Presentation Assignment 2

Task: International advertising campaign for the German market to promote the Annapurna and Everst region in the Himalayans in Nepal.

Client: HELIWORLD

Time limit: September- May

Budget: €709.290,-

Competitive regions:

Alaska

Canada

New Zealand

Client Objective: Increase German tourism in Annapurna and Everest region in the Himalayans.

Advertising Objective: Creating awareness

Advertising Strategy: Initial name recognitions and reminder advertising – encourage to make an initial purchase of the product

Age Young, Middle, and Elderly

Gender Male and Female

Education College/ University

Income Medium/ High

Marital status N.A.

Ethic or religious background N.A.

Family life cycle N.A.

Lifestyle Exciting, Trendy, and Adventure

Social class Middle/ Upper

Opinion Opinionated

Activities and interests Sports, skiing, snowboarding

Advertising in Germany Large number of media available Daily newspapers: 23.2 million (36 min.) German households: receive on average 30 channels (3.0

hours a day) Radio stations: 230 (3.5 hours a day) Almost all households equipped with TV & Radio Special interest/ weekly/ monthly magazines German consumes 8 hours 22 minutes of media coverage

daily Argument based style – 60% of the advertisements: actual

facts and reasoned arguments

Hofstede – Cultural Analysis

Low power distance: society de-emphasizes the differences between citizen's power and wealth; equality.

Individualism: individual rights are paramount within the society

Masculinity: assertive and competitive Average/ High uncertainty avoidance: rule-

oriented society; laws, rules, regulations, and controls

Low context: Message can be understood as it stands

Short term orientation: open to change

Positioning:

Exclusivity

Once in a life-time chance

Personal Challenge

Experience

Choosing the most cost-effective media to achieve the necessary coverage, and number of exposures, among the target audience

Magazines Ski Magazin - skiersPlayground Magazine – snowboarders

TelevisionExtreme Sport Channel

Posters Strategic locations Internet/ Web advertising

www.jeremyjones.net banners

Frequency - 5 OTS are needed before any reasonable degree of impact is achieved 20-30 peak transmissionsFlighting - involves intermittent and irregular periods of advertising alternating with shorter periods of no advertising.Advantantages: heavier weight, little waste, unified campaign.

Magazines2 magazines once a month

Television30 weeks of one advertisement during special events

Posterson 300 locations with 1000 flyers each

Internet/ Web advertising195 hours of banners and optimum use of free blogs

Total Budget (September-May) €709.290,-

Magazines CPT: €60,49 OTS 18Frequency: once a monthCosts: €141.165,-

Television OTS 30Frequency: once a week for 30x per year Costs: €480.000,-

PostersCosts: €73.500,-

Internet/ AdvertisementsFrequency: 5 hours per week total of 195 hours in the period

of advertisementCosts: €14.625

Thank you