Advertising Campaign Presentation
Transcript: Social Networking Ad • The basic of my image is pink that is a very romantic color. The element of this image is a young couple, it makes people think of love. • The billboard could be placed in shopping mall, beside the highway, central plaza and also near some bar in college. • Our elements in the outdoor ads are related to the topic that is romantic. Dove product Outline: SEO :60 TV Spot Script and Storyboard “Maybe Tomorrow” SOCIAL Product Name: Dove Silky Smooth Milk Chocolate Old Tagline: “Enjoy silky smooth & creamy” Tagline: “Romantic time with Dove” Website: http://www.dovechocolate.com/Product/Detail?p_id=1 Campaign Element Specific Strategies . Date: 07/16/15 Company Information • Company purpose: Passing love, enjoy beautiful moments • Dove Silky Smooth Milk Chocolate has really good reputation for passing feeling and love, it’s high quality of the Milk Chocolate, taste good, and requires whole box of chocolates can bring extraordinary experience. Campaign Purpose and Strategy • Purpose: To get college students to buy Dove Silky Smooth Milk Chocolate as their snake or small gift. • Goal: To raise Dove Silky Smooth Milk Chocolate’s profits and customer base. • Challenges: Students may choose other chocolate brand, and not willing to spend money. • The 30-second radio spot “Say It” targets college students who fall in love with someone, and shy to say feeling out. • Stations: Pop music, hit music, urban contemporary, Hip-pop music station • The spot could air at any time • The Dove Silky Smooth Milk Chocolate fits the students who is dating with some or student who is chasing someone CMS Dove Silky Smooth Milk Chocolate PLATFORMS : 60 TV Commercial： “Maybe Tomorrow” : 60 TV Commercial Storyboard • On the one hand, it can present the feature of my product that is tasty and high quality. On the other hand, it can convey love when couples present to each other. • Our elements in the Twitter ads could appeal to more young people to buy it, after they look at this ads, they would be interested in our product. Social Target Audience • Demographics: College students (age 18-25) • Psychographics: Most College students are able to free dating when they entered the campus. They are willing to find some affordable stuffs that also with compliments to convey their love. • Target audience perceives: A good and romantic brand to show love. • Reasoning: Dove Silky Smooth Milk Chocolate has extremely good taste and it’s not expensive for college students. • The 60 second ”Maybe tomorrow” TV spot targets college students by displaying a regular bookstore. • The advert would air on channels that young adults and college students, music channels and network channels during prime time hours. • The advert could air at lunch and dinner time, and also midnight and morning. • This element fit in with the rest of the campaign, after dating it’s a good chance to buy Dove Silky Smooth Milk Chocolate for their girlfriend or boyfriend. Outdoor Billboard Dove Silky Smooth Milk Chocolate Outdoor Billboard :30 Radio Spot Script “Say It” . Group member: Yuhan Wang & Hongzhen Yang The Professional Presentation of Advertising Campaign Outdoor Billboard Campaign Element Specific Strategies Media ad. Product Outline Social networking ad.
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