Advertising Project-Final Sarita

7/31/2019 Advertising Project-Final Sarita

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ABOUT CREATIVE DREAMZ PVT. LTD.

Creative Dreamz is an integrated advertising, brand management and communication

agency, based in New Delhi, ranking amongst the most creative advertising agencies of

India. Constantly reinventing ourselves, here challenges are viewed as opportunities to learn

beyond the known and perform beyond the tried. We revel in the chance to enter new

markets and defy conventions.

A vast range of markets and product areas, both B2B and B2C, have enjoyed our services

like effective marketing services, graphic designing talent, product positioning strategy and

advertising both above and below the line. We offer an array of marketing communication

services, exploring almost all possible mediums of advertising and promotion. As experts in

the field, we recognize the various ways in which an organization can stay in touch and build

a progressive relationship with its clients and customers.

Working for brands as far as UK, US, Japan and Australia, we provide expertise in the field of

Print Advertising, Events and Exhibitions Management, Outdoor Media Planning, Online

Promotions, Electronic Media and Alternate Media Strategy.

Our specialist knowledge and expertise lies in through-the-line advertising, corporate

identity designing, promotion and marketing disciplines, creating and delivering campaign

solutions that are intrusive, informative, persuasive, responsive and generate results.


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MISSION

Deliver highly creative, communicative and effective marketing strategies and solutions with a mission

to add distinctive value.

VISION

To become the preferred branding solutions enterprise across the globe with high performance,

innovation and customer responsiveness.

VALUE

Our organization stands on the four pillars of integrity, commitment, reliability and passion.

THE SERVICES THAT WE OFFER

The bouquet of services on offer at Impact is quite voluminous and colorful. All these services are

catered by a team of professionals who are experienced and carry distinct expertise in their trade.

Advertising: Print, Television, Radio, Digital. Outdoor: Hoarding, Kiosk, Metro Station, Bus Queue shelter, Unipole Digital Advertising: Banner ad, SEO, Social Media, Mobile phone advertising. Designing & Production: Brochure, annual Report, Mailer, Calendar, Greeting cards,

Catalogue, leaflet, House Journal, Audio spot, TVC, Corporate film, short film

Event and PR.


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ABOUT BLACKBERRY MOBILE

Overview

The BlackBerry solution consists of Smartphone integrated with software that enables

access to a variety of data and communication services.

Stay in touch with everything that matters to you while youre on the go with a BlackBerry

Smartphone. Email, phone, organiser, applications, games, the Internet and more. Some

smart phones even include a multi-media player and/or camera so you really have

everything you need in one stylish device.

The BlackBerry solution supports leading enterprise email platforms and can be customised

to meet the needs of one person or an entire enterprise, to any scale, in any industry.

FEATURES

Stay in TouchDistance is truly outdated as BlackBerry smartphones keep everyone close. Phone,

email or text your friends, family and contacts. Instant message and access social

networks to immediately share your latest updates.

Email Text Massaging Instant Massaging Phone Social Networking

Instant InformationFind more, know more, do more. Browse the web, find your destination with mapping

applications and organise all your personal data. Get the features you want and let your

BlackBerry Smartphone pull it all together.

Browser, GPS Organizer, Tethered Modem


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Entertainment on the GoBring your own entertainment. Wherever you are, BlackBerry smartphone features let

you listen to music, snap pictures, view clips and capture video.

Camera & Video Recording Media Player Music on Blackberry Blackberry Media Sync

BlackBerry App WorldPut more of your life on your BlackBerry Smartphone with apps that let you work, play,

and do more. Load up with games, social networking, shopping, organisation and other

fun and functional apps from one convenient location.

Download the Apps Features Apps


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CLIENT:

CAMPAIGN OBJECTIVES

Today people are self motivated and follow them and try to innovate things and have less

fear of failure than what earlier generations had with them. We will design a campaign

targeting those who have the sincere aspirations of churning out the best in themselves

which will help them in being a true FACE IN THE CROWD.

TARGET GROUP

18 29 Yr/Male Female/SEC - A+, A, B+/Aspirational & Experiencers

TAKEAWAY

Brand Recall Market Share Incremental Sales Turnover

We dont say that this campaign will instantly work and your sales will increase & Blackberry

will top the charts with highest market share.

Problem Identified:- Business Phone

Solution:- This campaign will increase brand awareness and brand recall and break the so

called image of Blackberry i.e a business phone and can now target every segment in the

market.


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RESEARCH AND ITS ANALYSIS

Q.1 Gender

Male 34

Female 16

Q.2 Age Group

a) 10-20 0

b) 20-30 49

c) 30-50 0

d) 50 & Above 1

Most of our target group are teenagers young and fresh blood so we conducted our survey

between this age group and try to find what they actually think and what their needs are so

that we can plan our campaign according to them.

34

16

Gender

Male

Female

0

10

20

30

40

50

60

a) 10-20 b) 20-30 c) 30-50 d) 50 & Above

Age Group

Age Group


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Q.3 Occupation

a) Self Employed 2

b) Professional 9

c) Salaried 22

d) House Wife 0

e) Student 17

In our target group i.e. 20-30 most of the people are student who all are easy to influence

and spend more on gizmos & gadgets. Our Product is such which will be helpful for salaried

& professionals in there day today business activities like receiving and sending mails ,video

chats, net surfing and many more others facilities.

0 5 10 15 20 25

a) Self Employed

b) Professional

c) Salaried

d) House Wife

e) Student

Occupation

Occupation


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Q.4 Which mobile phone are you using?

a) Nokia 14

b) Samsung 10

c) Apple 5

d) Micromax 1

e) Blackberry 18

f) Others 7

We conducted the survey in small sample size of 50 people and try to find out the market

share of our product for which we have to create ad campaign. And by this pie-chart we can

see that it is leading the pack. And samsung and nokia are giving tough competition. Althogh

Apple which is quite better product that of Blackberry have less market share lose out inmarket share because of there price.

Current Mobile Phone

a) Nokia

b) Samsung

c) Apple

d) Micromax

e) Blackberry

f) Others


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Q.5 How long are you using your current mobile phone

a) Less than 1 year 17

b) 1-2 year 23

c) 2-4 year 10

d) Above 4 year 2

In this world of technology when every day something new is invented it is very tough for

people to stay at one and not change to other.

0

5

10

15

20

25

a) Less than 1 year b) 1-2 year c) 2-4 year d) Above 4 year

Using Current Mobile Phone


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Q.6 Which feature you desire most in your Mobile phone?

a) Camera 16

b) Application 21

c) Web Browser 14

d) Games 7

e) Music/Videos 13

f) Communication/Messenger 25

Those days are gone when people use to have mobile phone only for communication

purpose. Now the trend is of smart phones, phones have features like tough

screen,3g,maps,Games & application. A phone that can be used as camera, music phone &

messenger and every thing that can be performed by a phone.

Most Desired Feature

a) Camera

b) Application

c) Web Browser

d) Games

e) Music/Videos

f) Communication/Messenger


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Why you like the brands you choose above?

Advt. Appnc. Price Funct. Quality Brand Img. Service

V.Important 17 22 22 30 32 22 33

Somewhat Important 11 17 16 13 12 14 10

Neither Imp. Nor unimportant 15 7 8 3 2 4 3

less Important 4 2 3 2 2 1 1

Unimportant 4 3 2 2 2 3 4

Advertisement :- Clearly least important so consumers are smart.

Appearance :- Having not much effect on the choice of customer.

Price :- With so many brands having competitive pricing price doesnot have much effect on choice.

Function, Quality & service are most important factor that consumers are looking forward and affect

there choice.

0

5

10

15

20

25

30

35

Advt. Appnc. Price Funct. Quality Brand

Img.

Service

V.Important

Somewhat Important

Neither Imp. Nor unimportant

less Important

Unimportant


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Q.8 What would willing to pay for a mobile phone?

a)


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Q.9 Which Operating system you like most?

Java 9

SIS (Symbion) 1IOS 4 4

IOS Blackberry 20

Windows 10

Android 14

This shows that we are on right track people are happy with the operating system that

blackberry is using. And it does not require any change. And operating system is the USP of

our brand on which company can cash it.

9

1

4

20

10

14

Java

SIS (Symbion)

IOS 4

IOS Blackberry

Windows

Android


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Q.10 Where do you often see the mobile advertisement?

a) TV 28

b) Newspaper 9

c) Magazine 2

d) Online 19

e) Radio 1

f) Outdoor 2

TV & online is the place where people watch advertisement most. TV will cost too much &

online is the place where you can fine every one so youtube is the better place to advertise

our product.

Q.11 Which star/celebrity you follow or relate with you?

0

5

10

15

20

25

30

a) TV b) Newspaper c) Magazine d) Online e) Radio f) Outdoor


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SCRIPT FOR TV COMMERCIAL

Campaign Theme: Face in the Crowd Strategy: Emotional Appeal

Scene 1

Car crash on road, public gather and injured person lying on the road.

A Face in the Crowd comes out and instantly reacts & call SOS.

Ambulance Arrive.

Scene 2

On stretcher to Emergency

Doctor:- Doctor ask to arrange for O-ve blood immediately.

Boy thinks a second. Search his Pocket take his Phone out.

Open Blackberry messenger and though the phone apps and fast processor speed and easy

to connect social networking sites. Boy informs everyone.

Blackberry starts ringing.

A Face in the Crowd donor of O-ve bloodreaches hospital and reach to Operation Theatre

and contact to the boy who uploaded the message.

Scene 3

Blood Transplanted to the needy person and a life is saved.

Doctor:- Patient is out of danger.

Advertisement ends with the information about Blackberry cell.

Blackberry comes with fastest processor & web browser, easy to use, front camera for video

conferencing and with BBM services you have the power to communicate with anyone.

So dont fall back get The Power ofBlackberry & Be the face in the Crowd


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STORY BOARD


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MEDIA MIX

To get the best exposure and take away from the advertisement , we have used :

bove the line Media: Press, TV, Outdoor, Posters, Cinemas and Radio.

Below the line Media: Merchandising, Exhibitions and sales literature.

The Following are the various categories of the media available for the advertisement.

1. Print Media : Newspaper (Daily and Sunday), Magazines (Special Interest Magazineand publications), Direct Mail.

2. Broadcast Media: Radio (FM), Television (Youth oriented channels like MTV,Starone, ten sports etc), Narrow cast media (Digital Media)

3. Outdoor Media4. Other Media: (Speciality Media)

MEDIA COST AND MEDIA ABILITY

The selectivity offered by media is useful for advertisers, for it enables them to reach a

distinct target market with minimum waste. The objective of our media planner is to

achieve the best possible matching of media and the market. The media ability is measured

under the following heads.

1. Distribution Measurement: Express in the number of copies circulated.2. Audience Measurement: Expressed in terms of audience size audience composition

and the amount of audience exposure.

3. Exposure Measurement: the advertiser looks for the ability of the media to createfor the ability of the media to create advertising exposure. Once the media have

produced the desired exposure. The quality of the massage will determine the

subsequent impact in terms of perception, communication and behavioural

response.


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AD-SHOOT

Duration: - Total of 3 days will be required to do the whole ad shoot.

Requirements: - 1) 2 Well built male models that are somewhat known to our target

group.

2) Crew members that will include Cameramen, Director, supporting

actors, spot boys and others.

3) Equipment for shoot.

4) Accessories & vehicles need to be included in Shoot.

5) Permissions from local authorities.

6) Technicians (Sound recorder, Lights, visual effects etc)

Models Used: - Suchit & Rohit (Runners up from Roadies 8)

Location:- New Delhi ( as our HQ is in Delhi and it will cost less to shoot here)


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BUDGETING

Particulars Number Cost Working

Main Model Fees 2 Rs. 75000/Day 2x75000x3=Rs. 450000/-

Extras 15 Rs. 4000/Day 15x3000x3=Rs. 135000/-

Crew Estimated Rs. 3000000/-

Director 1

Cameraman 1

Equipments Rental

Vechile cost -

Costumes -

Accessories -

Spot Boys 4

Technicals -

Accomodation

Main Model 3 days Rs. 6000/day 2x6000x3=Rs. 36000/-

Crew & Extras 20 Rs. 750/day 3x750x20= Rs. 45000/-

Director Rs. 6000/day 6000x3= Rs. 18000/-

Technicions 5 Rs. 3000/day 3000x5x3=45000/-

Travelling

Air Fare 8 Rs. 5000/day 8x5000x2=Rs. 80000/-

Local Estimated Rs. 10000/-

Studio Rental 1 Day Rs. 50000/-

Permission 3 Days 3x25000=75000/-

Other Hidden Charges Rs. 100000/-

Total Round about Rs. 4000000/-


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ADVERTISEMENT RATES

TelevisionChannels RATES

Time Band Description Rate(INR)/10 sec

Star Plus 01:00-7:00 Overnight RODP 3,000.00

07:00-12:00 Morning RODP 18,000.00

12:00-18:00 Afternoon RODP 32,000.00

18:00-24:00 Prime Time RODP 50,000.00

00:00-1:00 Late night RODP 3,000.00

01:00-7:00 Overnight RODP 2,500.00

07:00-12:00 Morning RODP 15,000.00

12:00-18:00 Afternoon RODP 30,000.00

18:00-24:00 Prime Time RODP 45,000.0000:00-1:00 Late night RODP 3,000.00

01:00-7:00 Overnight RODP 2,000.00

07:00-12:00 Morning RODP 15,000.00

12:00-18:00 Afternoon RODP 32,000.00

18:00-24:00 Prime Time RODP 52,000.00

Life Ok 00:00-1:00 Late night RODP 6,000.00

01:00-7:00 Overnight RODP 3,000.00

07:00-12:00 Morning RODP 18,000.00

12:00-18:00 Afternoon RODP 40,000.00

18:00-24:00 Prime Time RODP 50,000.00

00:00-1:00 Late night RODP 6,000.00

01:00-7:00 Overnight RODP 3,000.00

07:00-12:00 Morning RODP 18,000.00

12:00-18:00 Afternoon RODP 40,000.00

18:00-24:00 Prime Time RODP 50,000.00

NEO Cricket Live events 80000-250000

Non Live 20000-50000

Star Cricket Live events 90000-300000

Non Live 12000-50000Ten Cricket Live events 80000-250000

ESPN Live events 60000-200000

Non Live 32000-50000

SetMax IPL Matches 150000-500000

Music Channels Channel V 20000-35000

MTV 30000-60000

9xM 10000-20000


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PRINT ADVERTISEEMNT RATES

News PaperOptions Rates Page Amount

Times of India Rs. 7830/sq cm 32.9x52.5 13,524,367.50Times of India Rs. 7125/sq cm 32.9x26.2 6,141,607.50

(Delhi+Mumbai+Kolkata+Banglore+Lucknow+Jaipur)

Times of India Rs. 5875/sq cm 32.9x52.5 10,147,593.75


(Mumbai+Delhi+Jaipur)

Local NewsPaper Rs. 250/sq cm 32.9x52.5 431,812.50

Local NewsPaper Rs. 225/sq cm 32.9x26.2 193,945.50

MagazinesOptions Rates Page Amount

Sunday Indian Rs. 7830/sq cm 32.9x52.5 1,35,24,367.50


(Delhi+Mumbai+Kolkata+Banglore+Lucknow+Jaipur)

Times of India Rs. 5875/sq cm 32.9x52.5 1,01,47,593.75


(Mumbai+Delhi+Jaipur)

Local Newspaper Rs. 250/sq cm 32.9x52.5 4,31,812.50

Local Newspaper Rs. 225/sq cm 32.9x26.2 1,93,945.50


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ANNEXURE

QUESTIONNAIRE

Survey was done through distribution of Questionnaires to different Respondents, where

we tried to find out under section (A) name, gender, age group, occupation, qualification,

level, under section (B) about Mobile Phones& its features

(Shade the circle to choose your option)

Name: _______________________________________________ Gender : Male OFemaleOMobile :________________ Age Group :

O 10-20 O 20-30

O 30-50 O 50 & Above

Occupation :O Self Employed

O Professional

O Salaried

O House wife

O Student

O Others

Which mobile phone you are using?O Nokia O Samsung

O Apple O Micromax

O Blackberry O Others

How long you are using your current mobile phone?O Less than 1 year O 1 2 years

O 2 4 years O Above 4 years

Which feature you desire most in your Mobile Phone?O Camera O Application

O Web Browser O Games

O Music/Videos O Communication/Messenger

O If any other please specify _______________________


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Why you like the brands you chose above?(1-very important, 2-somewhat important, 3-neither important nor unimportant, 4-

less important, 5-unimportant)

1 2 3 4 5

Advertisement O O O O O

Appearance O O O O O

Price O O O O O

Functions O O O O O

Quality O O O O O

Brand Image O O O O O

Service O O O O O

What would you willing to pay for a mobile phoneO

Documents

Advertising Project-Final Sarita