Snapple Ad Media Plan

Snapple Ad Media Plan

1. Executive Summary (1 page) – represents key information on marketing advertising, media situation and advertising recommendations.  Should include (1) the central thrust of the campaign, (2) whom you are targeting, (3) how much it will cost, or the total budget, (4) the creative strategy, (5) any key creative elements such as the theme, product position, or slogan, (6) what media you are recommending, and (7) the scheduled time period in which it is going to run. Snapple Ad Media Plan

 Situation Analysis (8 pages) 

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1. Company analysis –brief description of the company and its sales history, focusing more on the company’s marketing and advertising history. Should identify company’s current sales and market share as well as sales and market share goals, key decision makers, organizational structure, advisory boards or board of directors, if applicable, and company history.
2. Market analysis – should provide an overall sense of market potential, what the viable market segments might be, and where and when you should focus your marketing efforts. Should also consider the size of the market in terms of sales, geographic and seasonal sales trends.  Should examine environmental, economic, regulatory, social and    cultural factors.
3. Product analysis – should reflect consumer’s preferences regarding the client’s physical product as well as the consumer’s perceived image and attributes of the client/product. Should identify unique factors, competitive differences, problem-solving attributes, packaging, advantages and limitations, pricing, price incentives and availability. Snapple Ad Media Plan
4. Competitive analysis – should assess who your competitors are and their activities, what they have been doing, and what they might do while you are trying to promote your client/product.  Should address how client/product/service differs from those of competitors, and expected

competitive reaction. Snapple Ad Media Plan

Snapple Ad Media Plan

III.        The Target-Market Profile (2 pages) –

should define and profile to whom the advertising campaign will be primarily directed to in terms of demographics, psychographics and lifestyle factors. Should also identify geographic concentration, product usage patterns and purchase habits.  Should identify potential target markets such as consumer, business, and distributor groups not currently in the primary target group.  Should consider market opinion leaders, individuals who influence the target market but are not themselves, as well as internal publics such as employees and stockholders, and external publics such as voters and pressure groups. Should also tell your client where the resources and efforts of the company should be focused.