1

IMC Plan for BROTHER Printer

ADMS 4240 N Advertising and Communications
Prof. Pallavi Sodhi








Group 5
Beibei Tang
Ingrid Arellano
Kirandeep Sidhu
Leo Uzlaner
Shane Lieberman
Tom Caravaggio
Viktor Penaflor
208 104 373
204775219
206 790 224
207 402 266
206 524 334
206 853 055
208 885 014
2
Table of Content

1.0 EXECUTIVE SUMMARY............................................................................................................ 3
2.0 THE CLIENT BRIEF ...................................................................................................................... 3
2.1 CATEGORY, PRODUCT AND BRAND INFORMATION ...................................................................... 3
2.2 BRAND POSITIONING .................................................................................................................... 3
2.3 CORPORATE MISSION .................................................................................................................. 4
2.4 BUSINESS GOALS ......................................................................................................................... 4
3.0 SITUATIONAL ANALYSIS ........................................................................................................... 4
3.1 MARKET AND CATEGORY OVERVIEW ........................................................................................... 4
3.2 SWOT ANALYSIS ......................................................................................................................... 5
4.0 COMMUNICATION ANALYSIS ................................................................................................... 5
4.1 COMPETITIVE ANALYSIS ............................................................................................................... 5
4.2 TARGET MARKET ANALYSIS ......................................................................................................... 7
5.0 MARKETING OBJECTIVES AND STRATEGIES .................................................................... 7
5.1OBJECTIVES OF PRODUCT, PRICE, PROMOTION, DISTRIBUTION ................................................. 7
5.2 BARRIERS TO MEETING GOALS ................................................................................................... 8
6.0 INTEGRATED COMMUNICATION OBJECTIVES AND STRATEGIES ............................... 9
7.0 STRATEGIC BRAND POSITIONING ......................................................................................... 9
8.0 CREATIVE STRATEGY .............................................................................................................. 10
9.0 CREATIVE IMPLEMENTATION ................................................................................................ 11
9.1 CONCEPTS AND STORYBOARDS ................................................................................................ 11
9.2 PRINT LAYOUT ............................................................................................................................ 11
9.3 CAMPAIGN EXTENSION CONSIDERATIONS .................................................................................. 12
10. INTEGRATED COMMUNICATION PLAN ............................................................................... 12
10.1 CHANNELS, TACTICS, COST .................................................................................................... 12
10.2 TIMING/ACTIVITY GRID/SCHEDULING ...................................................................................... 13
11. EVALUATION FOR ADVERTISING PLAN ............................................................................. 13
12. BUDGET SUMMARY .................................................................................................................. 14
13. TEAM CREDENTIALS ................................................................................................................ 16
APPENDIX ........................................................................................................................................... 17





3
1 1. .0 0 E Ex xe ec cu ut ti iv ve e S Su um mm ma ar ry y

The objective of this integrated marketing communication (IMC) plan for brother
printer is aiming to improve the brand awareness and brand recognition by applying
story-board media, print media, and out-of-home media, together with other
promotional strategies. The campaignWhat Frustrates You? intends to build up
the emotional relationship between Brother and customers by positioning Brother
printer as a solution for their problems they have dealt with their previous printers. By
doing so, we are willing to strengthen Brother as a reliable brand that provides extra
customer value of the same features with other similar printer brands.

Three approaches rational appeal, emotional appeal, and humour appeal will
dedicate into the main Ads. The IMC campaign will start from teaser Ads which
intends to generate audiences attention and curiosities at first, following by the
pivotal media Ads which plan to inform and educate the audiences, then with other
promotional arrangements such as sweepstake, sales rebates/discounts, direct mail,
internet Ads. at the end to achieve the Brothers overall marketing objectives.


2 2. .0 0 T Th he e C Cl li ie en nt t B Br ri ie ef f
2.1 Category, Product and Brand information
(Refer to Appendix A for Brother products categories)
Brother International Corporation (Canada) Ltd. markets a range of business machine
products known for their originality and creativity. Brothers key products include
printers; fax multifunction, labeling, and document finishing work group solutions for
enterprises of any size. Brother also markets a wide range of home and industrial
sewing machines.
1
Brother Canada was established in February 1960 and is
headquartered in Dollard-des-Ormeaux, Qubec. Brother Canada provides sales,
marketing, technical support, warehousing and distribution for all our Canadian
customers.
2

2.2 Brand Positioning
Brother positions itself as a reliable brand which aiming to provide the superior value
to all its customers quickly by offering innovation, unique, self-developed technologies
and state-of-the-art and global product manufacturing
3
Throughout Brother
International Corporations business activities, they follow the motto "At Your Side,"
illustrating the companys customer-first mentality while supporting it with their range of
products and services.

1
About us. http://www.brother.ca/en/company/index.asp (Retrieved on Mar. 22, 2008)
2
Ibid.
3
Message from the Management. http://www.brother.com/corporate/en/message/index.html (Retrieved on
Mar. 22, 2008)
4
2.3 Corporate Mission
Through using its unique, self-developed technologies and state-of-the-art, global
product manufacturing, the Brother Group will fulfill its corporate mission - to provide
superior value to all its customers quickly.
4
Brother is devoted to a customer oriented
approach to its business, and they are consistently striving to exceed stakeholders
expectations, and to retain its employees pride. Above all, they are aiming to keep
Brother a brand that inspires confidence from, and is valued by, our customers
worldwide.
5

2.4 Business Goals
(Refer to Appendix B --Brother Global Vision 21)
Brother has developed a road map that consists of a set of goals that will allow for the
fulfillment of Global Vision 21, the companys mid and long-term corporate visions. This
will be effective in three successive phases.
Phase 1: (from FY03/2004 to FY03/2006) To become a leading global company with
high profitability by achieving a balance of both sustaining high profitability and
technology investment for the future.
6

Phase 2: (from FY03/2007 to FY03/2008) To become a world-class manufacturer by
developing outstanding proprietary technologies. Brother is willing to expand the
Printing Business and build a strong positioning in the market and investments in
development of new business areas at this stage.7
Phase 3: (from FY03/2009 to FY03/2012) To embody Brother's motto, "At your side,"
throughout corporate culture.
3 3. .0 0 S Si it tu ua at ti io on na al l A An na al ly ys si is s
3.1 Market and Category Overview

(Refer to Appendix C Growth of Printing Industry)
The Canadian computer hardware market which consists of personal computers,
servers, mainframes, workstations, and peripherals consistently posted moderate rates
of growth throughout the 2003-2007 periods. This trend is expected to continue over

4
http://www.brother.com/corporate/en/message/index.html
5
Ibid
6
Road Map for achieving of Global Vision 21.
http://www.brother.com/corporate/en/vision/index.html. (retrieved on Mar. 22, 2008)
7
Road Map for achieving of Global Vision 21.
http://www.brother.com/corporate/en/vision/index.html. (retrieved on Mar. 22, 2008)
5
the forthcoming five years.
8
Within computer peripherals, printing market keeps
increasing from 2001 to 2006. Printing volume grew by 31.5% and printing value grew
by 7.6% in 2006.
9


The printing market is highly concentrated which represents the major players hold the
largest market share such as HP, Lexmark, Epson, Xerox, Acer, and Canon.
Commoditization and innovation are two trends in this industry which both driven by
price competition. Major end-users are consumers and business. Advertising is widely
used in this industry, especially to reach consumers and business IT manager.
Magazine advertising is common. Internet advertising has also become important.
10


3.2 SWOT Analysis
(Refer to Appendix D SWOT analysis)

Strengths:
Wireless printer technology
Varity of product lines
Brand recognition
Various partner networks
Online customer service support
Competitive prices
Product warranty available
Existing loyal customers
Weaknesses:
Relatively limited product lines
Relatively low financial budget for
advertising
Low brand image

Opportunities:
Growing market demand
Changing consumers
Technology innovation
Threats:
Low brand awareness
Low market share
Reputation of bring flimsy
11

Intense competition

4 4. .0 0 C Co om mm mu un ni ic ca at ti io on n A An na al ly ys si is s
4.1 Competitive Analysis
There are five major competitors competing at different aspects and level in printing
industry which are HP, Canon, Dell, Epson, and Xerox. Competition in printing industry
is relatively fierce than other industries according to its technology advances, changing
customers requirements, customer services demand, and brand image affects.
Manufacturers have to adapt to technology transformation and consumers satisfaction

8
Market Analysis p8. Computer Hardware in Canada-Industry Profile. Datamonitor (Feb.2008).
http://dbic.datamonitor.com.ezproxy.library.yorku.ca/countries/country/?gid=Canada (Retrieved on Feb. 13, 2008 York
University)
9
GMID - Global Market Information Database
http://www.portal.euromonitor.com.ezproxy.library.yorku.ca/portal/server.pt?control=SetCommunity&CommunityID=207&
PageID=720&cached=false&space=CommunityPage (Feb.13,2008 York University)
10
Sales and marketing. Industry profile: Industry Overview. Hoovers.
http://premium.hoovers.com.ezproxy.library.yorku.ca/subscribe/ind/fr/profile/basic.xhtml?ID=212 (Feb.13,2008 York
University)
11
http://www.ciao.co.uk/Reviews/Brother_DCP_115C_Printer__6493444 (retrieved on Feb.13, 2008)
6
to improve and/or maintain their market share and market revenues. Brother, with
innovative technology, is directing to provide solution for home, home business, and
home office consumers. Differently from other competitors, Brother is the one who put
customers at first with sufficient and efficient services through its own hotline and web-
support services. On the other side, customers in printing Industry are prone to
experience the response process (cognitive -> conative-> affective). Customers are
easily be influenced by others and/or brand image. They most likely to get to know and
understand first, followed by decision of purchase, with experience at the end.
Therefore, to inform and educate customers at early stage is pivotal for a corporations
communication objectives.

(Refer to Appendix E Competitors information)
Competitor
12
Target Market & Segmentation
Communication
Vehicle
HP
Divides its clients into seven segments:
-Enterprise storage and servers (ESS)
-HP services (HPS) - Software -Imaging and printing
-Personal systems group (PSG) group (IPG)
-HP financial services (HPFS) and corporate investments.
- The company combines ESS, HPS, and software segments
of business into Technology services group (TSG)
Consumer Packaged Goods:
-Target everyone from home office to large corporate
enterprises and individual home users, HP started in
printers and thus is known for them
Radio
Television
Magazines
Newspapers
Retail
Catalogues
Transit Ads

Canon

Tthree main segments:
-business machines
-cameras
-optical and other products.

Radio
Television
Magazines
Newspapers
Retail
Catalogues
Transit Ads
Epson
Three business segments:
- information-related equipment
- electronic devices
- precision products.
Epson specialized in printers, thus targeting for home office
and corporate office as a reliable and high quality printers.
Radio
Television
Magazines
Retail
Catalogues
Xerox
Even though Xerox has tried to shift its target over the last
few years, it has always been known as the office
printer/photocopier. It positioned itself so well that most
individuals use the term Xerox it for photocopying a project
or paper.
Television
Magazines

Dell

Dell has always targeted a younger audience including
students and home users. Its famous model is based on
online selling and customization for separate and particular
needs of its customers.
Radio
Television
Magazines
Newspapers
Transit Ads
Online Ads

12
www.markline.com
7

4.2 Target Market Analysis

Main Dimension
Segmentation Variables Target Market
Geographic Region
Toronto
Vancouver
Demographics
Gender
Age
Life Stage
Residence tenure
Marital Status
Male and Female
25-49
Small business owners/ Home
office owners
Mortgage payers
Married with Children
Psychographic
Personality
Lifestyle
Values
Social Class
Family oriented
Enjoys family-oriented activities
like camping and eating out. They
are price-conscious.
Achievers and strivers
Middle class, earns around
$60,000 a year

5 5. .0 0 M Ma ar rk ke et ti in ng g o ob bj je ec ct ti iv ve es s a an nd d S St tr ra at te eg gi ie es s

Overall Objective: Develop the Brother brand and foster customer service at all levels
of the organization.

5.1Objectives of Product, Price, Promotion, Distribution

Product
Objectives: to be innovative and ensure high product quality and be eco friendly.
Main strategies:
Quality Strategies which allows Brother Canada to ensure and improve their
products to meet the needs and the expectations of being innovative products
and services
Environmentally Friendly Strategy which achieved through Brothers 5R
environment concept by working in harmony with the environment
Price
Objective: Quality Leadership
Main strategies:

Value based Pricing which based on effective vale to the customer relative
to the alternative products.

Psychological Pricing
a. Popular Price Points- Brother offers different price points according to
the type of consumer they are aiming the product at.
b. Positioning- Brother positions itself to be a quality leader- offer a high
quality product which is backed by their certificates of quality.

8
Promotional Discounts: to stimulate sales of products in the short term
13

Promotion
Advertising: Brother Canada uses print, radio and television ads to promote
their products. Through advertising they use message and media strategy- the
main message is Brother, on your side and this can be seen on their website
and their print ads. Also their ads focus on a key aspect of their products which is
they as easy to use and user friendly.

Internet/Interactive Marketing: Brother Canada website is the main resource on
its products, it provides information on the products they carry special promotions
on those products and lets one also purchase products.

Sales Promotion: Mainly seen on their website where they offer discount
coupons and mail in rebates on various products that they carry. Also done through
retailers, offer discounts off the regular price.

PR/Publicity: Main PR is done through their website as it shares an overview of
the company, of their credentials and achievements and what their overall
objectives are. They also aid in their own publicity by sharing articles that have
been printed on them that shows them in the good limelight on the organization
and products they have. There is a large focus on their 5R concept, which shows
the organization of being eco friendly and this also includes their products such
as printers and printer accessories.

Personal Selling: This is done at retailers or big box stores such as Future shop
and Staples where the sales staff would provide information on the product. But
Brother Canada website also provides personal selling in a way which related
back to interactive marketing as well, by having aids on searching for products
and information on the products.

Distribution
Selective Distribution: Brother Canada distributes the printers and printer
accessories through selected retailers/ big box stores and through the internet.
Retailers include Future Shop, Best Buy, Staples, Grand & Toy, and Office
Depot.
14

5.2 Barriers to Meeting Goals
Barrier 1: High competition in the printer and printer accessories market-
HP/Epson/Lexmark/Acer/Xerox- a large range of brands of same product with
different features available to the consumer.

Barrier 2: Low differentiation between competitors- there is low differentiation
between printers as they perform one main function which is print. With low
differentiation consumers are more likely to switch more, harder to maintain brand
loyalty.


13
http://entrepreneurs.about.com/od/salesmarketing/a/pricingstrategy_2.htm
14
http://www.zipmath.com/SL/slm.cgi?LOC_P|L6R2N6|ON|10|100_2|5|www.brother.ca/en3|

9
6 6. .0 0 I In nt te eg gr ra at te ed d C Co om mm mu un ni ic ca at ti io on n O Ob bj je ec ct ti iv ve es s a an nd d S St tr ra at te eg gi ie es s

We apply communication objectives in our IMC plan to achieve and support Brothers
marketing objectives and avoid the problems related to sales objectives which give
little guidance for planning and developing the promotional program. The overall goal
of this IMC campaign is to increase Brothers brand awareness and brand recognition
through TV, Radio, Print, Out of home advertising, sales promotion, direct mail and
internet marketing in one year period, therefore, achieving its market share and market
revenue. Following are the specific behavioural and communication objectives that are
willing to be achieved through this IMC campaign.


Product: Brother Printer
Time Period: one year
Behavioural Objectives Communication Objectives
Trial Objective: Obtain trial among 20% of
the target audience. Use price-off and
coupons along with advertising and
promotion.
Purchase-related behaviour: Provide and
communicate information about the
features and benefits through advertising
and promotion.
Brand Awareness: Create awareness among
80% of target audience. Use repetitive
advertising in TV, magazines. Simple
message.
Brand attitude: Create interest in the brand
among 80% of target audience
Brand purchase intention: generate purchase
intention among 20% of target audience

Objectives through different stages of the decision making process
Need Recognition Information
Search
Alternative
Evaluation
Purchase
Decision
Post-Purchase
Evaluation
Brand awareness-
TV
Brand attitude-
Print and Web
Brand attitude-
Print and Web
Brand purchase
intention- direct
mail and web


7 7. .0 0 S St tr ra at te eg gi ic c B Br ra an nd d P Po os si it ti io on ni in ng g

(Refer to Appendix G Brother and competitors positioning strategy)

The main market positioning that Brother Canada would want to pursue in the Ads
campaign would be based on quality and benefits that their products can provide for
the consumer which will make it better then the competitors as these are the main
factors that competitors position themselves and what they must believe consumers
may believe to be most important to the purchase criteria. There are two main factors
that Brother Canada would focus on in the new campaign. One is to convince people
with home offices that printers and printer supplies which are a key to the office do not
have to be over the top expensive to be good, that there are affordable products that
10
still have high quality. Another focus is to provide products that are reliable and
simplistic to use.
The main attributes and benefits for Brother will be reliability of the brand and product
and the simplicity or ease of use which is to be linked to quality and last of that it is cost
efficient, therefore affordable. As well, with the tag line At your side there is a focus of
community building for Brother products users and that there is a support system for
consumers.
Brother Canada has 3 main factors that it will position itself on:

Benefit easy to use, reliable and environmentally friendly.
Quality/Price- has a high quality product that is dependable (linked with
benefit) but still affordable
Competitor- not going to mention the exact competitors in ads but will have
a subtle comparison
Brother Canada will use Benefit Positioning as this is the best way for them to answer
consumer questions. When future consumers are thinking of a solution for their basic
printing needs for their home office or corporate, Brother Canada will aspire to be that
solution. These consumers should know the benefits of Brother Canadas, which then
can be limited to their needs and concerns. By following the benefit positioning, a
sense of quality is made which is a huge factor for Brother, so quality will be expressed
as superior compared to their competitors. With using benefit positioning, consumers
will start to see Brother Canada as a premium solution which uses quality attributes to
provide the best results but still cost efficient. This perceived value should be derived
from pre-purchase and post purchase service provided by the various retailers and via
the Brother website which will also offer consumers of Brother products not only to be
known as consumers but also to be part of the Brother community. Lastly, with
competitor positioning Brother in a very subtle was will imply how other brands (with no
mention of any names) are not easy to use but rather frustrating which in turn will show
that they are not reliable. What ends up happening with these factors of brand
positioning is they all link to one another, in a way creating a matrix that every factor is
important to one another and that each factor creates another benefit for the
consumer, showcasing that Brother products are a well rounded product.
15


8 8. .0 0 C Cr re ea at ti iv ve e S St tr ra at te eg gy y
Creative Theme: Ads will target family business professionals, and convince them that
Brother is a reliable brand of printer to all their needs for printing at home, whether its
ease-of-use, simplicity, and solution to the various frustration/problems that aroused
from other better known brands of printers.

Message Appeal: Rational appeal, emotional appeal, humour appeal.

Source Characteristics: Applying familiarity


15
Belch, Belch, Guolla. Advertising & Promotion. Textbook. Pages 120-129
11
9 9. .0 0 C Cr re ea at ti iv ve e I Im mp pl le em me en nt ta at ti io on n
9.1 Concepts and Storyboards
(Refer to Appendix H storyboard and Print layout )
The storyboard is basically about a typical suburban family whose household gets
woken up one night by a strange commotion. From the masters bedroom, a strange
and supernatural man pops out of nowhere and startles the parents by making
uninvited noise. The parents freak out and this woke up the kids. The two children run
upstairs to their parents room armed with a bat and a teddy bear only to find a
malfunctioning printer that is making a lot of noise instead of a noisy supernatural
creature.
The concepts of this storyboard highlights the problem with most printers sold in the
market today to bother people when they least expect it. The consumer insight is
having that it would be great to have a printer that actually functions on queue and
does not act up when in the most unexpected moments.

9.2 Print Layout
The print advertisements will continue to follow the Frustrated? teaser format in a
similar style.The headlines of the ads announce that the ads are one of many
frustrations of printing as it is numbered and titled with the particular frustration that will
be demonstrated in the ad. The ads then will expand into revealing that Brother
Printers is the solution to the consumers printing frustrations. The first ad Frustration
7- The Paper Jam is an interesting take on what consumers often have to deal with
when there paper jams in their computer and they have to pull it out which usually
results in the paper being crumpled and torn. The subhead announces what the ad is
about Life is frustrating... printers can be too and this is the slice of life that the ad is
trying to communicate with the torn paper image. The body copy is short but is a
general informative statement that reveals that while printers can be frustrating,
Brother Printers are reliable and easy to use and are the solution to the printing
problems for consumers. The ad also has a product shot and includes the campaigns
website www.whatfrustratesyou.com where consumers are informed that if they share
their printer horror stories then they enter themselves into a contest for a free Brother
printer or grand prize of $10,000. The consumer insight is that the printing
malfunctions that usually occur for them can be resolved by using a more reliable and
easier to operate printer and that Brother is that printer company that can offer them
the solution.
The second print advertisement Frustration 36- The Ink Splatter follows a similar
format but is meant to be more humorous. The headline again announces the
particular frustration involved and then the picture depicts in a humorous way the
frustration of an ink splatter. The subhead explains briefly the actual humour that the
ad is depicting by telling the reader that the picture was printed but the ink splatter
ruined the photo and did so in a way that would make others feel uncomfortable or
laugh at the image. The body text is also much simpler than the previous ad but still
discusses that Brother Printers can solve printer problems because it is easy to use
and reliable. Following the first ads format the ad also includes a product shot, the
campaign website and the contest offer for consumers. The consumer insight for this
ad is again similar to the previous in that as a consumer the problems that printers make
to complicate life can be solved with a printer that is reliable and will not ruin the things
that the consumer wants to print.
12
9.3 Campaign extension considerations
We have to consider the campaign structure, design of media, language preference,
and different media usage when we make the IMC campaign in Montreal.

1 10 0. . I In nt te eg gr ra at te ed d C Co om mm mu un ni ic ca at ti io on n P Pl la an n
10.1 Channels, Tactics, Cost
(Refer to Appendix I Integrated Communication Plan )



Media
Type
Media
Vehicle

Cost
Daily
GRPs

Duration
#of Faces/
Panels

Scheduling
Outdoor
-Billboard
-Bus Shelter
-CBS: Poster
-Pattison:
Spectacular
-CBS: Bus
Shelter

$ 182,175
$ 68,595
$ 108,255

-25 GRPs
-N/A
-25 GRPs

-4 weeks
-4 weeks
-4 weeks

-91 faces
-3 faces
-104 panels

Aug Sept.08
July Aug.08
Aug Sep.08t
Transit
-Subway
Cars
-Buses

-CBS: TTC
Interior
-CBS: TTC
Seventies

$ 34,120

$ 77,350

-N/A

-50 GRPs

-4 weeks

-4 weeks

-1,560 panels

-238 panels

Aug Sept.08

Aug Sept.08

Out of
Home Ads.
- Vertical
Subway
Poster


- CBS: TTC
Subway


$ 58,430


Reach: 525


-10months


-660 Panels

Sept Dec.08
Flight From
Dec,08 July,09


Local TV
network


-CTV Ontario
Evening News
-Celebrity
Apprentice

-$10,000

-$20,000
-1,547,000
viewers

-1,185,000
viewers

-10 months

- 4 months
- 1/day

30 seconds

- 1/week

-Sep.08
June.09
-Jan. Apr.09



Radio

-CFRB News
Talk 1010
(1010 AM)
-680 News
(680 AM)
-Jack FM (92.5
FM)
-CHUM FM
(104.5 FM)
-Mix 99.9 (99.9
FM)


-$18,144



Frequency:
90 commercials
/ week
Teaser: 90 x 4
weeks = 360
Standard: 90 x
16 weeks =
1440

- 4 weeks
(Teaser)



- 4 months
-3*breakfast,
5am 10am, -
3xMidday10am
3pm; 3 x Drive
Home Rotation,
3pm 8pm; 3 x
Evening
Rotation, 8pm
1am; 6 x All
Night Show,
1am to 5am,
Monday to
Sunday

-Aug. Sep.
08(Teaser)


- Sep. Dec.08


Consumer
Magazine
-Canadian
Business
Magazine
-ROB
Magazine
- Macleans
-Time
CPM:
-8x $0.016
-3x $0.017
-8 x $0.012
-9x $0.015
Circulation:
83,000;
296,000;
382,890;
231,384


-4 months
- 3 months
-4 months
-4 months
-8 issues
- 3 issues
-8 issues
- 9 issues


Sep.08
June09
13

10.2 Timing/Activity Grid/Scheduling

Media July Aug. Sep. Oct. Nov. Dec. Jan. Feb. Mar. Apr. May June
Teaser Ads
Radio
TV commercial
Magazine
Out-of-Home
Ads

Microsite
Sweepstakes

1 11 1. . E Ev va al lu ua at ti io on n f fo or r A Ad dv ve er rt ti is si in ng g P Pl la an n
The main measures of effectiveness which will be used are pre-test, and post-test,
utilizing the lab and field test methods.

Pre-Testing
Beginning with the pre-testing, the campaign will need a creative strategy test because
the campaign is new and is different than the usual advertising that Brother does in its
advertising. This will fall under concept testing which is a lab methodology. The
purpose for testing the creative strategy is to find out if consumers understand the
Frustrated? campaign in all its formats, meaning are the ads from the teasers right
through to the finished ads communicating frustration with printers. This is important
because if consumers dont recognize Brother as a solution to their everyday printing
problems then the brand will not register with them and the campaign will not be
successful in increasing brand awareness. The focus group format will be utilized for
its ability to gather qualitative feedback that can provide insights into how consumers
perceive the ads and what alternatives they can suggest to best attract their attention
in each execution. The obvious audience in these focus groups will be the intended
target audience for the campaign, which are home and home-office users.

Post-Testing
The post-test for the campaign will all be field tests since this method will be able to
capture people in their naturally occurring space and their reactions will be more
realistic and valuable for evaluating the campaign and its success.

Finished Print Advertisement in Magazines
The inquiry test which evaluates how many people visit the main website and the
campaign micro-site as well as how many people have participated in telling their
stories and how many have purchases a Brother Printer and entered themselves into
the grand prize contest. The limitations for this measurement is that we will be unsure if
people have understood our message and reacted to the ad or just reacted to the
contest offers.
The recall test allows for us to test the effectiveness of an ad and if people have
understood the message being delivered. This will help us test for brand positioning.
The method for this will be the sending of test magazines to participants homes which
will have a sample size of 150 per each geographic target market. This sample size will
14
come from our database of consumers that have accessed the micro-site. The
respondents will be asked to read the magazine by a certain date and then they will
receive a phone call after this date which will inquire about their impressions of the ad
and what main message did they perceive from the ad.

Finished TV Advertisements
The inquiry test will again be utilized with measuring the response of people who visit
the micro site and main site after the TV ads are released and then this will also be
supplying the participants for other tests in the study.
The comprehensive measures and it will be copy testing which is a type of focus group
but in a field test way. Here consumers will be given a tape of the ad and then
contacted after (the next day) and asked about their opinion on the ads and their
evaluation of the ad. This test allows us to measure consumers evaluations of the ads
and how well they understand the creative idea and message that Brother Printers is
trying to position it on.

The final test for television ads will be the tracking studies test. A sample of 250 to 500
people taken from our database on the micro-site. E-mail surveys will be sent out with
question inquiring about customers impressions of the ads and what they have taken
from the ads and their overall evaluation of the ads. We then can assess the
awareness, recall, and attitudes towards the ads and the brand. We can assess the
current campaign and its effectiveness and make any changes required that may be
needed for future campaigns.

Overall, the main goal of these tests for the promotional tests is to assess how
consumers perceive the brand before and after the ad campaign is launched. As well
as to see if the brand positioning that is being implemented and the message being
employed is getting across to the target market as intended.
.


1 12 2. . B Bu ud dg ge et t S Su um mm ma ar ry y
The entire campaign cost will be $5,044,198 which includes media cost of $4,375,935,
creative production cost of $ 25,000, and agency remuneration of 643,263. The agency
remuneration is based on commission system (15%) negotiated with the client.
Detailed costs that allocate to the different media are listed below:












15
Media July Aug. Sep. Oct. Nov. Dec. Jan. Feb. Mar. Apr. May June
Teaser
Ads

Pattison:
Spectacula
$68,595


CBS: Bus
Shelter
$108,255

CBS:
Poster
$182,175

CBS: TTC
Interior
$34,120

CBS: TTC
Seventies $77,350

Subtotal:
$470,495
Out of
Home
Ads




CBS: TTC
Subway
$58,430

Subtotal:
$58,430
Radio



1010 AM
$18,144 $72,576
680 AM
$18,144 $72,576
92.5 FM
$18,144 $72,576
99.9 FM
$18,144 $72,576
104.5 FM
$18,144 $72,576
TV
Subtotal $453,600


CTV Local
Evening
News
$2,000,000






Celebrity
Apprentice
$400,000

Subtotal
$2,400,000



Magazine


Canadian
Business
Magazine
$193,260




ROB
$138,990




Mclane
$322,400




Time
$327,510

Subtotal
$982,160

Microsite


Subtotal
$1,250

Sweep-
stake


Subtotal
$10,000

Total Cost: $4,375,935
16

1 13 3. . T Te ea am m C Cr re ed de en nt ti ia al ls s
As a full-service agency, we offer our clients a full rage of marketing, communications,
and promotions services, including planning, creating, and producing the advertising;
performing research; and selecting media. We have creative team which provide the
creative strategy to our clients; account service team aims to build and coordinate a
good relationship with our clients; marketing service team intends to provide different
marketing promotional strategies; management and finance team that assists to manage
and audit the whole service involved with clients. Our experts are cooperated and
dedicated to provide the best services for our clients. Specific role of different staff are
showed in the following chart.















President
Shane
VP
Creative
Service
Beibei
VP
Account
Services
Kiran
VP
Marketing
Service
Tom
VP
Managem
ent
Service
Ingrid
Print
Production
Viktor
TV
Production
Writers Art
directors
Account
Supervision
Leo
Account
Executive
Media Sales
Promotion
Research Accounting Finance
17




A Ap pp pe en nd di ix x


Appendix A - Bother Product Categories
















Appendix B Brother Global Vision 21

Laser Printers
Brother has a wide range of high
performance quality laser printers for
personal home use, office workgroups
Multi-Function Centers
Brother's award winning range of Multi-
Function Centers can combine any
combination of features including
Fax Machines
Brother has one of the most extensive
lines of quality facsimile machines. The
range includes plain
P-touch Labellers
The Brother P-touch electronic labellers
are perfect for creating instant laminated
labels. Brother's laminated
Sewing & Embroidery
Brother is a leading manufacturer of
domestic sewing and embroidery
machines, sergers, sewing accessories
Typewriters
Brothers typewriter is ideal for formatting
and typing text on pre-printed material
18
As an organization that does business on a global scale, the customer comes first
in all of our activities and in many ways. Moreover, Brother is a company that
provides good values obviously to our existing customers but also to potential
future customers. Global Vision 21GV21) is the mid-to-long-term vision of the
Brother Group that was adopted in FY2003 based on this line of thought.
Three goals to achieving Global Vision 21
To become a leading global company with high profitability
While promoting globalization not only in the scale of the business, but also in our
way of thinking, Brother will flexibly react to various changes, and keep evolving
swiftly. We will also establish a highly profitable and solid financial strength.
To become a world-class manufacturer by developing outstanding
proprietary technologies
Brother will push forward manufacturing of unique and original products based on
the customer-first standpoint, by developing outstanding proprietary core
technologies and acquiring patents.
To embody Brother's motto, "At your side," throughout our corporate culture
Brother will foster a customer-first corporate culture in all the stages of our
operations, including product planning, development, design, manufacturing, sales,
and services. Our goal is to ensure the customer perception that Brother is a
"reliable brand."

http://www.brother.com/corporate/en/vision/index.html

Appendix C Growth of Printing Industry


19













Sources: Consumer Electronics: Euromonitor from trade
sources/nation al statistics
GMID - Global Market Information Database
http://www.portal.euromonitor.com.ezproxy.library.yorku.ca/portal/server.pt?control=SetCommuni
ty&CommunityID=207&PageID=720&cached=false&space=CommunityPage (Feb.13,2008 York
University)





Appendix D

2001 2002 2003 2004 2005 2006
Printing -
Retail
Volume -
'000 units
1,596.7 1,699.8 1,799.9 1,834.6 2,000.0 2,099.2
Printing -
Retail
Value
RSP
C$ mn
498.5 502.0 503.8 507.2 531.4 536.7
20
1. Brother Partner Network
Partner Network
D&H
Ingram Micro
Ink Quest / JCMD
InterAD Weston
Randmar
S.P. Richards
Synnex Canada
Taknology Canada
http://printerinkcartridges.printcountry.com/brother-printer-ink-cartridges-articles/popular-
brother-printer-models-cartridges/ (2/12/08)

2.Most Popular Brother Printer Models & Brother Cartridges
Brothers Printers have long been considered as a pioneer in the printer industry.
With the many awards and accolades that it has received, Brothers is certainly one
of the best printer brands out in the market today. There are several advantages to
choosing Brother for your printer needs like its state-of-the art printer technology,
reputation for quality and reliability, and excellent support service. But aside from
these advantages, there is one advantage that clearly sets Brother apart from other
manufacturers: the plenitude of choices. Below are some of the most popular
Brother Printer models and cartridges you can choose from:
3. Brother MFC-210C Color Inkjet Multifunction Printer
One of Brothers ever-reliable multi-purpose machines, this printer works as a
printer, scanner, copier, and fax machine in one. With print speeds varying from
20ppm to 15ppm for black and color printouts and 6,000 x 1,200 dpi resolution, the
MFC-210C is the ultimate printing machine. It can hold up to 100 sheets in its
loading tray and can even do borderless printing for every standard photo sizes. It
can accommodate papers of varying lengths and widths with a maximum of 14
inches and 8.5 inches, respectively. It can also accommodate different media like
CompactFlash, SmartMedia, xD-Picture Card, Secure Digital, and memory sticks.
4. Brother MFC440CN Multifunction Color Inkjet
Another of Brothers multipurpose machines, the MFC440CN color inkjet printer is
set apart from the competition with its engineered features like an auto-document
feeder and stand-alone faxing. Even with all its functions, this printer only weighs
24.2 pounds, making it one of the lightest multipurpose machines around.
5. Brother HL-1440 Printer
21
Touted as the ideal printer for home and office use, Brother HL-1440 printer
provides faster printing speeds, upgraded memory, higher print resolution, and
more competent user support than its predecessor HL-1240. It also incorporates
cutting-edge Shockwave Print Management System that uses an easy interface for
direct operation. This printer also offers connections like parallel ports and USB
drives.
6. Brother HL-2040 Printer
Engineered specifically for home use, this printer is compatible with either
Windows or Mac operating systems. Designed with space-saving in mind, this
printer is compact and can be placed conveniently anywhere inside the average
home office. This printer also offers a 250-sheet loading tray to reduce the need for
paper refills and save time.
7 Brother Cartridges
The Brother TN350 toner cartridge works well with Brother printers. Excellent
choices for toner cartridges under the Brother brand are TN-460, TN-430, and DR-
400, respectively. Although most Brother toner cartridges work well with Brothers
printers, its best to inquire about which cartridge suit a particular printer best.










Appendix E Competitors Information
22
Canon
Canon is a manufacturer of plain paper copying machines, digital multifunction
devices, laser beam printers, bubble jet printers, cameras, and steppers. The
company primarily operates in Europe and the US. It is headquartered in Tokyo,
Japan, and employs about 118,500 people. The company recorded revenues of
JPY4,156,759 million (approximately $35,748.1 million) during the fiscal year
ended December 2006, an increase of 10.7% over 2005. The operating profit of
the company was JPY707,033 million (approximately $6,080.5 million) during fiscal
year 2006, an increase of 21.3% over 2005. The net profit was JPY455,325 million
(approximately $3,915.8 million) in fiscal year 2006, an increase of 18.5% over
2005. Canon has three main business product groups: business machines,
cameras, and optical and other products. The company has a strong brand image,
which provides it with an edge over its competitors. However, intense competition
could lead to pricing pressures and loss of market share.



Hewlett- Packard
HP is a provider of personal computing and other access devices, technologies,
solutions and services to individual consumers, small and medium-sized
businesses (SMBs) and large enterprises. The company offers technology
solutions, including enterprise storage and servers, technology services and
software products; personal systems including commercial personal computers
(PCs), consumer PCs and workstations among others; and imaging and printing
products including consumer and commercial printer hardware printing supplies,
printing media and scanning devices. Hewlett-Packard has a strong market
position in most of its product segments. The company primarily operates in the
US. It is headquartered in Palo Alto, California and employs about 156,000 people.
The company recorded revenues of $91,658 million during the fiscal year ended
October 2006, an increase of 5.7% over 2005. The operating profit of the company
was $6,809 million during fiscal year 2006, an increase of 84.6% over 2005. The
net profit was $6,198 million in fiscal year 2006, as compared to the net profit of
Strengths
Strong brand image
Strong financial performance
Robust R&D capabilities
Weaknesses
Sluggish growth in sales of office
imaging products
Litigation issues
High dependence on Hewlett-Packard
Opportunities
Opportunities in medical-related fields
and digital commercial printing
New display businesses
Growing market for digital photography
and LCD products
Threats
Intense competition
Evolving trends
Risks of international operations

23
$2,398 million in 2005. The company has a leading market position in the global
PC market in terms of shipments. Hewlett-Packard wrested market leadership from
Dell in the global PC market in the third quarter of 2006 and managed to sustain it
in the fourth quarter of 2006. Strong market position in select market segments
enhances the brand image of the company and provides economies of scale in
procurement. The company faces intense competition across all business
segments in terms of price, quality, brand, technology, reputation, distribution and
range of products. Stiff competition could adversely affect the company's revenues
and profitability.

Dell
Dell is one of the world's largest suppliers of personal computers and related
products. It designs, develops, manufactures, markets, and services personal
computers, servers, printers and other products. The company primarily operates
in the Americas. It is headquartered in Round Rock, Texas and employs about
66,000 people. The company recorded revenues of $57,095 million during the
fiscal year ended February 2007, an increase of 2.1% over 2006. The operating
profit of the company was $3,179 million during fiscal year 2007, a decrease of
33.6% over 2006. The net profit was $2,614 million in fiscal year 2007, a decrease
of 31.7% over 2006. Dell develops, manufactures, markets, and services a range
of computer systems. Dell segments itself as a complete customization company
that offers many variations in specific orders with reliable products and quick speed
in distributing their products. Despite ceding market share to Hewlett-Packard
Company in the recent past, Dell continues to have a strong market position in the
computer hardware segment, a platform from which it could launch a campaign for
regaining the global market leadership in the PC segment. However, intense
competition in the PC industry could further erode the company's margins and
reduce its market share.

Strengths
Strong market position
Robust balance sheet
High brand equity
Weaknesses
Weak internal controls
Lack of in-house management
consulting division
Flat R&D spending
Opportunities
IT initiatives
Opportunities in BRIC countries
Opportunities in imaging and printing
Threats
Intense competition
Supply disruptions and product recalls
Strengths
Strong market position
Growing presence in India and China
Wide product portfolio
Weaknesses
Weak internal controls
Product recalls
Relatively weak customer service
Opportunities Threats
24

Epson
Epson is engaged in developing and manufacturing of printers, visual instruments
and PC related portable components. The company primarily operates in Japan. It
is headquartered in Nagano, Japan and employs about 88,000 people. The
company recorded revenues of JPY1,416,032 million (approximately $12,121.2
million) during the fiscal year ended March 2007, a decrease of 8.6% over 2006.
The operating profit of the company was JPY50,343 million (approximately $430.9
million) during fiscal year 2007, an increase of 95.4% over 2006. The net loss was
JPY7,094 million (approximately $60.7 million) in fiscal year 2007, as compared to
the net loss of JPY17,917 (approximately $153.4 million) in 2006. The company
has strong market position in the select markets like projector and LCD display,
which provides it with stable revenues and enhanced band image. However,
dependence on third party suppliers with out long term agreements increases the
risk of affecting the business operations during situations of increasing demand.




Xerox
Xerox is a supplier of photocopiers, printers, and other document systems. It also
offers document management services and customized solutions. The company
provides one of the document industry's broadest portfolio of offerings. Digital
systems include: color as well as black-and-white printing and publishing systems,
digital presses and book factories, multifunction devices, laser and solid ink
network printers, copiers and fax machines. Xerox also offers associated software,
support and supplies such as toner, paper and ink. The company primarily
Increasing demand for mobility
products
Positive outlook for online sales
Growing Indian internet market
Intense competition
Economic slowdown in -US and Euro
zone
Commoditization of PCs
Strengths
Strong market position
Extensive global reach
Focus on research and development
Weaknesses
Poor returns
Declining Margins
Weak performance of electronic
devices segment
Opportunities
Restructuring reforms
Growing projector markets
Asian semiconductor market
Threats
Dependence on third party suppliers
Short life cycle of the products
Environmental regulation
25
operates in the US. It is headquartered in Stamford, Connecticut and employs
about 54,000 people. The company recorded revenues of $15,895 million during
the fiscal year ended December 2006, an increase of 1.2% over 2005. The
operating profit of the company was $1,390 million during fiscal year 2006, a
decrease of 4.9% over 2005. Some of the reasons for the declining operating profit
are the following: higher bad debt expense, increased non financing interest
expense, no gain related to the sale of Integic in 2005, no interest income benefit
from the finalization of the 19961998 internal revenue service tax audit. The net
profit was $1,210 million in fiscal year 2006, an increase of 23.7% over 2005.
Xerox's research and development focus is primarily on the development of high-
end business applications to drive the new business of printing, extending color
capabilities, and lower-cost platforms and customer productivity enablers. Xerox
has a strong brand image and its name has become synonymous with the term
'photocopying'. Strong brand image provides Xerox an edge over its competitors.
Intense competition, however, could adversely affect the company's margins.





Appendix F Brother Marketing Objectives

I. Products
Brother Canada is certified ISO 9001:2000 standard by Moody International who is
the world leading register
To ensure they meet these standards Brother Canada has a Quality Management
System that ensures and meets the ISO 9001:2000 standards.
Reference: www.brother.ca/en/compnay/certifiicates
Strengths
Strong brand image
Strong R&D capability
Wide product portfolio
Weaknesses
Weak financial performance
High dependence upon mature markets
High dependence on third parties
Litigations
Opportunities
Acquisitions of Amici and XMPie
Expansion in small and midsized
business markets
Color peripherals market
Threats
Intense competition
International business risk
26
Another goal of the company is to be eco friendly not in the way they run their
operations but as well as with the products they supply to consumers and
businesses. This is done through various ways by Brother Canada.
The "5R" Concept The 5R concept was developed by the Brother Group in
Nagoya, Japan. Globally, it represents five environment-conscious words starting
with the letter R, and the notion of 5R is the keyword for environmental activities at
Brother.


Refuse
Avoid purchase of environmentally burdensome materials whenever possible.
Reduce
Reduce waste material.
Reuse
Reuse waste material without processing.
Reform
Reuse materials in a different form.
Recycle
Reuse materials as resources.
Brother Canada has launched many new environmentally friendly activities through
this concept which affects the products they supply :
- 2007 launched the cartridge collection programs for toner supplies
recycling- the aim of this is that they are still part of the product even at
the end of the product life cycle and they are being conscious of the
environment- there overall goal is to be environmentally friendly over the
life of the product from beginning to end
- Several of their products including printers and printer accessories are
registered under the Energy Star program
- ISO 1400:2004 certified- this is the global standard for environment
management
- Member of the not for profit organization: Electronic Products
Stewardship Canada (EPSC) which works to design and promote and
implement solutions for electronic waste problem
Reference: www.brother.ca/en/company/enviornemnt/
II Price
27
3 main pricing points for their printers
1. Under $200- aimed at regular consumers and home office consumers
2. $200-$400- aimed at business & home office consumer
3. $400 and up- aimed at business consumer(Corporate/IT/Public Sector)
4 main pricing points for Multi function centers ( print/copy/scan)
1. Under $150- home consumer and home office
2. $150-300- home office consumer
3. $300-$500- home office and business consumer
$500 and up- business consumer

Reference: www.brother.ca



III. Promotion

Reference: http://www.brother.ca/index.asp


28
Reference: http://www.brother.ca/en/company/show_promos.asp






Appendix G Brother and competitors positioning strategy
Category Product Start Date End Date Amount
Fax Machines FAX-1360 02/01/2008 02/29/2008 $ 20 OFF!
Laser Printers HL-4040CN 01/01/2008 03/31/2008 $ 50 OFF!
Laser Printers HL-2040 01/01/2008 03/31/2008 $ 20 OFF!
Laser Printers HL-4050CDN 01/01/2008 03/31/2008 $ 80 OFF!
Laser Printers HL-5250DN 02/01/2008 02/29/2008 $ 60 OFF!
Multi-function
Centers
MFC-
9440CN
02/01/2008 03/31/2008 $ 70 OFF!
Multi-function
Centers
MFC-
5460CN
02/01/2008 02/29/2008 $ 40 OFF!
P-touch

labellers
PT-80 02/01/2008 02/29/2008 $ 20 OFF!
P-touch

labellers
PT-1010 02/01/2008 02/29/2008 $ 25 OFF!
P-touch

labellers
PT-1280 02/01/2008 02/29/2008 $ 30 OFF!
P-touch

labellers
PT-1880 02/01/2008 02/29/2008 $ 20 OFF!
P-touch

labellers
PT-2700 02/01/2008 02/29/2008 $ 30 OFF!
P-touch

labellers
QL-550 02/01/2008 02/29/2008 $ 50 OFF!
29


Market Positioning
There are 5 main competitors in the Canadian market and they are Canon, Xerox,
HP, Epson and Dell. The main factors these companies position themselves on are
as follows
Canon- their main brand position is based on how quality products create loyal
products.
16
Their positioning is Quality positioning.
Xerox- Main positioning is that they are helping people a better way to do their
work, they are using benefit positioning. And the core benefits they are focusing on
are quality. (Refer to Appendix)
HP- their campaign What do you have to say, focuses on getting their consumer
involved in with the HP brand. Their main positioning is based on that Hp offers the
technology needed for consumers business and life. Their positioning is based on
benefits that their products can provide for consumers. There does not seem to be
any real focus on quality.
17

Epson- With their Epsonality Campaign, focusing on consumers creativity and
linking that to finding the best printer for their needs. Main brand positioning is
focused on benefit positioning which protrays that Epson is an innovative brand
that is easy to use- this links to Epson having quality products that aligns to
consumer needs; this is the benefit of their product. (Refer to Appendix)
Dell- their main advertising is focused on how they provide innovative technology
and services. Their main brand positioning method is Benefit Positioning, as their
products offer specific benefits to product users.

Figure 1
High Quality
Canon Brother Canada


Low High
Benefits Benefits

HP Dell


Low Quality




Brand Positioning


16
http://www.canon.ca/english/c-canoncaorg.html
17
http://www.hp.com/hpinfo/newsroom/hpads/

30
There are two main factors that Brother Canada would focus on in the new
campaign. When it comes to the new campaign the main goal of Brother is to
convince people that when they think of a printer or printer accessories the name
that should pop into their minds is Brother. As well Brother needs to think of what
will make that happen and why Brother printers is a distinct product from the
competitors, what makes Brother better. This new campaign is to convince people
with home offices that printers and printer supplies which are a key to the office do
not have to be over the top expensive to be good, that there are affordable
products that still have high quality. As well another goal for Brother is to attract
new consumers that one does not have to be a genius to use printers, that they
can be as easy as pressing a button. The main focus is that when it comes to
consumers, they want products that are reliable and simplistic to use in this
already hectic technology era and they want a product that will last and live up to
its promises. From this it can be derived that the main factors that Brother will
position itself on is reliability and quality. (Figure 2 displays positioning map)


Figure 2 High Reliability
Brother Canada


Low High
Quality Quality






Low Reliability


The opportunities of developing an improved brand positioning decision is that
Brother can maintain existing consumers and attract new consumers by showing
them that reliability and quality are affordable. As well, this positioning is still part of
the existing positioning that Brother has as this campaign will continue to focus on
Brothers At your side tag line which links to the larger emphasis on reliability (as
at your side means that Brother is there when consumers need them and is
something that works whenever needed) which in hopes will help portray to
consumers that they are getting the value they want from the product and more
and also set a competitive advantage over the competitors.


The main attributes and benefits for Brother will be reliability of the brand and
product and the simplicity or ease of use which is to be linked to quality and last of
that it is cost efficient, therefore affordable. As well, with the tag line At your side
31
there is a focus of community building for Brother products users and that there is
a support system for consumers.

Positioning Methods

Brother Canada has 3 main factors that it will position itself on:
Benefit easy to use, reliable and environmentally friendly.
Quality/Price- has a high quality product that is dependable
(linked with benefit) but still affordable
Competitor- not going to mention the exact competitors in ads
but will have a subtle comparison
Brother Canada will use Benefit Positioning as this is the best way for them to
answer consumer questions. When future consumers are thinking of a solution for
their basic printing needs for their home office or corporate, Brother Canada will
aspire to be that solution. These consumers should know the benefits of Brother
Canadas, which then can be limited to their needs and concerns. By following the
benefit positioning, a sense of quality is made which is a huge factor for Brother, so
quality will be expressed as superior compared to their competitors. With using
benefit positioning, consumers will start to see Brother Canada as a premium
solution which uses quality attributes to provide the best results but still cost
efficient. This perceived value should be derived from pre-purchase and post
purchase service provided by the various retailers and via the Brother website
which will also offer consumers of Brother products not only to be known as
consumers but also to be part of the Brother community. Lastly, with competitor
positioning Brother in a very subtle was will imply how other brands (with no
mention of any names) are not easy to use but rather frustrating which in turn will
show that they are not reliable. What ends up happening with these factors of
brand positioning is they all link to one another, in a way creating a matrix that
every factor is important to one another and that each factor creates another
benefit for the consumer, showcasing that Brother products are a well rounded
product.
18


About Xerox Canada



About Xerox Canada
Xerox Mission Statement

Our strategic intent is to help people find better ways to do great work -- by
constantly leading in document technologies, products and services that improve

18
Belch, Belch, Guolla. Advertising & Promotion. Textbook. Pages 120-129
32
our customers' work processes and business results.
Xerox Values

Since our inception, we have operated under the guidance of six core values:
We succeed through satisfied customers.
We value and empower employees.
We deliver quality and excellence in all we do.
We provide superior return to our shareholders.
We use technology to deliver market leadership.
We behave responsibly as a corporate citizen.
Business

Xerox Corporation offers an array of innovative document solutions, services and
systems -- including color and black-and-white printers, digital presses,
multifunction devices and digital copiers -- designed for offices and production-
printing environments. It also offers associated supplies, software and support.
Employees

Xerox Canada employs over 4,500 employees nationally and has indirectly
created thousands of jobs across Canada, in the printing and document
management industry.
Offices

Xerox Canadas head office is located at 5650 Yonge Street in Toronto, Ontario.
The company also maintains regional offices across Canada and in major cities
such as Vancouver, Calgary, Edmonton and Montreal. Additionally, Xerox has a
centre in Saint John, New Brunswick that handles customer inquiries and calls for
remote technical or on-site service from across North America; and The Xerox
Knowledge Centre, located in Halifax, Nova Scotia, which is comprised of two
operations: the TeleWeb Centre, which focuses on sales of Xerox equipment and
services; and the Welcome Centre, which focuses on the delivery of technical
product support.
Xerox Research Centre of Canada is located in the Sheridan Science and
Technology Park in Mississauga, Ontario. XRCC has a worldwide reputation in
materials research and is home to 11 other major industrial research centers.

Reference: http://media.xerox.ca/backgrounder/


News Release
33
FOR IMMEDIATE RELEASE
Contact: Karen Gumbs
Cohn & Wolfe
(416) 924-5700 x4090
karen.gumbs@cohnwolfe.ca
PERSONALITY AND PRINTING HABITS POWER EPSONS NEW
INTERACTIVE CAMPAIGN TO MATCH INDIVIDUAL CREATIVE NEEDS WITH
PRODUCTS
Epsonality Campaign Assigns Personality Traits to Products Giving
Consumers a Fun and Easy Way to Select A Printer Thats Right ForThem

TORONTO, ON. November 22, 2007 Our personalities define who we are,
what we do, and ultimately, how we express ourselves. Recognizing how
personality relates to printing requirements, Epson Canada, today unveiled the first
personality-driven approach to educating consumers how to best align their
individual creativity and printing needs with the right Epson product.
Called Epsonality, the new marketing approach is designed to help customers cut
through the confusion of model names and specifications to determine the printer
that best meets their needs by inviting them to discover their Epsonality. Epsonality
refers to the unique creativity in each person and matches the companys
innovative printer attributes with various personality types and printing behaviours.
At the core of the program is an interactive web site, www.epsonality.ca, where
customers ranging from business professionals to creative consumers can get
information about the Epson product that best addresses their individual printing
requirements.
For consumers who want additional help determining the right product for them, the
Epsonality site features a fun and easy interactive quiz to help consumers establish
their printing personas. After identifying their Epsonality, the web site gives the
consumer the option to buy that printer, purchase it as a gift for someone or put it
on a wish list for others to consider this holiday season.

Epson Canada Launches Epsonality Campaign Page 2

Our products target a wide variety of customers ranging from the techno-savvy to
the inventive type, but all of our customers have a need to express their creativity,
said Tamara Walsh, marketing manager, Epson Canada. We are inviting
consumers to take a more active experiential role with not only the Epson brand,
but also our individual products. Rather than simply looking at features, we want
our customers to see their printer a little differently and understand how certain
products best meet their needs.

The Epsonality brand messaging will be communicated through an integrated
campaign that includes radio, print, and online components in playful exchanges
that reveal a consumers Epsonality. To discover your Epsonality please visit
www.epsonality.ca.

34

About Epson Canada
Epson offers an extensive array of award-winning image capture and image output
products for the consumer, business and graphic arts markets. The company is
also a leading supplier of value-added point-of-sale (POS) solutions for the retail
market. Epson Canada Limited is a wholly-owned subsidiary of Epson America,
Inc., which is the U.S. affiliate of Japan-based Seiko Epson Corporation, a global
manufacturer and supplier of high-quality technology products that meet customer
demands for increased functionality, compactness, systems integration and energy
efficiency. Epson Canada Limited is headquartered in Toronto, Ontario.

Reference: http://www.epson.ca/cgi-
bin/ceStore/EditorialAllAnnouncements.jsp?BV_UseBVCookie=yes
















Appendix H Storyboard and Print Layout
35





Print Advertisements

The two print advertisements for Brother Printers are magazine oriented with a
both a humorous and informative format to utilize this particular media to its up
most potential. The decision to do this type of print ad is based on the fact that
Brothers objective for this campaign is brand awareness and to stand out from the
clutter that most magazines have with advertisements Brother will have to be
different. The optimal form for achieving the brand awareness aspect of the
campaign is to get the attention of consumers and a humorous and informative
advertisement can accomplish this for Brother. The print campaign will take place
in national magazines across Canada that reach the large markets of Toronto,
Vancouver, and Montreal that the campaign has targeted as being important for
increasing brand awareness.
The print advertisements will continue to follow the Frustrated? teaser format in a
similar style. The headlines of the ads announce that the ads are one of many
frustrations of printing as it is numbered and titled with the particular frustration that
will be demonstrated in the ad. The ads then will expand into revealing that
Brother Printers is the solution to the consumers printing frustrations. The first ad
Frustration 7- The Paper Jam is an interesting take on what consumers often
have to deal with when there paper jams in their computer and they have to pull it
out which usually results in the paper being crumpled and torn. The subhead
announces what the ad is about Life is frustrating... printers can be too and this is
the slice of life that the ad is trying to communicate with the torn paper image. The
body copy is short but is a general informative statement that reveals that while
printers can be frustrating, Brother Printers are reliable and easy to use and are the
36
solution to the printing problems for consumers. The ad also has a product shot
and includes the campaigns website www.whatfrustratesyou.com where
consumers are informed that if they share their printer horror stories then they
enter themselves into a contest for a free Brother printer or grand prize of $10,000.
The consumer insight is that the printing malfunctions that usually occur for them
can be resolved by using a more reliable and easier to operate printer and that
Brother is that printer company that can offer them the solution.
The second print advertisement Frustration 36- The Ink Splatter follows a similar
format but is meant to be more humorous. The headline again announces the
particular frustration involved and then the picture depicts in a humorous way the
frustration of an ink splatter. The subhead explains briefly the actual humour that
the ad is depicting by telling the reader that the picture was printed but the ink
splatter ruined the photo and did so in a way that would make others feel
uncomfortable or laugh at the image. The body text is also much simpler than the
previous ad but still discusses that Brother Printers can solve printer problems
because it is easy to use and reliable. Following the first ads format the ad also
includes a product shot, the campaign website and the contest offer for consumers.
The consumer insight for this ad is again similar to the previous in that as a
consumer the problems that printers make to complicate life can be solved with a
printer that is reliable and will not ruin the things that the consumer wants to print.













Appendix I Integrated Communication Plan
37
1. Teaser Campaign

As a precursor to our IMC campaign, we plan to launch a teaser campaign to
generate buzz and curiosity amongst our target audience. This teaser campaign
will commence one month prior to the launch of our actual advertising campaign.
The campaign will see ads being executed primarily through the use of out-of-
home advertising including billboards, transit shelters, buses, as well as subway
cars. We also plan to utilize the radio as we believe that it will provide a good
geographic reach of our target audience on their daily commute to and from work
during the work week, as well as enhance the probability of multiple exposures to
our ads in a given day.

Central Theme

The central theme of the teaser campaign will be based on the same theme that
will make up our IMC campaign: printer frustrations. Each teaser ad will be based
on a one-word question: FRUSTRATED? The vagueness of this question is
intentional, as it will ultimately allow the audience to determine what the ad truly
means. Furthermore, we have strategically decided to locate/place these teaser
ads in locations that may yield higher than average levels of frustration amongst
our target audience members. This will include billboards being placed in high-
traffic metropolitan areas such as highways which, during rush hour can lead to
increasing levels of frustration for commuters. We also plan to use the backs of
buses to display our ads, which will also increase effectiveness of the message
due to the frustrating nature of being stuck behind buses during a daily commute to
or from work. Subway cars will also be used to display our ads as thousands of
commuters utilize the subway to get to work every day of the work week. Transit
shelters will also be utilized in this campaign, as the wait for buses amongst
hundreds of commuters can add to the effectiveness of the ad while they wait for
their ride. Furthermore, transit shelters can also reach large amounts of commuters
who may commute to work by car as the ad will also be quite visible from the road
due to the bright white background and clear dark blue text in the forefront. Our
use of radio ads will also be integrated into this campaign as well, since target
audience selectivity can be effectively achieved through this medium. Ads will also
be aired during rush hour times, which increase the chances of target audience
members being exposed to these ads as well as the outdoor ads during their
commutes to and from work.

The purpose of our teaser ads

Outdoor/Transit: All of our outdoor and transit teaser ads will consist of a large
headline stating FRUSTRATED?, which will essentially be used to attract the
target audiences attention as they drive past. By having a bright white background
and large, simple, dark blue text, we hope to increase effectiveness of captivating
the audience. The question itself is very general and vague as it will allow for the
audience member to evaluate its meaning on their own. If executed correctly, most
audience members will have some sort of frustration to complain about, particularly
38
rush hour traffic in this case. The headline is in the form of a question, basically
asking if the target audience member is frustrated, but does not get into specifics
on the matter. The copy body just below the headline will be markedly smaller in
size, and is ultimately meant to provide some sort of solution to the frustration that
is provoked by the headline. The copy in each ad however, has been strategically
cut off so that no real solution to the frustration can be revealed. The methods of
cutting off the text for each ad will be consistent with three of the most common
types of printer frustrations that are often faced by printer users, those being: 1)
having ink splattered on the paper making the final few words of the solution
illegible, 2) portraying the event of a paper jam by having a rip down the page,
giving the illusion that the rest of the paper (solution) has been ripped off, and 3)
having the last few words of the solution smudged/smeared, which will give the
illusion that the text has been streaked by ink in the printing process. The concepts
for these outdoor/transit teaser ads are presented as follows:

Teaser Concept #1: Ink Splatter Effect


39



Teaser Concept #2: Paper Jam Tear


40



Teaser Concept #3: Streaking Ink


41


Teaser Concept #4: Ad plus microsite URL
42



Radio: The central idea behind the outdoor/transit teasers will be translated into a
verbal radio teaser ad, but rather than having text from the print ads cut off, the
verbal solution element will be inconveniently drowned/cut off by the many
frustrating/irritating sounds of the road such as car horns blaring, engines roaring
43
etc. Once the sounds come to a stop, the radio commercial concludes with a voice
conveniently asking: Frustrated? (Please refer to the Radio folder of the Media
File to listen to the mp3 of this radio teaser ad)

The nature of this creative idea is to ultimately ad to the frustration that the
audience member may be experiencing at the time, as they will be left in the dark
as to what exactly the ad is really saying or what it is really all about. Thus,
curiosity and buzz is born, as audience members will be asking themselves what
the ad was really about but will have no idea how to find out since no other
information will be available to them until the final week of the teaser campaign. It
is at this time that each outdoor/transit ad will be replaced by the same exact ad
just with the sudden addition of a link to the IMC campaigns microsite. This final
week of the teaser campaign will ultimately be the transition period between the
teaser campaign and our actual ad campaign.





The Microsite: www.whatfrustratesyou.com


This site will ultimately be the hub of our IMC campaign, as it will be the major
touch point that every ad will refer to for additional information on the campaign as
well as the Brother line of home-office printers. www.whatfrustratesyou.com will act
as the major source for information, as well as the place where our sweepstakes
44
will be made possible. A major tenet of our IMC campaign lies in this microsite as it
is the place where individuals can submit their own printer horror stories for their
chance to win their own Brother home-office printer, as well as other prizes which
includes having their printer frustration story being used as the basis for a
subsequent commercial ad. It is with utmost importance that the microsite be
designed and developed to: 1) maximize levels of interactivity between the viewer
and the site, 2) create a high degree of stickiness to keep the visitor intrigued so
that they stay logged on to the site longer, and 3) be extremely easy to navigate.
The microsite will have five pages (not including the homepage), which ultimately
serve their own distinct purposes. These pages are briefly identified and
summarized as follows:

1) Share Your Story: On this page, visitors can submit their own printer horror
stories and ultimately enter into the sweepstakes activities that will be taking
place over the course of the IMC campaign. Upon submitting their stories,
visitors are asked to provide their names and to fill out their demographic
information including their age, sex, and geographic location. This page will
also ask the visitor to provide their e-mail address and will be asked how
they found out about the website or the campaign (ie through a friend, over
the internet, from ads etc.). This can ultimately help us in our attempts to
measure the effectiveness of our ads. The page will also include an opt-in
section, where visitors can opt-in to receive promotional e-mails and/or
newsletters for future promotional activities. By providing personal
information, we can gain a better understanding of each customer and can
therefore interact with them through direct marketing activities in the future.
This will be a good way to begin building customer relationships for future
CRM initiatives. On submission of their printer horror stories, visitors will
receive a confirmation e-mail verifying that they have been automatically
entered into the sweepstakes. In this e-mail, participants will also be asked
to save the confirmation for future reference and proof of submission should
their number be selected as the sweepstakes winner. To eliminate the
chance of repeat entries into the sweepstakes, security measures will be
taken which will include a limit of 1 entry per e-mail address, and a
maximum of 3 submissions per IP address, since more than one family
member may submit their own personal story through the same computer.

2) Read Stories: This page allows visitors to read the printer horror stories
that have been submitted by other sweepstakes entrants.

3) Our Printers: This page will be designed essentially to inform and educate
the viewer on the Brother line of home-office printers. Upon the selection of
this page, Polaroid-style pop-ups will appear in the center of the screen,
which will each provide visual images, product information and
specifications pertaining to a particular printer/model, as well as information
on where they can be purchased, how much they cost etc. This page offers
tremendous opportunity for the navigator to interact with the site, as they
have complete control over which page they wish to view at any particular
45
point in time. Also, the way in which each selected pop-up skims its way to
the front of the pile creates a visually stimulating experience for the visitor
which in turn enhances site stickiness.

4) Our Campaign: The purpose of this page is to inform the visitor on the
campaign itself. This includes a brief history behind the campaign which
addresses the reasons why we chose this campaign, its central theme and
message, as well as a brief overview of the creative ideas behind the
campaign. This page will also include sections where the viewer is given the
opportunity to watch some of the TV ads used in the campaign, view some
of the campaigns print ads, listen to mp3s of the campaigns radio ads, as
well as read various testimonials/editorials/publications regarding the
campaign.

5) Tell a Friend: This page does not consist of much content, but it does
provide the visitor with the opportunity to e-mail a friend with a link to the site
so that they can experience it and be given their own opportunity to enter
into the sweepstakes.

Sweepstakes

Our sweepstakes for this advertising campaign will offer participants the
chance to win their very own Brother home-office printer courtesy of the
company. 10 brother printers will be up for grabs in this sweepstakes activity,
as well as a grand prize of $10,000 for recent Brother Printer purchasers. The
grand prize of $10,000 will only be available to those who purchase a Brother
printer within the time period of the campaign. This aspect of the sweepstakes
is a sales promotion to build demand for Brother Printers and generate higher
sales volumes in a short time frame. This sales promotion is essentially
targeted towards consumers that are in their information search or evaluation
of alternative stage in the decision process, and will be an effective way of
inducing consumers to choose Brother Printers over those of competitors. On
the purchase of a Brother printer, consumers will be asked for their name,
address, location, as well as their e-mail address for future promotional
activities. They will then be given a confirmation code and will be told to
monitor the microsite and their e-mails to see if they have won the grand prize.
At the conclusion of the campaign, one of the names on a list of participants
will be selected at random to decide the winner of the grand prize. A
congratulatory e-mail will then be sent to their e-mail address asking the winner
to respond with their personal information as well as their confirmation number
to verify their status as the true winner. The sweepstakes will be promoted
through each of our IMC channels, as well as through each of our
advertisements during the campaign. Every ad in the campaign will provide
sweepstakes information as they will direct the audience to the microsite
(www.whatfrustratesyou.com) where they can learn about and enter into the
sweepstakes (Please refer to any of our advertisements whether it be print,
radio, or television for examples).
46

How to enter: To enter into the sweepstakes to win a Brother printer, participants
are required to log onto www.whatfrustratesyou.com and sign up by entering their
personal information in the Share Your Stories Page. Once all required
information fields are filled out, the participant will then be given the opportunity to
enter their printer horror story onto the website. Once the story has been
submitted, a confirmation e-mail will be sent to the participant consisting of a
verification/confirmation number. The participant will be asked in the e-mail to take
note of the confirmation code as it will be used as proof of submission and will also
be required to redeem the sweepstakes prize should they be fortunate enough to
win. At the end of the advertising campaign, 11 lucky winners will be chosen at
random and announced on the website (10 will be winners of the printers and 1 for
the grand cash prize). Winners will also be sent congratulatory e-mails along with a
request for their confirmation number for proof of submission to make sure that
their codes match the winning confirmation numbers selected. The sweepstakes
itself will cost Brother $10,000 dollars as this will be the amount offered by the
company as the grand prize. Printers will be provided courtesy of Brother and will
be of no cost for the company. that will be received from consumers sending in
their printer horror stories a wide database will be collected of demographic and
lifestyle information as well as interesting recaps of consumers dreadful printer
stories. Eventually TV, print and radio ads of printer situations will be created
where at the end of a broadcast commercial will say this is a true printer story or
at then bottom corner of a print ad. This will give Brother an image of caring and
relating to consumers needs and problems in regards to printer malfunctions.


2. Radio
The radio ads will be included in both the teaser and standard campaigns;
consisting of radio static and other noise of frustration where the ad will be hard to
understand. The purpose of this is to force the listener to surpass his or her
frustration and curiosity. The teaser will not say what the ad is for or the company
and contacts that created it. Eventually consumers curiosity will be nourished with
only half the signature frustration noise for the teaser ad followed by standard
promotions for Brother and the microsite during the standard campaign.

Time of day: 6AM-8AM (morning rush)
4PM-6PM (after-work)
Age group: 18-34
% of weekly reach for age group
Home: 60%
Auto: 75%
Work: 28%
Note teaser and standard ads will be concentrated towards automobile
reach

47
Station Profile
BBM S4 2007 - Toronto / AP12+ / Mon-Sun 5a-1a
Call Letters: CHUM FM
Format: Adult Hits
Dial Position: 104.5
www.chumfm.com
Music Line Up Demographic Profile
Lifestyle Profile
Age/Gender: Age/Gender: CHUM FM has a full cover reach of almost 1.2 Million
Adults 25-54: 71%
Adults 25-49: 63%
Female: 60% / Male: 40%
Education: Education: Post-Secondary Education: 71%
University / Post Graduate Education: 44%
HH Income: HH Income: $75,000+: 51%
$100,000+: 32%
$125,000+: 18%
HH Size: HH Size: 3+ people: 74%
4+ people: 55%
Children <12: 34% (index 138)
Occupation: Occupation: OMPs: 33%
Clerical, skilled sales, skilled service, service worker
Activities: Activities: Do aerobics, xcountry ski, cycle, downhill ski, garden,
hike/camp, play hockey, in-line skate, play racquet
sports, yoga and Pilates and regularly go to the spa.
Rent videos/DVDs, eat out at family, fast food, chicken,
pizza, burger and sub/sandwich restaurants, go to
movies, nightclubs, professional sporting events and
regularly go amusement/ theme parks.
They go to an art gallery/museum, have attended a
ballet performance and try their luck at the casinos.
Home: Home: Homeowners: 55%
Home improvement Spending: 59%
Home improvement spending $20,000+: Index 114
Spending: Spending: Camera equipment, womens/mens/childrens clothing,
computer equipment, electronics, sporting goods,
video systems/games, vacations and new vehicles.
Investments: Investments: RRSPs: 59%
RESPs: Index 141
Mutual Funds: 46%
On-line Banking: 62%
Nelly Furtado
Rihanna
Nickelback
Justin Timberlake
Fergie
Bon Jovi
Suzie McNeil
Timaland
Madonna
Maroon 5
Station Update
Chris Biggs hosts
The Sound Lounge
Mon-Fri 7pm-11 pm
and live to air every
Friday night from C-
Lounge.
Richie Favalaro is
live every Saturday
night from The Court
House.
John Woodlock
hosts weekends.






48
10.0
10.8
22.7
28.7
19.1
8.6
Teens 18-24 25-34 35-44 45-54 55+
Male 40% / Female - 60%
18-49 - 73.5% 25-44 - 51.4% 25-54 - 70.5%
Owner, Manager, Professional 33.4%
Post-Secondary Education 71.1%
College 26.8%
University Degree 22.0%
University/Post Graduate 44.3%
HHLD Income $ 60,000+ 62.0%
HHLD Income $ 75,000+ 50.6%
HHLD Income $100,000+ 31.8%
HHLD Income $125,000+ 17.8%
Male 40% / Female - 60%
18-49 - 73.5% 25-44 - 51.4% 25-54 - 70.5%
Owner, Manager, Professional Owner, Manager, Professional 33.4% 33.4%
Post Post- -Secondary Education Secondary Education 71.1% 71.1%
College College 26.8% 26.8%
University Degree University Degree 22.0% 22.0%
University/Post Graduate University/Post Graduate 44.3% 44.3%
HHLD Income $ 60,000+ HHLD Income $ 60,000+ 62.0% 62.0%
HHLD Income $ 75,000+ HHLD Income $ 75,000+ 50.6% 50.6%
HHLD Income $100,000+ HHLD Income $100,000+ 31.8% 31.8%
HHLD Income $125,000+ HHLD Income $125,000+ 17.8% 17.8%
AUDIENCE PROFILE AUDIENCE PROFILE
Source: BBM S4 2007 - Toronto CMA
88,300 95,900 201,400 254,500 169,800 75,900
10.0% 10.8% 22.7% 28.7% 19.1% 8.6%
Full Coverage Reach = 1,166,300 Full Coverage Reach = 1,166,300 Toronto CMA Reach = 885,800 Toronto CMA Reach = 885,800


49
EWS & TRAFFIC
50
SPONSORSHIPS


















3. Future campaign plans

Major
News
News
Updates
Traffic Reports
Opening ID
Monday Friday, 5:30am,
6:30am, 7:30am, 8:30am, 4:30pm
5:30pm & 6:30pm
Minimum 5 occasions weekly
rotating through all times
Accommodates only 30-second
creative --- $4,200 Weekly (5 x)
CHUM FM brings you important, up-to-the-minute Traffic Reports, Monday through
Friday, every week.

Traffic Package: $2,175 Weekly (5x)

Available in multiples of 5 Reports weekly rotating Monday to Friday x 13 weeks.
Opening intro, Report and 8-10 second tag.
All sponsors to rotate fully through the following Reports:

Morning Drive*: 5:15am, 5:50am, 6:12am, 6:50am, 7:12am, 7:50am, 8:12am &
8:50am
Afternoon Drive*: 3:50pm, 4:44pm, 4:59pm, 5:44pm, 5:59pm, 6:44pm & 6:59pm

*Times are approximate.

Opening ID
Monday Friday, 6:00am,
7:00am & 8:00am
Minimum 5 occasions weekly
rotating through all times
Accommodates only 30-second
creative --- $4,250 Weekly (5x)
51
The eventual purpose of the integrated marketing campaign for frustrated as well
as the CRM building through the microsite is to launch the story of a printer
campaign. Through the promotions and sweepstakes

4. Out-Of-Home/Guerrilla Marketing

Two months into the regular campaign (starting in November) and lasting a month
for promotions, there will be a small additional spot on TV and Radio ads to
mention a throw-out-your-old-printer-day and for consumers to go on the
microsite for full details of the special promotion. Since Brother is slanted towards
eco-friendliness, the company will offer to pay the city of Toronto and Vancouver to
collect printers in addition to regular garbage from individuals who choose to
participate during a specific garbage week. On the side of the garbage trucks, a
large sign with the word frustrated? printed with a Brother logo clearly represent
the company behind the promotions. This mini-PR campaign will be set to show
consumers that Brother caters to their environmental consciousness, and raise
more awareness through this semi-guerrilla tactic.

COST: Figures are based on Transit prices of Bus board ads with the same GRPs
(50) with 238 panels and an extra 30% mark-up and assembly cost from
municipalities since it is not a standard advertising vehicle as well as a $50
additional space cost per garbage truck for the extra printer space. A 2-color 3ftx8ft
vinyl banner will cost roughly $85 (www.buildasign.com).

$77,350 (cost) / 4 (one week out of the 4 weeks)
+ 30% (mark-up)
+ $11,900 ($50 x 238 panels)
+ ($85 x 2 sides x 238 panels)
= $ 75,565


52
*Media Digest 06/07, Canadian Media Directors Council

5. Print
The two print advertisements for Brother Printers are magazine oriented with a
both a humorous and informative format to utilize this particular media to its up
most potential. The decision to do this type of print ad is based on the fact that
Brothers objective for this campaign is brand awareness and to stand out from the
clutter that most magazines have with advertisements Brother will have to be
different. The optimal form for achieving the brand awareness aspect of the
campaign is to get the attention of consumers and a humorous and informative
advertisement can accomplish this for Brother. The print campaign will take place
in national magazines across Canada that reach the large markets of Toronto,
Vancouver, and Montreal that the campaign has targeted as being important for
increasing brand awareness.

6. Storyboard

The TVC will be placed in CTV from September to June. It will be placed on two
different programs namely: The Local Evening News (Monday to Friday) and
Celebrity Apprentice (once a week).
We have decided to place the TVC in these two programs since The News and
The Apprentice draw a viewership of 1, 547,000 and 1,185,000
19
respectively.
There is a total of 1,904,700 household in Toronto with an average income of
$91,688 per household.
20

The commercial is basically about a typical suburban family whose household gets
woken up one night by a strange commotion. From the masters bedroom, a
strange and supernatural man pops out of nowhere and startles the parents by
making uninvited noise. The parents freak out and this woke up the kids. The two
children run upstairs to their parents room armed with a bat and a teddy bear only
to find a malfunctioning printer that is making a lot of noise instead of a noisy
supernatural creature.
The commercial highlights the problem with most printers sold in the market today
to bother people when they least expect it. The consumer insight is having that it
would be great to have a printer that actually functions on queue and does not act
up when in the most unexpected moments.





19
http://www.popjournalism.ca/pop/news/2006/00212nationalratings.shtml
20
CARD