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Promotional Design & Planning
BOND UNIVERSITY MKTG13-‐302_141
IMC PITCH Stefan Lukic, Maddison Tanner, Koban Jones &
Natascha Stewart
Word count: 6178
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Executive Summary
The following report contains the proposed Integrated Marketing Communication (IMC)
campaign for Samsung’s SMART TV.
The campaign aims to increase brand awareness for Samsung and highlight the
capabilities of the Samsung SMART TV in the home entertainment industry. The
campaign also aims to improve on Samsung’s current IMC campaign, using a mixture of
advertising channels to gain consumer awareness and interest.
Although Samsung’s current strategies represent the brand well, in terms of their
uniqueness and creativity, the campaign doesn’t highlight the capabilities of the SMART
TV, in its various forms of promotion.
The campaign will include a creative strategy based on the theme, “Where will Samsung
TV take you?” which is emphasized throughout the campaign on all of the promotional
channels.
The campaign has been based on gaining a greater awareness of Samsung’s SMART TV’s
and their capabilities amongst the proposed target market. The promotional channels
employed for this campaign include outdoor, TV, sales promotion, internet marketing
and print advertising, all of which are integral to the success of the brand.
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TABLE OF CONTENTS
Problem Statement 4
Target Market/ Marketing Environment 5
PEST Analysis 7
Campaign Objectives 8
Creative Strategy 9
Creative Channels 10
Television 10
Outdoor 13
Sales Promotion 17
Print 20
Online 24
Implementation & Scheduling 28
Rationalisation for Campaign 29
Appendices 31
References 36
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Problem Statement
Samsung’s ‘Charge’ television commercial had indisputable issues regarding its creative strategy. Although the ad elicited strong attention form viewers through its extensive utilization of
emotional cues and overt dramatization, the TVC neglected to showcase the product and information pertaining to it. Firstly, the ad lacked real information regarding the product such as
the price, stockists, or display where further information could be found. Moreover, the ad made no mention of the TV’s ability through its script, simply displaying a man using the TV with hand
gestures quickly at the end of the ad, seen more as an afterthought.
Samsung’s ‘Charge’ advertisement demonstrated a lack of target market specificity, as it did not clearly appeal to a particular age demographic. The ad encompassed an emotional appeal, using
dramatization to relay the features of the Smart TV. Due to the expense of the Smart TV, consumers need to be highly involved in the purchase decision. Therefore, the ad must take a
rational appeal to provide the target market with information about the product’s features and benefits, to establish a premium perception of the TV among consumers. Additionally, the
‘Charge’ advertisement did not clearly showcase the product’s capabilities, placing too much emphasis on the dramatization element. This again denotes the importance of a rational appeal,
as the interactivity offered by the Smart TV needs to be the primary focus of each advertisement.
The ‘Charge’ ad engenders a considerable need for modification utilizing rational appeals. Given
the high price-‐point of the product, more rational appeals must be incorporated to greater persuade audiences of the products attributes and benefits, and ultimately, value. Additionally,
the target market of the campaign must be highlighted to a greater extent.
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Target Market/ Marketing Environment
Customer Characteristics Variables Information Region • Metropolitan Areas
• Brisbane, Sydney, Melbourne, Perth, Adelaide, Canberra
Geographic
Density • Urban and suburban
Gender • Male & Female • ABS (2014) revealed that Australian adults
spend an average of 13 hours a week watching TV
• TNW (2012) revealed that 75% of women identify themselves as the primary shopper in their household
• Males spend an additional 45 minutes per week playing video games (ABS, 2014).
• Female consumers account for in 10 small appliance purchases amongst Samsung’s advertised products (Greene, 2005).
Age 18-45 years Ethnicity Applicable to all ethnic backgrounds Life Stage Young single, young couples, young parents,
business men and women, middle-aged, retired Birth Era • Gen X (1960s – 1980s)
• Gen Y (1980s – 2000s)
Household Size 1 resident and above
Demographic
Marital Status Married/Single
Income • Consumers that belong to a higher income
bracket or have larger disposable incomes (75,000 +) due to a price range of between $4’199 to $9’999 depending on the size of the model (Simpson, 2013).
Education • Ownership of television sets does not discriminate in terms of education or occupation with 99 percent of Australian households having at least one television
• Average being 2.2 per household (Swift, 2012).
Socioeconomic
Occupation • Australia has a high level of socio-economic development, and due to this, has a mass market available for luxury items such as
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cars, air-conditioning, household gadgets, etc.
• White collar professional
Personality • Autonomous, extroverts, ambitious
Values • Innovators/Achievers • Embrace change and new technology • Socially aware, always searching for
something new and different, take on new products.
Psychographic
Lifestyles • Career orientated men and women/ individuals who seek high quality entertainment systems
Usage/Behaviour • Targeting low, medium and heavy television viewers
• Using television for either entertainment or educational purposes
• According to the Australian Bureau of Statistics, viewers spend almost three hours a day (179 minutes) on average watching television
• High involvement, maximum effort; comparison
Benefits Sought • Consumers expect Samsung to provide them with a high quality television that is easy to use and does what it says it does e.g. Motion sensor, voice control, built in apps, internet capabilities.
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PEST Analysis
The PEST analysis (seen below) discusses the marketing environment in which the Samsung SMART TV will be sold, including political, environmental, social, technological settings that affect
consumer behaviour within the television industry.
Political • Industry recorded moderate growth following the
Global Financial Crisis
• Predicted industry profit is expected to increase to 8.3% in the next 5 years, up from 8.1%
• Weak global economy has led to consumer’s
limited disposable income
Economical • The industry is currently in the decline stage of the industry life cycle
• Industry has recorded 0.7% growth since last financial year
Social • Industry under pressure to innovate new TV’s with greater capabilities
• Consumers are looking to achieve a multiple number of things upon TV’s
Technological • The level of technological change within the industry is low
• Industry assistance is low and the trend is decreasing
Competitors • The industry has low concentration, with five main
players accounting for 43.8% of the market • Competitors include Electrolux Home Products, LG
Electronics, Panasonic Australia and Fisher and
Paykel Appliances • Samsung holds the largest share of the marketing
with 10.8%
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Campaign Objectives
• Inform 50% of the specified target market about Samsung’s new Smart TV range
• Generate awareness and garner attention for Samsung’s Smart TV through an
integrated marketing campaign – primarily via the television commercial (TVC), YouTube advertising and Interactive billboards
• Increase Samsung’s online presence through social media, YouTube advertising and a
specialized Smart TV microsite
• Reach at least two exposure frequencies within the target market
• Increase preference for Samsung branded Smart TVs in the Smart TV product category
• Increase sales of Samsung Smart TV range by 10% by the conclusion of the campaign to
be measured against Australian sales during the same period a year prior
The communication objectives formulated for this campaign primarily address the cognitive and affective levels of the hierarchy of effects model, with the ultimate objective to stimulate
increased sales (conative response). To ensure awareness and knowledge is achieved for the target market, heavy traditional and online advertising/tools will be implemented. Because
consumers are exposed to a myriad of adverts on a daily basis and may experience noise when interpreting them, the agency places importance on target consumers having been exposed at
least twice to stimulus from the campaign to ensure awareness and knowledge (by providing information via retailers and the Internet). Furthermore, the campaign aims to increase a brand
preference for Samsung through the advertising and marketing efforts of the campaign, and at a broader level, the combination of push and pull strategies proposed.
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Creative Strategy
Major Selling Idea The campaign’s major selling idea involves a clear focus on Samsung as market leaders, who are
continuing to distribute innovative products, which create new ways for consumers to interact with their products. Samsung differentiate themselves from competitors based on their
pioneering, entertaining and interactive brand image. Although the Samsung Smart TV does not have a unique selling proposition as competitors can replicate the functionality of the TV, they
are the first electronics company to have developed this type of product.
Positioning Positioning refers to the notion of how a consumer perceives a particular product or brand over
competitors (Belch & Belch, 2012). Being an internationally recognized brand, Samsung already contains a large identification rate within the target market, meaning that many customers may
already have a preconceived idea about Samsung as a brand. This could be either an opportunity or a threat to Samsung, depending on each individual’s previous experiences with their products.
However, this can leave room for Samsung to position the Smart TV as a reliable and functional luxury option for television. To achieve this outcome, it is vital for Samsung to use demonstration
and a rational appeal through all types of advertisements, defining the benefits of the Smart TV and why it is worth its high price point. The Smart interactivity and Internet connection options
offered by the Smart TV provide ease of use and a point of difference of smart interactivity, presenting the quality of the product as superior to competitors.
Campaign Theme
The overall campaign theme is “where will Samsung’s Smart TV take you?” which urges consumers to imagine the experiences they could encompass with a Samsung Smart TV and how
it could benefit their everyday life. The campaign encourages consumers to interact with the product, physically, mentally and emotionally. Through the use of demonstration and
information within the advertisements, Samsung will appeal rationally to the target market, also appealing to their emotions through clearly presenting the ‘wow’ factor of smart interactivity
exhibited by the Smart TV.
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Creative Channels
A diverse mix of advertising and marketing channels has been proposed to ensure the success of this campaign. Each serves to reinforce the key creative concept, and to integrate seamlessly
with one another to effectively communicate to consumers.
Television
Objectives:
1. To reach 40% of the target audience within the campaign period
2. To drive 20% of commercial viewers to the Samsung website within the first month of
airing
Advantages & Limitations:
Television has numerous advantages over different media vehicles. These include: creativity and impact, coverage and cost effectiveness, captivity and attention, as well as selectivity and
flexibility. In regard to creativity and impact it provides users with the ability to see and hear stimulus, while other media vehicles cannot. It will allow for Samsung to positively convey its
brand, product and personality through an advertisement that contains compelling imagery and sounds. Coverage and cost effectiveness is another major advantage that television provides as it
has the ability to reach larger audiences at a lower cost. In terms of captivity and attention, advertisements are generally hard to avoid, as they are quite intrusive, so many may tend to
watch the advertisements that are on during the break. Lastly, selectivity and flexibility allows for Samsung to target and reach niche audiences that have a specific demographic, as they tend to
relate to different programs throughout different channels that are on during different time of day.
Despite its benefits, television does also have limitations. It may be cost effective but the cost of
actually producing a television commercial or advertisement is quite expensive, particularly during prime time and on the most popular TV networks. This may hinder the ability of small
businesses being able to compete with larger businesses when it comes to gaining exposure and market share.
Fleeting is another limitation of television as commercials are generally only 30 seconds long,
which minimises the amount of time a viewer has to understand the message. This may also generally result in another disadvantage known as Clutter, meaning the shorter advertisements
are, the more there will be. This is more likely to annoy or irritate consumers, as well as affect their ability to remember an advertisement and its intended message. Samsung will need to
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overcome this issue of clutter by making ads that are more vibrant, compelling and appealing to the emotions of consumers. Lastly, another disadvantage of television is the limited attention of
viewers. This is due to the fact that viewers may tend to zone out, pay attention to other forms of media, skip through channels, fast forward a program, or even stop watching the television
completely.
Creative Approach:
The television commercial concept for Samsung makes use of demonstration and information
throughout to illustrate valid selling points as to why the Smart TV is worth the high price point. The main focus of the commercial is to emphasise the campaign theme and major selling idea, in
order to position the target market based on user experience and how they can interact with the Smart TV. The campaign theme revolves around the slogan “where will Samsung’s Smart TV take
you?” which implies the product’s point of difference of innovative technology. The TVC encompasses this notion as it highlights the product’s key features and benefits through the use
of an interactive display, which ties in with outdoor ambient advertising to also be employed.
According to the Foote Cone & Belding Grid, the informational strategy is for highly involving products where rational thinking and economic considerations prevail (Belch & Belch, 2012). The
informational approach of the TVC allows to consumers to respond to the delivered message using a learn, feel, do method. Because of the high price point of the Smart TV, consumers are
generally highly involved with the product when making purchase decisions, which is why the TVC must include demonstration and information for a rational appeal. A further breakdown of
the TVC concept is provided under the storyboard content.
Media Placement:
As the Samsung brand is quite dominant and possesses strong market share, it should continue
to promote its advertisements during prime time television being 6-‐9pm, whilst on the most popular free to air television networks in Australia which are Channel 7 and 9 (Knox, 2014). By
continuing on with this strategy, it will allow for Samsung to maintain its superiority while other brands may struggle to compete. This will also enable the brand to successfully reach larger
audiences, particularly its desired target market of 18-‐45 year old men and women. The ads that are promoted during this time are more likely to generate success as 18-‐45 year olds have been
found to watch in excess of 15 hours per week (IbisWorld, 2013). This highlights how effective television commercials can be when it comes to gaining maximum exposure, coverage and
awareness.
It is recommended that Samsung try to align the promotion of their advertisements during the time of the most popular and viewed shows to ensure they gain maximum exposure, coverage
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and awareness. Currently, the two most popular and viewed shows in Australia are ‘My Kitchen Rules’ and ‘The Block’ which are both run on the most popular free to air television networks in
Australia during prime time (Yahoo, 2014). Both television shows start at 7.30pm and finish at 8.50pm, meaning Samsung should try to situate its advertisements in the ad break period of this
timeslot (Yahoo, 2014).
Situating advertisements during the ad break period of shows such as ‘My Kitchen Rules’ and ‘The Block’ will ensure Samsung is able to fully reap the rewards of promoting and advertising
through television. An advertising campaign of 2 months should be implemented to ensure consumers are more exposed to the brand and are more likely to recall stimulus.
Measurement:
• To determine the effectiveness of the TVC, it is important for Samsung to measure the
ad’s reach within the target market, to ensure objectives are achieved. Audience measurement company Nielsen provides a comprehensive picture of the times, places
and methods your consumers are using to connect with content and advertising (Nielsen, 2014). It is important to measure the rating of the program the advertisement
is run in between, the number of times per week the ad is run and how many hits the website and social media platforms receive during and around air time.
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Outdoor
Objectives:
1. To generate hype and increase engagement with the interactive display by 30% within
the first six weeks of installment
2. To increase awareness about the features and benefits of the Smart TV by 20% within
the first month of implementing billboard advertisements
Advantages & Limitations:
Outdoor advertising offers a considerable number of advantages for an organisation. which
includes wide coverage of local markets, viewing frequency and geographic flexibility. In regard
to coverage of local markets, Outdoor advertising enables a brand to gain large exposure within a
local space. Outdoor advertising enables the ability to advertise over a twenty-‐four hour period,
seven days a week, ensuring maximum exposure for the Samsung brand. Another advantage of
outdoor advertising is that of viewing frequency, as billboards and bus shelter ads are displayed
for longer purchase cycles, such as 30-‐day periods, therefore consumers will be exposed to the
ad more than once, resulting in high levels of viewing frequency. The geographic flexibility of
Outdoor ads is that they can be positioned anywhere. When advertising locally, Outdoor can
target specific geographic and demographic segments therefore Samsung can tailor their ads to a
specific target audience.
In terms of disadvantages, Outdoor advertising may attribute to significant levels of waste
coverage, where bus shelter advertisements and billboards may not appeal to specific segments
of the market, as it is not likely that everyone driving or walking past this signage is apart of
Samsung’s target audience. Another limitation of Outdoor is the capabilities of the message of
the ad, for example, individuals may pass billboards whilst driving at high speeds, therefore the
exposure to these individuals is short and ineffective. Another major factor of Outdoor is wear
out. Due to the high frequency rates, outdoor advertising may attribute to quick wear out.
Individuals within society may become tired of seeing the same ad over an extended period.
Finally, it may be difficult to measure how many people are being exposed to Outdoor ads such
as billboards.
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Creative Approach:
Outdoor advertising plays an essential role in allowing marketers to reach the increasingly elusive
and mobile consumer (Wilson & Till, 2011). While majority of consumers are busy and on-‐the-‐go
in their everyday lives, outdoor advertising is able to achieve a wide coverage of local markets
twenty-‐four hours, seven days a week. Outdoor allows companies to remain innovative in their
advertisements through the use of technology, which are generally produced in a timely manner
(Belch & Belch, 2012).
Ambient
Ambient advertising is the placement of advertising in unusual and unexpected places, often
using unconventional methods (Luxton, 2000). Innovation and novelty are key themes of
ambient advertising as it attempts to surpass mainstream advertising methods through its ability
to engage consumers and promptly generate awareness (Luxton, 2000). It is proposed that
Samsung produce a real life interactive display, very similar to the TVC concept, where
consumers can actually interact with the Smart TV in random places around busy metropolitan
areas. These areas could include bus stops, train stations or even in the side of the wall in busy
walkway areas (see Appendix 4).
The ambient advertisement will appeal to consumers rationally and emotionally. Consumers are
able to trial the Smart TV’s motion sensor and voice command capabilities, demonstrating its
features, benefits, efficiency and performance (Belch & Belch, 2012) providing a rational appeal.
However, as the interactive display uses demonstration to engage consumers, it offers them a
sense of excitement and entertainment appealing to the consumers’ emotions, as Samsung
present an innovative way for them to experience the product’s quality. Consumer purchase
decisions are often made on the basis of both emotional and rational motives, as they determine
how functional the product is in conjunction with how they feeling towards the brand or product
(Belch & Belch, 2012).
Billboards
The use of billboards is another effective advertising method, as it creates visual impact from the
size of the advertisement thus spreading brand awareness (Taylor et al, 2006). For Samsung’s
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implementation of billboards, we have followed Blasko’s (1985) five main principles of effective
billboard advertising. These include short copy (eight or less words), simple background, product
identification, simple message (single message delivered), and creative (use of clever phrase or
illustration (Blasko in Taylor et al, 2006). As show in appendix (see Appendix 3), Samsung’s
billboard ad will use a black background, foregrounding an image of the Smart TV with a floating
hand displaying the motion sensor interactivity, and white text reading the company’s tagline:
where will Samsung’s Smart TV take you? This concept applies demonstration to illustrate the
overall campaign message, and appeals to consumers’ rational senses.
Evidently, the message source is neither direct nor indirect, using the organisation to
communicate the message (Belch & Belch, 2012). Therefore, the credibility and trustworthiness
of the message delivered is dependent upon how the target market perceives the Samsung
brand. The way consumers interpret the message of Samsung’s inimitable smart interactivity,
delivered through the use of billboards, can be influenced by the context or environment in
which the ad appears (Belch & Belch, 2012). Thus upon implementation, it is essential that close
attention is paid to media placement.
Media Placement:
As Samsung is the market leader in household appliances and electronics, it is recommended
that they utilise Outdoor advertising to remain at the forefront of the consumers mind, and to
potentially increase their market share. Furthermore, Samsung should place their transit
advertisements within close proximity to another, exposing their audience to the brand a
number of times to ensure brand and product recognition, ultimately resulting in an increase in
the reach and the frequency of the ad (Belch & Belch, 2012). Moreover, it is essential that
Samsung expose their advertisements to a large target audience, therefore outdoor ads should
be positioned around Australia in the five major capital cities (see target market). According to
IBIS World, NSW is the largest purchaser of TV’s within Australia at 38.8%. It is then
recommended that Samsung advertise heavily within the Sydney market, predominantly within
the city and with billboards positioned around the Sydney airport, with 36 million passengers
processed annually within the area, therefore allowing for considerable ad exposure (Air Services
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Australia, 2013). Although advertising such as this may be costly, it will ensure high levels of
brand exposure.
Measurement:
As measuring the reach and effectiveness of outdoor advertising can be difficult, it is
recommended that Samsung use MOVE (Measurement of Outdoor Visibility and Exposure) to
enhance the standard measurement of target audiences through examination of Opportunity To
See (OTS). Additionally, MOVE report the active audiences through Likelihood To See (LTS), which
is a quantitative measure enabling them to account for the traditional passive audience
interaction (OMA, 2013).
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Sales Promotion
Objectives:
• Have at least 15 major retailers showcase the Samsung Smart TV in their direct mail/
email catalogues
• Ensure staff training at every major retailer for the Smart TV for effective demonstration
and product knowledge
• Increase of Samsung Smart TVs sold in all retailers to 40% of all Smart TVs purchased per
store
Advantages & Limitations:
Sales Promotion is essential in increasing brand loyalty, promotional sensitivity and brand
proliferation for Samsung. The advantages of Samsung’s sales promotion channel is that a
promotional activities can break through the clutter that is prevalent in most media today,
gaining the attention of consumers who respond favourably to such incentives (Belch & Belch,
2012).
Sales Promotion activities that communicate the distinct brand attributes of Samsung, and
contribute to the reinforcement of the brands identity will encourage greater brand loyalty
through consumer franchise building promotions (Belch & Belch, 2012). This is essential in
making consumers aware of the brand and its specific features and benefits, which contribute to
a favourable brand image (Belch & Belch, 2012). Sales promotion including trade allowances and
point of purchase displays, along with product demonstrations are effective ways to market to
the specified target market based on geographic, demographic and psychographic factors.
Furthermore, trade allowances offer retailers the opportunity to buy stock at a discounted price,
in trade for promoting the manufacturers goods. The promotion is designed to generate greater
consumer awareness and give the manufacturer of the product the ability to display their
product in greater numbers or with greater promotional content in store.
Limitations to using Sales Promotion are that they can detract attention from the product and
become the dominant focus. Another issue is that competitors may copy it, lowering profit
margins for each firm and making it difficult to hop off the promotional bandwagon (Belch &
Belch, 2012).
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Media Placement:
Consumer Oriented-‐
Demonstrations
To enhance understanding of the TV’s technology and drive awareness in the retail setting, in-‐
store demonstrations will be provided through sales staff at retailers where the Samsung Smart
TV is stocked. In-‐store demonstrations serves to convince customers of the genuine quality the
product boasts, and appeals to rational customers who may need additional convincing for such
a luxury, high involvement product.
POS Displays
Point-‐of-‐purchase displays in electronics stores will attribute to product exposure and lead to
further sales, through the likes of trade allowances with stores such as JB-‐Hi-‐Fi, Harvey Norman
and other major electronics retailers.
These will be glossy, cardboard pieces that frame the Samsung Smart TV’s on display. Text
contained on these displays will be brief and inform individuals of the TV’s specific features.
Trade-‐oriented-‐
Trade allowances recognize the growing importance and power of retailers. Retailers such as
Harvey Norman and JB Hi-‐Fi are nation-‐wide retailers that have loyal customer bases. Samsung
will allocate a recommended amount of $10’000 per major retail stockiest for these companies
to then include Samsung Smart TV range as part of their promotional/advertising materials.
Measurement:
• Calculate the number of trade promotion agreements have been made, particularly the
inclusion of retailers promotional marketing materials
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• Refer to sales made at the same time period last year compared to this year in retail
outlets where sales promotion has occurred and evaluate is there is a difference in the
number or value of sales made by campaign end. Given staff training is hard to measure
unless secret shoppers are employed, it is hoped this additional training will reflect in
increased sales figures also.
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Objectives:
• Run a full page colour print advertisement in The Weekend Australian newspaper
consecutively at the same time of the TVC scheduling
• Run full page colour print advertisements in National Geographic, Time Magazine and
Vogue Living
• Drive 10% of print ad viewers to the Smart TV microsite and Facebook through calls to
action included in the copy of the advertisement
Advantages & Limitations:
Print advertising is also another media vehicle that provides numerous advantages. The biggest
advantage that print advertising provides is selectivity. This allows for Samsung to ensure the
content advertised within print media such as magazines, is more likely to be read by its intended
target audience. Reproduction quality is another benefit with print advertising, as marketers can
generally engage their target audience with unique and compelling imagery and designs. Print
media also allows creative flexibility as there is no restrictions or limitations with its advertising.
It also provides consumers with the ability to store print media such as magazines for quite some
time, and to read it as many times as possible. This will allow for Samsung to repeatedly have an
advertisement of its brand to its consumers, which could increase the likelihood of them being
able to remember the message.
Print also does have multiple disadvantages in comparison to other media vehicles. One of its
main limitations is the high cost associated with providing advertisements within popular
magazines, as it is quite competitive and expensive to get an advertisement placed in a magazine
that has mass circulation. If other media vehicles are not used in conjunction with print media,
Samsung may find it very difficult to reach its desired target audience. Print media also
experiences the issue of clutter, as there are many magazines that contain an abundance of
advertisements, making it harder for the brand to distinguish itself from others. Long lead-‐time is
also another major issue with print advertising as it takes quite a while for a magazine to be
released which may cause a huge delay in all marketing efforts. Samsung would have to be highly
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organised to overcome this issue by ensuring the magazine publication date fits in with the
requirements of the marketing campaign.
Creative Approach:
Samsung’s print advertisements will attract audiences with high quality image, and clear, concise
copy alongside the slogan “Where will Samsung’s Smart TV take you?”. The main focus of the ad
will be the product itself occupying most of the ad space with a hand placed in front of the
screen, foregrounding the TV’s motion sensor technology. The ad execution has been created in
a minimalist fashion (see Appendix 1 for Print ad mock-‐up) in order to clearly convey to
audiences the attributes and benefits of the Samsung Smart TV.
The advertisement is deeply rooted in rational appeals, seeking to convey the product’s features,
however it attempts to include elements of emotional appeals with the use of large images and
personal states. The slogan itself exemplifies emotive language, asking the audience to envisage
worlds they may immerse themselves in through use/potential use of a Samsung Smart TV.
Samsung’s print advertisement execution style is again rationally based, with a combination of
straight-‐sell and demonstration techniques.
Media Placement:
Print media is also another media vehicle that can align well with the strategy of an IMC
campaign, particularly magazines and newspapers. They tend to vary when it comes to the
intended audience and its specific demographics, psychographics, geographic, socio-‐economics
and use or behaviour. However, they can be used effectively to reach its desired target market
through different magazines that their consumers may be interested in. As the target market of
Samsung is of relatively higher education and income, the advertisements should be situated in
magazines such as: The Weekend Australian, Time magazine, National Geographic, and Harpers
Bazaars.
The Australian is a globally recognised brand that is a leader in media innovation that caters to
the needs of the countries influential and educated audience (News Corp Australia, 2014). As this
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newspaper is catered towards a more educated audience with a higher disposable income, it
would be most suitable to advertise through this publication, particularly through its weekend
edition. The total readership of The Weekend Australian is over 700,000 and is mostly read by
25-‐45 year olds which reinforces how effective the print media vehicle can be when it comes to
generating exposure, awareness and coverage of the brand (News Corp Australia, 2014).
Time magazine is currently one of the largest magazines in the world, as it engages more than
138 million consumers in the world with print and online media each month (Time Inc, 2013). It
has released some of the biggest and most viewed news stories within the last decade, and is
tailored towards more educated and audiences of higher income (Time Inc, 2013). Furthermore,
Time Magazine will be highly effective with advertising and promoting its brand to its intended
target audience, as 20-‐35 year olds mostly read it.
National Geographic is also another magazine that caters its content toward higher educated
audiences with higher disposable income, as it is one of the largest non-‐profit scientific and
educational institutions in the world (National Geographic Society, 2014). It is read mostly by 25-‐
40 year olds and would also help Samsung advertise and promote to its intended target market.
Finally, ads will be placed in the Australian publication, Vogue Living. This niche magazine
predominantly covers art, architecture and interior design, and is linked to the prestigious
women’s fashion magazine, Vogue. News Corp Australia (2014) states, “Australia’s leading
decorating and design magazine, Vogue Living claims an enviable position at the top end of the
magazine market, while maintaining an accessible and engaging approach. Vogue Living appeals
to a sophisticated, cultured and educated audience”. Furthermore, Media Works (2012) statistics
show that the readership profile of the publication consists of over 79% female readers, 48%
aged 25-‐49 year old, and 68% work full time (of which 30% are professionals or managers). This
suggests Vogue Living is suitable as an advertising medium as it meets the campaign’s target
market and is relevant contextually.
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Measurement:
• Given exact magazine sales are hard to identify, the circulation figure per publication
will be used as a guide as to how many people saw the magazine ad in the chosen
publications
• The readership and circulation figures of The Weekend Australian will be used to
calculate how many newspaper ad impressions were generated. As at 29/3/2014 these
figures are 713,000 and 242,158 respectively (News Corp Australia, 2014).
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Online
Objectives:
• Generate 6’000 unique full views of the advertisement on YouTube
• Generate 10’000 ad impressions through banner ads
• Gain an additional 2’000 likes on Samsung’s Facebook page by conclusion of campaign
• Gain 5’000 unique views on the microsite by campaign end
Advantages & Limitations:
The Internet is another media vehicle that has multiple advantages. It provides the ability to
reach a larger audience and reach a specific target market a lot more effectively. This enables
Samsung to tailor its messages to different consumers within a target market. The interactive
capabilities of the Internet will allow for Samsung to have two-‐way communication with its
desired target audience. For example, consumers can ask questions about the brand’s products
or services and engage and get involved with competitions on social media. The use of social
media will also allow Samsung to regularly update their page by constantly uploading any new
photos and videos, which can relate to the advantage of exposure and speed. This will ultimately
enable Samsung to decide what of their brand is exposed to the public, as well as when.
Creativity is also another major advantage of the Internet, as target audiences can be reached
and communicated through different and unique ways. For example, consumers can be reached
through all channels of social media, smartphone applications, email and many other ways. This
will ultimately allow for consumers to generate a lot more awareness and interest of the
Samsung brand.
The Internet does also have its limitations. Its most obvious and significant issue is the
abundance of clutter. It is ubiquitous which means Samsung must ensure the promotion of its
brand through the Internet is a lot more compelling and unique to ensure it can distinguish itself
from other brands advertisements. As there is already a significant amount of clutter on the
Internet, there is always the possibility of advertisements irritating consumers, which could deter
them from the brand. Measurement problems are also another limitation of the Internet, as the
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efforts of any online marketing campaigns may not always show accurate results. For example, it
may not always be completely accurate how successful an online marketing campaign is when it
comes to generating exposure and engagement. Samsung must ensure it utilises various Internet
marketing tactics to ensure the brand is not lost amongst the others, and is able to generate high
exposure with its intended target market.
Creative Approach:
YouTube
The TVC spot will also run on YouTube as an In-‐stream ad (video ads played before a selected
video commences) and In-‐search ad where the ad is displayed at the top or to the right of
YouTube search results. Because YouTube allows clients to target specific topics, geographies,
and demographics, placement will be targeted toward males and females aged 18-‐45 years
within Australia. A call to action overlay will appear over the ad linking to the microsite.
Banner Ads
Rich media banner ads will be utilized and displayed on specific website such as The Australia,
and Sydney Morning Herald. A rich media banner as is far more interactive than text banner ads
and can elicit more excitement. The banner will be expandable and upon expansion will play a
condensed version of the TVC. The banner ad will look like the screen of the Samsung TV and as a
user hovers their mouse over the ad the mouse will appear as a hand (simulating the experience
of using the Smart TV) where they can choose to continue to the microsite or replay the video.
To ensure engagement on social media platforms such as Facebook regular posts must be made
throughout the entire campaign. Content must be created or sourced and must have relevance
to the brand. Bunskock (2013) suggests posts must be mixed i.e. through photo posts, shout-‐
outs, questions, quotes, fill-‐in-‐the-‐blank, hash tags, and gathering votes.
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Microsite
The microsite will maintain the corporate look, colours, and imagery of Samsung however, will be
solely devoted to the Samsung Smart TV range. It will provide a store locator for Samsung TV
stockists, information on the TV models, and links to the Facebook page. It will also give an
option for visitors to subscribe to Samsung news, thus collecting a database, which can be used
for future direct mail marketing.
Media Placement:
There are various ways that the Internet can be utilised to ensure the advertisements of
Samsung are able to effectively reach large audiences, particularly its desired target market. This
can include: social media, YouTube advertisements, and microsites.
Social media can include popular social networking sites such as Facebook and Twitter. These
social networks allow the brand to communicate with its target audience and consumers, to
create and form relationships that may encourage engagement, as well as brand loyalty.
Approximately 49.9% of the total Australian Population is signed up to Facebook and Twitter,
which is a significant portion (Cowling, 2013). This highlights just how important social media is
when implementing advertisements and promotion through the Internet, as half the country is
signed up to a social media network. The use of social media will enable Samsung to engage with
its audience on a larger scale through different tactics such as competitions, polls, as well as
effective use of imagery and videos. Social networks will allow advertisements and promotions to
communicate its intended message at a more personal level, and has the power to influence
consumers significantly by generating word-‐of-‐mouth throughout the online environment.
Banner advertisements can also effectively generate exposure, awareness and excitement about
the brand, as it will allow Samsung to advertise on popular websites that attract high volumes of
online users such as YouTube, Sydney Morning Herald, and ESPN. This will enable the brand to
successfully promote its intended message to mass audiences that are relevant to the positioning
implemented by Samsung. This sort of advertising is usually not considered as effective but is
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very important as the typical Internet user is served and exposed to at least 1,707 banner ads per
month (Morrissey, 2013). To avoid being neglected, Samsung must use imagery throughout
banner advertisement that appeals to the emotions of the consumers, which will encourage
consumers to become engaged with the brand. Banner advertisements can be highly effective in
conjunction with other forms of Internet advertisements and promotions, as they can be used to
promote special offers, competitions, as well as the product itself.
Lastly, microsites are smaller sites that consist of fewer pages, usually around 5-‐10, which are
used for short-‐term purposes such as campaigns and competitions (Miletsky, 2009). A microsite
will be created for a competition, which will allow for Samsung to provide consumers with
information about the competition, prizes, as well as the rules and guidelines. The use of a
microsite will enable Samsung to overcome the issue of a overcrowded website, which could
prevent customers getting irritated about the bombardment of information and imagery. It will
also allow for consumers to have a more simple experience when visiting the website, as the
microsite will ultimately allow for consumers to be more focused on the competition instead of
the brand as a whole. The messages, imagery and design of the microsite will prompt call to
action effectively, by encouraging more engagement and participation. Furthermore, the use of a
microsite will enable Samsung to direct traffic to specific information about a campaign or
competition without overcrowding their main website.
Measurement:
• YouTube provides analytics for ads, thus it can be exactly calculated how many people
have watched or seen the ad. Samsung will also only pay for the number of ads that
have been watched in its entirety
• Increased number of likes on Facebook since commencement of campaign
• The number of unique visits accrued to the microsite
• Click-‐through-‐rate (CTR) from YouTube and banner ads to the microsite
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Implementation & Scheduling
This media-‐planning schedule that has been implemented will consist of continual, pulsing and
flighting methods. As the campaign will be predominantly run during the holiday period, it would
be most appropriate to run advertisements through various channels during different time
periods. This is a seasonal campaign that will be run over the course of 6 months, as it will run
from the start of October, until the end of March.
October November December January February March
TV
Magazine
Newspaper
Internet
Social Media
Microsite
Banner ads
Outdoor
Billboards
Ambient
Sales promotion
In-‐store
advertising
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Rationalisation for Campaign
Although each of the suggested channels within the recommended IMC campaign consists of
advantages and limitations, the advantages clearly outweigh the limitations.
Television and magazines may have certain limitations such as clutter and high costs, but they
are compensated by advantages such as exposure and selectivity. The advantages of sales
promotion such as low costs also offset the disadvantages of television and magazines. The
ability to provide specialised selectivity within print media also overcomes the issue of limited
sensitivity throughout television.
The creative advertising and promotion that is generally implemented through sales promotion
and outdoor channels may also be a disadvantage, as it may distract consumers and affect their
ability to understand the intended message. However, TV and print advertisements overcome
this disadvantage by including advertising and promotional messages that are more focused and
specific on the actual product or service and its attributes. It can be seen that wasted coverage is
one of the major disadvantages of utilising outdoor as a main media channel. This is due to the
fact that these advertisements are tailored towards specific audiences and not everyone that is
exposed to these ads fits in with the intended target market. Television has the ability to surpass
this issue due to its selectivity and frequency.
The Internet is an effective channel that provides numerous advantages, but it is followed by
certain limitations such as limited reach. The use of the Internet continues to increase each year,
but still lacks the ability to reach mass audiences like other mediums such as Outdoor and TV.
81% of drivers on Australian roads are exposed to billboards on key arterials and major
motorways (APN Outdoor, 2013). While primetime television (6-‐9pm) has the ability to captivate
over 71% of Australian homes (Idato, 2013). It can be seen that the advantages of advertising on
mediums such as TV and Outdoor clearly outweigh the disadvantages of marketing and
advertising through the Internet.
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It is also quite difficult to measure the effect of outdoor advertising and promotions, which is
another major disadvantage. However, the Internet is rather successful when it comes to this
issue as online advertising through banner ads, social media and microsites can be easily
assessed through analytics, enabling marketers to know how many people have clicked on the
ads and have been directed to the Samsung website. Magazines can also be measured quite
easily by simply determining the amount of copies that have been sold. Lastly, sales promotion
can be measured by determining the amount of online users that have engaged and got involved
in the interactive online competition through the microsite and social media. Despite having
difficulties in measuring the effectiveness and success of outdoor advertising and promotions,
the other suggested mediums can easily be analysed and measured.
One of the major advantages of implementing advertising and promotions through TV
commercials include the ability to offer sight and sound. However, the issue of fleeting also arises
as audiences are only exposed to television commercials for a short period of time, making it
more difficult to process information and understand the intended message. This issue of
fleeting can be overcome by implementing the creative approach of the campaign throughout
various mediums such as magazines. This form of print media successfully eliminates the issue of
fleeting as one of the main advantages it provides promotional campaigns is its permanence. The
suggested channels are effective when it comes to reaching the intended target market, as they
complement and work well together.
The suggested channels align well with the overall objectives and goals of the Samsung IMC
campaign. Reflecting on the AIDA model of response, the recommended mediums will effectively
increase overall awareness of the brand, as well as sales. Different channels such as television,
print and outdoor allow consumers to successfully reach the cognitive stage of attention through
creative imagery and designs that captivate the intended target audience. The IMC campaign will
also allow the affective stage of interest to be reached through other mediums such as the
Internet, Outdoor, TV, and Print media. The competition and sales promotion of Samsung will
increase the likelihood of consumers getting more involved with the brand and taking action,
which is the last stage of the process.
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Appendices
Appendix 1. Print Advertisement example
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Appendix 2. Ad Storyboard
Where will Samsung’s Smart TV take you?
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Storyboard Outline
The setting for the TVC concept is in a busy train station in a metropolitan area, where an
interactive display has been placed to attract consumer engagement and entertainment. Not
only does the TVC apply a rational appeal by providing information and demonstration, but also
appeals to the target market’s emotions by creating a sense of fun and amusement to evoke joy
and a positive outlook on the product within consumers minds.
Shot 1: Man 1 & Woman 1 enter the train platform
Shot 2: Man 1 identifies interactive display
Shot 3: Smart TV provides instructions for consumers of how to interact with the product
Shot 4: Woman 1 responds to instructions and gestures her hand in an upward motion, turning
the TV volume up to reveal a catchy tune playing
Shot 5: Man 1 also responds to instructions and swipes his hand across his body to change to
another music channel. Other train-‐goers are watching what is happening.
Shot 6: Man 1, Woman 1 and on looking crowd display excited, inquisitive and astounded
expressions as they chat amongst themselves about how impressed they are with the Smart TV
Shot 7: The shot focuses again on the Smart TV, providing information about the features and
benefits of the TV. A voice over is heard relaying the information displayed on the TV.
Shot 8: The TVC concludes with the company logo and campaign slogan, with the voice over
communicating the slogan.
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Appendix 3. Billboard example
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Appendix 4. Outdoor example
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