Marketing communication objective assignment

Tone and Style: The tone and style used to communicate the message would be presented in a persuasive, friendly, upbeat manner. This would reflect the personality of Carl’s Jr. restaurants while also helping to further segment the target market based on the response to the tone and style of the ads. Creative Execution: Since we recommend that a fair percent of the advertising be done with tv and radio various techniques can be used to best present Carl’s Jr. benefits to the target audience. Endorsements is a technique that Carl’s Jr. as already used somewhat successfully and could continue to do so by getting endorsements from celebrities that would be easily recognized and accepted by the target audience. This would include Lindsy Lohan, Jessica Alba and Sarah Jessica Parker who could add to the presentation with sexually blatant appeals that could be easily “ confused” with benefits of the product. Such as an ad where one of the above celebrities would mention how they have met someone who gives them everything they want and keeps them satisfied with his “ big…. , thick…. , so large I can barely get both hands on it….. , these references would of course be toward Carl’s Jr. and the size of their new ‘ Six Dollar’ Jalapeno burger. Shaquile O’neal, and Kobe Bryant could also be used to target the segment of customers who may be more influenced by the endorsements of professional athletes and their reference to the amount of meat found in the premier burger. With this type of commercial we would also introduce taglines and slogans to complete the message. For the ad endorsed by an attractive female celebrity the tagline would be “ If we can get her this HOT, imagine what we can do for you. , this would introduce the Jalapeno burger as a spicy meal to consumers who prefer a ‘ kick’ to their food. The slogan used for the entire advertising campaign would be “ We’re new. We’re more. And we can make it HOT. ” Media Plan Objectives: ? Who: male and female consumers between the ages of 18 ??? 25 with an average education level of a high school graduate or higher and a income level of $25000 – $65000. This also includes family consumers who typically consist of married or single parents with 1- 4 stay at home children and roughly $1300 of disposable income that is usually spent at QSR’s.

Common lifestyle characteristics include parents who work full time and who are not always able to prepare a meal for their family, house holds where 3 of the four people in a typical family do not know how to cook, consumers who spend 71% of their time or more outside the house, consumers who spend a majority of their time in busy high traffic districts of the city and teenagers between the age of 15 ??? 19 who work full or part time jobs and or go to school full time.

TV advertisements will consist of conventional national networks (CTV, CBC, Global) and specialty channels, using $4. 9 million to make three, 40 second commercials, purchase a 12 week campaign on Prim Time tv and 16 weeks on specialty channels such as MuchMusic, TSN and Spike. Coverage will be through Network advertising, selective spot advertising and local spot advertising to ensure the best media penetration. The profile-matching strategy will direct which radio station to broadcast our ads on, $540 000 will be spent creating two commercials for a 8 week campaign. 120 000 will be spent on inserts and one ad placed in a broadsheet newspaper selected such as the Globe and Mail and Toronto Star, for a period of 4 days. $580 000 will be spent on three ads placed in 3 General Interest magazines for 3 months such as Readers Digest and Macleans. $960 000 will be spent on backlit outdoor billboards for 4 months. $ 1. 8 million will be spent on exterior kings and interior transit advertising for a period of 8 weeks. $ 125 000 will be spent on internet banner ads that are browsed by the target consumer, such as tsn. om, maxim. com and carsandwheels. com, for a period of 2 months. The entire media plan would be executed in spring as follows, first the tv campaign will be launched, followed by internet and banner ads, then newspaper inserts and ads will be launched with magazine ads, followed by the launch of outdoor billboards and transit ads which will be completed by the radio campaign. Calendar of Events: ? 05/06/06; TV campaign is launched; finishes on 08/05/06 ? 05/21/06; Internet and Banner ads launched; finishes on 07/21/06 ? 6/06/06; Newspaper inserts and ads launched; finishes on 06/10/06 ? 06/06/06; General Interest Magazine ad launch; finishes on 09/06/06 ? 07/01/06; Outdoor Billboards ads launch; finishes on 11/01/06 ? 07/01/06; Transit ads launch; finishes on 09/01/06 ? 07/20/06; Radio ads launch; finishes on 9/20/06 Budget Summary: TV advertisements = $4. 9 million Radio advertisements = $540 000 Newspaper inserts and advertisements = $120 000 General Interest Magazine advertisements = $580 000 Backlit Outdoor Billboards = $960 000

Transit advertisements = $ 1. 8 million Internet Banner advertisements = $ 125 000 Total Cost = $9 025 000 Communication is always one of the most important and vital strategic areas of an organization’s success. You can have the best or most innovative products or services, but if your internal and external communications are weak, then the demand for your products or services raises a personal flag of concern. When communicating the value of your products or services, you want to focus on how they will benefit your clients.

One thing you want to avoid when activating the tools of integrated marketing communication is reaching inappropriate audiences and causing controversy. That could be damaging when trying to build brand awareness and encourage consumer spending with your company. When marketing managers examine the beliefs, emotions and?? behavior?? of their targeted audience towards their brand, they can influence their beliefs to achieve product awareness, by attracting attention to their promotional campaigns.