Introduction
Scope of the Advertisement
The Sony Ericsson Inc wishes to upgrade the technology world by introducing one of the best 3G phones ever. The phone, which has a multitude of features that not only makes it a choice phone but also makes it the phone of the future, has been rated as a substitute of the common and very famous I-Phone from Apple Inc. Although the Apple remains a very expensive and sophisticated phone in the market today, with loads of technological features that make it a real display of technological inventions and advancements in the world of Information and communication technology, it is also surrounded by a lot of drawbacks that make it a nightmare for many. With a few important features of the mobile technology missing in the I-phone, and with a lot of security issues having been reported showcasing the I-phone as a great threat to its customers, the phone is indeed falling back in the world as a phone for all. In fact, its greatest challenge is its price, a price that is usually not consistent with what it offers to the market in terms of its features, reliability and affordability. The new Sony Ericsson Vivaz is hence the choice phone since it is a mix of sophistication and simplicity, giving its customers real value for their money.
The advertisement aimed at marketing the phone will mainly display its strengths compared to the I-Phone and will target the young generation as well as business people who may use the phone for different functions.
The main objective of the advertisement will be to offer the choice phone to all generations and markets hence advancing the mobile technology to the next level (Oppapers 2010).
Budget for Advertisement Activities
The ad will consist of a strategy with different stages and levels so as to ensure the phone not only gains popularity but also is able to sustain that popularity in the market. The advertisement strategy will hence constitute of different activities including:
- Use of Commercials on Television.
- Online Advertisements.
- Use of Bill Boards.
- Advertisement on news papers.
- Awarding offers to customers after they purchase the given model of phones.
- Awarding of gifts and gift packs from the company.
- Offering competitions on the radio with many gifts, including the phone, to be won (Baker 2010).
The predicted cost of advertising and of the whole advertisement strategy is as illustrated in the table below:
Table for the Expected Cost of the Whole Advertisement Strategy.
(Biz Development 2008).
The strategy will hence require a large sum of money. For this reason, the amount will be distributed accordingly so as to ensure that returns realized by the company are as purposed in the objectives.
Advertising activities schedule
The advertisements will take a span of ten weeks and all the activities are bound to be complete by then and to have acquired the supposed objectives of the advertisement. The schedule for the activities to be involved in the advertisements would be as follows:
Table for the Schedule of the Activities in the Advertisement Strategy.
(Lorin 2010).
The Implementation Plan
The advertisement would mainly focus on the online, radio and billboards advertisements. All the advertisements would hold the slogan “The choice phone of the future” and would be aimed at creating a trust and assurance on the quality, usability and competitiveness of the Sony Ericsson Vivaz phone. The advertisements would also give a clear comparison between the phone and other market leader phones while still showcasing the phone as the one with a better quality and which is more affordable.
In the radio advertisements, commercials would be used mostly during the programs that people love the most and which have a wider range of listeners, especially the interactive sessions that include the use of communication between radio listeners and their clients. Also, the youth and business-oriented programs would be targeted.
In such moments, the listeners are bound to gain a lot of interest and trust in the phones being advertised as they already trust the radio programs they are listening to. On the other hand, competitions would be offered with gifts being earned from the advertising company. These gifts would include a few free phones and other gifts that would support the ICT industry and hence impact on support of the Vivaz phones.
In the online advertisements, the company would seek collaboration with other companies and people who own websites with a great flow of traffic of internet users. Advertisements or the phone would then be placed on the websites so that when the users log onto the websites, they can be attracted to the adverts and seek for more information on the phones. This way, additional information would be provided, allowing the users to gain interest and trust on the phones.
The billboards will also showcase the most important and attractive features of the phone. They will be placed at strategic places and shall influence the perception of the potential clients by drawing their attention and giving them an assurance on how fashionable, reliable and durable the phone is hence catching their attention. They will also give them directions on where they can buy phones from (Money instructor 2010).
Media Contract Negotiations
A media contract was initiated so as to ensure the company seeks the intervention of media firms in its advertisement. The media included the radio and television stations, firms involved in management of billboard advertisements and firms managing websites. All these forms of media would be appropriate to apply in the advertisement strategies so as to ensure that a maximum number of people access the information hence popularizing the phone in the shortest time possible.
The contracts by the media firms bore fruits since the firms were all willing to help advertise for the company as requested. They all agreed to include the advertisements for the Sony Ericsson Vivaz phone in all the commercials involving the greatest traffic of people accessing it.
This would ensure that a large percentage of the targeted population would be reached around the globe in a fast and reliable way. Through use of the local media such as television and radio firms, many potential clients would be reached and would gain the information. However, the use of internet and different websites would not only ensure local potential clients gain the information but even internationally, many potential buyers of the phone would get the information and hopefully be attracted to buy the phone.
The main challenge to the use of the media, however, would be the cost implication associated to advertisements on such media. The most expensive modes of advertisements would be radio, television and billboard advertisements. These would require a large allocation of funds to ensure the required cost is met. On the other side, there would be many benefits associated to those advertisements making them more preferable irrespective of their cost (Miles and Snow 2003).
Plan for the Monitoring of the Advertising Campaign
The advertising campaign would undergo an evaluation process so as to determine various factors including its feasibility, its cost analysis and other factors so as to determine if the whole strategy was viable. The process needs to be analyzed so as to also determine if it helps in achievement of the goals and objectives it is supposed to meet.
This would ensure that the whole strategy is not too expensive for the company resulting to a loss for the company while also ensuring the process gets enough funding so as to ensure it meets its goals in the required manner (Adamso 2002).
In the advertisement strategy, a monitoring process would be included so as to evaluate all those that would access the information and also to compare the cost of the strategy with the benefits gained from the advertisements. All this would be carried out both at the company level and also by involving analysts who would help determine the flow of the information and how well the goals of the advertisements were being met.
In this way, the company would involve a few members of its staff in the evaluation and data analysis department in collecting and analyzing the data for the viability of the advertisement strategy, including an analysis of the number of people being attracted to the product, those who buy the product as a result of the information gotten from the advertisements, the rate of advertisement of the products on the media as per the media contracts and also store and analyze information gained from outsourced analysts.
Evaluation would also be undertaken by experts included in the process through outsourcing. This way, experts would mainly be used to analyze the flow of information to potential clients especially in the websites used for the advertisements.
A cost would be incurred in the evaluation process. This cost would include the cost of outsourcing, amounting to $3,000 and the cost of evaluation in the company amounting to $1,000 (Shearman 2010).
Evaluation Strategy for the Campaign Effectiveness
A mode of evaluation would be formulated so as to determine how the advertisement strategy aids in achieving the organizational goals of the company. In this way, the main strategies that would be used would include an evaluation of the sales resulting from the advertisements so as to determine the benefits of the advertisement strategy, monitoring of the traffic accessing the advertisements in the websites and other online media and outsourcing of evaluation activities to experts.
In addition to these evaluation strategies, pre-campaign and post-campaign evaluations would be undertaken. Mostly, these would be implemented using the questionnaires that would be administered to those that access the information from advertisements so as to determine how to design the adverts in the best way.
The same evaluations would determine the attitudes of the potential clients towards the advertisements and the products being showcased by the company. In this way, the company would determine if the advertisements would help the company achieve its goals or if the company would have any benefits or a loss from the advertisement strategies (Wong 2010).
Implement the Campaign Effectiveness Evaluation Strategy
An evaluation of the effectiveness of the advertisement process would be undertaken. The process would include collection of data for those who access the information from the advertisements, the total cost involved in advertisements and also the benefits gained from the advertisements.
First, the cost of the advertisement strategy would be considered. Then, an analysis of those who will be reached by the information from the advertisements and also their attitude concerning the advertisements and the product being advertised would be undertaken.
Finally, the number of sales associated to the advertisements and also the other benefits gained from the whole advertisement process would be analyzed. With a comparison undertaken between the costs and the benefits, a conclusion would be arrived at on whether or not the advertisements strategy is effective.
References
Adamso, P., 2002. How to design an advertising campaign for your small business. Web.
Baker, R., 2010. Income Statements: The nature and Analysis of Company Performance. Web.
Biz Development, 2008. Manage Your Business Development. Web.
Lorin, S., 2010. Creative Advertising Ideas That Work. Web.
Miles, E. and Snow, L., 2003. Organizational Strategy, Structure and Process. Stanford: Business Books.
Money instructor, 2010. Basic Accounting. Web.
Oppapers, D., 2010. Marketing & Advertising: Advertising Campaign. Web.
Shearman, 2010. Internal Investigations and Foreign Data Protection Laws. Web.
Wong, K., 2010. Bloomberg BusinessWeek: VW Seeks China Chief as GM, Hyundai Steps Up Rivalry. Web.