PartB

**We will use the following mediums so please base your responses on these:** Primary Medium (capable of delivering all of the communication objectives) Secondary Media (Secondary advertising media designed to boost one or more communication effects)
 * 2x Magazine print
 * In store displays (back of trolleys)
 * Posters/billboards at tram/train stops

**1. Executive Summary (do last) **

**Creative Strategy - BIANCA ** I am looking for imaginative creative strategies that include depth of analysis, development and insight. Elements to consider (not exhaustive) include: > > For example:Work on the "wouldn't it be nice if the world was fairtrade, where people all get paid for what they grow, where .... Blah...
 * Key Benefit Claim: **Now with extra ethics. **
 * Creative Idea:
 * Brand Awareness & Brand Attitude/Preference Tactics
 * Brand Awareness
 * **Brand Recognition This is us for the intention of advertising the Fairtrade **
 * Brand Attitude (Preference)
 * **<span style="font-family: 'Arial','sans-serif'; font-size: 10pt;">Low Involvement Informational This is us... **
 * <span style="font-family: 'Arial','sans-serif'; font-size: 10pt;">Consider using a Presenter
 * <span style="font-family: 'Arial','sans-serif'; font-size: 10pt;">Celebrity
 * <span style="font-family: 'Arial','sans-serif'; font-size: 10pt;">Expert
 * <span style="font-family: 'Arial','sans-serif'; font-size: 10pt;">The face of Fairtrade?
 * <span style="font-family: 'Arial','sans-serif'; font-size: 10pt;">Creative Idea needs to thoroughly developed and demonstrated by Medium.

**<span style="color: #e36c0a; font-family: 'Arial','sans-serif'; font-size: 15pt;">IMC Strategy - KATHERINE ** <span style="font-family: 'Arial','sans-serif'; font-size: 10pt; layout-grid-mode: line;">It is important to understand that there are a range of techniques aside from advertising that allow a brand to communicate with its target audience(s). You need to thoroughly develop and integrate your selected activities. Some possible techniques include:

o <span style="background: purple; font-family: 'Arial','sans-serif'; font-size: 10pt;">Public relations (PR) o <span style="font-family: 'Arial','sans-serif'; font-size: 10pt;">Sponsorship o <span style="background: purple; font-family: 'Arial','sans-serif'; font-size: 10pt;">Event marketing o <span style="background: purple; font-family: 'Arial','sans-serif'; font-size: 10pt;">Publicity o <span style="font-family: 'Arial','sans-serif'; font-size: 10pt;">Direct response advertising o <span style="font-family: 'Arial','sans-serif'; font-size: 10pt;">Database marketing Loyalty program o <span style="background: purple; font-family: 'Arial','sans-serif'; font-size: 10pt;">Sales Promotion o <span style="background: purple; font-family: 'Arial','sans-serif'; font-size: 10pt;">Retail layout o <span style="font-family: 'Arial','sans-serif'; font-size: 10pt;">POP displays o <span style="font-family: 'Arial','sans-serif'; font-size: 10pt;">Personal Selling o <span style="font-family: 'Arial','sans-serif'; font-size: 10pt;">Point of Sale o <span style="font-family: 'Arial','sans-serif'; font-size: 10pt;">Telemarketing o <span style="font-family: 'Arial','sans-serif'; font-size: 10pt;">Sales contest o <span style="font-family: 'Arial','sans-serif'; font-size: 10pt;">Sales education o <span style="background: purple; font-family: 'Arial','sans-serif'; font-size: 10pt;">Sampling o <span style="font-family: 'Arial','sans-serif'; font-size: 10pt;">Bonus pack Ok, Being that we are working with a TV advertisement/Print media as the Primary and the In Store promotions as the Secondary, then there will need to be a different selection of IMC strategy Choices. For the Primary  <span style="color: #e36c0a; font-family: 'Arial','sans-serif'; font-size: 16pt;">Media Strategy - KATHERINE <span style="font-family: 'Arial','sans-serif'; font-size: 10pt;">Your selection of primary medium and secondary media need to be strategically aligned to the BSM (Behavioural Sequence Model) and communication objectives. They should not be selected in isolation!

<span style="color: #ff3399; font-family: 'Arial','sans-serif'; font-size: 16pt;">Media-type Selection - BIANCA <span style="font-family: 'Arial','sans-serif'; font-size: 10pt;"><span style="font-family: Arial,sans-serif; font-size: 10pt; line-height: normal; margin: 0cm 0cm 10pt;">Primary Medium (capable of delivering all of the communication objectives) <span style="display: block; font-family: Arial,sans-serif; font-size: 10pt; line-height: normal; margin: 0cm 0cm 10pt;">Secondary Media (Secondary advertising media designed to boost one or more communication effects) <span style="display: block; font-family: 'Arial','sans-serif'; font-size: 10pt;">Posters/billboards at tram/train stops **<span style="color: #e36c0a; font-family: 'Arial','sans-serif'; font-size: 16pt;">Reach Pattern - KATHERINE ** **<span style="color: #00b050; font-family: 'Arial','sans-serif'; font-size: 16pt;">Minimum Effective Frequency (for Primary ** **<span style="color: #00b050; font-family: 'Arial','sans-serif'; font-size: 16pt;">Medium Only) - JAMES ** <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">In order to know the minimum number of exposures needed for advertising the MEF method, <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">MEF = VA * (TA + BA + BATT – PI), <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">could be used. I will discuss each types of primary medium, and identify their MEF. <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">MEF (Minimum Effective Frequency) it could be recognised as building block or base MEF could be identified as 1 in some case. <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">VA (Vehicle Attention correction factor) magazines news papers are high attention *2, and pass along press is low attention *0. <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">TA (Target Audience correction factor) TA consists of brand loyals 0, brand switchers +1, other brand loyals +2 and new category users +2. <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">BA (Brand Awareness correction factor) there are two types of brand awareness recognition 0, and recall +2. <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">BATT (Brand attitude correction factor) there are two types informational 0 gives information of product and transformational +2 tells experience of using product. <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">PI (Personal Influence correction factor) high contact is -1 and low contact is 0. <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;"> <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">Cadbury chocolates are fair trade certificated, is the largest manufacturer in a new market, there is no competitor existence. As previously mentioned Cadbury chocolates’ logos are “Choose Fair trade, Choose Cadbury” as it ensures “a better deal for Third world producers”, the main purpose of these is concentrate on the education of existing brand users and brand switchers about Fair trade, give them the idea of fair trade and knowing purchase fair trade product is helping children in the third world, and touch on the confidence we have in our brand loyal’s continued repurchase. Thus the audiences’ brand attitude are established through concept of fair trade, using touching pictures to arouse consumers’ humanity and integrity ethics it is far different from telling people experiences of using product; obviously the media strategy is undertake informational method. ** <span style="font-family: 'Times New Roman','serif'; font-size: 14pt; line-height: 115%;">Magazines: ** //NW// is published in Australia circulation currently around 200,000; it offers articles about media celebrities, Hollywood gossip, clothing, makeup and entertainment etc. And the //OK!// Magazine is a British weekly magazine, it is the world’s biggest celebrity lifestyle magazine, with more than 30 million readers worldwide, and now appears in 19 countries. These magazines are highly famous and can reach large audiences. Apparently the target audiences of these magazines are family wives 30-45 who interested in entertainment and celebrity gossips, and they tended to be the largest chocolate purchaser. Thus the brand loyals and brand switchers could be reached, and their loyalty as well as recognition could be stimulated by compassion. However it is very hard to have high personal influences due to majority of magazines are sold in small retailers, and the result of promotion is not considered as effective. ** For **** // NW // and **** // OK! // **     MEF = VA * (TA + BA + BATT – PI) = high attention 0 * (BL 0 + BS 1 + recognition 0 + informational 0 – low contact 0) = 0 * (1)    = 1   **   News Paper:   ** The //Herald Sun// is a morning tabloid newspaper based in Melbourne, Australia. It is the highest-circulating daily newspaper in Australia, with a weekday circulation of 515,000 and readership of 1,500,000. Obviously, it has high attention and mass audience coverage. By display picture 1 and 2 the other brand loyals and new category users also could be reached. News paper is unsuitable for brand recognition. Because of that this medium vehicle is suitable for brand recall instead of recognition. The Herald Sun is sold by mass retailers as well by the reason of that personal influence promotion should not be taken. ** For //Herald Sun//  ** MEF = VA * (TA + BA + BATT – PI) = high attention 0 * (BL 0 + BS 1 + OBL 2 + NCU 2 + recall 2 + informational 0 – low contact 0) = 0 * (7)   = 1   ** <span style="font-family: 'Times New Roman','serif'; font-size: 14pt; line-height: 115%;">Promotional Magazines:   ** // <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">Coles and Woolworth //<span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;"> are the largest merchant grocery in Australia, Coles has approximately 35% of the Australian grocery and liquor market, behind Woolworths Supermarkets, who control 40%. <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">They are the largest merchant Australian supermarkets, mass audiences, which consist of brand loyals, brand switcher, other brand users and new category users, could be reached by receiving free promotion magazines. By using picture 1 to stimulates brand loyals and switchers loyalty in fair trade and encourage purchases. And by using picture 2 to promote immediate compassion for the other brand loyals and new category users, makes them feel guilt to buy non fair trade certified chocolate. Promotional magazine could provide limited information, thus brand awareness should be established by brand recall. With the Cadbury chocolates being displayed on shelve it is possible to have in store promotion. By hiring promotional personal high personal influences could be provided. ** <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">For // Coles and Woolworth // **** <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">Promotional Magazines  **<span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;"> MEF = VA * (TA + BA + BATT – PI) = high attention 0 * (BL 0 + BS 1 + OBL 2 + NCU 2 + recall 2 + informational 0 – high contact -1) = 0 * (8)  <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">= 1 ** <span style="font-family: 'Times New Roman','serif'; font-size: 14pt; line-height: 115%;">Pass along press:  ** <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">‘ // <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">Shop til You Drops’ //   <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">could also be considered, because it’s inexpensive and easy to access. <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">Compared with other methods, it is not considered effective due to its low vehicle attention. But it could reach all the types of audiences. By display touching pictures those audiences would have compassion with child labours, understanding and recalling the importance of fair trade. However there is large number of audiences involved it makes the personal promotion unaccountable. ** <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">For **** // <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">Shop til You Drops  // **<span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;"> MEF = VA * (TA + BA + BATT – PI) = low attention 2 * (BL 0 + BS 1 + OBL 2 + NCU 2 + recognition 0 + recall 2 + informational 0 – low contact 0) = 2 * (7)   = 14    <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">We can see immediately that the vehicles like // <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">NW  //<span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">and // <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">OK!,  // //<span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">Herald Sun, // // <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">Coles and Woolworth  //<span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">Promotional Magazines are highly effective. However, compared with others // <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">Shop til You Drops //<span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;"> tended to be less effective, in order to achieve the goal established by media strategy it requires large amount of effort and waste a lot of time and money. <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">
 * <span style="font-family: Arial,sans-serif; font-size: 10pt; line-height: normal; margin: 0cm 0cm 10pt;">TV commercial
 * <span style="font-family: Arial,sans-serif; font-size: 10pt; line-height: normal; margin: 0cm 0cm 10pt;">Magazine print
 * <span style="display: block; font-family: Arial,sans-serif; font-size: 10pt; line-height: normal; margin: 0cm 0cm 10pt;">In store displays (back of trolleys)
 * <span style="font-family: 'Arial','sans-serif'; font-size: 10pt;">Degree and timing of Individual Continuity of Messages over the campaign.
 * <span style="color: #548dd4; font-family: 'Arial','sans-serif'; font-size: 16pt;">Media Plan Schedule - JACKIE **

<span style="font-family: 'Arial','sans-serif'; font-size: 10pt;">The media schedule needs to be well thought out and thoroughly documented with reference to selected media, media vehicles and timeframe. **<span style="color: #ff3399; font-family: 'Arial','sans-serif'; font-size: 16pt;">Campaign Management - BIANCA ** <span style="font-family: 'Arial','sans-serif'; font-size: 10pt;">Groups need to demonstrate the importance of constantly tracking and measuring campaign performance.  **<span style="color: #548dd4; font-family: 'Arial','sans-serif'; font-size: 16pt;">Corrective Action - JACKIE ** <span style="font-family: 'Arial','sans-serif'; font-size: 10pt;">When problems arise, corrective action needs to be undertaken in a strategic and timely manner. This needs to be demonstrated!
 * <span style="color: #ff3399; font-family: 'Arial','sans-serif'; font-size: 16pt;">Campaign Tracking **
 * <span style="font-family: 'Arial','sans-serif'; font-size: 10pt;">Exposure measures
 * <span style="font-family: 'Arial','sans-serif'; font-size: 10pt;">Ad processing Measures
 * <span style="font-family: 'Arial','sans-serif'; font-size: 10pt;">Brand Communication Effect Measures
 * <span style="font-family: 'Arial','sans-serif'; font-size: 10pt;">Target Audience Action Measures
 * <span style="font-family: 'Arial','sans-serif'; font-size: 10pt;">Sales & Market Share Measures
 * <span style="font-family: 'Arial','sans-serif'; font-size: 10pt;">Brand Equity and Profit Measures