Everest Kings: Marketing Communication Strategy Report (Assessment)

Background Information on the Company

Everest kings is a young upcoming Band in the outskirts of London with a self–given message of sensitizing young people against the killer disease AIDS and its repercussion they have put their music in CDS and DVDS for the general public and their major concern now is to go on the “Road Show” to advertise and promote their creative work and create public awareness of the reality of AIDS. Because Everest Kings is newly organized and majorly composed of young people with little experience in marketing; they had to engage Artwork Film and Projection a very experienced company in sales promotion and marketing.

The Target Audience

These are potential buyers of the company products, current users, deciders or influencers. These are the people who will dictate what to be said, how to be said, when to be said, where to be said and who to say. The Target Audience in this case is the young generation of people of prime age between sixteen years to forty-five years old. These are the people with strength and eagerness to buy and adventure.

First consider the audience’s needs; the message, their attitude, willingness to listen to the message and preference, does it appeals to them.

Communication Objectives

1. To inform the general public on the upcoming band and their hits on the market
2. To persuade the general public to change their attitude towards unnecessary love triangles for the sake of eliminating contracting the killer disease
3. To remind the consumer that the band’s hits are available in the general markets and specific outlets in the London city. This is to avoid pirated products that are of fake and low quality.

Justification of Media and Message

This is the problem of finding the most cost-effective media to deliver the desired number of exposures to the target audience( Kotler marketing 629).These are often measured on :

1. Reach: The number of different persons or households exposed to a particular media scheduling.
2. Frequency: The number of times within the specific time period that an average person is exposed to the message.
3. Impact –The qualitative value of an exposure through a given medium

The major media types are the Newspapers, television, direct mails, Radio and outdoors. Media planners consider the following variables:

• Target-audience media habits-e.g. Radio TV is effective on teenagers.
• Product: Women’s dresses are best shown in color magazines.
• Message depending on the technicality.
• Cost: The cost – per – thousands of exposures.

Advertising and Promotion

Advertising is divined as any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor (Kotler Marketing 87).

In that respect, the following principles must be adhered to by Everest Kings:

• Paid form of non-personal presentation: Everest Kings has the responsibility of hiring a promoter who must mix non-personal skills -: electronics, pictures and sound so as to attract the audience. This involves a cost that must be consumed in order to make this promotion effective.
• Promotion of ideas: What is the message that Everest Kings, what to reach the market, who are the players in the promotion and above all what is the aim of the promotion?
• Identified sponsor: Everest Kings being composed of a young generation is sponsored by an arm of the Government-Cultural and social services with an aim of education to the young people against AIDS and HIV.

Current Communication Environment

Digital verse Analogue: The state of the market today is computerized which means any effective communication must be quickly received and interpreted by many. With the use of CDS, mobile phones are more prevalent than radios.

Printed Literature: time is limited and scarce. Marketing should change to reach the changing buying behavior by use of internet. Sending short massage through mobile phones.(E-commerce).

Role of Advertising

Awareness building: Artwork film and projection, must talk of who are the Everest Kings and what are their purposes.

• Comprehensive building: Artwork film and projection must stress more on who are Everest Kings and what are their interests in the entertainment world. They must be able to produce their best hits in the market and display them on the screen initiatively to attract the audience.
• Reassurance: This deals with confirmation to the public that Everest Kings is the best of time band and that choosing their product is not regrettable.
• Efficient reminding: Because Everest bands have produced a number of hits some of which are in circulation, Artwork Film and projection must keep on reminding of the existence of these products in the market.
• Regitimization: To assure the public that what is holding in the market is legitimate and the salesmen or stockiest have all legal rights to transact them.

Campaign Management

Coordinated marketing approach is the most vital strategy that Artwork Film and projection must employ in this scenario.

• He must keep track of all promotional expenditures by-products, promotional tools.
• He must coordinate promotional activities and their timing when major campaigns take place.
• The whole concept is to bring consistency in the company’s meaning to buyers and public.

Strategies

Push-Verses Pull Strategy

• A push strategy calls for using the sales force and trade promotion to push the product.
• Pull strategy calls for spending a lot of money on advertising and consumer promotion.
• Product life–cycle stage: It is also referred to as cost-effective- strategy. The amount of advertising and promotion differs as the product moves in the product life-cycle.

Situation Analysis

The promoter must seek a conducive environment to put the message across, this should be in good theatre halls, which of course should be affordable or it should be in major stadiums which should accommodate quite a number of people.

• The promoter should consider the audience, security after and before the show.
• The promoter should put something into the consumers’ mind(cognitive), should change the consumers’ attitude (effective) to get the consumer to undertake a specific action(behavioral change).
• Image analysis-The promoter should consider the audience’s current image of the company. Image is the set of beliefs, ideas and impressions that a person holds on an object.

This should be in stages; it is upon the promoter to take the target audience through them before adoption.

1. AIDA Model-The buyer should pass through awareness (attention) interest, desire and action.
2. The hierarch of effect model- This model shows the buyer as progressing through awareness, knowledge liking preference, conviction and purchase.
3. Innovation-adoption model- shows the buyer as passing through awareness interest, evaluation, trial and adoption.
4. The communication model as progressing through exposure reception, cognitive response, attitude, intention and behavior

Budget

The greatest concern is how much Everest kings will spend on this communication campaign. Basically, to arrive at a certain figure, Everest Kings must consider the following allocations:

• Arbitral
• Affordable
• Percentage of pest sales.
• Percentage of anticipate sales.
• Competitive
• Objective and task budgeting

The real budget:

The total budget must address the entire promotional activity, covering all the tools necessary: Advertising, personal selling sales promotion and publicity. To attain this budget level, Everest Kings must reach out to many sponsors 30% of its budget is approved by the government through the department of cultural and social services. 20% has been donated from the sponsors and 20% from the well-wishers as they appeal through the Radios and coupons and 10% from the sale of their hits.

Communication

Advertising is most often the public face of brand displays and can be the first, more memorable impression a brand can make on a consumer. For example, the Nike swoosh logo was made popular only through advertising campaigns over several years (Levine, 2003). When the symbol was first unveiled, the public could not relate to it in any way emotionally. It was a swirl that did not mean anything to the consumer. But when Nike used this symbol in a brilliant set of advertisements, that we’re able to visually capture the brand’s identity, the swoosh became part of that identity. Now, whenever people see the emblem, they are able to connect to the feeling of movement, activity and determination that it symbolizes. When an advertisement shows Michael Jordan wearing Nike shoes, the meaningless symbol is associated with one that creates an emotional response. According to Dr. Robert Epstein of Psychology Today, “That’s part of brand management. Every single brand pairs its name or symbol over and over again with important emotional symbols” (Levine, 2003, p. 85). This takes into account the power of an advertisement and the strength of associating with a celebrity as a promotional element.

Advertising provides opportunities for dramatizing the organization and its offerings through its creative use of print, sound, visuals and color. However, commercial advertising does not have control over the way the audiences perceive the message and do not guarantee attention or response (Kotler and Bernstein, 2006). It is only a monologue and not a dialogue with the audience. Hence, other promotional activities may be used to build brand identity on their own or to strengthen the functioning of the advertisements in brand identity creation. For example, sale promotion offers that encourage purchase of a product by incorporating some concession, or discount or offers give value to the consumer while at the same time, they generate an interest in focusing on future offerings of the company. PR events such as news stories, events and press releases can help to bring public interest to the brand (Bernstein and Kotler, 2006). Keller (1987) has found that the packaging can be used as a communication vehicle to facilitate the recall of ad information provided for brand identity creation purposes. Trade shows and conventions are good at creating awareness.

Brochure

This will contain all the details about the band together with the charges. It will also contain more details about how the theme of the day. The brochure will also contain information about the management of the band. The benefits of theme will also be listed in the brochure.

Inserts.

This will include the information about the upcoming event, the newsletter of the band, the different events that the company participates in the band’s role in the environment maintenance i.e. reducing pollution, planting of trees etc.

Timing and frequency of mailings

The mails will be delivered a week earlier to the target market so as to evoke a positive response. Each target will receive one letter

Geographic location and coverage

The band will target residents of west London and audiences in other neighboring suburbs.

Cost of mail Campaign

Response In Print Media

The band will target the magazines that emphasize safe sex e.g., the Gym magazine, this is because with more awareness of healthy living, many people are undertaking exercises to lose weight and keep fit, and hence HIV/AIDS concert will be needed, to help the individual achieve just that. The band will also target human resources journals and magazines, because of the large market audience that these magazines attract.

Size and composition of each print media

The size of the print advert will vary from full page (28cm by 21cm), to small size of 15cm x 14cm. the advert will include different illustrations to suit the different targets e.g. someone in the gym having a condom etc. the print will include the band’s colors, i.e. blue, green, headlines. Etc.

Creative sample

Headline

The words, will be catchy to evoke attention i.e. draw the reader’s attention like a magnet. It will also include illustration of an individual suffering from AIDS-related causes. The headline will come under the illustration to crown the message and purpose of evoking a sensory response of cases of HIV infections. The words will be written in bold italics, slanting to the right-hand side.

This is the communicative portion of the advertisement. It included the headline, illustration, body copy (incorporating product and selling appeal.

Graphics, color, size consideration

The graphics will vary depending on the different words i.e.

Everest kings – bold letter, blue (dark) in color

• • The size will vary depending on the size of the advert

Headline – italic wording with the heart including the symbol

• • The color will be in green, with the symbol in red

Print layout- the whole layout (background) will be in sky blue.

Response device

The band should adopt use of recognition tests to see whether the print advert was able to communicate effectively. These tests aim to measure the degree of memo-ability of an advertisement. This test begins by qualifying the reader in terms of whether they have seen or read the specific issue of the magazine which carried the advertisement. The qualified readers are classified into the following three categories.

Noted-per cent of readers who have seen the advertisement

Read most- percent of readers who reported they had read more than 50% of advertisement reading matter.

The results of the recognition tests will help ascertain the extent to which a band’s product advertisement made a communication impact.

Timing and frequency of ads

In the magazines that are published on weekly basis, the advert will appear, so as to see whether there is communicative effectiveness of the ad. The frequency refers to the average number o times different target households or individuals are reached by the magazines in a given period, hence a magazine e.g. sports illustrated its reader is high, hence a high percentage of the readers will read or get to see the advert. The company will concentrate on the magazines/journals that have a wide readers coverage.

Each individual’s consideration of advertising is influenced by these characteristics. Every individual has a mental riddle through which each advertisement pervades. Some of the filters are firmly knit; allowing only specific things to go by, while the others have extensive spaces which permit everything through. Even then, every individual chooses what he/she has to do with the data that acquires past the filter

Bibliography

Belch, G.E. and M.A. Belch, 2008, Advertising and Promotion: An Integrated Marketing Communications Perspective, McGraw Hill Higher Education.

Bernstein, Scheff Joanne and Kotler, Philip (2006). Arts Marketing Insights: The Dynamics of Building and Retaining Performing Arts Audiences. John Wiley and Sons, 2006.

Cannon, Tom (1996). Basic Marketing: Principles and Practice. Cassell Publishers Limited, New York, 1996.

Duffy, Neill and Hooper, Jo (2003). Passion Branding: Harnessing the Power of Emotion to Build Strong Brands. Wiley Publishers, Chichester, England, 2003.

Heibing, R.G. and S.W. Cooper, 2003. The Successful Marketing Plan : A Disciplined and Comprehensive Approach, McGraw-Hill.

Mitchell, A. Andrew (1993). Advertising Exposure, Memory and Choice. Lawrence Erlbaum Associates, Hillsdale, NJ, 1993.