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Tel Pacific-Australia Internet Service Provider

Tel Pacific-Australia Internet Service Provider

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Published by Sophia Ali

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Published by: Sophia Ali on May 21, 2009
Copyright:Attribution Non-commercial


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1.About the company:TEL.PACIFIC Pty Ltd has been providing Internet services since 1994 and has since then built up a clientele of over 30,000 in Australia. Their mission is to develop and apply efficient, effective and economical communicationnetwork and solutions for our valued customers and partners (www.telpacific.com.au). The major competitors areOptus and iPrimus broadband service. But viewed objectively, Tel. Pacific broadband does not look significantlydifferent from many others companies. In fact, Tel. Pacific seems having insufficient promotion in regards to the broadband service. That's the main reason why these two major competitors have larger customers base and soundsmore familiar in consumers' mind. The market positioning for Tel. Pacific are based on their well-establishedtelephone service, since they are only providing broadband services to NSW and Victoria. Advertising efforts has been narrowed down to these two specific states.2.Creative strategy:2.1Linked print:The visual element is a picture with heavy boots and athletic shoes. Which indicated that the heavy boots are for 56k modem users, who are our major target customers. And the athletic shoes are their choice for a better quality of Internet service. Unlike other broadband service companies showing the price benefits; the Tel. Pacific new ademphasis the current situation of 56k user who are dropping behind the new technology, and overcome their worries by showing broadband service benefits. In this case, Tel. Pacific communicates the benefits to target audience with asense of humour to differentiate from competitors (See print advertisement).While the market of broadband service still have room for development, the new ad make use of this opportunity byalerting to the audience that why not using broadband service. It begins with a strong consumer benefit and speedilyidentifies copy with the needs and desires of reader. (Albert C. Book, 1997). The focal point here is 'Ready to runfaster on the Internet? Pick up your shoes now'. This headline gives target audience a call to action and the athleticshoes means Tel. Pacific broadband service. The word 'run' simply means the Internet speed will run faster, which isassociated with the running shoes on the picture. It drives them to mentally answer 'yes' and carry on to read thedetails on the body copy. The body copy of the new ad has stated what the broadband service basically can provideto target users and some issues about using the broadband (ASDL) service. For example, no dial-up cost, easy to set-up and able to use telephone simultaneously. It gives potential customers a positive impression over the Tel. Pacific broadband service.The overall colour is orange and blue which is associated with the company logo and imply a sense of passion.Which would attract the target consumer group. The ad has used up some white space to make the ad less focus andmore simple. While the objective is building up brand awareness towards the target market, the Tel. Pacific brandname has appeared three times on the ad. Since most of the consumers have problems concerning the price or technical area; there are telephone number, email address and website appear at the bottom for further information.2.2Banner ad:
Basically, the banner ad are using the similar colour that appear on Tel. Pacific website, it can be enough to promptthe target audience to make a mental association with Tel. Pacific (Don. E. Schultz, 1999). In the banner ad, thecompany's logo has appeared in the frame, however, we are not using too much animation, since their size makesdownload times unacceptably slow for anyone connecting to the Internet at 56 KB or slower. At the end of theanimation, we have placed a "Click here" graphic image on the banner ad, which can significantly improve theclick-through-rate (See banner ad).On the other hand, visitors consciously notes the content of the banner ad and decides to visit the Tel. Pacific's site atsome time in the future, or it might mean that the visitor only peripherally picks up on the ad, but is made aware of the broadband service. The goal is not so much to get people to click immediately on the banner ad but to have Tel.Pacific's name stick in the mind of the target audience through repeated advertising. We try to make the audiencefeel familiar enough with Tel. Pacific company image. Furthermore, the banner ad has used different colours tocatch peoples' eyes; using a bigger font size in the key message in order to capture attention(www.grantasticdesigns.com).3.Media mix and tactics:3.1Linked printThe print ad is mainly allocated on Newspaper and magazines. Instead on using the traditional methods of buyingspace on computer magazines. We decided to use magazines such as Inside Edge and Ralph, which have a highreadership within our target market group (www.acp.com.au). In fact, the content of those magazines are able toreach our target audience by fitting into their age group. The campaign is basically appears in a limited magazines,that narrow down the target audience to a specific men's group. The reason is that men play a critical role on Internetservice decision-making. Moreover, using limited amount of magazines is cost-efficient by saving off the budget tothe newspaper campaign. In addition, purchasing a full-page space from the selected magazines is desirable to catchtarget audience attention. Magazines have a long-life time, large pass-along or secondary audience (Ann Grossman1987). The desired result is to reach 80% male of the primary target audience 4 times or more each month.On the other hand, our newspaper campaign is only targeting to New South Wales and Victoria since the service areonly up to these two states. And we avoid using Sydney Morning Herald for the print ad even thought it has a highcirculation. It is because Optus broadband service has advertised heavily on it; it's hard to compete directly againstthe market leader. Therefore, we have chosen The Daily Telegraph, Sunday Telegraph in NSW and The Age inVictoria as the major media vehicles, which retain a high circulation within these two states. In addition, the overall budget might spend is around $70000 for the print campaign. Most of the amount goes to the expensive ad space onRalph magazine, which costs around eight thousand per month. The newspaper ad would use a quarter on pagesmaller size to reduce cost; it would approximately cost $40000 for the four months continuity strategy.3.2 Banner adThe decision for the banner ad is to purchase banner space on sites with similar, non-competitive content. The banner's message can entice the audience by offering an answer not available on the site. We are purchasingkeyword or category displays in search engines and directories such as YAHOO or Google. Most people usingsearch engines are performing specific searches. If purchase a banner space on search results pages, Tel. Pacific banner ad might provide the answer to the search. And the banner ad would appear on those sites over a period of time, end users would tend to associate those keywords with the company name.Moreover, we would purchase banner space in the high-traffic web sites that our target audience visits. Such as theninemsn website for checking email. And placed the banner ad on the top part of the website, which is likely to benoticed.4.Media scheduling:The overall objective is reaching targets as close as possible to the point of sale. Which presumes building in a lot of frequency into the media schedule (Donald Parente, 2000). Tel. Pacific probably will benefit most by increasedfrequency under great competition from Optus and iPrimus broadband service. Moreover, the scheduling was basedon continuity (on magazines, newspaper and Internet) that keeping advertise on November to February during thesummer holiday. The reason is that consumers expect to see ads for Internet services during certain times and make aspecial point of looking for them (See Appendix A). However, further adjustments for the scheduling is based on thesales and effectiveness from customers, it is possible to increased the budget on selected media vehicles if desired

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