jaffy yin xiao's plans book

7/31/2019 Jaffy Yin Xiao's Plans Book

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Advertising Campaign for HTC Sensation 4G

Jaffy Yin Xiao

MSCM 349 Principle of Advertising

Professor Lisa Weidman

Spring 2012


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2Product Situation Analysis

The Company:

Headquartered in Taoyuan, Taiwan, HTC Corporation is a company that

produces smartphones and tablets. HTC was founded by Cher Wang and HT Cho in

1997. Wang is Taiwans richest woman and daughter of Formosa Plastics Corp. founder

Wang Yung-ching, who was Taiwans richest man before he died in 2008 (Frier &

Culpan, 2011). HTC built its reputation as the behind-the-scenes designer and

manufacturer of OEM (Original Equipment Manufacturer) mobile devices on the

market, according to its official site. As the biggest OEM that manufactured notebook

computers and PDA (Personal Digital Assistant) for international brands such as HP

and Dell, HTC started to produce innovative smartphones and tablets under its own

brand since 2006 because of rising competition of other OEMs, according to Baike.

Powered by the Android or windows phone operating systems, HTC had the first

Microsoft Windows 5.0 smartphone in 2006, the first Android phone in 2008 and first

4G phone in 2010, according to HTC.

HTCs mission is to enable a customized user experiences based on belief that

each mobile device needs to fit its owner, and not the other way around, according to

HTC. HTC believes that customers guide everything at HTC, which defines the

company. As an all-profit corporation listed in Taiwan stock market, HTCs general

goal is to grow profitability and increase value for stakeholders. In terms of short-term

sales goal, the first quarter of 2012 revenue aims to be around NT$65-70 billion ($2.2-

2.37 billion), according to HTCs press release.


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3According its press release, HTCs global total revenue in 2011 was NT$465.79

billion (about $15.77 billion), up to 67.09% year-on-year and after-tax profit was

NT$ 61.98 billion (about $2.1 billion), up to 56.77% year-on-year. According to

Bloomberg News, fourth-quarter of 2011 net income dropped 26 percent to NT$11

billion ($364 million) from NT$ 14.8 billion.

The Product:

1. Product descriptionHTC Sensation was first officially announced in April 2011 and was launched by

T-Mobile in the United States on June 12, 2011, priced at $199. 99 after a $50 mail-in

rebate and a two-year agreement (Hanlon, 2011) and $549.99 without contract.

According to HTC product overview, the Sensation has an instant capture camera,

which capture photos and HD videos at the time users press the button, and also allows

users to have multiple-window browsing and active lockscreen, a window to the good,

personalized stuff on the phone. The Sensations 4.3-inch touch screen improve

watching quality because it has a 540 x 960 pixel resolution using a new screen

technology called QHD Super LCD, which is the first to have a Gorilla Glass screen

thats curved on all edges (Tracy and Matt, 2011). Different from other HTC phones

launched out in 2011, the Sensation is only model powered by a dual-cored 1.2 GHz

processor with 728 RAM. Other features like HTC Sense 3.0 and the 8 mega-pixel

camera with instant capture technology and 1080P video recording makes the Sensation

stand out as one of the best specified on the market today (Tracy and Matt, 2011).


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4The Sensation tends to provide smartphone users with multi-media

entertainment benefits. The Sensation brings a movie watching experience with HTC

Watch, where has a full selection of Hollywood blockbusters. Users can enjoy watching

videos without waiting for a huge file to finish downloading (Tracy and Matt, 2011).

Multi-window browsing let users not bother by closing other windows but having a full

surf-Internet adventure. Besides high-quality media product, the Sensation highly

encourage users to enjoy social media such as Facebook, Twitter and Flickr, where is

supported by Friendstream application. During the last quarter of 2011, HTC released

two extended editions with Beats Audio headphones, which delivers the ultimate

mobile audio experience.

2. Product positioningThe Sensations major competitors are LGs Optimus and Samsungs Galaxy S2

that are both under the Android operating system, and Apples iPhone (Tracy and Matt,

2011; Hanlon, 2011; Culpan, 2012). While Galaxy S2 highlights its gaming function

(Gray, 2011), the Sensation highlights its benefits of a multimedia entertainment

experience (music playing, photo/video taking and movie watching), which is

supported by outstanding technical specs. Moreover, the Sensations price (contracted)

is cheaper than LGs Optimus ($219.99 by T-mobile) and Samsungs Galaxy S2 ($229.99

by T-mobile). The prices do not seem to have a big difference; however, while other

features and specs are similar, the price becomes a crucial factor. In a word, an ultimate

multimedia entertainment experience with a competitive price shapes HTC Sensations

positioning.


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53. Product salesAs the Sensation launched in June with T-Mobile USA, CFO Winston Yung told

Bloomberg News that second-quarter sales grew to $4.32 billion, more than double the

year-ago and the company had high expectations for Sensation (Culpan, 2012).

According to HTCs press release, 2011 annual revenue was NT$465.79 billion ($15.77

billion), a 67.09% increase over 2010 annual revenues. However, HTC had a fairytale

ride in 2010 and early 2011 when its sales grew four-fold in a year and half, but by

facing competition from Apple and Samsung, HTCs Desire, Sensation and Wildfire

models have struggled to maintain the momentum since the second quarter of 2011 (Jim,

2011). According to HTCs press release, the decline in gross profit margin in the fourth

quarter of 2011 was mainly a result of product cycle transition. On March 6, 2012, HTC

announced that unaudited consolidated revenues for February totaled NT$20,294

million, down 36.79% year-on-year, while total unaudited consolidated revenues from

January to February were NT$36,910 million, down 45.01% year-on-year, according to

HTCs press release.

The Market:

1. Current customersBased on customer reviews with information like age and gender, current users

are more males than females with ages in the 18-44 range. They are heavy smartphone

users. In U.S. market, they usually buy the phones from T-Mobile stores or online store.

Because of limited coverage by T-Mobile, users must be from major cities in each state

where T-Mobile provides reception. Current customers are young professionals that


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6sometimes use Sensation as a substitute for laptops in business situations, and college

students who love to watch videos and listen to music on the Sensation. Many of them

like the Sensations 4.3-inch screen with high pixel resolution, capability of recording

1080 HD video and Android operating systems openness.

2. Target marketThe Sensation targets urban/suburban residents ages 20-34 who are

entertainment lovers and want to have a richer Internet experience. According to

SRDSs Local Market Audience Analysis and American Generation: Who they are and how they

live (2010), people from 20 to 34 years old are members of the Millennial Generation,

who were born into the high-tech world and receive digital messages well, especially

through new media and television. They are willing to show their unique identities,

beliefs and values. While they think they are cool and outgoing, they are striving for

their school lives or professional careers and could be on the way to achievers, thinkers

and innovators. Some of them might be experiencers because its a way of self-

expression. Besides basic functions such as texting and calling, they are heavy mobile

phone users who fully make use of music playing, photo taking, video recording and

watching. A smartphone for them is the best platform to make use of social networks.

And most of them are early adopters of different social sites.

Because T-Mobile is the only carrier for the Sensation in the U.S., T-Mobile 4G

coverage determines the geographic characteristics of the target audience. According to

T-Mobile, cities with 4G coverage are major cities in each state, but dont include

Montana, North Dakota, South Dakota, Wyoming, Maine and New Hampshire.


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7Product SWOT Analysis:

Strengths:

A growing brandOverall sales of HTC dropped down by the end of last year, but since HTC

entered the U.S. market, it has successfully built a good branding image and raised

awareness nationally. In early 2009, HTC started a global ad campaign - Quietly

Brilliant. The YOU campaign has a smart tagline You dont need to get a phone. You

need a phone that gets you, which explains well HTCs focus on people and their

needs (Nita, 2009). With the success of YOU campaign, HTC became the hottest brand

in the U.S. in 2010 and sold the most smartphones during the third quarter of 2010

(Patel, 2010).

Smart Anti-Apple strategyAlthough in the current high-end Android phone market, its too hard to select a

clear winner, HTC adopted an anti-Apple strategy: Where Apple is proprietary, HTC

is collaborative. Where Apple customizes for no one, HTC customizes for everyone

(Ramos, 2011). HTC works closely with carriers and designs different smartphones

based on different carrier devices. HTC is willing to give the public a glance at its

products in the planning and pre-production stages.

Weaknesses:

Limited carrier serviceIn the U.S. market, the only HTC Sensations carrier is T-Mobile USA, which is

the fourth-ranked wireless telecommunications service provider with 34 million current


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8subscribers, compared to Verizon Wirelesss 108.7 million, AT&T Mobilitys 103.2

million and Sprint Nextels 55 million (Wikipedia, 2012). It becomes a major weakness

because the Sensations competitors such as LGs Optimus and Samsungs Galaxy S2

are all have multiple carriers. Unlike many other countries, US phone users have to

heavily depend on carriers, so users cannot easily change the carrier because of the

contract between the carrier and the users. In terms of coverage and subscriber number,

T-Mobile is less competitive than top three carriers. It discourages people who are

interested in buying HTC Sensation to actually take buying action. Moreover, based on

online community on several sites, T-Mobiles reputation in terms of reception is poor.

The Sensation by T-Mobile is 4G, and the coverage is fairly weak, according to T-Mobile

official site.

Slow updatesSlow updates of devices really hurt sales. Samsung first sold its Galaxy S2 with

Googles latest operating system Ice Cream Sandwich in October 2011. But HTC started

updating their devices to Android Ice Cream Sandwich until March 2012, which missed

the whole holiday season. Same issue happened on locked bootloader deal. Many

prospective customers decided not to buy the Sensation because HTC didnt allow

unlocking bootloader. But HTC finally responded to those questioning the unlock-

ability and changed the bootloader policy in late June 2011 (Krause, 2011).

Opportunities:

Growing smartphone market


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9The growing smartphone market is the best opportunity for HTC to get new

customers by competing with other brands. In the U.S., 35 million mobile phone users

switched to smartphones in the last 12 months, equivalent to 15% of the user population

(Dediu, 2012).

Increasing Android market shareHTC phones use both Android and Windows operating systems, and the

Sensation is an Android system. Android users are more likely to use the same

operating system when they decide to change a phone. A growing Android market

helps HTC to compete with non-Android phones and brands. Google gained market

share from 46.3% in October 2011 to 48.6% in January 2012 (Kolakowski, 2012). In terms

of absolute users, Android has reached nearly 50 million users (nearly 50% market

share), iPhone 30 million, BlackBerry 15 million and Microsoft 4.5 million in 2011

(Dediu, 2012).

Threats:

Economic recessionAlthough the economic recession is over, the slow recovery still has a significant

impact on overall demand. The Sensation represents as a high-end smartphone.

Unfortunately, in this economic climate, smartphone makers tend to produce more low-

end smartphones instead of high-end ones (Rroianovski, 2012). So HTC faces the

limited high-end smartphone market.

Extreme Competition


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10After the Sensation operating with Android Gingerbread started selling in the

U.S. in June, Samsung as the worlds largest smartphone maker launched the Galaxy

Nexus in October 2011 and became the only phone with Googles latest operating

system Ice Cream Sandwich (Frier & Culpan, 2011). Otherwise, LGs Optimus and

iPhone 4S continued to join the high-end smartphone competition. The competition in

the fourth quarter 2011 led HTCs slowest profit and sales growth on record in almost

two years (Frier & Culpan, 2011; Rahn & Culpan, 2012).

Target Market Analysis

The more general category of the product is mobile phone, but high-end

smartphone is a more appropriate category. There is a strong primary demand for an

all-in-one mobile experience with advanced computing abilities and other functions,

such as mobile operating system, high-quality camera, portable multimedia player,

high-resolution touchscreen and Wi-Fi. Beyond standard phone calls and data

transformation, smartphones provide a variety and flexibility of personalized devices

for smartphone users compared to previous generations of mobile phone. According to

IDC, 157.8 million smartphones were sold worldwide in Q4 2011, bringing the total for

the year to 491.4 million units.

From a nameless manufacturer in Taiwan three years ago, HTC now has become

a smartphone brand that shipped 5.7 million units under its own brand (Patel, 2011),

which accounts for 10.8% of the total smartphone market in the U.S. for Q4 2011,


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11according to February 2012 data from IDC. HTC adopted an anti-Apple strategy, which

is that HTC is willing to give the public a glance at their products in the planning and

pre-production stages (Ramos, 2011). Moreover, HTC works closely with carriers and

designs different smartphones based on different carrier devices and operating systems

in the U.S. So secondary demand is for more selection and more customized devices

with a reasonable price, compared to top smartphones including iPhone, Blackberry

and Samsung.

Even though having a broad target market could help to get more sales,

narrowing down target customer segments is a better idea to focus on a specific market

by considering budget management and work efficiency. Based on articles on HTC

Sensation and library class research sites, potential target market is given below.

Demographic:

Age: 20 34 Gender: Male, female Family life cycle: Young, single; young married, no children Education: High school graduate; some college; college graduates

The HTC Sensation highlights multimedia entertainment use, especially its 4.7-

inch-screen for video watching and in-box customized Beats Audio headphones. These

features are definitely for young adults who are mostly likely pop music lovers and

multimedia users. For these who are either high school graduates working with fairly


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12low paid or still are at college or graduate school with limited spending ability, HTC

Sensation is a good option to have an all-around smartphone with $199.99.

Behavioristic:

Purchase occasion: special occasion Benefits sought: Economy, convenience Usage rate: Heavy user Marketing-factor sensitivity: Price, advertising

With all-around devices, users can read books, watch movies, take photos, surf

the Internet, listen to music, etc. So HTC Sensation more likely tends to target heavy

mobile phone users who fully make use of the product. According to SRDSs Local

Market Audience Analysis andAmerican Generation: Who they are and how they live (2010),

people from 20 to 34 years old are members of the Millennial Generation, who were

born into the high-tech world and receive digital advertising messages well, especially

through new media and television. And also, most of them are still on way to gain

higher social class and economic assets, so price would be a crucial factor for them to

consider buying, while they want to get economy and convenience as major benefits

from the product instead of prestige. Most importantly, they are not early adopters of

the product and would not replace their phone too often.

Psychographics:

Believers, strivers, makers/experiencers Personality: Compulsive, gregarious, dynamic


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13Although HTC Sensation could have a wide range of users, I think potential

customers are young adults who have personality and are willing to show their unique

identities, beliefs and values. While they think they are cool and outgoing, they are

striving for their school lives or professional careers and could be on the way to

achievers, thinkers and innovators. Some of them might be experiencers because its a

way of self-expression and everyone varies. And they are responsible for society,

community, family and individuals, but at the same time they dont want to just follow

a path of mainstream.

Geographic:

City or DMA size: 250,000 499,999; 500,000 999,999; 1,000,000 3,999,999 Density: Urban, suburban

The entire smartphone market is still in the growth stage, which means that

major cities in each state have an advantage of getting the newest phones and devices

first, particularly these with 4G reception. People in their 20s and early 30s tend to live

in urban/suburban neighborhoods. Also, pop music, street culture and Internet

addiction are parts of a young, urban lifestyle.

Advertising Objectives

Primary objective: convert low-end smartphone users and new smartphone users to

HTC


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14After intense competition between Sensation, Galaxy and iPhone in the 4th

quarter 2011 and 1st quarter 2012, most high-end smartphone users who want to

change phones have made their decisions. On the other hand, HTC One is coming soon

for more high-end users. What Sensation should do now is to persuade low-end

smartphone users and people who have never used a smartphone to become new

Sensation users. Opening a new market is a smart way to stop from sales dropping.

Compared to users who already have a high-end smartphone, they less likely compare

specific models in details but more likely choose a brand as a whole. The objective aims

to send a message, if you want to get a high-end smartphone, Sensation is your best

choice.

Secondary objective: Advertise new uses

HTC started updating its devices to Android Ice Cream Sandwich this March. It

has a new look that deploys new wallpapers and application backgrounds, a new UI

where all running apps are shown as thumbnails in a list, and many other new features.

Introducing the new operating system is necessary because having the latest operating

system is a big factor that determines a powerful, innovative smartphone. And HTC

gives a message We are hearing customers needs that shows HTCs mission a

customized user experiences based on belief that each mobile device needs to fit its

owner.

Tertiary objective: Implant information and attitude

Based on the analysis of the target market, HTC Sensation still needs to implant

information regarding what the phone stands for (With this phone, you can be


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15sensational) and the attitude that it matches the target audiences lifestyle and values

(being individual and smart in a humble way). The objective will not just stimulate the

prospects interest but more likely sell an attitude that fits HTC Sensation and that

target audiences would agree with, which will impress audience members who might

be target customers described earlier in the analysis.

Creative Brief

The basic problem

Because of extreme competition with Samsung (its flagship model Galaxy Nexus)

and Apple (iPhone 4S), total sales of HTCs Desire, Sensation and Wildfire models have

struggled to maintain the momentum during the second half of 2011 (Jim, 2011).

According to HTCs press release, the decline in gross profit margin in the fourth

quarter of 2011 was mainly a result of product cycle transition. At the same time,

Sensation really needs to increase its sales before the new HTC high-end smartphone

One series comes out this year.

The communication objective

As the second round of promotion for Sensation, the ad will appeal to low-end

smartphone users and non-smartphone users who intend to have one soon. The

primary objective is to persuade them to choose HTC as their first high-end smartphone.

That is a strategy that HTC needs to increase its market share by attracting new high-

end smartphone users. The secondary objective is to inform/convince the target market


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16of the value of having a Sensation. In other words, the ad will tell target audiences the

benefits that HTC Sensation would bring to them that they might not expect . The

tertiary objective is to implant an attitude of individualism and being smart in a humble

way. Being individual is part of HTCs anti-Apple strategy, which encourages young

people to stand out from mainstream iPhone users. Being smart in a humble way is

HTCs Quietly Brilliant brand positioning since 2009.

Target audience

As described above, the ad needs to expand HTC Sensations market by targeting

low-end smartphone users and non-smartphone users. In terms of target audiences, the

ad will be designed to appeal to urban/suburban residents ages 20-34 in the U.S. They

are either university/college students or young professionals, who are members of the

Millennial Generation that were born into the high-tech world and receive digital

messages well. They are comfortable using any electronics. They prefer to have

personalized services or settings. Their lives are not settled down yet. They are going

through major life changes, such as graduating from college, being financially

independent, moving out from home, having the first long-term relationship and

getting married. They have an attitude of being individual, but at the same time they

are receiving pressures from peers and the society.

Brand personality


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17According to the HTC website, HTC believes that a mobile device isnt just a

smartphone but an A/V entertainment system, communications control center and

important instrument of individual expression. It concentrates on empowering the

most personal experience. In other words, it represents big potential benefits and values

that HTC can provide, and HTC champions the customer as the hero through every

stage of innovation.

The brand experience is defined as a bridge to communicate with the world

anywhere and anytime and to start an all-in-one multimedia entertainment adventure.

As described in the tertiary objective, the band is doing great things in a humble way,

with the belief that the best things in life can only be experienced, not explained (Nita,

2009). So instead of saying how good the phone is, the brand will address potentials the

phone has, just like target audiences have their own full potentials for lives as well.

Based on HTCs You campaign in 2009 and You are the next ad for Sensation 4G

in 2011, the tone of the ads is personal, emotional and optimistic. By focusing on an/the

individuals moments in daily life, the ads really match the brands belief of

personalized experiences and hearing consumers needs on each stage of innovation.

Benefits to communicate

HTC Sensation can satisfy consumers strong needs of never being out of touch,

which they want to get better information sharing, greater visual and verbal

functionality and faster multimedia communication wherever they are and whenever it

is. It tries to tell audiences that Sensation opens a door to the next life stage and fulfills


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18shared needs now and then. So the ad can address the shared needs by creating a

general picture of target audiences future life with HTC Sensation. The ad will clarify

that HTC Sensation is not the phone people around you pressure you to have, but you

need it because it fits who you are and who you will be.

Support for those benefits

HTC Sensation has leading features that can back up the promised benefits, such

as Googles latest operating system Ice Cream Sandwich, multi-window browsing, 8.0-

megapixel camera, 4.3-inch screen and anywhere video talk function. Carrier T-Mobile

also provides 4G services and economic plans.

List of all the features/capabilities of Sensation:

Body : Dimensions 126.1 x 65.4 x 11.3 mm Weight: 148 g Display: S-LCD capacitive touchscreen, 16M colors Size: 540 x 960 pixels, 4.3 inches (~256 ppi pixel density) Protection: Corning Gorilla Glass - HTC Sense 3.0 UI Sound: Alert types, Vibration, MP3, WAV ringtones Memory Card: micro SD, up to 32GB, 8 GB included Internal: 1 GB storage, 768 MB RAM Data: GPRS, Up to 114 kbps EDGE: Up to 560 kbps WLAN: Wi-Fi 802.11 b/g/n, DLNA, Wi-Fi hotspot


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19 Bluetooth: v3.0 with A2DP USB: micro USB (MHL) v2.0 Camera: 8 MP, 3264x2448 pixels, autofocus, dual-LED flash, check quality Features: Geo-tagging, touch-focus, image stabilization, face detection, instant

capture

Video: 1080p@30fps, stereo sound recording, check quality Features: OS Android OS, v2.3.4 (Gingerbread), upgradable to v4.x CPU: Dual-core 1.2 GHz Scorpion GPU: Adreno 220 Browser: HTML, Adobe Flash Radio: Stereo FM radio with RDS GPS: A-GPS support Java: via Java MIDP emulator Battery: Standard battery, Li-Ion 1520 mAh Stand-by: Up to 350 h (2G) / Up to 400 h (3G) Talk time: Up to 8 h 20 min (2G) / Up to 6 h 40 min (3G)Additional suggestions

The approach of the ad is to create several scenes of big life moments, such as

first day of college, first work interview, first travel abroad and getting married. Each

scene has at least one character using HTC Sensation in some way. The ad tries to tell


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20audiences its time to have an all-in-one HTC Sensation, which belongs to your future

life. The tone of the ad needs to be touching, encouraging and meaningful.

Special requirements

Because the project targets the U.S. market, the ad content should fit American

values and beliefs that could be different from elsewhere in the world. It doesnt have to

be mainstream but realistic in a good way. The circumstances of these life moments in

the ad need to be researched well first in order to ensure average target audiences can

relate to them.

Creative Concept

Message of the ad is to tell audience an all-in-one HTC Sensation is here to be

with you while you are discovering your life path. The scheme tends to be similar with

HTCs You and You are the next campaigns but emphasizes more benefits of

having a high-end smartphone. Creative teams will create scenes of life moments

(storyboard sketches attached).

Description of scenes:

Scene 1: leaving home (photo taking with family at the airport)

The scene tells that a young male college incoming freshman leave home to

school and his family (parents and a little sister) come to the airport to say goodbye. The

tone needs to be touching and emotional. Mom is nearly crying and dad tries to hug

with him. The person who helps them to take a photo captures the moment.


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21Scene 2: watching dream band live concert (video taking + uploading online)

The scene tells that a young girl goes to see her favorite band in concert with a

bunch of friends. She is video filming and uploading online. The tone needs to be

energetic and happy.

Scene 3: waiting in a line for an important job interview (review notes for the

interview on the phone, only one using Sensation while others using iPhone)

The scene tells that a group of job candidates are sitting and waiting for a job

interview. They are all using their smartphones (long shot), but only one of them has

HTC Sensation and rest of them have iPhones (close-up shot). (Note: HTC Sensation has

4.3-inch screen, while iPhone has 3.5-inch one). The tone needs to be intense and cool.

Scene 4: Lost in a foreign country (GPS and web browsing)

The scene tells that a female Caucasian backpacker is traveling in Taiwan. She is

lost and using GPS and web browsing on the HTC Sensation. The tone needs to be

exotic and glamorous.

Scene 5: Proposing (background music playing from the phone on the beach)

The scene tells that a young guy suddenly proposes to his girlfriend by showing

him turning on the music and setting HTC Sensation down. (Note: Sensation has Hi-Fi

audio technology and Beats Audio).

Scene 6: HTC Sensation and T-Mobile logo with a specific price

While the first five scenes try to spark the audiences interest in having an HTC

Sensation, the last scene encourages them to step into evaluation of the phone.

Script:


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22:30

You capture each face you want to remember. You let each performance live.

You own each opportunity of standing out from the crowd. You travel each corner of

the world freely. You make each promise truthful. HTC Sensation is here for each of \

your big life moments. You dont need a phone, you need a phone that gets you.

Media Plan

1. Media ObjectivesAudience objectives:

The ad needs to expand HTC Sensations market by targeting low-end

smartphone users and non-smartphone users and sparking their desire of buying a

high-end, full-service smartphone. The audience members I want to reach through the

media outlets are urban/suburban residents ages 20-34 in the United States. Target

audiences are either university/college students or young professionals, who were born

into the high-tech world and have full potential of future. They are comfortable using

any electronics and prefer to have personalized services or settings. They have needs of

being never out of touch and have ability to afford a high-end smartphone, or in

other cases having a high-end smartphone is on their wish list.

Message-distribution objectives:

Message weight:


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23The population aged 20 to 24 is 21,514,000, aged 25 to 29 is 21,334,000 and aged

30 to 34 is 19,598,000 based on Bureau of the Census in 2008 (American Generations,

2010), so total population within my target audiences range is about 62,446,000. The

population of people aged 25 or older who are not high school graduates or only high

school graduates is 16,102,000. And my target audiences are either university/college

students or young professionals, so with an education filter (more than a high school

graduate) the rest of the population is about 46,344,000. Considering a geographic filter

and budget planning for a second-round advertising campaign for the Sensation, I

would say the message weight is about 92 million.

Geographic reach/range:

Because T-Mobile is the only carrier for the Sensation in the U.S., T-Mobile

coverage determines geographic characteristics of these target audience, which are

residents in major cities in each state but dont include most rural states (Montana,

North Dakota, South Dakota, Wyoming, Maine and New Hampshire).

Timing of campaign:

Because HTC Sensations sales were not satisfying due to extreme competition so

its necessary to have a second-round advertising campaign for the Sensation before

another new model coming out, and HTC wont waste their sources on internal

competition. The advertising campaign starts on December of 2011 and ends in January

of 2012, which beginning of a new year matches to the ad s theme, potential of future.

Ideally, the ad would run once a day, three days a week and four weeks a month.


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253.381 million of viewers ages 18-49 (Live + SD) (Bibel, 2012). The ad will be

a participation ad.

Cable TV

Cable TV is less expensive than broadcast TV but targets more specific audiences.

Because the campaign is a second-round, its budget is limited, so we can t only use

broadcast TV for advertising. On the other hand, it delivers to a more targeted audience

that I want to reach in each state.

Comedy Central

According to the textbook, Comedy Central is the third-ranked major

cable TV network with a young adult audience.

Daily Show

Despite the late news daypart (11 p.m. to 11:30 p.m.), the Daily

Show seems to be a prime program for advertisers with a target audience

ages 18-49. One of the major segments that are targeted by some of the

commercials is college-age adults. Cellphone providers, video games and

even the U.S. Army all advertised on the Daily Show. It s very likely the

Daily Show makes these ads very effective. The Daily Show has a 0.7

rating and 1.623 million viewers who watched the show live and who

recorded it with their DVR and watched it within 24 hours (Kondolojv,

2012). The ad will be a participation ad.


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26South Park

South Park is an American animated sitcom and one of the popular

original programs from Comedy Central network. It has been a top cable

show with a 1.3 rating in adults 18-49 and 2.329 million of viewers (Live +

SD) (Kondolojy, 2012). The ad will be a participation ad.

Internet sites

Because the target audience of the ad is made up of adults who are a generation

of Internet users, Internet sites are a must-do class of media in the campaign. Also,

Sensations multimedia entertainment benefits largely rely on Internet sites, so

interactive ads on sites that the target audiences frequently visit is a smart strategy.

Video sites

Video sites including Hulu are the most popular sites among young

adults. Online video watching with Sensations big screen is a highlight for the

campaign.

Hulu

The ad will be an instream video (1920 1080) with a 16:9 aspect

ratio. Its similar to the broadcast/cable commercial but edited to :15.

Youtube


27/33

27The ad will be placed on the YouTube homepage as a takeover ad

and be seen every time users got on Youtube. It will be a :15 special edited

version of the HTC Sensation TV ad.

Size/length of ads

30 seconds for broadcast and cable

15 seconds of Internet video ads

Schedule of insertions

Media December 2011 January 2012

Wk1 Wk2 Wk3 WK4 Wk1 Wk2 Wk3 Wk4

New Girl (9-10 p.m.) 6th 13th 20th 27th 3rd 10th 17th 24th

Daily Show (10:30-11 p.m.) 9th 16th 23rd 30th 5th 12th 19th 26th

South Park (10-11 p.m.) 7th 14th 21st 28th 4th 11th 18th 25th

Budget:

Media Ad length Costs per

insertion

Frequenc

y

Total cost

for

schedule

Audience

size

CPM

New Girl

(9-10 p.m.)

:30 spot $80,000 8 $640,000 3,381,000 x

8 =

27,048,000

$23.6

Daily Show

(10:30-11

:30 spot $10,000 16 $160,000 1,623,000 x

16 =

$6.2


28/33

28p.m.) 25,968,000

South Park

(10-11 p.m.)

:30 spot $9,000 16 $144,000 2,329,000 x

16 +

37,264,000

$3.9

Hulu :30 spot 1,000,000

views

$40,000 1,000,000 $40

Youtube :30 spot $100,000

only for

homepage

takeover

1,000,000 $115,000 1,000,000 $15

Totals $1,099,000 92,280,000


29/33

29References

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