Table of Contents

Situation Analysis Background Research SWOT Analysis Key Advertising Problem(s) to be Solved Key Strategic Campaign Decisions Objectives Target Audience Brand Position Campaign Strategy Media Strategy Media Objectives Media Selection Media Planning Message Strategy Message Objectives Selling Premise Big Idea Message Design Other Marcom Toolds Used in Support Campaign Management

1 1 3 4 5 5 5 5 6 7 7 7 7 9 9 9 9 9 11 11

Appendix Oishi Food Snack Product Mix and line Oishi Wants to Mess with Your Head with Mysterious Junk Food Packs Team O is Out to Create O, Wow! Moments Analyzing Advertising Objectives SWOT Matrix A8 Media Plan and Allocation of Budget References A1 A5 A6 A7

A9 A10

In Fulfillment of the Campaign Plan In the Subject Mktg 413 Fundamentals of Advertising and Promotions

Submitted by: Ms. Charmaine Keidy B. Longyapon

Submitted to: Mr. Rikki P. Enriquez

August 2, 2013