Presentation

Assignment 2
Task: International advertising campaign for the
German market to promote the Annapurna and
Everst region in the Himalayans in Nepal.

Client: HELIWORLD

Time limit: September- May

Budget: €709.290,-
Competitive regions:

 Alaska

 Canada

 New Zealand
Client Objective: Increase German tourism
in Annapurna and Everest region in the
Himalayans.

Advertising Objective: Creating awareness

Advertising Strategy: Initial name

recognitions and reminder advertising – encourage
to make an initial purchase of the product
Age Young, Middle, and Elderly

Gender Male and Female

Education College/ University

Income Medium/ High

Marital status N.A.

Ethic or religious background N.A.

Family life cycle N.A.

Lifestyle Exciting, Trendy, and Adventure

Social class Middle/ Upper

Opinion Opinionated

Activities and interests Sports, skiing, snowboarding

Advertising in Germany
 Large number of media available
 Daily newspapers: 23.2 million (36 min.)
 German households: receive on average 30 channels (3.0
hours a day)
 Radio stations: 230 (3.5 hours a day)
 Almost all households equipped with TV & Radio
 Special interest/ weekly/ monthly magazines
 German consumes 8 hours 22 minutes of media coverage
daily
 Argument based style – 60% of the advertisements: actual
facts and reasoned arguments
Hofstede – Cultural
Analysis
 Low power distance: society de-emphasizes the
differences between citizen's power and wealth;
equality.
 Individualism: individual rights are paramount
within the society
 Masculinity: assertive and competitive
 Average/ High uncertainty avoidance: rule-
oriented society; laws, rules, regulations, and
controls
 Low context: Message can be understood as it
stands
 Short term orientation: open to change
Positioning:

 Exclusivity

 Once in a life-time chance

 Personal Challenge

 Experience
 Choosing the most cost-effective media to achieve
the necessary coverage, and number of exposures,
among the target audience

 Magazines
Ski Magazin - skiers
Playground Magazine – snowboarders
 Television
Extreme Sport Channel
 Posters
Strategic locations
 Internet/ Web advertising
www.jeremyjones.net
banners
 Frequency - 5 OTS are needed before any reasonable
degree of impact is achieved  20-30 peak transmissions
Flighting - involves intermittent and irregular periods of
advertising alternating with shorter periods of no
advertising.
Advantantages: heavier weight, little waste, unified
campaign.

 Magazines
2 magazines once a month
 Television
30 weeks of one advertisement during special events
 Posters
on 300 locations with 1000 flyers each
 Internet/ Web advertising
195 hours of banners and optimum use of free blogs
Total Budget (September-May) €709.290,-
 Magazines  CPT: €60,49  OTS 18
Frequency: once a month
Costs: €141.165,-
 Television  OTS 30
Frequency: once a week for 30x per year
Costs: €480.000,-
Posters
Costs: €73.500,-
 Internet/ Advertisements
Frequency: 5 hours per week total of 195 hours in the period
of advertisement
Costs: €14.625
Thank you