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SHIFT I and II
                            VCXXXX MEDIA SKILLS IN ADVERTISING
 
Text format:
Font:  Times New Roman or Bookman Old Style
Font size: 12 pt (excluding subtitles)
Line spacing: 1.5 pt
Margin: 1 pt (on all four sides)
 
 
Order of Arrangement of the work
 Font page
 Introduce your Product/Service
(All possible information of your product/service including features, ownership, logo,
price, package, USP, what the consumer gain by using this, etc)
Planning the Advertising Campaign:
 Analyzing the Current Situation
       SWOT [Strength Weakness Opportunities Weakness] analysis.
       Research
 Understanding the Competition
       Direct and indirect
       Any other factors…
 
     Setting the Campaign Strategy:
 Segmentation, Selection of the Preferred audience (Targeting)
       Give a profile of your target audience
       Use as many as variable to define them.
       Identify those Segments which need special attention.
 Brand Position
 Advertising Objectives
       Sales/Communication Objective?
 Creative Strategy
       Big Idea
       Selling Strategy
       Appeal
 Media Strategy
       Media vehicles
       List out the media, space/time.
 FOUR Print ads in A4 size
 TWO print ads in any size
 Television Story Board
 Radio Script
 2 miniature of Hoardings
 2 Transit ads.
 
 
The project should be original, no copy or imitation of an existing work in any
form is entertained.
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
  VC XXXX MEDIS SKILLS IN ADVERTISING
 
A project submitted to the Department of Visual Communication in
partial fulfilment of the course
 
 
 
 
By
YOUR NAME
DEPT. NO.
 
 
 
To
Prof. B. Nidhya
 
 
 
 
 
 
LOYOLA LOGO
 
 
April 2010
Department of Visual Communication
Loyola College (Autonomous)
Chennai – 600 034
 
MODEL WORK- this work is incomplete; just go through for
a basic understanding as a detailed work is expected for your
project.
 
Advertising Campaign Report
 
Name of the product: MORCO
Morco is an egg sized chocolate pellet. The Packaging is made of gold colour paper with a red
ribbon resembling a gift.
 
Unique Features: One pellet of Morco can serve as a chocolate / health drink.
The chocolate can be mixed with milk and a delicious and nutritious drink is formed.
Products like Boost, Bournvita, Complan all are only health drinks. Health drinks like Horlicks
have different flavours for different age groups but our product can be used for all ages from 2-
80.Products like Dairy Milk, Éclairs, Perk are only chocolates. They cannot serve as health
drinks.
 
Analysing the Current Situation & Understanding the Competition:
 
Morco is a new brand that is being launched.
 
The SWOT Analysis for our product:
Strengths:
1.    Morco is a new brand. People will want to experiment with new brands, looking for
quality products.
2.    Usage of Honey as the sweetening agent. No artificial preservatives used.
3.    ‘Morco’ can be used by all age groups. No specific flavour for Children, Mother,
etc.
 
 
Weakness:
1.    Morco, being a new product does not does not have enough publicity.
2.    Morco is launched within the state and faces stiff competition from international
giants like Cadbury’s, Nestle and health drinks like Complan, Horlicks which have
established markets.
 
Opportunities:
1.    People are excited about new products and experiment new products.
2.    Morco is a chocolate health drink. A chocolate drink is preferred by many kids to
plain milk.
 
Threats:
1.    The other major brands can follow the same technique and take a better position on
accounts of its established markets.
2.    Morco is a new venture and lacks financial backups.
 
 
 
Setting the Campaign Strategy
 
Brand Positioning:
 
The product combines Nutrition with taste. Hence the main line for this new brand positioning is
that Morco is a nutritious and delicious product. The advertising strategy is based on this
principle.
 
Audience Segments:
 
Geographical Segments: The product is launched retail markets of the urban centres of the South
like Chennai, Madurai, Trichy, and Coimbatore.
 
Target Audience: 2yrs – 80 yrs.
The two main audience segments are
1.    Children from 2-12yrs – who usually like chocolate based products constitute one
segment.
2.    The other segment includes Chocolate lovers of all age groups. 
 
Advertising Objectives:
 
The main advertising objectives during the launch of Morco
       To Create a Unique Brand Image and build Brand loyalty.
       To Create a Stable Market.
       To Create a Full Fledged National Market in a year.
 
Sales Promotion
 
       Plans to initiate the sales process, free samples to be distributed in established
retail stores.
       To feature as title sponsors for game shows and reality shows.
       Organisation of Inter-College and Inter-School Curlturals.
 
 
Creative Strategy
 
Creative Strategy for the campaign includes
 
       Creation of suspense in the minds of people by designing teasers ads, newspaper
ads for a week and introduce the brand during the next week.
       All the ads are designed with a special focus on Visual Appeal.
       The colour scheme of all the ads is the same to establish a line of continuity in the
campaign. 
The predominant focuses of the ads are to create a brand image and to motivate immediate
buying.
 
 
 
 
 
Media Strategy:
 
              The media strategy is designed for 3 types of media:
 
1.    Print Media
 Media Institutions to be advertised in- The Hindu,
The Deccan Chronicle, The Indian Express, Thinamani, Thinathanthi, Thinakaran,
Thinamalar.
                                   The teaser in the beginning feature everyday, for a week to
create the suspense and after that product is introduced during the course of the
next week. The second week features an ad everyday in all the newspapers. Then
the ads are featured on alternate days in each newspaper.
 
2.    Electronic Media:
 
       Three TV ads are created as TV is considered to be the most powerful
communication media for ads.
       Advertising in TV channels like Cartoon Network, Pogo, Disney Channel,
Jetix, and Chutti TV target the young age group. Advertisements in satellite
channels and local cable channels target the mass.
       The Morco adds are to be featured in all prime time spots (7:30 – 10:00 pm)
during all commercial breaks during the campaign.   
 
3.    Outdoor Advertising:
 
       Miniature Hoardings are prepared and placed in railway stations and bus
terminals.
       Transits in various retail stores are designed and hung in different places
inside the buildings.
 
 
 
       Bus Shelters: An ad is designed for the bus shelters.
       The most recent trend of advertising on metro trains for two weeks is also
another outdoor advertising plan.