Outline for Advertising Plan

Cover Page (Company & Product Name, Group # and Members and Semester) Table of Contents (Contents and Page Numbers) I. Situation Analysis: (includes explanations of the follo ing! A. Co"pany #istory: #o the co"pany as created$ hen$ here$ etc. Product #istory: How was product developed & ow !t"s used# $ at does t e product do# %escr!be product v!sually and mec an!cally& %. Product &valuation: !& %evelop a S$'( analys!s)(S$'() Strengt s, $ea*nesses, 'pportun!t!es and ( reats) (See Appendix 1b) !!& +,pla!n Product %!--erent!at!on (%!--erent!at!on, .leppner, pg& /0) (See Appendix 1, 1c & 1d)) !!!& +,pla!n 1rand!ng strategy) !dent!-y products and t e!r source and to d!--erent!ate t em -rom ot ers& 1rand) comb!nat!on o- name, words, symbols or des!gn t at !dent!-!es t e product and !ts source and d!st!ngu!s es !t -rom compet!ng products& (2rens, Pg 34/) (See Appendix 1e, 1f & 1g) C. Consu"er &valuation (includes explanations of the follo ing! 3& Consu"er 'a(e)up: 5!st all poss!ble consumer groups& 255 P'SS615+ M27.+(S (C apter 8 2rens) (See Appendix 2) /& Seg"ent 'ar(ets: (2rens, pg 389:3;/)(.leppner, pg& ;0: 03) (See Appendixes 3, 3b, 4 & 4b) <& Positioning: Pos!t!on!ng !s anot er term -or -!tt!ng t e product !nto t e l!-estyle o- t e buyer& 6t re-ers to segment!ng a mar*et by e!t er or bot o- two ways) (3) Creat!ng a product to meet t e needs o- a spec!al!=ed group> (/) !dent!-y!ng and advert!s!ng a -eature o- an e,!st!ng product t at meets t e needs o- a spec!al!=ed group& Pos!t!on!ng !s v!ew!ng t e product t roug t e eyes o- t e consumer& ?ou pos!t!on your product by plac!ng !t a certa!n way !n t e consumer"s m!nd& ( e po!nt !s to try to develop a pos!t!on t at as a certa!n d!--erence& (See Appendixes 5, 5b, 6, 6b, 6c & 6d) *. Co"petitor &valuation (includes explanations of the follo ing! 3& Pri"ary Co"petition: ( ose products t at compete d!rectly (!&e&) Mc%onalds, $endy"s, 1urger .!ng, etc&) %!rect Compet!tors are t ose w o mar*et s!m!lar products !n t e same category to t e same group o- customers or prospects& (Sc ult=, pg& 3<) /& Secondary Co"petition: 2ll -orces t at !n !b!t t e sale o- a product& ( e !n !b!t!ng -orces may be products !n t e same

subclass as your product, products !n t e same product class, or anot er product beyond your product"s class& (.leppner, pg& ;;:;0) II. 'ar(eting +oals (includes explanations of the follo ing! A. Short Ter": Mar*et!ng goals -or t e company -low d!rectly out o- t e organ!=at!ons" corporate goals& ( ey s ould !nclude !n-ormat!on on suc areas as sales, marg!ns, or pro-!ts& 2lso !nclude !n-ormat!on on e,pected mar*et s are or s are !mprovement, current and proposed mar*et penetrat!on, and w ere c anges s ould occur& %. ,ong Ter" (1 to 5 years in the future! %udget (includes explanations of the follo ing! A. %rea(do n of %udget Allocation: P!e c art dep!ct!ng w at @ o- money !s be!ng allocated -or eac med!a ve !cle and any ot er money be!ng used (!&e&) sales promot!ons, sponsors !p, etc&)

III.

Magazines 7% TV 29%

Misc 2%

New spaper 19%

Radio 8% Sales Promo 35%

6A&

Advertising -eco""endations: ( ese recommendat!ons are t e eart o- t e advert!s!ng plan& $ at -ollows !s an outl!ne o- t e elements you w!ll want to !nclude& A. Target 'ar(et: 6dent!-y t e target mar*et to w om t e advert!s!ng w!ll be d!rected& 6nclude t e -ollow!ng) 3& *e"ographic Profile: p!c* O.& o- t e groups -rom your consumer evaluat!on& /& Psychographic Characteristics: 2 descr!pt!on o- a mar*et based on -actors suc as att!tudes, op!n!ons, !nterests, percept!ons, and l!-estyles o- consumers compr!s!ng t at mar*et& Psyc ograp !cs see*s to descr!be t e uman c aracter!st!cs o- consumers t at may ave a bear!ng on t e!r

response to products, pac*ag!ng, advert!s!ng and publ!c relat!ons e--orts& Suc var!ables may span a spectrum -or sel-:concept and l!-e:style to att!tudes, !nterests and op!n!ons, as well as percept!ons o- product attr!butes& (.leppner, pg& 4B) a& &xa"ples of psychographics: 2ct!v!t!es) le!sure t!me pre-erences, commun!ty !nvolvement, pre-erences -or soc!al events, etc& 6nterests) -am!ly or!entat!on, sports !nterests, med!a usage, mus!c, etc& 'p!n!ons) pol!t!cal pre-erences, v!ews on soc!al !ssues, etc& b& Identify) ow many o- t ose types o- people t ere are, and g!ve some !nd!cat!on o- w y t ey are prospectsCt at !s, are t ey present users, users o- compet!t!ve products, or not users !n t e category# 2lso, be sure to support t e recommendat!ons -or select!ng t e part!cular target mar*et segment o- t e populat!on& %. Advertising Ob/ectives: ( e bas!cs o- w at t e advert!s!ng !s supposed to accompl!s & ( ese obDect!ves s ould be a clearly stated measurable end result o- an advert!s!ng message or messages& Esually t e obDect!ve !s measured !n terms o- a c ange !n awareness, pre-erences, conv!ct!ons or ot er commun!cat!on e--ects& +,amples) 6ncrease awareness !n FF@ o- target mar*et w!t !n FF t!me per!od +n ance percept!on o- super!or!ty w!t !n FFF t!me per!od FFF@ o- current users w!ll purc ase product w!t !n FF t!me per!od

( ese obDect!ves s ould re-lect Mar*et!ng Goals (See Appendixes , ! & ") C. Creative Strategy: ( !s e,pla!ns Gw atH you"ll be say!ng !n t e advert!s!ng campa!gn& ( e creat!ve strategy !s t e most !mportant element !n t e ent!re plan& 6- you select t e wrong approac or -eature an un!mportant bene-!t, not matter ow muc med!a you buy or ow creat!ve your ot er commun!cat!on !deas may be, t e advert!s!ng campa!gn w!ll l!*ely -a!l& (Sc ult=, pg& 3<4) ( e advert!s!ng obDect!ves s ould be clear conc!se statements& +,amples) (o pos!t!on product as FFF# (o strengt en !mage o- product !n consumers m!nd (o create cont!nu!ty w!t !n campa!gn (o d!--erent!ate product by FFF# ( ese obDect!ves s ould re-lect Mar*et!ng Goals & 2dvert!s!ng 'bDect!ves&

(See Appendix 1#) *. &xecutions: ( !s sect!on s ows ow t e creat!ve strategy as been -ul-!lled& Include at least 1 example of each type of medium including: Pr!nt layouts and copy 7ad!o scr!pts (elev!s!on storyboards ( eme l!nes, art, pac*age des!gns, !llustrat!ons, and so on 1roc ure or catalog layouts 'utdoor board des!gns 2dvert!s!ng spec!alt!es Sales promot!on !deas 6nternet ads 0. 'edia -eco""endations (includes explanations of the follo ing! A. 'edia Ob/ectives: ( !s sect!on relates med!a to t e overall mar*et!ng & advert!s!ng plan, t e spec!-!c goal o- t e med!a& 6nclude) 3& ( e target aud!ence to be reac ed !n terms o- demograp !cs and psyc ograp !cs /& Cont!nu!ty needed <& Spec!al geograp !c we!g t!ng needed 9& %egree to w !c med!a w!ll ave to support promot!ons B& Creat!ve strategy !mpl!cat!ons (See Appendix 11) %. 'edia Strategy: ( !s sect!on covers t e spec!-!cs o- t e med!a plan& ( at means eac o- t e med!a proposed s ould be l!sted and t en support g!ven -or t at recommendat!on& 6n add!t!on, eac o- t e strateg!es must be related to one or more o- t e med!a obDect!ves& 6n some cases, e,planat!ons o- w y ot er more obv!ous strateg!es were not used or w y a new plan t at doesn"t -ollow !stor!cal trad!t!on !s necessary& ( e strateg!es s ould !nclude t e -ollow!ng) 3& Med!a classes selected (e&g&, networ* (A or maga=!nes) /& 5ocal andIor Nat!onal strateg!es <& +,planat!ons o- w y a strategy !s d!--erent -rom prev!ous ones 9& Spec!-!cat!ons o- t e s!=e o- med!a un!ts to be used (3B or <J second spots, -ull or -ract!onal pages) B& 7elat!ons !p o- strategy to t at o- compet!tors, w!t spec!al emp as!s on certa!n *ey brands t at must be dealt w!t spec!-!cally (does t e compet!t!on ave a campa!gn t at you w!ll be d!rectly oppos!ng andIor c alleng!ng#) 8& 2 rat!onal -or &AC# strategy statement ;& +,planat!ons o- &AC# med!a strategy (%escr!pt!ons o- eac type o- med!a used, w y, ow o-ten, etc& (See Appendix 12a and 12b)

C. 'edia Schedule: Color:coded c art o- med!a ve !cles and da!lyIwee*lyImont ly use& (See Appendix 13) 0I. Integrated 'ar(eting -eco""endations (Includes explanations of the follo ing! A. Sales Pro"otion 1. Sales Pro"otion Ob/ectives 2. Sales Pro"otion Strategies 3. Sales Pro"otion &xecutions (See Appendix 14) %. Public -elations -eco""endations: 2 br!e- descr!pt!on o- t e publ!c relat!ons act!v!t!es t at w!ll be used !n support o- t e product or serv!ce& 6deally, summary statements o- t e -ollow!ng s ould be !ncluded) 1. Public -elations Ob/ectives 2. Public -elations Strategies 3. Public -elations &xecutions A66& Conclusions: 1e s ort and to t e po!nt& ( !s sect!on s ould not repeat mater!al prev!ously !ncluded& Create a summary o- t e ma!n po!nts t at you want to -ocus on, espec!ally t e problems and opportun!t!es t e product or serv!ce -ace& Appendix 15$ Appendix 16$ Appendix 1 $ Appendix 1!$ Appendix 1"$ Se%ecting and &uying 'edia (Schu%t(, pg) 4#!) *uide%ines for +rint, ,adio, and -. (Schu%t(, pg) 33"/343) +ro0otion 1b2ecti3es (+errautt, Student 45) 6xecuting the &ig 7dea (8%eppner, pg) 232) S%ogans (9e%ton, pg) 13)

Appendix 1 %!--erent!at!on (.leppner, pg& /0) ( e product s ould ave a un!Kue, bene-!c!al d!--erent!at!on -or t e consumer& $ en a new product appears on t e scene, !t s ould o--er some value t at e,!st!ng products do not ave& 6- !t were !dent!cal to ot ers already !n t e -!eld, w y would anyone select !t# 2dvert!s!ng !s used to ma*e pr!me prospects aware o- product d!--erent!at!on& ( ere are 9 categor!es eac w!t un!Kue opportun!t!es -or advert!s!ng& 3& &eneficia% and 63ident 5ifferentiation$ Products w!t bene-!c!al and ev!dent contrasts to t e!r compet!tors are rare, but most are l!*ely to succeed& Products !n t !s category are also relat!vely easy to promote s!nce consumers must only be made aware t at t ey e,!st& /& &eneficia% &ut 1bscure +roduct 5ifferentiation$ Here advert!s!ng !s per aps most cruc!al to a product"s success& ( e ab!l!ty to creat!vely promote !dden bene-!ts w!ll usually determ!ne t e success o- suc a product& H!g :gas:m!leage automob!les, low: n!cot!ne and tar c!garettes, energy:e--!c!ent appl!ances are e,amples o- t !s type oproduct d!--erent!at!on& <& :onbeneficia% &ut 63ident +roduct 5ifferentiation$ Per aps t e maDor cr!t!c!sm omany contemporary products !s t at t ey are c anged -or no reason ot er t an to promote some !ns!gn!-!cant -eature& ( e add!ng o- c rome to a car and t e alterat!on o- labels or pac*ag!ng are common e,amples o- t !s category o- d!--erent!at!on& :onbeneficia% an 1bscure +roduct 5ifferentiation$ $ en t ere !s very l!ttle d!--erent!at!on among var!ous brands o- t e same productC!&e&) 2dv!l, 2leve, and (ylenol, :: t ere !s very l!ttle to advert!se& Sugar !s anot er e,ample o- a product t at allows -or l!ttle d!--erent!at!on between brands> t e result !s t at brand advert!s!ng !s m!n!mal, espec!ally !n v!ew o- t e large consumpt!on o- sugar&

Appendix 2

&xa"ple: Seg"entation of All Possible 'ar(ets

Group 3) 2ge Se, 6ncome +ducat!on 7ace Soc!al Class Lam!ly S!=e /B:9B Male MBJ,JJJ : M3JJ,JJJ College Graduate 2ll Epper Class <:9 Group /) 2ge Se, 6ncome +ducat!on 7ace Soc!al Class Lam!ly S!=e <B:BB Lemale M;B,JJJ : M3BJ,JJJ 2ssoc!ates or 1ac elor"s Caucas!an Epper Class 9:B

*eographica%$ M!ddle 2tlant!c Suburbs *eographica%$ Sout east Erban +roduct ;ser$ 3st (!me 1uyer +roduct ;ser$ 5oyal to 1rand <ifesty%e$ (wo Career Lam!ly <ifesty%e$ Stay at Home Mom Group <) 2ge Se, 6ncome +ducat!on 7ace Soc!al Class Lam!ly S!=e /B:BB Lemale M;B,JJJ : M3;J,JJJ College Graduate 2ll Epper Class /:< Group 9) 2ge Se, 6ncome +ducat!on 7ace Soc!al Class Lam!ly S!=e <B:BB Lemale M<B,JJJ : M;B,JJJ Some College 2ll M!ddle Class 9:B

*eographica%$ M!ddle 2tlant!c Erban +roduct ;ser$ 3st (!me 1uyer <ifesty%e$ ( e Good 5!-e Group B) 2ge Se, 6ncome +ducat!on 7ace Soc!al Class Lam!ly S!=e

*eographica%$ Sout west Suburban +roduct ;ser$ 5oyal to 1rand <ifesty%e$ Soccer Mom Group 8)

9B:8B 2ge <B:BB Male Se, 1ot MBJ,JJJ : M3JJ,JJJ 6ncome M;B,JJJ : M3BJ,JJJ Some Graduate Sc ool +ducat!on 2ssoc!ates or 1ac elor"s Caucas!an 7ace 2-r!can 2mer!can M!ddle Class Soc!al Class Epper Class <:9 Lam!ly S!=e 9:B *eographica%$ M!ddle 2tlant!c +roduct ;ser$ 5oyal to 1rand Category

*eographica%$ Nort east Suburban +roduct ;ser$ 5oyal to Lord <ifesty%e$ (wo 6ncome Lam!ly

<ifesty%e$ S!ngle

(Poss!ble +ntrepreneur)

Appendix 3 Mar*et Segmentat!on) (.leppner, pg& ;0:03) ( ere are a number o- -actors to be cons!dered !n plann!ng advert!s!ng to ta*e advantage o- mar*et segmentat!on& ( e -!rst step !t to determ!ne t e var!able to use -or d!v!d!ng a mar*et& 6n add!t!on to demograp !cs, t e maDor means o- mar*et segmentat!on are geograp !cal, product user and l!-estyle segmentat!on& 3& *eographica% Seg0entation$ %es!gnat!ng customers by geograp !cal area& ( !s !s best used to dec!de on nat!onal, reg!onal and local ad campa!gns& (!&e&) New +ngland, M!ddle 2tlant!c, +ast Central, $est Central, Sout east, Sout west, Pac!-!c, etc&) ?ou can also segment based on Suburbs, 7ural and Erban 2reas w!t !n t e nat!onal, reg!onal and local mar*ets& /& +roduct ;ser Seg0entation$ Eser segmentat!on !s a strategy based on t e amount andIor consumpt!on patterns o- a brand or product category& ( e advert!ser !s !nterested !n product usage rat er t an consumer c aracter!st!cs& Most user segmentat!on met ods are comb!ned w!t demograp !c or l!-estyle consumer !dent!-!cat!on& (yp!cally, a mar*et segment !s -!rst d!v!ded !nto all users, and t en -urt er d!v!ded !nto eavy, med!um and l!g t users& <& <ifesty%e Seg0entation$ 6n l!-estyle segmentat!on, t e assumpt!on !s made t at !- you l!ve a certa!n way, so do your ne!g bors, and t ere-ore any smart mar*eter would want to target part!cular areas -!lled w!t t ese clones& 2lso, l!-estyle segmentat!on !s !dent!-y!ng consumers by comb!n!ng several demograp !cs and l!-estyles&

Appendix 6 Pos!t!on!ng o- a Product) (.leppner, pg& 0<:09) 3& Pos!t!on t e Product by 2ppeal /& Pos!t!on!ng to +,pand 1rand S are +,amples o- Pos!t!on!ng) M!ller 5!te !s pos!t!oned as t e Ggood tast!ng and less -!ll!ngH beer t at Dust appens to be low !n calor!es .!ll!an"s 7ed 1eer !s pos!t!oned as a prem!um !mport beer (even t oug 2n euser 1us brews !t) 5e,us !s pos!t!oned as a lu,ury ve !cle 6vory Soap !s pos!t!oned as a pure soap Nature Aalley Granola 1ars are pos!t!oned as a G ealt y snac* -oodH

Appendix 12b +,amples o- Med!a Strategy (!&e&) Product !s an underwater camera) (elev!s!on) (A ads w!ll be s own on cable networ*s suc as t e (ravel c annel, + enterta!nment telev!s!on, and (1S& ( ese networ*s w!ll best reac our target mar*et& 7ad!o) 7ad!o ads w!ll not be used& $e -eel t at our target mar*et can not be reac ed e--ect!vely us!ng t !s med!um& Newspaper) ads w!ll be placed !n t e Sunday ed!t!on o- every maDor da!ly newspaper !n t e ES2& ( ese Sunday ed!t!ons o--er travel sect!ons t at can reac our target mar*et success-ully& Maga=!nes) ads w!ll be placed !n maga=!nes suc as Men"s Healt , Sports 6llustrated, 7odale" Scuba %!v!ng, S*!n %!ver, 'uts!de, Salt $ater Sportsman, Sel-, S ape and 7eaders %!gest& ( ese maga=!nes reac our target mar*et, plus prov!de room -or sp!llover !nto ot er mar*ets& 6nternet) we w!ll prov!de l!n*s to our webs!te on many travel searc eng!nes suc as (raveloc!ty, +,ped!a, ?a oo travel, and ES 2!rways connect!ons& $e w!ll also prov!de pop up screens on travel agent webs!tes suc as 2pple Aacat!ons& 'ur target mar*et group !s regular users o- t e !nternet to ma*e t e!r -reKuent travel arrangements& 'utdoor and (rans!t) we w!ll eav!ly advert!se our camera !n maDor a!rports, !n a!rl!ne maga=!nes, at bus depots across t e nat!on and ave b!llboards on maDor !g ways w!t !n /J m!les o- t e maDor a!rports& ( ese ads w!ll reac t e part o- our target mar*et t at are !mpulse buyers and t ose t at tend to -orget !tems w en t ey pac*& %!rect Ma!l) w en travel customers boo* t e!r tr!ps onl!ne we w!ll -ollow up w!t !n-ormat!on perta!n!ng to t e purc ase o- our product& $e w!ll place purc ase !n-ormat!on !n 2mer!can +,press b!ll!ng !nserts& $e w!ll also send coupons to t ose w o boo* e,clus!vely w!t (raveloc!ty and +,ped!a& 'ur target mar*et !s reac ed e--ect!vely w!t t ese d!rect ma!l o--ers&

Appendix 12b cont: Spec!-!c Med!a Strateg!es) (elev!s!on)

(ravel C annel) t !s c annel o--ers our target mar*et a way to elp create memor!es ot e!r vacat!on& 'ur mar*et daydreams about trop!cal parad!se and wants to remember t ese tr!ps -orever& ( !s c annel elps t em plan and carry out t ese daydreams& ( e v!ewers o- t !s c annel -!t our target mar*et very well& <B to BB, a--luent, marr!ed, older c !ldren, -reKuent pleasure travel, etc& ( !s c annel w!ll prov!de an act!on element !n our plan& $e w!ll place <J second spots dur!ng even!ng v!ew!ng ours (0pm to 33pm)& ( ese spots w!ll a!r dur!ng t e wee*days at t e same t!me eac wee* to !ncrease e,posure& (See Appendix 1 for storyboard) + +nterta!nment (elev!s!on) + as v!ewers o- all ages depend!ng on t e programm!ng our& ( e!r w!ld on programs v!s!ts e,ot!c and beaut!-ul places w !le us!ng beaut!-ul people to elp you ta*e t e tours& Percept!on o- our product w!ll be ra!sed as a super!or way to save memor!es and create new daydreams& 'ur <J second spots w!ll a!r only on +"s $!ld 'n program& (See Appendix 2 for storyboard) (1S) t !s networ* o--ers non-!ct!on mov!es -or t ose w o l!*e to get away -rom t e real world -or aw !le& ( !s c annel w!ll prov!de commerc!als to !ncrease awareness o- our camera& $e w!ll a!r <J second spots on wee*end mov!e marat ons between 3J am and /pm& (See Appendix 3 for storyboard) Newspapers) Most da!l!es o--er travel sect!ons !n t e!r Sunday ed!t!on& ( e target mar*et !s an av!d reader o- t e newspaper and enDoys spend!ng Sunday a-ternoons rela,!ng and read!ng t e paper& $e w!ll ave N page 9 color ads !n t e travel sect!on every Sunday t roug out t e campa!gn year& 'ur pr!nt ad w!ll add cont!nu!ty to t e ot er -acets o- our campa!gn& (See Appendix for !e"spaper Ad)

Appendix 12b cont: Maga=!nes) Men"s Healt ) t !s maga=!ne reac es t e at let!c male port!on o- our target mar*et& 6t also prov!des sp!llover !nto a younger a--luent mar*et& ( e readers" o- t !s maga=!ne are con-!dent, at let!c and success-ul men w o ta*e pr!de !n t e!r c o!ce o- vacat!on and would want to document t e occas!on& 'ur maga=!ne ad w!ll be -ull page 9 color glossy !n t e -!rst al- o- t e maga=!ne&

Sports 6llustrated) t !s maga=!ne reac es bot young and older men and aga!n prov!des sp!llover !nto ot er mar*ets& ( e ad would do well !n S6 dur!ng t e w!nter and summer mont s& 'ur maga=!ne ad w!ll be -ull page 9 color glossy !n t e -!rst al- o- t e maga=!ne& Sel- and S ape) t !s maga=!ne w!ll reac t e con-!dent, at let!c and success-ul women w o ta*e pr!de !n t e!r c o!ce o- vacat!on and would want to document t e occas!on& ( ese women would want to use t e camera to s ow t e!r bravado and a--luence !n t e!r c o!ce o- vacat!on& 'ur maga=!ne ad w!ll be -ull page 9 color glossy !n t e !ns!de -ront cover o- t e maga=!ne& 7odale" Scuba %!v!ng, S*!n %!ver, 'uts!de and Salt $ater Sportsman) t ese maga=!nes reac t e spec!-!c mar*et o- underwater ent us!asts bot male and -emale& 'ur maga=!ne ad w!ll be -ull page 9 color glossy on t e bac* cover o- t e maga=!ne& 7eaders %!gest) t !s maga=!ne o--ers a travel sect!on t at appeal to women& 6t prov!des cont!nu!ty w!t t e newspaper and telev!s!on ads& 'ur maga=!ne ad w!ll be -ull pageO 9 color glossy !n t e travel sect!on o- t e maga=!ne& 2!rl!ne Maga=!nes) t ese maga=!nes are o--ered by t e spec!-!c a!rl!nes and w!ll reac t ose -orget-ul people w o le-t t e!r camera at ome& 6t also reac es t ose w o were !nterested !n our product, but never got around to purc as!ng !t& ( ere w!ll be a 3:0JJ number l!sted t at w!ll guarantee del!very w!t !n 90 ours to anyw ere !n t e world at no e,tra cost& ( !s maga=!ne ad w!ll be -ull page 9 color glossy on t e !ns!de -ront cover ot e maga=!ne& (See Appendix # and 6 for $aga%ine Ads)

O7eaders" %!gest !s a smaller maga=!ne w ose -ull page ad w!ll be 8H , 9H rat er t an 0 PH by 33H

Appendix 12b cont: 6nternet) $ebs!te, l!n*s and pop:up screens) t e spec!-!c !nternet s!tes c osen (!&e&) (raveloc!ty, +,ped!a, ?a oo travel, and ES 2!rways connect!ons) w!ll d!rectly l!n* t e travel -anat!c to our webs!te w ere t ey can d!rectly purc ase t e camera& 'ur webs!te w!ll o--er t e camera and var!ous e,amples o- p!ctures ta*en and rev!ews by actual users o- t e camera& 2 pop up screen w!ll appear w en peruser"s o- t e s!tes loo* !nto vacat!ons at popular d!ve areas suc as ( e Cayman 6slands and 2ustral!a"s Great 1arr!er 7ee-& (See Appendix & and ' for Internet Ads) 'utdoor) Posters) t ese w!ll be placed !n eac a!rl!ne term!nal to reac t e -reKuent travelers& ( ey w!ll be 9 color persuas!ve ads& 1!llboards) t e b!llboards w!ll be d!rected at t e -reKuent traveler w!t !n /J m!les o- t e maDor a!rports year round& ( e!r w!ll be one b!llboard !n eac d!rect!on on t e maDor !g ways lead!ng to t e a!rports& ( ey w!ll prov!de cont!nu!ty w!t t e maga=!ne and newspaper ads w !le elp!ng t e reader remember t e!r need -or t e product& (See Appendix ( and 1) for *utdoor Ads) %!rect Ma!l) 2 sel-:ma!ler broc ure w!ll be sent to potent!al travel customers" w o boo* t e!r tr!ps onl!ne& $e w!ll also send d!scount coupons to t ose w o boo* e,clus!vely w!t (raveloc!ty and +,ped!a& 1!ll!ng !nserts w!ll be placed !n 2mer!can +,press cred!t card statements w!t !n-ormat!on on purc as!ng& ( ese b!ll!ng !nserts w!ll only be placed !n statements o- consumers w o ave purc ased travel on t e !nternet& 2ll !nternet travel buyers ave to use cred!t cards to purc ase t e!r vacat!ons, so b!ll!ng !nserts prov!de a d!rect cont!nu!ty w!t our ot er ads& (See Appendix 11 and 12 for +irect $ail Ads)

Appendix 1' Great advert!s!ng campa!gns are usually t e result o- w at !s termed a Gb!g !deaH !t !s usually very s!mple, but !t br!ngs real!sm, an understand!ng o- t e mar*etplace, and an empat y w!t t e target mar*et t at l!terally ma*es t e advert!sement Dump o-- t e page or o-- t e (A screen and !nto t e l!-e o- t e reader or v!ewer& Gu!del!nes o- +,ecut!ng t e G1!g 6deaH 3& .now ( e Product /& .now ?our Mar*et <& (al* (o ?ou Prospect 9& Ma*e 2 Prom!se B& Get (o ( e Po!nt 8& 1e Germane ;& 1e Conc!se 0& 1e 5og!cal 4& 1e +nt us!ast!c 3J& 1e Complete 33& %on"t (ry (o %a==le 3/& 7espect ( e +ngl!s 5anguage 3<& Have 2 Spec!-!c 7esponse 6n M!nd 39& '--er 1ene-!ts, Not G!mm!c*s 3B& 2s* Lor ( e 'rder

Appendix 1( Good slogans are s ort clear and easy to remember +,amples) Qust %o 6t ( e Heartbeat '- 2mer!ca 6- ?ou %on"t 5oo* Good, $e %on"t 5oo* Good Melts 6n ?our Mout , Not 6n ?our Hand

6nst!tut!onal Slogans) create prest!g!ous !mage -or t e company Hard:Sell Slogans) ( ey ep!tom!=e t e spec!al s!gn!-!cant -eatures o- t e product or serv!ce and are strongly compet!t!ve&