.
POSITION STATEMENT
End Benefit:
Capital Buns Bakery want to inform older middle-aged and senior adults about their product offers the best quality for the best price.
Statement:
“Capital Buns Bakery is the traditional bakery that provides middle-aged and senior adults with top-notch products for all your needs”
ADVERTISING OBJECTIVE
The overall advertising objective is to establish Capital Buns Bakery as a high quality bakery based on their products, price and services. Capital Buns Bakery wants older middle-aged and senior adults to visit their store for all their bakery needs such as hot dog and hamburger buns.
CREATIVE STRATEGY
Creative Strategy: The Chiat/Day
1. What is the opportunity and/or problem the advertising must address? …show more content…
4. What’s the key response we want?
The key response we want is that Capital Buns Bakery is an experienced store that knows that their products are valuable to their customers
5. What information/attributes might help produce this response?
Some information that might help produce this response is that Capital Buns Bakery are experts in the bakery industry with more than 20 different kinds of products. Their products are made on a daily basis with no use of preservatives. Also, it serves sandwiches, bubble tea, and sweets.
6. What aspect of brand personality should the advertising express?
Some aspect of brand personality that the advertising should express are the following: sincere, successful, and confident.
7. Are there media or budget considerations?
The media being utilized for this campaign are print advertising on the Ottawa Citizen and web advertising on the Ottawa Citizen mobile app. The budget for the media is $25,000. There will be 1/16 ads and half page ads that should all be …show more content…
To reach 20% of young adults aged 18-35 in the Ottawa-Gatineau market three times per week over a 6-week period
TIMEFRAME
The overall campaign is 6 weeks on 2016 split over the months of June, July and August. The first two initial weeks will take place during the month of June starting from June 6th to June 20th. Next, the two following weeks will take place during the month of July starting on July 4th to July 18th. Finally, the two closing weeks will take place during the month of August starting on August 8t to August 22nd. The main reason behind my timeframe is because my target audience’s consumer behaviour indicates that more than 74% of people do more of their shopping during the summer months.
SCHEDULE MODEL This campaign will follow the flighting scheduling model. The reason behind this is simply because of cost efficiency. As a result, the main objective is to tie in potential buying times which are the first 2 weeks of each month within the timeframe. However, this will be for the newspaper media. For the digital media, the scheduling model will be following the continuity model simply because the media allows that while being cost
POSITION STATEMENT
End Benefit:
Capital Buns Bakery want to inform older middle-aged and senior adults about their product offers the best quality for the best price.
Statement:
“Capital Buns Bakery is the traditional bakery that provides middle-aged and senior adults with top-notch products for all your needs”
ADVERTISING OBJECTIVE
The overall advertising objective is to establish Capital Buns Bakery as a high quality bakery based on their products, price and services. Capital Buns Bakery wants older middle-aged and senior adults to visit their store for all their bakery needs such as hot dog and hamburger buns.
CREATIVE STRATEGY
Creative Strategy: The Chiat/Day
1. What is the opportunity and/or problem the advertising must address? …show more content…
4. What’s the key response we want?
The key response we want is that Capital Buns Bakery is an experienced store that knows that their products are valuable to their customers
5. What information/attributes might help produce this response?
Some information that might help produce this response is that Capital Buns Bakery are experts in the bakery industry with more than 20 different kinds of products. Their products are made on a daily basis with no use of preservatives. Also, it serves sandwiches, bubble tea, and sweets.
6. What aspect of brand personality should the advertising express?
Some aspect of brand personality that the advertising should express are the following: sincere, successful, and confident.
7. Are there media or budget considerations?
The media being utilized for this campaign are print advertising on the Ottawa Citizen and web advertising on the Ottawa Citizen mobile app. The budget for the media is $25,000. There will be 1/16 ads and half page ads that should all be …show more content…
To reach 20% of young adults aged 18-35 in the Ottawa-Gatineau market three times per week over a 6-week period
TIMEFRAME
The overall campaign is 6 weeks on 2016 split over the months of June, July and August. The first two initial weeks will take place during the month of June starting from June 6th to June 20th. Next, the two following weeks will take place during the month of July starting on July 4th to July 18th. Finally, the two closing weeks will take place during the month of August starting on August 8t to August 22nd. The main reason behind my timeframe is because my target audience’s consumer behaviour indicates that more than 74% of people do more of their shopping during the summer months.
SCHEDULE MODEL This campaign will follow the flighting scheduling model. The reason behind this is simply because of cost efficiency. As a result, the main objective is to tie in potential buying times which are the first 2 weeks of each month within the timeframe. However, this will be for the newspaper media. For the digital media, the scheduling model will be following the continuity model simply because the media allows that while being cost