adventure works: the ultimate source for outdoor equipment ford cheetah 2007 advertising campaign...
TRANSCRIPT
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Adventure Works: The ultimate source for outdoor equipment
Ford Cheetah 2007 Advertising
CampaignPresenters:
Richard GreenwoodJoshua EdwardsBrunet RiodinJae Yong Kim
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The Product /Services• Brand
New Ford Cheetah SUV• The Attributes
Road side Assistance Oil changes Oils, lubricants, other fluids Oil/air filters Tire rotation Cleaning/polishing Clutch linings Wiper blades Wheel alignments and tire balancing Brake pad/lining
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Ad Campaign Objectives“If you know what women want, the world can be yours.”
Ford has a goal of expanding our market share by 5% and increasing of sales by 25% of total sales.
Our campaign objective will focus on:• Introducing/ communicating the new product
launch• Inform market of promotional activities• Actively advertise by the following mediums,
Internet (open special home page), TV, and magazine
• Using tens of thousands of customer surveys, to continue to develop our vehicles based on our market demands
• Establish brand equity • Increase market share by 5%
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Value Proposition (Unique Selling Point)
• Automated Interior/Exterior Temperature Gage Solar Powered Gage Reverses outdoor
temp Surround Air bags Pre-tensioner
Seatbelts High mileage per tank
• Synthetic Fur Interior Superb Comfort Securely Cushioned In any Pattern
Available
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Target Market
•All people between the ages of 18 and 49 years old who desire the insinuating feeling of superiority.
•Segmented to provide a strong focus on women in society.
• And the gay, lesbian, bisexual, and transgender community (GLBT), as there is an identified niche market with huge purchasing potentials.
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Unique Advertising Message
“It’s about being the Hunter… not the Hunted”
The Ford Cheetah as its name states is the animal in every driver. Its lustrous compact crossover design is appealing as both a sports utility vehicle and another other recreational vehicle of its nature. Like its animal predecessor, it promotes
dominance, agility, precision, safety, and best of all comfort.
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The Advertisement
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Advertising BudgetBudget In millions of dollars Pct. Of total budget
Television $9.15 49%
internet $6.5 35%
Magazine $3.0 16%
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Television Budget ($8,250,000)Television Week 1
5/14/07 thru 5/20
Week 25/21 thru 5/27
Week 35/28 thru 6/3
Week 46/4 thru 6/10
Week 56/11 thru 6/17
Week 66/18 thru
6/24/07
ABC – “Desperate Housewives” $850,000 $850,000 - - - -
ABC – “Grey’s Anatomy”
$400,000 $400,000 - - - -
CW – “Gilmore Girls”
$200,000 $200,000 $130,000 $130,000 $130,000 $130,000
HBO – “The Wire” $350,000 $350,000 $350,000
FX – “The Shield” $300,000 $300,000 $300,000
Syndication – “Scrubs”
$130,000 $130,000 $130,000 $130,000 $130,000 $130,000
NBC – “Will & Grace”
$150,000 $150,000 $150,000 $150,000 $150,000 $150,000
NBC – “The Office” $300,000 $300,000 $140,000 - - -
TNT – “The Closer” - - $130,000 $110,000 $110,000 $110,000
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Magazine Budget ($1,038,000)Magazines Week 1
5/14/07 thru 5/20
Week 25/21 thru
5/27
Week 35/28 thru
6/3
Week 46/4 thru
6/10
Week 56/11 thru
6/17
Week 66/18 thru
6/24/07
Cosmopolitan - - $80,000 - - -
Elle $15,000 $8000 $8000 $15000. $8000 $8000
In Style - $22,000 - - - $22,000
In Touch $30,000 $18,000 $18,000 $9,000 $9,000 $9,000
W - $30,000 - - - $30,000
Vogue - $32,000 - - - $32,000
Teen Vogue - $15,000 - - - $20,000
People $60,000 $60,000 $60,000 $40,000 $40,000 $40,000
Us $80,000 $60,000 $40,000 $40,000 $40,000 $40,000
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Internet Budget ($1,191,000)
Internet Month 1May
Month 2June
Month 3July
Month 4August
Month 5September
Month 6October
Web Host & Design
$5000 $5000 $5000 $5000 $5000 $5000
Directory Submission
Services
$25000 $25000 $25000 $25000 $25000 $25000
Email Marketing Services
$15000 $15000 $15000 $15000 $15000 $15000
Third Party Site Subscription
$30500 $30500 $30500 $30500 $30500 $30500
Online Give-Aways &
Promotion
$61,500 $184500 $61,500 $184500 $61,500 $184500
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Cost Per Thousand (CPM)The lowest CPM• Cost per 30sec Commercial/Total Viewer-ship
Magazine: Cosmopolitan’s circulation (approximation) around
300,000. • 80/300= 0.267 CPM
People’s circulation (approximation) around 3.75 million.
• 60/3750= 0.016 CPM.• Television:
ABC’s “Desperate Housewives” (approximation) around 18 million.
• 850/18000= 0.047 CPM TNT “The Closer” (approximation) around 6
million. • 130/6000= 0.022 CPM.
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Return on Marketing Objectives (ROMO)
• Cost per Branding Effect • Total Cost of Medium/ Total Population
Effected Television:
• 8,250,000/25,000,000 (approximation) = $0.33
Magazine:• 1,038,000/3,750,000 = $0.28
Internet:• 4,764,000/30,000,000 = $0.15
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Media Strategy•The media plan should include a wide span of television programs, a series of
magazines appealing to young women with differing tastes, and those who hear about the online promotions.
•We will use this campaign over a six-week period under a series of televised programs.
•The total here: $8,250,000. The remaining $900,000 will be spread amongst local programming in major metropolitan areas, like New York’s tri-
state area, the Chicago metropolitan area, Los Angeles, Dallas-Ft. Worth, and other locations that help broaden the reach of the campaign’s message.
•The internet spending will be used for creating a network of media, displaying a description of the SUV’s functions, capabilities, and the differentiators of the Ford Cheetah.
•The website link will also include a promotional campaign involving prizes for people playing a series of mini-games on the Ford website.
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Adventure Works: The ultimate source for outdoor equipment
Media Strategy Contd.•There will be a multimedia center on the website with product placement
on each webpage, and intertwined with the games. •There will be cash prizes, and possibly people winning the Ford Cheetah
by participating online.•The weekly ad costs listed include multiple placements in some magazines, for higher frequency. Many of the magazines are more costly than others; W and Vogue are higher scale magazines, while People and we have large circulation numbers that result in higher rates.•The budget listed totals $1,038,000 for these magazines. This budget will
be used further for ads after the initial six-week period. •The budget may be used to make ads in conjunction with local dealerships, ads for local newspapers or more magazines.