Tvc Campaign Analysis of a Personality Grooming Service
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[pic 1]Executive SummaryThe report deals with an analysis of an ad campaign especially TVC of a new company naming “ESPRIT”. The report starts with the introduction of the company, which provides different types of grooming service on personality development and etiquettes. It also includes the target market and BDI, CDI calculations of the target audience. In addition, the justifications of choosing the brand name, logo, tagline slogan, promise and personality are also described. It also illustrates the IMC tools, objectives; positioning, major selling ideas are with proper justifications. The report also contains execution styles for the ad and decision making process for consuming the service. Another important part of the report belongs to the budgeting part that includes media budget and production budget for campaign with a proper conclusion.Table of ContentsIntroduction Products Target Market Brand Development Index (BDI) Category Development Index (CDI) Reference Group Brand Positioning Brand Personality Excitement Competence Sophistication Brand Promise Mission Vision Point of Parity Point of Difference Brand Attributes Promise Statement Brand Name Logo Slogan Tagline Major Selling Ideas Information Source Message Dramatization Humor Factual Message Slice of life Appeals Rational Appeals Feature Competitive Advantages Emotional Appeals Social Appeal Execution Styles Combination SMART Objectives Attitude Changing Strategy Exploring Core Benefits Highlighting Importance of Needs Highlighting Augmented Benefits Highlighting Augmented Benefits Compared to Competitors
Integrated Marketing Communications Tools Integrated Marketing Communications Objectives Traditional Response Process (Innovation Adaption Model) Awareness Interest Evaluation Trial Media Objectives Media Mix Chart Coverage Locations Scheduling Reach Gross Rating Point (GRP) Target Rating Point (TRP) Budget Production Budget Media Budget (Actual Cost and Relative Cost) Television Media Advertisement Radio Media Advertisement Print Media Advertisement Digital and Support Media Advertisement Total Campaign Budget Most effective media vehicles Television Advertisement Radio Advertisement Newspaper Advertisement Conclusion References Appendix IntroductionCommunication is the threshold of entering into a competitive corporate world. Whoever has lacks in that particular category then ESPRIT can be their perfect solution and best option. ESPRIT is a kind of personality grooming institution, run various programs that generally prepare individuals to lead the world with utmost dignity and full confidence. ESPRIT gives their best to bring out the best in a person. It provides services for self-development, social and interpersonal skills, etiquette and manners to make one’s appearance more appealing. The aim of this course is to provide students with an understanding of personal grooming and practice of finding out their inner beauties. People will develop introductory knowledge of life management, adjustment, behavioral and practical skills to face any kind of situations.