Campaign Advertising Essay -- Advertising

(Local monthly glossy magazine): This magazine targets 31% of the local population making it an ideal media outlet for a local event like the Fitness-Challenge kick off. Since the Fitness Challenge focuses on eliminating childhood obesity, parents will be the main target audience. According to the U.S. census bureau 32% of American families with a child under the age of 12 have a stay at home mother. Only 3% of American families with an elementary age child have a stay at home dad. Taking these statistics into account our campaign will cater towards behaviors and needs of the â€Å"stay at home mom†. Out of the local population that reads â€Å"Our community†, 70 percent are women ages 31-60 years old. This age range and gender covers our target audience therefore making advertisements through this media outlet very effective. A half page ad would cost the campaign 4,000 dollars, a small price for so much exposure. Since the magazine only prints every month, readers tend to flip through the pages mul tiple times, maximizing frequency. $4000 KABC (NBC affiliate) With 40 percent of the local population as regular viewers, advertisements on this program will significantly increase awareness of the Fitness Challenge. Women ages 35-55 represent an astounding 72 percent of viewers. Awareness of the challenge requires introduction of the event concept and benefits. Running at least 30 non-primetime ads two months before the Challenge will familiarize the target audience with the event without bombarding them with information. Thirty prime-time ads will run the month before the event to maximize advertising exposure of the Fitness Challenge Kick off. Cost: Non-primetime-$3750\ Prime-time- $9000 WPTG (urban ra... ... middle of paper ... ...as targeted stay at home moms, dads also hold decision power when it comes to their children’s health. Billboards displaying advertisements for the Fitness Challenge kick off, offer an enormous amount of exposure for the event. Boards strategically placed a long high traffic roadways catch the eyes of interested fathers on their way home from the workplace. Most working individuals drive the same route to and from work meaning that they encounter the same billboard messages twice daily. Therefore the frequency that one individual encounters the ad on a daily basis must equal or surpass two. Multiply this by 2 months and the number of impressions falls well over 100. Cost: 2 months- $ 5000 Total Cost: $31,205 Even after creating a campaign media plan that encompasses multiplatform advertising our budget of $50,000 remains $18795 higher than required funds.

Advocacy Project Essay Example | Topics and Well Written Essays - 500 words

Advocacy Project - Essay Example With the increase of cancer cases among the population, PSA, through an advocacy advertisement, aims to address the issue through discouraging tobacco use in the society (Tobacco free kids.org). This presentation will explore several aspects of the advertisement to determine its effectiveness. The PSA advertisement on tobacco smoking has targeted to dissuade the use of cigarettes in the society. These advertisements are placed in a website hence are accessible for individuals regardless of their geographical presence. The advertisement aims to promote healthy behavior by discouraging the use of cigarettes. When exploring the website, it is evident that the target audience for this advocacy campaign is students. The campaign aims to dissuade students from using tobacco products hence promote health among this group (Tobacco free kids.org). This is considering that they comprise of the majority population in the society, and hence they are crucial in shaping future societal behavior. In order to determine the effectiveness of the campaign, it is essential to analyze its features. Some of the features, which ensure the advertisement is effective, include compatibility. Based on the audience targeted, the objective of the advertisement and the nature of the problem, there is compatibility in the advertisement leading to effective communication of the intentions of the advertisement. When considering the complexity of the campaign, the message is portrayed simply, and the intention of the campaign is clear to the target audience. The campaign also shows commitment, in that the content of the advert is centered on its purpose, which is an anti smoking campaign for students. Focus is maintained throughout the website, and there is no deviation in the content on cigarette usage and its consequences. The advocacy campaign also impacts social relations since it portrays the tobacco companies as self-serving, hence create a negative