Essay About Xenical Aims And Ab Males

Xenical for Men Advertising Strategy
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Xenical
Concept Statement
Headline
Lose Weight. Gain life.
Accepted Consumer Belief
To lose and/or maintain weight, one needs to dedicate a lot of time, energy and effort. For
working men, it is almost impossible to find this time without compromising time for their
work, family and leisure.
Benefit
Xenical aims to provide a more convenient alternative to rigorous exercise
Reason to Believe
Xenical helps prevent roughly 30% of dietary fat from being absorbed, which is 3-6 kgs
mor ethan someone who is not taking Xenical.
Xenical. Lose weight. Gain life
AD BRIEF
I. Title- Flashback
II. Definition of Target Market
-For AB males, 30-40 years who lead very busy lifestyles revolving around family and work
yet want to stay fit/maintain a fit body but no longer have the time to exercise.
III. Advertising Objective
Advertising will mainly focus on capture new users of AB males and convince target market
of benefits of Xenical which is also for maintenance and not just for weight loss
IV. Consumer Insight
“I want to maintain my fit physique from my youth, but as I grow older and as I gain more
responsibilities in work and in my family , I become too busy for exercise.”
V. Copy Strategy
Benefit Statement
Xenical will help you maintain a fit body without the need for painstaking exercise
Reason to Believe
Xenical helps prevent roughly 30% of dietary fat from being absorbed, which is 3-6 kgs
more than someone who is not taking Xenical.
Brand Character
Reliable, like someone whos got your back, taking care of you as you take care of your
responsibilities
VII. Timing/Budget
– Budget of 75 million
Media Plan
Storyboard
Scene 1: Guy 1: What do I do to keep myself fit?
Scene 2: Flashback1= Well I jog 5km everyday,
Scene 3: Flashback 2=Spend 3 hours in the gym,
Scene 4: Flashback3: and play basketball twice a week.
Scene 5: Guy 2: How do I keep myself fit?
Scene 6: Flashback 1: I spend 40 hrs a week working
Scene 7: Flashback 2: My evenings and my weekends go to my family
Scene 8: Guy 2: The rest I leave to Xenical
Scene 9: Introduce Xenical
Xenical- the fat eliminator. It binds with far and eliminates it. Xenical. Lose weight. Gain life.
Scene 10: Guy 1 checking out Guy 2
Strategy
TV Show
ABSCBN
Bandila
Saksi
CNN Your World
Today
ANC News
Subtotal
Plus Production
Total
Program
sched
MTWThF
MTWThF
Frequency/
Months month
54740
144900
Total
13,137,600
17,388,000
MTWThF
MTWThF
15000
15000
3,600,000
3,600,000
37,725,600
3,000,000
40,725,600
The main strategy for TV is that of a continuous one, at least for six months, that is.
The TVC will be shown in 4 different channels, specifically in shows which the group deems
to be the most watched by the products target market of mid30s to mid40s working men.
The group realizes how news is important for