Advertising Campaign Example

The customer-oriented, owner-operated handbag business, ItÐŽ¦s In The Bag, is looking for a way to reach the female population of Scioto County, and its surrounding area. The business does little advertising and is looking for was to make possible consumers aware of the benefits of shopping at ItÐŽ¦s In The Bag. The purse boutique carries private-label handbags that are exclusively distributed to small business in hopes of promising sales. ItÐŽ¦s In The Bag takes pride in making sure every customer is 100 percent satisfied with their purchase. They not only carry handbags but other womenÐŽ¦s accessories. The media plan is mainly going to target ÐŽ§Red Hat SocietyЎЁ Fifty Somethings. However, all advertisements will be aimed at making the female population aware of the small handbag boutique. The marketing plan is to capitalize on the small number of indirect and direct competition for this business. No direct competition exists in the area that carries the private-designer labels that ItÐŽ¦s In The Bag carries. However, customers can find these labels on the World Wide Web. This creates the indirect competition for the business. That is why the advertising plan needs to be intensive, and reach as many potential customers as possible. Direct mail, newspaper ads, local area billboards, and radio station commercial spots will be joined together for the most effective advertising campaign achievable. With much success joining together the marketing objective, advertising objectives, and media objectives for ItÐŽ¦s In The Bag, awareness, revenue, and overall success for the business should increase rapidly and create customer loyalty and satisfaction for the small business.

II. ADVERTISING PLAN OUTLINE

EXECUTIVE SUMMARYÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽK..............................................2

TABLE OF CONTENTSÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽK.........................................3

SITUATION ANALYSISÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽK................................................4-12

SWOT ANALYSISÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽK............................................13-14

MARKETING OBJECTIVESÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽK..................................14

MARKETING SEGMENTSÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽK...............................15-17

THE TARGET MARKETÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽK...................................17-18

PRODUCT POSITIONÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽK...........................................18

MARKETING MIXÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽK..........................................18-19

THE TARGET AUDIENCEÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽK..................................19

THE COMMUNICATION PROBLEMS AND OPPORTUNITIESÐŽKÐŽKÐŽKÐŽKÐŽK...20

ADVERTISING OBJECTIVESÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽK.............................20

THE CREATIVE STRATEGYÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽK.........................20-21

CAMPAIGN THEMEÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽK............................................21

MESSAGE STRATEGYÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽK..........................................21

MEDIA SCHEDULEÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽK................................................22

MEDIA PLANÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽK.....................................................22-24

BUDGETÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽK.............................................................25

SUMMARYÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽK..........................................................26

APPENDEXÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽK........................................................

REFERENCESÐŽKÐŽK.ÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽKÐŽK..........................................

III. SITUATION ANALYSIS

Description of Service:

Pam Barnett started her business as a part-time purse salesman after visiting her son in San Francisco, California, and witnessing all the independent purse designers selling out of their own homes. She sold purses through in-home handbag parties and word of mouth for 8 years as a side job. She decided to quit her job and start selling purses and other womenÐŽ¦s accessories full-time. Pam opened ItÐŽ¦s In The Bag on August 14, 2003 and has been capitalizing on the limited handbag sellers in the Scioto County and surrounding area.

In terms of the product life cycle, ItÐŽ¦s In The Bag, and the rest of the handbag market, is in the growth stage. There is rapid market expansion because more and more customers, stimulated by mass advertisement and word of mouth, are making their first, second, and third purchases. Competition is continually increasing and sales are quickly increasing also. Profits are strong and the outlook is favorable for the handbag market. The world of accessories for women is in an era where handbags are replacing shoes as the signiture accessory, despite- or maybe because of-price tags reaching three- and four-figure hights. Handbags are hotter than ever and have become the leading fashion apparel.

ItÐŽ¦s In The Bag specializes in womenÐŽ¦s accessories, however, most of their products are handbags and other handbag accessories such as wallets, change purses, cigarette holders, and cellular phone covers. Costume jewelry, tiaras, hats, and Red Hat Society items are also carried. A newer item added to the sales line is Pandora jewelry; higher priced sterling silver jewelry offered in a necklace or bracelet with available charms in all shapes and styles to be added on for an additional price.

Being a