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Post on 13-Jul-2015
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OBJECTIVES
• Increase awareness with IMC.
• Advertise Doritos at Air Canada Center Events.
• Engage target market in the Doritos campaign
TARGET MARKET
• Males and females:
• Teenagers and Young adults - 12-24
• Adults - 25-34
• Middle to high level income
• Live in medium to large cities
• Outgoing, active, and social people
Hobbies
Jogging,
Movies,
Art, and
Tennis.
Passion
Loves listening to jazz
and classical music.
Loves watching foreign
movies, tennis events,
and theatre plays. Likes
to traveling, exercising,
and go out with friends.
Education
College or
university
Worries
Finding her sole
mate, keeping
her job and
getting a
promotion.
Handling school
and work.
CREATIVE STRATEGY
• Convince individuals that Doritos Is the best
snack
• Great for entertaining guests
• Get a positive response
OVERVIEW IMC PROGRAM
• Start on the 4th week of January and end on the 3rd week of April
• Begin with intense social media advertising
• Traditional marketing implemented 3 weeks later
ONLINE MEDIA
• Social Media
• Twitter/Facebook account that updates what we will be promoting
• Microsite
• List the main contest, promotional details, and full season schedule
• Mobile Apps
• Able to upload/edit their videos directly from the app
OFFLINE MEDIA
• Billboard
• Advertisement beside the Air Canada Centre
• Subway
• Ads place on downtown subway stations
• Television
• The Sports Network (TSN)
• Magazine
• Sportsnet Magazine
• Radio
• TSN radio
• The Fan 590
EVENT MARKETING
• Inside ACC
• Occur during half time and as well as T.V. Timeouts
• Half court shots and race the clock challenges
• Outside ACC
• Game booths or tents set game
SPONSORSHIP
• Incorporate the Toronto Raptors
• We will be attracting many different target audiences
• Create a big noise
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