Larry K. Children's Books Advertising Campaign Plan

4335 words - 17 pages

TABLE OF CONTENTS1.0 Introduction.................................................................................42.0 Product description........................................................................53.0 Target Markets..............................................................................74.0 Advertising Objectives.....................................................................84.1 Benefits of Reading to Children............................................................95.0 Advertising Strategies....................................................................115.1 Strategies and tactics.......................................................................12fig 1.16.0 SWOT analysis............................................................................136.1 Strength/Weakness analysis...............................................................136.2 Opportunities/Threats analysis............................................................147.0 Ethical considerations....................................................................158.0 Budget.......................................................................................168.1 TV.............................................................................................168.2 Radio.........................................................................................178.3 Newspaper...................................................................................179.0 IMC Elements...............................................................................1810.0 Evaluation and Reccomendations....................................................2011.0 Bibliography..............................................................................22EXECUTIVE SUMMARYIt has been found that the marketplace for children will be a difficult one to gain a foothold in, with such a fragmented marketplace and many competitors having already strongly established. However the 'Larry the fun Koala' campaign will have an edge. It will directly market the idea of both the educational side of books and also the value of spending time with your child. This will take place in shopping centres as well as on television and radio. This initial advertising is sure to establish 'Larry' as a brand name for the future. Sending the message to children that reading and learning can be a fun and rewarding experience. Then when the parents realise what a positive impact the 'Larry the fun Koala' books are having on their child the product is sure to be promoted through word of mouth. This initial advertising is sure to establish 'Larry' as a brand name for the future. After all doesn't every parent want what's best for their child? This campaign is simply giving them a helping hand.INTRODUCTION.............................................................1.0According to a UK study, parents today are reading to their children 40% less than they did 10 years ago. With the parent-child...

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