Life Savers Ad Plan

Life Savers Ad Plan - Our Team Liz Brenna Ian Kaczer Andria...

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Unformatted text preview: Our Team Liz Brenna Ian Kaczer Andria Mynders Amy Jamison Nicole Baker Table of Contents Introduction Executive Summary Overview Situation Analysis Historical Context Industry Analysis Market Analysis Client SWOT Competitor Analysis Objectives Quantitative Benchmarks Time Frame Budgeting Method Amount Strategy Target Market Campaign Strategy Execution Creative Objectives and Strategies Media Plan Integrated Marketing Communications Evaluation Criteria for Success Measurement Methods Marketing Recommendations Executive Summary Life Savers candy comes in over 40 different flavors, but are also surprisingly a low-calorie choice when it comes to satisfying a candy craving. Life Savers was purchased by Wrigley in 2004, and the brand has laid low in the eyes of consumers since the acquisition. Our campaign entitled, Sweeten Up Your Life is designed to revamp the lifesaver image, as well as increase top mind awareness and sales from consumers. Our campaign strategy is designed to update the image of Life Savers candies. Our ads are designed to portray a new attitude for Life Savers, all designed under the idea of Sweetening Up the consumers life. Whether it be to de-stress in this busy world we live in, take a moment for yourself, indulge in adventurous activities, create a more exciting reality for yourself, or just to take the time to add some fun to your daily routine, our campaign will encourage our target audiences to sweeten up their lives with Life Savers candies. Our advertisements will be executed through television, radio, magazines, the internet, and billboards; with the intent of reaching two different target audiences. Our primary target audience consists of fun and outgoing 12- 19 year olds looking for a trendy way to satisfy their sweet tooth. The second target audience consists of health conscious, fun-loving, stressed out 20-27 year olds. Choosing media channels that reach our target audiences will effectively saturate our chosen publics with the message of the Sweeten Up Your Life campaign. The campaign executes a flighting schedule. We have targeted specific times of the year, which include the summer and holiday months, in order to reach our target audiences when candy consumption is at its highest. We designed a budget based on percentage of sales method. We designed our ads for five different types of media. We chose a media mix that best reached the target audiences. Integrated Marketing Communications strategies and guerilla marketing tactics are also incorporated into the plan, to reach our...
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Life Savers Ad Plan - Our Team Liz Brenna Ian Kaczer Andria...

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