liberal jeans

Advertising 10-2B




“Liberal” Jeans


















a. Account Handling : Untung Karyadi, concerned with the overall health and strategy of accounts.
Positions : Account Director
b. Creative Department : Pratiwi, ensuring that the message suits the product, brand or service.
Positions : Creative Director
c. Media Departement : Malai Matahari, takes the stastistical research undertaken by the media researcher.
Positions : Media Planner
d. Production Departement : Putri Widyasari, make sure that everything that is needed to produce the final advertisement.
Positions : Production Manager
e. Research Departement : Teguh Prasetyo
Positions : Research Manager


Campaign Strategy

PRODUCT: Jeans BRAND: Liberal

A. Adv. Reason : Because advertising is very important for all company to promoted their product.

B. Sales Promotion :
- Objective : To make customer interest with our product.
- Technique : Min. buy Rp.500.000,- will get voucher Rp.50.000,-

C. PR : Open stand at the kind of big mall in Jakarta.
- Benefit : People will know how kind, and ingredient from our product form.

D. Sponsorship : - Violent games
: - To make customer interest


= First Annual Budget

- Advertising : Creative
- Billboard (Rp.100.000.000,-)
: Media
- Television (Rp.40.000.000,-)
- Magazines (Rp.7.000.000,-)
- Newspaper (Rp.27.000.000,-)
- Tabloid (Rp.6.000.000,-)

- Sales Promo.: Gifts
- Goody bag (100xRp.20.000,- = Rp.2.000.000,-)
- Voucher (100xRp.50.000,- = Rp.5.000.000,-)

- PR : Venue
- Mal Artha Gading, Mal Kelapa Gading, Plaza Semanggi, Mal Taman Anggrek, Senayan City. (Total Rp.500.000.000,-)
CREATIVE

Target Audience :
AGE : 16th – 30th
The reason is because many peoples that still love and happy to use jeans.
SEX : Male and Female
The public for man and female is still like to use the jeans
SES : A and B
Because our product we sell for group medium until high class
Lifestyle : Attractive,
Because if use our product, that can give comfort.
Occupation : Teenagers and Employee
Because publicity teenagers and also employeers often to used the jeans


Creative Strategy

a. Advertising Objectives :
• can take over a lot of people
• make people can be more then to know our product
• make people to be interest with our product

b. Key messages :
Promise : Be Confident
Rationale : With use our product can make yours to be
Comfortable and confident



Media Strategy

c. Media Selection :
• Primary media : TV and Magazine
Because in order that people can be more see and to know our product
• Secondary media : Newspaper and Tabloid
Because in secondary media is usually the group medium can also see and know our product too

d. Media Schedule : Because all of the target of advertising suppost to be a rules to built a client to get they satisfied

Evaluation and Testing

Attention  to gain attention from TVC, we must make the commercial as attractive as we can, especially to attract male audiences. Everything that is boyish, cool and all about the latest fashion are what we pulled of.

Interest  to generate interest to our product, we have to set the package so youthful and interesting, beside the unique concept of our product.

Desire  to generate the desire to buy the product; we have to make special offers and other advantageous offers, such as special price at the launching.

Action  to make target audience comes into an action to buy the product, we have to make sure that this (the product) is something new and can fulfil the needs of certain target audience, which is men’s fashion and lifestyle.

The type of advertising agency and our service for the product :

Type of advertising agency that most suitable for our product is a la carte.
The reasons that we used “a la carte” because it is the most effective methods for our budget.

We need freelance designers and copywriters; and media independents as a backup agency.

Report 3 advantages using a celebrity to promote our product :
• If we use the popular artist for our advertise its make our brand familiar faster
• Have a good image for our brand
• We can get expensive price in our sells

3 disadvantages using a celebrity to promote our product :
• Spend a lot money
• People come from the lower class can’t buy our product
• And usually we can’t make sure to contract the artist to be long in our product.












MEDIA

TELEVISION

TRANS TV
EXTRAVAGANZA
90 x 6 bln x Rp28.000 = Rp15.120.000



RCTI
JOMBLO
90 x 6 bln x Rp20.000 = Rp10.800.000

SCTV
PUTRI
120 x 6 bln x Rp18.000 = Rp12.960.000
+
Rp38.880.000

MAGAZINE

GO GIRL
15 x 15 bln x Rp11.500 = Rp2.587.500

COSMOGIRL
15 x 15bln x Rp17.500 = Rp3.937.500
+
Rp6.525.000




NEWS PAPER

KOMPAS
90 x 3 bln x Rp70740 = Rp19.099.800

MEDIA INDONESIA
60 x 2 bln x Rp58320 = Rp7.231.680
+
Rp26.331.480

TABLOID

GENIE
10 x 5bln x Rp47500 = Rp2.375.000

WANITA INDONESIA
10 x 5bln x Rp60.800 = Rp3.040.000 +

Rp5.415.000

Total
Primary media : tv and magazine
Rp 38.880.000 + Rp6.525.000 = Rp 45.405.000

Total
Secondary media : tabloid and newspaper
Rp26.331.480 + Rp5.415.000 = Rp31.746.480

Total keseluruhan media Rp45.405.000 + Rp31.746.480 = Rp 77.151.480




= Pre-testing advertisements:
a. Aspects to be tested based on AIDA:
- What is the impact of the advertisement or the commercial?
The impact is peoples know about our product.
- Can they recall it? Yes, because our advertisement is very interested.
- Does it communicate the right image? Yes, because from our advertisement, we show that we need the public to know.
- Is it intelligible? Can it be understood? Yes, of course. Because we make it simple and easy to understand.
- Does the Target Audience like or dislike it? So far, so good.
- Will the customer be stimulated to buy? Yes, because we give the best quality, sells promo and also the best service.
- Is it persuasive? Yes, because we used a lot of media to promote our product.

b. Two methods of testing to be used are:
- Discussion and interview methods.
Because we use for product testing prior to a product launch, or on the study of existing products and services and also to discover the attitude of the market-place and the penetration achieved.
- Test marketing
A full launch campaign with television advertising involves a large investments so even more elaborate test marketing takes place.
c. When to test in the producing stages for press ad. And TVC? Before we launch our new product.
d. Why advertisers would use pre-testing? To make sure the advertising campaign is effective before it is rolled out to national wide.