留学生作业 移动电话宣传计划书
Media strategy媒体战略
Allocation of Selected Media所选择媒体的分配
? Transit交通
According to the Table 1-3, MTR is the No.1 out-of-home advertising system in Hong Kong through which almost 4,000,000 passengers including employees and youngsters pass every day. So we consider MTR as the primary method to reach all the target consumers (both reminiscent generation and network generation) and allocate it the largest proportion of media budget.
? Radio无线电
Hong Kong Commercial Radio FM 88.1(CR 881) has the widest audience base in Hong Kong. Its target audience is professionals aged 25 to 40. Therefore CR 881 will be the major way to reach our reminiscent segment.香港商业电台FM88.1（CR881）在香港具有最广泛的观众群。它的目标人群是25岁至40岁的专业人士。因此CR881将成为主要的方式来达到我们的母地。
? Internet互联网
According to the survey reported in Internet, users in Hong Kong (Table 1-4) aged from 18 to 25 and below 18 occupies 32% of all users. Online ad will be the main method to reach our network generation. We will also allocate certain resources to the tourism websites and commmunities in mainland China to reach travelers.根据互联网调查报告显示，香港（表1-4）中的用户年龄介乎18至25岁和18岁以下的人群占所有用户的32％。因此在线广告将成为主要的方法来达到我们的目标。我们也将分配一定的资源，以达到旅客在中国大陆旅游的趣味性。
Quantitative & Qualitative Media Objective媒体的定量与定性
Generally, the media campaign will reach all the target audience on daily basis, with overlapped traditional, transit and new media. By using online videos, the campaign would probably reach the heavy internet users within the target consumers and considerably impact the common users, which according to the usage data is 90% of the internet generation and 70% of the reminiscent generation. Furthermore, as for the MTR commercials, including video broadcast and posters, we would implement the pulse method to reach thirty-five to fifty-six million Gross Impressions. The MTR commercials would be one-week screen commercial in 48 stations and separate five-week posted panel advertisements in twelve stations, while the radio commercial will assign to three separated weeks.此外，地铁广告，包括视频广播和海报等，我们会用脉冲式的方法来达到总的效果。地铁广告屏幕将为期一周的商业在48个单独的为期五周的发布面板在12个车站广告，电台广告将分开成三个星期来发布。
? Traditional media传统媒体
As a traditional advertising platform, radio commercial owns relatively lower cost and high reach rate, and Hong Kong Commercial Radio FM88.1 (CR 881) is the most popular channel. We plan to input ads in one of the Hong Kong Top 3 radio programs, Va Va Voom (“巴巴閉 邊個夠我查篤撐”) from CR 881, which mainly talks about current popular entertainment news. The host, Zha Xiaoxin, who is well known for her experienced entertainment reports and views, possesses similar background with our primary consumers. Her relaxed and lively tone perfectly relates with our product theme: “simple happiness”. We hope the ads will arouse listeners’ reminiscence, connecting their pure happiness with product. The listeners, mainly aged target consumers, can be counted as approximately one million people. Consequently, they would easily associate the program and the ads with product image.
? New Media(Electronic Advertising)
Inasmuch as 64% residents would watch videos on YouTube and similar websites, 57% internet users’ primary using purpose is entertainment and 22% of all would reply on the BBS topics back to 2007 , it is conceivable that more people engaged into the cyber entertainments. However, it is relatively not so difficult to create a “hot” video or BBS issue. The average of view volume of YouTube homepage video is around forty to fifty thousands, which can be reached with the help of “online promoting service” within a week. In mainland “online promoters” usually can bring out a cyber issue in two or three days, and the overall cost is usually around fifty thousand RMB for a whole package, including the video promotion, forum promotion and editorials. Cooperating with such service company may facilitate our online promotion since the new media have significant impact on network generation by arousing consumers’ curiosity and recognition about brand. Similarly, Facebook activities can be promoted likewise.
? Transit ad公交广告 留学生作业 移动电话宣传计划书
Notwithstanding traditional advertising usage is limited by the budget, the gross coverage is fairly adequate. Assume each citizen needs to transfer one to two times to get to work, the MTR gets around 4.7 million to 6.3 million people every weekday . The chosen commercial package will cover 48 stations (68.5% of all the stations), conservatively estimates that the panel commercial will expose to at least three million (40% of Hong Kong residence) one single day. Moreover, the panel advertisements in twelve main stations would expose to nearly one million people every day and cumulatively achieve thirty-five million person-time exposure rates. Advertising in MTR strengthens the visual attraction and expand brand awareness directly, as it bears a role of exposing most interesting and persuasive information about products and prompts audience to search for them.
Moreover, we would like to take advantage of the Mobile Softee vans for advertising. As we have full control of the fourteen vans, we would like to post ads on their body in coordination with the campaign. The reminiscent prints and painting on the classic vans would beyond doubt induce consumers’ brand awareness.此外，我们希望利用带有广告的移动面包车来进行宣传。我们已经拥有14个这样的面包车，我们想发布广告，目的是让人联想到版画和绘画上的经典货车毋容置疑，从而引起消费者的品牌意识。
Media mix and justification媒体组合及依据
Considering the budget restraints and alteration of local people’s media use, we will launch marketing communication by means of new media. As you can see from the media calendar (See Appendix Table 2-1), online video commercials, SNS online activities and forum discussion would be developed throughout the promotion process. Among millions of websites, Facebook, YouTube, Yahoo.hk, and Discuss.hk are the most welcome platforms. These methods cost reasonably and publicize broadly, yet they occupy two-fifths of our marketing campaign procedures with about 20% of the budget.
Since our prime audience aged from 25 to 40 might not be heavy users of Internet, traditional and transit media still impact on their perceptions at a great standard. We hence propose that advertising through radio and on MTR stations would be ideal to reach most consumers. Advertising in the most popular program Va Va Voom on CR 881 is necessary to refresh them with simple happiness, though our promotion might arouse their reminiscent feelings for the past. As for the mass coverage of MTR digital and poster network, we perceive it more rewarding than advertising in broadcast or press systems. Besides, owing to the conveniences brought by Mobile Softee vans, ads on van body are easier for us to operate. The offline advertising would count for another 40% of our campaign regarding its significant influences.
Specific Media timing strategy特定媒体的选时交易策略
How to efficiently target our consumers within the time and monetary boundaries is of our major concern. The one-year campaign starting from April this year begins with network promotions such as online video commercials and homepages construction in social networks, which would be supplemented by form or BBS posts to create “buzz” effect. For the low cost and high popularity, series of videos, updated information, constant online events and website maintenance should continue throughout the year.
Taking climate, sales and mobility of vans into consideration, we arrange advertising via CR 881and MTR at respective time spots as enhancement of our online activities. To effectively impress the mass at the beginning, we would suggest promoting the edited online episode I on the screens of 48 MTR stations for one week. Meanwhile, we also benefit from our van body advertising which would be decorated in May. To further support the advertising, ad in CR 881 is to be launched one week after the MTR Digital TV debut, while the two-week MTR poster would accomplish the mission in later May and early June, leaving a profound Mobile Softee impression. As summit season for ice cream business and tourism, advertising in June, July and August would be essential to brand acceptance progress. However, sales records in September descend at some level followed by steady recovery in October. Advertising during this period would serve as reminders to retain audience’s attention to both our online and offline activities. In addition, advertising in December 2011 and January 2012 would resonate with the theme of Christmas, the New Year and the Spring Festival.
Within the allowance of budget, advertising in CR 881 and MTR is normally organized in a one-week package. To evoke brand preference or even loyalty from the audience with certain awareness, inexpensive PR events are to be held in order to increase interactivities between Mobile Softee and its consumers. Back to the websites where corresponding information and events are updated frequently, various elements of marketing communication are hence geared up to a systematic campaign.
Sales Promotion Strategy促销策略 代写 留学生作业 移动电话宣传计划书
In view of our advertising strategy, we intend to enhance brand awareness steadily to brand insistence. But to further realize this goal within the range of budget, we would resort to other marketing strategies.
Since Mobile Softee’s sole way of distribution are the vans which we have control of, offering complementary communications to consolidation of brand image and incentives of purchase are goals set for consumer-oriented promotions. As “collective memory” for locals, we consider it is time to hold a contest of logo and van design so as to evoke their emotional feelings for the brand. The contest is to be taken both online and offline, targeting at not only the young generation but also the reminiscent so that highly-involved interactivity will be achieved to help brand image reinforcement. To avoid being excessively conservative or advanced, an optimistic yet lively atmosphere is optimal for running. Further analysis will be discussed in public relations strategy for there are many related elements included.
After the selection of winners, coupons will be introduced from November to next February. On the premise of previous advertising and online campaigns which have already formed solid brand foundations among the audience, we suppose couponing in the final season of campaign would ideally resonate with the exhilarated festival time of Christmas, the New Year as well as the Spring Festival. Besides, the sales trend statistics refers that sales figures usually drop during December to March because of the lower temperature. We will eventually organize a promotion with coupons, on which the venders should stamp with the winners’ logo design. Therefore, the campaign is implemented to fulfill the scheme with increased sales and brand awareness.