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Advertising Essay

4553 words - 19 pages

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ADVERTISING PLAN 2011 |
MM575 – ADVERTISING MANAGEMENT |
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Ivory Miller |
12/11/2011 |
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TABLE OF CONTENTS
Executive Summary | Page 2 |
Situation Analysis• Company Description• SWOT Analysis• Industry Analysis• Target Market Description • Marketing Mix• Competitive Analysis | Page 3Page 3Page 4Page 4Page 6Page 7Page 9 |
Advertising Objectives• Communication goals• Purchasing behavior• Positioning | Page 10Page 10Page 11Page 12 |
Advertising Strategy• Product Concept• Target Audience • Communications Media• Media Objectives• Media Plan• Communication Effectiveness• Advertising Message | Page 13Page 13Page 13Page 14Page 15Page 16Page 17Page 17 |
Testing ...view middle of the document...

Your service has been terminated.
Where does this leave you? No way to contact or be contacted by your fragile mother as well as no way for that breakthrough in your job search to reach you which can greatly improve your situation. You’re stuck and in need of a phone but unable to pay the bill in enough time to avoid your contract being terminated and your phone number given away. If only there was a way to insure you’re service . . .
In the following paper a new service that will do just that needs to be introduced to the market. For an affordable fee once a year, wireless subscribers can insure their service by keeping their phone lines open giving them access to their voicemail and messaging services for an extended period of time which will allow them more time payback late bills, the ability to be contacted in case of an emergency as to avoid the hassle and cost of having to get a new number, a new phone and contacting everyone you know in order for them to have a way of contacting you. This paper outlines the target markets associated with the need of such service, how to attract them and best reach them using numerous media outlets in order to ensure and create brand awareness, visibility, information and a need for such service using tactics that a consumer can personally relate to.

SITUATION ANALYSIS
Company Overview
According to CTIA, an international association for the wireless telecommunications industry, as of June 2011 there are 322.9 wireless subscriber connections which has more than doubled over the past 10 years. This is a continuously growing and expanding industry which has faced drastic expansions as well as setbacks when it comes to meeting the needs of its target market(s). This service offers a solution to one of the industry’s minor setbacks.
Many Americans have had to deal with the repercussions of making late payments on their cell phone bill which includes service cancellation as well as a notification from a collections agency. Service cancellation can be due to a number of reasons including late payments, lost or stolen phones, the choice of the customer, etc. The cause for late payments can also be due to a number of reasons which may be out of the control of the consumer, such as losing your job, making it more of a challenge to pay ones bills on time or at all. The service being introduced is an outside company that works along with cell phone companies and their customers who are under contract to avoid missing important calls/messages while facing service cancellation. The purpose of this service is to assist mobile users in maintaining their cellular number, keeping their cellular contract, maintaining access to voicemail and text messages as well as establishing a payment system to suit the customer’s financial means.

SWOT Analysis

Industry Analysis
The Wireless Telecommunications Industry continues to show steady growth due to technological advances and innovations being made. Competition...

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