Advertising fundamentals

ADVERTISING WHITE CHOCOLATE

Creative brief
This advert will aim at introducing white chocolate in the Indian market. The following is
a brief about the advisement
(i) Product description
White chocolate is a portfolio of the Cadbur chocolate. !nlike the other chocolate which
are dark purple in appearance" white chocolate comes in white milk color. It also comes
in different si#es starting with $% gram bars" &'' gram bars" and (%' gram bars or the
)ing si#e bar. It is mostl preferred dues to it color and its grain te*ture which turns
ver smooth in the mouth.
(ii) Advertising ob+ectives
The following will be the ob+ectives of this advertisement putting into consideration that
this will be the first time the product will be appearing in the market.,
Induce trail usage of the product
Intensif usage of the product
-uild a personalit brand appeal
.enerate sales lead
(iii) Target market
According to the market research data" it has been shown that white chocolate is famous
among the female segment of the population. /owever chocolate is famous among
children and therefore this advertisement will be target both market. It will be aiming at
reaching both the female adult population and children
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(iv) Positioning statement
This advisement will be aiming to create a brand personalit around the dream. Therefore
it will be e*pressed in such a wa that it appear to the most female characteristic so that
the can associate themselves with the brand.
In order to create positioning through association" the advertisement the following
position statement,
34 white chocolate" m dream5
(v) )e messages
There are ke message that will e e*pressed in this advertisement. )e among them will
be the aim of creating a close association with the brand. The advertisement will look to
appeal to the female market segment b associated with most of the characteristics that
the like. 6or e*ample the advisement will be produced in blue and white colors which
have been found favorite among women.
The other message that the advertisement will be taking across to the consumer is price
advantage. Although there is not close competitor in the white chocolate market" it is
clear that the chocolate the dark chocolate has dominated the market. Therefore it will be
looking at appealing to the population to consider switching on to the white chocolate due
to its price advantage.
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Media pa!
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The marketing plan will use three channels for advertisement. These will include
broadcast media" print media" and internet.

Media Plan
50
30
20
Broadcast
Print
Internet
Media pa! e"pa!ati#!
The above plan shows how the various media sources available will be purchase in order
to meet the advertisement ob+ective. The choice of media source has been made in view
of their availabilit in the Indian market and their level of usage.
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Advertising fundamentals
(i) The broadcast media
The broad cast media is one the most used media service in the world. About half of all
the advertisement will be made in the broadcast media including the Television and the
radio. The development of the personal Television sets have made it possible for most
homes to own television sets. In India" the broadcast media is among the leading source
of information to the ma+orit of the population living in urban and rural areas. 4ore
important has been the increased usage of the portable radios which are now used b
man people in the countr. There are more than on hundred radio stations in the countr
broadcasting in different language and more than &( leading T8 stations in the countr.
Therefore the choice for the use of broadcast media has been led b the availabilit and
the increased usage of the service. This means that it can reach more people as compared
to the rest of the population. It will also be easier to communicate the main message
using broadcast media as compared to other sources.
(ii) Print media
Print media is another important source of information in India. Appro*imatel about
thirt percent of the advertisement will be made in the print media. /owever the choice
for this media has been made with consideration that it is onl a limited segment of the
female population which is likel to use this source. 2tatistics shows that about %"'''
newspaper and more than $'"''' periodicals are printed in India on dail bases. This
means that these can be an important source of passing on our advertising message.
/owever this is likel to be limited b the fact that not man people in the rural are likel
to use this service.
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(iii) Internet
With one of the highl educated population in the world" internet usage in the India has
been increasing with time. Internet has become one of the most important communication
tools in the countr. Therefore this plan will commit about twent percent of its
advertisement to the internet source. The usage of this source is limited b the fact that
not all people use it and it is limited to the educated segment onl. Therefore it ma not
be able to reach the e*pected population.
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Eva$ati#! #f t%e adverti&e'e!t pa!
In order to understand the effectiveness of the advertisement" evaluation will be carried
out after ever one month to monitor how customers are being influenced. In the
evaluation the cumulative effect and consistence of the advertisement will also be
evaluated. The following will be the main evaluation tool uses9
There will be constant monitoring of the sales before and after and
advertisement is place in the media to monitor an increase in sales. 2ales
figures can give an important indication of the effectiveness of advertisement
The other strateg will be using coupons which will provide discount and other
incentives to customers to use them and the tabulated to understand the
effectiveness of advertisement
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Advertising fundamentals
2urves will be used to evaluate how the customers were directed towards the
product. Their response will show whether the had got the message from the
advertisement and from which media.
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