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Converse Dec Layout

I. Title Page

II. Table of Contents

A. Company Overview

B. Product Overview -Dustin

C. Marketing Objectives -SimoneD. Competitor Situation Analysis (SWOT) - Kristal

1. Threats: direct; indirect; social factors

2. Key advertising problems and opportunitiesE. Converse Situation Analysis (SWOT)

1. Background

2. Product lines

3. Threats: direct; indirect; social factors4. Key problems and opportunities

F. Feature Analysis

1. Feature analysis

2. chart with features, importance to prospective user and performanceG. Competitive Analysis

1. Chart with details on each feature from feature analysis chartH. Key Strategic Decisions -Emanuel

I. The Consumer

1. consumer profiles generalizedJ. Geographic and Psychographic Traits

1. where the advertising campaigns will be concentrated (possibly on a

picture of a map)

K. Target Profiles - Alaysia1. consumer profiles detailed w/ profile for each type of consumer

L. Advertising ObjectivesM. Advertising Strategy - Simone1. perception: exposure; selection and attention; interest and relevance

2. affective/emotion: wants; liking

3. persuasion: attitude; motivation4. behavior

5. association: symbolism; condition learning

6. cognitive: needs; differentiation

N. Campaign Schedule End (Dustin)1. In graph form

O. Media Strategy

P. Television1. commercial copy

Q. Print

1. where we plan to run the print ads2. examples of the print ads

R. Out of Home/Outdoor

1. description

2. placement and reasoning

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3. examples of OOH

S. Internet Emanuel, Kristal

1. social media contests2. screenshots of different social media implementation

T. Message Strategy

1. consumer insightU. Creative Brief - Alaysia

1. problem

2. target audience3. brand position

4. communication objectives

5. selling premise

6. media considerations7. creative direction

V. Other IMC Tools End (Rachael)

1. Examples such as sales promotion (contests, sampling promotion

codes);public relations (consumer involvement, public opinion);personal selling(challenges, retail selling); sponsorship;packaging;point of purchase

W. Budget End (Kat)1. allocation for each media type (media + expense)

X. References