms, postcards £290 per week
3×6 sheet , 10xA4 in washrooms, postcards £550 per week
6 Sheet escalator panels (4 in Buchanan Street) £975 per week
2x 6 sheet main platform Buchst, Partick and Hillhead £1650 per week
Carriage cards – all £1150 for 2 weeks
15 wall vinyls (one at each station) £500 for 2 weeks
Digital You can access these prices
Some printed media
Metro B&W £19 Colour £25 scc
Scottish Sun “ £30 “ £38 scc
Evening Times “ £25 “ £32
Daily Record “ £25 “ £31
Skinny Full colour page £1395
I-On Mag “ £1200
List Full colour page £1995
Herald on Sunday – supplement £900 full page
Students Magazines £450 full page
£300 half page
£1200 thick double page
Washrooms in clubs, pubs £180 for 10 per week
University Screens £250 for 2 weeks
Digital media (outdoor – 31/2 minute loop showing 3 adverts – 5 screens – £5000 per week
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