Tvc Campaign Analysis of a Personality Grooming Service

Executive Summary

The report deals with an analysis of an ad campaign especially TVC of a new company naming “ESPRIT”. The report starts with the introduction of the company, which provides different types of grooming service on personality development and etiquettes. It also includes the target market and BDI, CDI calculations of the target audience. In addition, the justifications of choosing the brand name, logo, tagline slogan, promise and personality are also described. It also illustrates the IMC tools, objectives; positioning, major selling ideas are with proper justifications. The report also contains execution styles for the ad and decision making process for consuming the service. Another important part of the report belongs to the budgeting part that includes media budget and production budget for campaign with a proper conclusion.

Table of Contents

Introduction        

Products        

Target Market        

Brand Development Index (BDI)        

Category Development Index (CDI)        

Reference Group        

Brand Positioning        

Brand Personality        

Excitement        

Competence        

Sophistication        

Brand Promise        

Mission        

Vision        

Point of Parity        

Point of Difference        

Brand Attributes        

Promise Statement        

Brand Name        

Logo        

Slogan        

Tagline        

Major Selling Ideas        

Information Source        

Message        

Dramatization        

Humor        

Factual Message        

Slice of life        

Appeals        

Rational Appeals        

Feature        

Competitive Advantages        

Emotional Appeals        

Social Appeal        

Execution Styles        

Combination        

SMART Objectives        

Attitude Changing Strategy        

Exploring Core Benefits        

Highlighting Importance of Needs        

Highlighting Augmented Benefits        

Highlighting Augmented Benefits Compared to Competitors        

Integrated Marketing Communications Tools        

Integrated Marketing Communications Objectives        

Traditional Response Process (Innovation Adaption Model)        

Awareness        

Interest        

Evaluation        

Trial        

Media Objectives        

Media Mix Chart        

Coverage Locations        

Scheduling        

Reach        

Gross Rating Point (GRP)        

Target Rating Point (TRP)        

Budget        

Production Budget        

Media Budget (Actual Cost and Relative Cost)        

Television Media Advertisement        

Radio Media Advertisement        

Print Media Advertisement        

Digital and Support Media Advertisement        

Total Campaign Budget        

Most effective media vehicles        

Television Advertisement        

Radio Advertisement        

Newspaper Advertisement        

Conclusion        

References        

Appendix        

Introduction

Communication is the threshold of entering into a competitive corporate world. Whoever has lacks in that particular category then ESPRIT can be their perfect solution and best option. ESPRIT is a kind of personality grooming institution, run various programs that generally prepare individuals to lead the world with utmost dignity and full confidence. ESPRIT gives their best to bring out the best in a person. It provides services for self-development, social and interpersonal skills, etiquette and manners to make one’s appearance more appealing. The aim of this course is to provide students with an understanding of personal grooming and practice of finding out their inner beauties. People will develop introductory knowledge of life management, adjustment, behavioral and practical skills to face any kind of situations.