Since Facebook has a large number of users, reachability of target market can be ensured in a more cost effective way. A free Facebook page can be used for a more interactive marketing with consumers.
Justification of Rationale
The buying brief is of immense importance to the plan. The economic crisis has increased marketing costs of businesses significantly. Most brands that exist in competitive markets look for cost effective but prime media slots. The market forces that determine the advertising costs in various media are very active. Moreover, the allocated budget for Great Smell is limited and the sales have gone down by 2% in the past year.
The importance of the buying brief is that it addresses the two most critical aspects of the product that is the declining sales along with the competition that exists and the limited budget. Keeping the critical aspects in view, the buying brief helps devising a market centric advertising campaigns that works within the allocated budget and aims at reaching the maximum possible target market (Marketing Zone, 2011). The initial aim is to achieve increasing marketing returns. Once that is achieved frequency of advertisement will be increased.
This commercial is justified because with a limited financial budget and declining sales, Great Smart cannot afford a more aggressive campaign....
Moreover, one major reason behind declining sales for Great Smell was using a tagline that ignored a large part of potential target market. The proposed change in tagline aims at a change in brand image. The proposed campaign is more market segment and will reach and target a higher proportion of target market.
References
Mondotimes. (2011). USA TV Stations. viewed 24 May 2011. <
http://www.mondotimes.com/world/usa/tv.html> .
Marketing Zone (2011). Media Briefs. Viewed 24 May 2011. <
http://www.marketingzone.com/how/advertising/media-planning-and-buying/how-write-media-brief>
Buy Now Media (2008). Outdoor Advertising, viewed 24 May, 2011 <
http://www.buynowmedia.com/media-buying-references/outdoor-advertising-03-11-08.php>.
Sheet1
Jan Feb March Apr May June July Aug Sept Oct Nov Dec Total
Network TV:
Prime Time 40/wk 40/wk 1250000
Magazine
Vogue 200000
IQ
Internet
Facebook 200000
Billboard 350000
TRPs 65-75 85-98 100-172 98-78 75-65-155 200
Reach 42% 48% 50% 59% 60% 55% 50% 49% 55% 55% 57% 59%
Ave. Freq. 1.6-2-2.6-3-2.9-2.5-1.5-2.9-2.4-2.5-2.6-2.9
Total 2
Sheet2
Sheet3
