Princess Pictures - Advertising Campaign Strategy of the Famous Production Company - Example

Princess Pictures Name: Institution: Princess Pictures Table of Contents Introduction 3 Advertising Objectives 3 Advertising Campaign Strategy 3 Phase 1 3 Promotional Marketing 3 Publicizing 4 Direct Promoting 4 Individual Offering through Advertisements 5 Public Relational Advertising 5 Brand targeting 6 Phase 2 6 Social Media Advertising 6 Direct Promotion 7 Personal Relation 7 Sell Promotion 8 Personal Selling 8 Direct Marketing 9 Event Marketing 9 Online Networking Marketing 10 Conclusion 10 References 11 Advertising Objectives Introduction Princess Pictures is a renowned production company. Having worked with the duo of Tim Dorman and Ben Zabel, the company intends on working on the latest project of India Nirvana. The main target is addressing issues of depression, finding purpose in life, and managing true friendship. The budgetary constraints for the project have been ideal to $25,000. The main advertising objectives are as follows with the strategies to be used in subsequent denotation: To advertise Princess Pictures’ India Nirvana Project to the mass audience of Australia. To increase the social media reach of Princess Pictures to over a hundred thousand users and followers. To achieve the advertisement demands within the budgetary allowance of $25000. Advertising Campaign Strategy Phase 1 Promotional Marketing One of the advertising campaign strategies that can be used for Princess Pictures objectives in the India Nirvana Project is using television dimension. It is an above-the-line strategy focused on the mass audiences. While targeting the age category group of between eighteen years to thirty-four, advertisements can facilitate the new web series. The appeal generated by the series’ characters will be of importance as the form of direct marketing to the audience numbers. Through appeal of the socialistic issues raised of depression, finding purpose in life, and managing true friendship, Princess Pictures will target the largest audience possible. The integrated marketing communication strategy is aimed at acquiring the first set of target market with minimum ease, especially with the demographics associated and behavioral patterns (Pride and Ferrell, 2008). It is impersonal to the customers, but effective in delivering the intended message from the commencement. Publicizing With the budget of between $5000 and $8000, the marketing team of Princess Pictures can target advertisements within prime time television allowance. The advertisements should last between thirty to forty-five seconds in duration, especially with the issue of expense playing a major role. They should be around four of them at the peak hours between seven to nine o’clock, communicating on the India Nirvana Project. Through communication, awareness should be raised through the mass audiences as the target consumers have access to the television gadgets within the anticipated periods. Motivation is increased with the use of the two popular characters in the series developed in order to share the message with ease as compared to other forms of advertisement. According to Cadogan (2009), the content should not deviate from the designated amount of information passed, as it will reduce the expectations among the target customers. Direct Promoting Advertisements on the India Nirvana Project starring the two popular figures of the web series can be printed in abundance. With the budgetary allocation of $1500, the distribution and imprints of the adverts can be spread in all the major entertainment theatres and cinemas across the segmented areas. They will facilitate the end-user awareness campaign of the integrated marketing with relative ease and time (Stafford and baker, 2005). In the advertisements, issues addressed will be in detail as well as the importance of the journey process in achieving them to the mass audience. It will also be important for the creation of brand awareness and loyalty in anticipation of the expected release. Once the message is passed across, the content and targeted customers will increase the advertisement relevance to others on promotional basis, therefore generating the required audience within the stipulated time. Individual Offering through Advertisements In the below-the-line strategy for advertisement, the promotional basis of India Nirvana Project can utilize contextual text advertisements to the customers on a regular basis. Below the line, advertisement is characterized by the quantifiable leads obtained from the promotion of a product or services as opposed to the mass audience. It targets the narrowed base of specific customers in order to acquire response. The real metric identifies the acquisition of newer interested numbers and the cost is relative per the conversation applied. By using the contextual text advertisements, Princess Pictures will target the frequency and mindsets of the customers on the issues raised as it will be a marker for future endeavors. The advertisement strategy will be evaluated on the available budgetary constraints, as the targeted numbers are high, while assessment of the customer behaviors will be responsible for the response. Public Relational Advertising Princess Pictures will use the contextual text advertisements to the various numbers of the local residents spread across the population. With the facilitation of the database on biometric information, the targeted customers identified will be between the ages of eighteen to thirty-four. According to the references of the India Nirvana Project, the consumer behaviors associated with the target population indicate a spending power capacity of the middle class. Budgetary requirements will be between $1500- $2500 of the allocated finances for the advertisement. The texts can be delivered to the numbers on twice or thrice a weekly basis, depending on the population in the targeted locations. Direct responses from the customers will provide for the timely information required to judge on the success of the marketing strategy. Newer members will also be automatically detected. Feedback and suggestions will be necessary for India Nirvana Project (Clow and Baack, 2007). Brand Targeting The budgetary allocation towards road shows and promotional events will be between $2500 and $3200 due to the extent of the Australian location and population target. The combination of entertainment and enlightenment will be used to communicate on India Nirvana Project. By using avenues such as community clean up activities, round up tasks involved with the non-governmental organizations as well as sporting ventures, the company will utilize the opportunities into delivering the project’s message. In addition, by determining the popularity of the characters’’ influences, the targeted customers will be notified by using output forms like flyers, leaflets and brochures (Zhang, 2005). All the feedback gained from the fieldwork at the promotional events will provide for the immediate response on the success of the advertisement. Inclusion of the characters can enable relevance and trust buildup exercise with the target customers. Phase 2 Social Media Advertising The social media interactive avenues that can be used by Princess Pictures include the Twitter, Facebook, and Instagram sites. Since the two main characters of India Nirvana Project are public figures, their benefit on social media is welcome to the advertisement strategy in reaching the mass audience. The logic behind above the line advertising rests with the appeal generated by the series’ characters will be of importance as the form of direct marketing to the audience numbers. Through appeal of the socialistic issues raised of depression, finding purpose in life, and managing true friendship, India Nirvana Project can utilize the above avenues of social media to effect the change on numbers. Some of the commercials to be used in the strategy include promotional audio and video adverts on the sites of the most visited and frequent pages. Direct Promotion Promotional advertisements for Princess Pictures in the social media sites will be fronted in two dimensions. In the first instance, the company will pay off advertisement fee for the running of the promotional commercials regarding India Nirvana Project to worldwide users of the interactive pages. Once a user logs into the pages, the advertisement will be played for a maximum length of thirty seconds, with an optional command of skipping it. The advertisement contains the informative aspects of the project, the characters involved, and the message regarding depression, finding purpose in life, and managing true friendship. Drucker and Maciariello (2008) propose that the advertisements should contain the scripted audio and video delivery of the intended message, with added hepatic feedback from the user. If the user is interested in viewing of the project and communicating to the organization, immediate response is struck with allowed interactive channels. Personal Relation The second dimension of above the line advertising strategy would be using the main characters’ promotional availability (Pope, 2011). Tim Dormer has over a hundred and twenty-two thousand Facebook fans, while the number of followers on his Instagram page is over a hundred and seventy-seven thousand. On the other hand, Ben Zabel has over a hundred and sixty-six thousand fans on Facebook, while the followers on Instagram are over a hundred and seventeen. Princess Pictures should take advantage of the mass following by the two leading characters and create a handle of their own, in the two social media pages. Consequently, the advertisements can be tagged onto the two characters’ pages as well as handles together with that of the company. Awareness generated will help increase the social media reach. In addition, the audio and video files can be shared though the same. Sell Promotion One of the ideal advertisement strategy that Princes Pictures can use to increase the social media reach to close and above a hundred thousand, is through television campaign. Due to the mass audience associated with Australian population figures and the target age being between eighteen to thirty-four years, the opportunity presented is huge. At the prime time periods associated with larger audiences in different settings like the homes, social location and office premises, the commercials, and informative labeling of the company’s social sites can be announced. For example, attached handles of the Instagram, user pages of Facebook as well as those from Twitter can be displayed sustentative periods for the mass audience. It can generate awareness through the intended development of the India Nirvana Project. The company’s logo and details can also be availed for easier interaction with the audience. Personal Selling Below the line advertising in view of the increase in social media, reach can be attained by different enhancements with the view on interpersonal delivery. It involves the non-media communication as well as advertising with a target in its co-effective status. The chosen group by the company’s objectives is the eighteen to thirty-four year olds, who have the spending capacity between two thousand to ten thousand dollars. The aim is to raise awareness on the social media audiences on the India Nirvana Project within a sustained period for effective marketing (Wilkie, 2008). Below the line advertisement will involve the communication basis of the target customers with the company on a direct channel as well as one on one. Measurement of the strategy effectiveness will be based on the responses and feedback achieved within stipulated periods of intervals. Direct Marketing The first target is the direct mail or email availability with the social media reach. Some of the social media sites have the capabilities for direct mail communication between the user and a different host. Princess Picture will use the opportunity to connect with the social media users and enthusiasts as means of increasing awareness on the India Nirvana Project. Through the accounts, handles and postings of Tim Dormer and Ben Zabel, the company will deliver the particular information of the project. The contained details communicate on the issues raised of depression, finding purpose in life, and managing true friendship. Respective users, followers, and fans of the different sites will then be allowed to communicate back on clarity as well as promoting the project to new users. Interaction will be permitted with the company’s handlers at each time of the day, depending on the frequency levels. Event Marketing One of the ideal below the line advertisement strategy that Princess Pictures can use to advertise the India Nirvana Project is through response and feedback chats available on the social media sites. The aim of the company is to increase the social media reach of the population to well above a hundred thousand fans, followers, and users. Below the line services are usually associated with agreements of fees upfront and the charged measures are then delivered for use. Through the social media sites, promotional commercials on the company’s web pages, brochure handles, flyers, and output deliveries, the different target customers can be allowed to exchange ideas with the main characters, ask questions, and deliver their evaluations (McKay, 2015). Regarding the India Nirvana project, the questions and answers sessions can be delivered on a person-to-person basis within the stipulated time to increase relevance and real time response. It facilitates the brand marketing and appeal. Online Networking Marketing The final approach by the company can be the development of the company’s website in line with the project’s social media outreach. In that, the users can deliver their awareness concerns on a real time basis to the company’s site while the staff members respond to them regarding the India Nirvana Project. The issue fronted on depression, finding purpose in life, and managing true friendship can be discussed in detail to the satisfaction of the customers while loyalty pledged in support of it. The measure of success can be achieved through identifying the cost versus the outreach numbers on a consistent basis. Conclusion Several marketing strategies can be used in the effective campaign for Princess Pictures to attain the target audience through mass media as well as the social media outreach. Marketing of the India Nirvana Project will take into account above the line advertising as means of increasing the awareness to the target market while sticking to the budgetary concerns of $25000. They will involve promotional activities, sponsorship, and advertising, direct marketing, public relations as well as personal selling from the two main actors of the project. References: Cadogan, J. W. (2009). Marketing strategy. London: SAGE. Clow, K. E., & Baack, D. (2007). Integrated advertising, promotion & marketing communications. Upper Saddle River, N.J: Pearson Prentice Hall. Drucker, P. F., & Maciariello, J. A. (2008). Management. New York, NY: Collins. Edwards, S. M. (2013). A social media mindset in Advertising. Journal or Interactive Advertising, 11-13. McKay, P. (2015). Marketing Principles. International Journal of Research in Marketing, 1, 1-17. Pope, D. (2011). Making sense of Advertisements. History Matters, 1, 1-4. Pride, W. M., & Ferrell, O. C. (2008). Marketing. Boston: Houghton Mifflin Co. Stafford, M. R., & Faber, R. J. (2005). Advertising, promotion, and new media. Armonk, NY: M.E. Sharpe. Wilkie, W. (2008). Scholarly research in Marketing: Exploring Social Media. AMA journals, 1, 1-9. Zhang, Z. J. (2005). Pricing strategies. Boston: McGraw-Hill Custom Publishing. Read More