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Table of Contents

Preliminary Pages

Team
Biographies...3

Executive Summary.
.5

Section I: Target Audience Profile

Target Audience
Profile.8

Section II: Creative Platform

Core Message/Platform Description and

Justification.15

Campaign
Objectives15

Campaign Evaluation and Time Frame..

.17

Section III: Creative Strategy

Overview of IMC Plan..

.20

Execution Principles of Creative Platform..

..23

Presentation of Logo, Layouts and Analytical

Critiques..25

Appendices

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 Appendix A: In-Depth Interview Method and
Results...37

Appendix B: Copy Test Method and

Results.42

Team Biographies

Brendan Curtin is a senior at Illinois State University that is currently

pursuing a degree in Marketing with a specialization in Integrated Marketing
Communications. While at Illinois State, Brendan gained leadership skills and
knowledge about the various forms of marketing. In the Fall 2015 semester,
Brendan had a marketing internship with a start-up company called
Crunchbutton. Brendan held a marketing internship with The Vidette, where
he worked with fellow interns to develop promotional events to increase
readership of the newspaper. Brendan also has certifications in Google
Analytics and AdWords.

Phil Cusimano is a senior Marketing major with an Organizational

Leadership minor at Illinois State University. Phil currently works with GMR
Marketing as a brand ambassador and lead manager for Comcast Xfinity. In
the Summer of 2015, he had an internship with BODYARMOR Sports Drink as
their sales intern in the Chicagoland area. This involved opening up new
accounts while also maintaining a great relationship with his bigger accounts
such as Jewel Osco, Target, and Meijer. Phil also ran the marketing for a
start-up company called Crunchbutton in the Spring of 2015. For
Crunchbutton, he used both digital and traditional ways of advertising the
app around campus. In school, he was able to study sport marketing and
volunteer to shadow the game day marketing staff to learn more of what
they do for ISU athletics. Phil also conducted a focus group to gather
information to help drive sales for Mrs. Fields Cookie Store in Bloomington, IL.

Amy Hipple is currently a senior at Illinois State University. She is a

Marketing major, in the College of Business, with a specialization of
Integrated Marketing Communications. She has taken marketing classes
where she has learned how to integrate all of the promotional mix tools, in
order to create an Integrated Marketing Communications plan that will
connect the message to the audience. Amy has had internships with multiple
companies including Dealer e Process, Rod Sickler Salon and Spa and the
LuLu App, which have helped her to gain insight into brand management,
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search engine marketing, event planning and brand awareness. She has a
passion for digital marketing and learning how to use the latest cutting edge
media in order to reach a target market. She is also certified in Google
AdWords, Google Analytics and Bing Ads Accredited.

Brian Large is currently a senior at Illinois State University. He is studying

Marketing and has taken a variety of courses that have expanded his
marketing knowledge. Over Summer 2015, he worked as a sales
representative for BizzGrizz, selling innovative Point-Of-Sale systems to small
businesses over the central Illinois area. Brian made real relationships with
small business owners and gained much sales experience. Over his four
years at Illinois State, Brian has gained valuable leadership and team
building skills. Brian has a passion for creating and learning about new ideas
the marketing world has to offer.

Patrick Scotkovsky is a senior at Illinois State University. He is currently

studying Marketing where he has taken classes ranging from Creative
Strategy, Developments in Integrated Marketing Communications, and
Market Research. Through his classes, Patrick has been able to gain valuable
insight into marketing efforts, creating and developing a marketing plan,
digital design, and how to properly conduct focus group interviews to gain
valuable knowledge of a market. In his four years at Illinois State University,
Patrick has gained multiple leadership experiences in a variety of different
organizations including being the Marketing Director at Redbird Hacks, a
student run collegiate hackathon. Through this experience, he has learned
about social media marketing and promotion, as well as how to obtain
sponsorships from local businesses.

Bridgette Silverman is a senior at Illinois State University. She will

graduate May 2016 with a Bachelors Degree at Illinois State University. She
has held part time jobs throughout her time at ISU including food service,
retail, sales, and banking positions. Through these job experiences as well as
her education through the Illinois State University Marketing Department,
she has gained useful insight that she has been able to apply to this project.

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 Executive Summary

Yumz! is a newly opened Asian restaurant in the Bloomington-Normal area

that serves affordable Asian cuisine and sushi. Yumz! is in an interesting
position because they are a very new business that has yet to build
awareness in the Bloomington-Normal area. Yumz! has not established social
media pages for their business, which has hurt their brand awareness among
our secondary target audience. Yumz! is currently not utilizing Search Engine
Optimization (SEO) tools to effectively promote the business on sites like
Google and Bing. From our in-depth interviews, we were able to determine
very few people in our primary and secondary markets are aware of Yumz!.
Throughout our campaign we hope to increase the brand awareness of Yumz!
and move it into the evoked set of our primary and secondary target
markets.

Since Yumz! Asian Cuisine is not directly located off of Illinois States campus,
we decided that students should not be our primary target audience. Our
primary target audience consists of individuals from the Bloomington-Normal
area that are over the age of 25.

Gender: Male and Female

Ethnicity: All
Population:
Bloomington- 49,674 [2]
Normal- 25,745 [3]
Annual Income: $52,568 [1]
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 Our secondary target audience consists of students from the local
universities, while also taking into account individuals aged 15-24 in the
Bloomington Normal area.
Gender: Male or Female
Ethnicity: All
Local universities
Illinois State University population: 20,807 [4]
Illinois Wesleyan: 1,842 [5]
Heartland Community College: 5,286 [6]
Population
Bloomington (15-24): 12,170 [7]
Normal (15-24): 20,346 [8]
Average Income: Less than $15,000

With Yumz! Still being a relatively new restaurant, the objectives of the
campaign focus around creating awareness and informing the public why
Yumz! is always a good choice for a meal. Campaign objectives are:

Increase top-of-mind awareness of Yumz! Asian Cuisine for local Asian and
sushi restaurant option
Increase recognition awareness of Yumz! Asian Cuisine
Move Yumz! Asian Cuisine into the target audiences evoked set
Increase awareness of take-out and delivery options
Increase the amount of traffic during lunch hours
Increase the amount of traffic during dinner hours
Increase traffic to the Yumz! website
Have a social media presence
Increase Yumz! search engine optimization
Increase coupon redemption rate

The proposed creative platform for Yumz! will feature efforts that will
increase overall awareness of the restaurant and attempt to put the
restaurant into customers evoked set. The proposed creative platform will
increase awareness through promotional activities and use promotional
activities to encourage customers to try Yumz!.

Yumz!s new marketing campaign will start fresh with a new logo. The logo
will include attributes such as memorable reverse type with a solid red
background. It will be clear to the point that itll show what type of food
Yumz! Serves. Finally, it will be simple and effective so many wont have
trouble reading or understanding the message.

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 The ad layouts made for this campaign clearly demonstrate a good
understanding for what the campaign sets to accomplish. The layouts give
good detail about what Yumz! offers and provides an incentive for trying the
restaurant. The ad layouts include:
Coupons
Magnets
Flyer
Bus advertisement
The Vidette newspaper advertisement
Promotional items (chopsticks)

We were able to copy test a Vidette advertisement. Copy testing revealed

that:
The red advertisement was widely preferred by the respondents
The advertisement informed the participants of the information we wanted to
get across
The advertisement has a memorable color scheme

Yumz! is in great position to start an integrated marketing campaign. The

restaurant is new and located in a growing town with a huge customer base.
With clever marketing techniques and well placed advertisements, Yumz! will
see a dramatic increase in the number of customers. The promotional efforts
used spark interest and offer incentives for just trying Yumz!. The restaurant
will ultimately benefit for spending money to gain customer traffic.

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8
Target Audience Profile

Yumz! is an Asian cuisine restaurant located in Bloomington, IL. Yumz! is a

relatively new restaurant that is not yet well-known. They serve a wide
variety of Asian inspired food with a more Americanized atmosphere. Their
menu includes appetizers, sushi, soups, entrees, desserts and much more.
The restaurant can seat over 40 people and they also offer the convenience
of take-out and delivery. Yumz! offers food for people who enjoy a healthier
lifestyle and high quality food that tastes great. This Asian Americanized
restaurant will attract many people in the Bloomington-Normal area who
enjoy reasonably-priced high quality food in a comfortable atmosphere that
is perfect for family and friends.

Yumz! should appeal to a very wide range of customers in the Bloomington-

Normal area. With Yumz! being so close to State Farm and Country Financial
offices, it is easy for employees to enjoy their lunch breaks at Yumz! with
their coworkers or clients. Since Yumz! is located a bit further away from
Illinois State and Illinois Wesleyan campuses, university students are the
secondary target audience. It is only about a ten minute drive away for those
students with cars when they want an affordable and delicious meal that
they are unable to get from the dining centers.

Primary Target Audience

The primary target market for Yumz! is adults between the ages of 25-49
years old, either male or female, who are any ethnicity, and that currently
reside in the Bloomington-Normal area. Refer to Exhibit 1 for the complete
target audience profile. They are individuals who are in the middle to upper-
middle class and have very strong ties to their family, friends, and significant
others. The individuals that are in this primary audience in the Bloomington-
Normal area have a significant amount of buying power with a medium
income being that of $52,568 [1]. Within Bloomington there are 49,674
individuals [2], and in Normal there are 25,725 individuals [3] that are 25
years or older. These individuals most likely work in corporate level jobs
ranging from entry level to management level positions in a variety of
different industries. These individuals that fall in this market most likely have
personal vehicles that will allow them to travel to the Yumz! location, as well
as disposable income that will allow them to purchase the product.

Secondary Target Audience

Our secondary target market is the student base of the Bloomington-Normal

area. The students are ages 15-24 and of all ethnicities. Their average
income is less than $15,000 a year. The three colleges on campus in
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 Bloomington-Normal provide a large customer base for Yumz!. Illinois State
University has 20,807 students [4], Illinois Wesleyan has 1,842 students [5],
and Heartland Community College has 5,286 students [6]. The restaurant
should also try to reach high school students. There are 12,170 [7] people
between the ages of 15-24 total in Bloomington and 20,346 [8] in Normal.
Yumz! offers low priced sushi that appeals to students and their needs.

Exhibit 1
Target Audience for Yumz!

Demographics

Primary Target Audience Demographics:

Age: 25+
Gender: Male and Female
Ethnicity: All
Location: Bloomington-Normal
Average Income: $52,568 [1]
Occupation: Employed Full-Time/Part Time
Population Bloomington (25+): 49,674 [2]
Normal (25+): 25,745 [3]
Middle to Middle Upper Class

Secondary Target Audience Demographics:

Age: 15-24
Gender: Male or Female
Ethnicity: All
Average Income: Less than $15,000
Local university students
Illinois State University population: 20,807 [4]
Illinois Wesleyan: 1,842 [5]
Heartland Community College: 5,286 [6]
Population
Bloomington (15-24): 12,170 [7]
Normal (15-24): 20,346 [8]

Psychographics

Enjoys eating out and spending time with friends/family

Enjoys Asian cuisine
Interested in dining out
Likes to have their food fresh
Healthy lifestyle choices
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 Likes not having to spend too much for sushi
Likes to have convenience for takeout and delivery
Enjoys a more Americanized atmosphere
Enjoys family restaurants

Students who are looking to enjoy low priced Asian cuisine would like what
the restaurant has to offer. They would be able to spend time with friends
and family in Yumz!s inviting atmosphere. Yumz!s fresh food appeals to
students who like to eat healthy. The student population is an important
market because their values are reflected through the employees and the
restaurant as a whole.

Primary Audience Psychographics

The primary target market audience for Yumz! enjoys eating out and
spending time with their friends and family. Yumz! is open during the
weekends, so when adults dont have work, they can take their family to
Yumz! for either lunch or dinner. It also works perfect for those who work at
State Farm, so when they get their lunch break, they can go right across the
street for food with their co-workers.

Our primary target audience also enjoys Asian cuisine, and if they dont
prefer sushi, Yumz! still offers a wide range of other different kinds of Asian
foods. The 25+ males and females also like dining out. Yumz! has plenty of
seats and its newly updated inside interior will appeal to this young, active
and social target audience.

The primary target market audience also values healthy lifestyles. They
prefer to stay away from greasy fast food, and would like more of a healthy
Asian alternative. Yumz! is known for having fresh fish and ingredients when
making their food, so this would complement healthy lifestyle choices.

Because of work and other obligations, people who are 25 and older
sometimes dont always have time to sit down for a meal. Their lifestyles are
busy, and a lot of times, they would rather take the food to go, than sitting
down and eating. Yumz! offers the convenience for takeout and delivery,
which fits perfect for those busy and chaotic lifestyles.

Secondary Audience Psychographics

The secondary target market for Yumz! shares some of the same interests as
the primary target market. When they are not in school, or working a part
time job, they enjoy going out to eat with friends and family. Yumz! is a great
option for our secondary target audience because they are open later into
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the night once students get off school and on weekends when they are
looking for a way to enjoy their time. Its also a perfect location, within a
reasonable distance to the different colleges around the area and the high
school students who live in residential areas with their parents.

Our secondary target audience enjoys going out to eat Asian cuisine because
its not something that is offered in school cafeterias or dorms. Yumz! has a
wide variety of options that appeal to all ages of our secondary target
audience. Our secondary target audience also enjoys a more Americanized
atmosphere that they are comfortable in while enjoying an Asian twist on the
food. Yumz! offers this kind of updated atmosphere with plenty of seating
and space for groups of students to converse with each other.

The secondary target audience also enjoys convenience of take-out and

delivery, all at a relatively low price. They like to pick up food on the way
home from class, work or after school activities. If they are too busy with
assignments and projects, they like to get delicious food delivered right to
their apartment or house. These options also have to be at a low price, just
like Yumz! offers, because our secondary target market is often students who
dont work and are on a strict budget. Yumz! does a good job of fulfilling our
secondary target audiences interests and motivations for Asian cuisine.

Influencers

There are a variety of people and groups that influence members of both the
primary and secondary markets. For corporate employees, it tends to be
their coworkers, their clients and family members. For students, it is their
friends, roommates, and fellow RSO members. With Yumz! having a
welcoming, Americanized atmosphere, it is perfect for groups of people to
comfortably enjoy meals for occasions, such as celebrating the end of
midterms, a school sponsored event, or birthdays. These influencers can
spread the word about Yumz! through word of mouth and telling others about
their experience. They can also spread the word through social media
platforms, like Facebook and share photos of their experience as well. If
customers in either target audiences have a positive experience at Yumz!,
they could spread the word through review sites and on Google.

Total Target Market Audience Size

Based on the particular demographic profile that we chose to target, we can

determine a total population size for the target audience. In the primary
target market there are 49,674 people [2], above the age of 25, in the city of
Bloomington. In the city of Normal there are 25,745 people [3], above the
age of 25. The total for our primary target audience is 75,419 people.

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Our secondary target audience consists of individuals aged 15-24. Although
there is a large population of college students in the Bloomington-Normal
area, we did not want to limit our secondary target audience to just college
students because Yumz! is located off campus. Our secondary target
audience includes the individuals in all three nearby universities: 20,807
students from Illinois State University [4], 1,842 [5] students from Illinois
Wesleyan and 5,286 [6] students from Heartland Community College. We
were also able to determine there are 12,170 [7] individuals in the city of
Bloomington and 20,346 [8] individuals in Normal [8]. The total for our
secondary target audience is 60,451.

Combining the primary and secondary target audiences, our total target
audience size is 135,870 individuals. We will target all of these 135,870
individuals in both the primary and secondary target audience to build
awareness of Yumz! among the community and drive traffic to the store.
Target Audience References

[1] Census Bureau. "American FactFinder - Community Facts." American

FactFinder - Community Facts. US Census Bureau, 2010. Web. 31 Jan. 2016.
http://factfinder.census.gov/faces/nav/jsf/pages/community_facts.xhtml

[2] Census Bureau. "American FactFinder - Community Facts." American

FactFinder - Community Facts. US Census Bureau, 2014. Web. 31 Jan. 2016.
http://factfinder.census.gov/faces/nav/jsf/pages/community_facts.xhtml

[3] Census Bureau. "American FactFinder - Community Facts." American

FactFinder - Community Facts. US Census Bureau, 2014. Web. 31 Jan. 2016.
http://factfinder.census.gov/faces/nav/jsf/pages/community_facts.xhtml

[4] "Quick Facts." Illinois State University. Web. 31 Jan. 2016.

[5] "About Illinois Wesleyan." Illinois Wesleyan: Facts. Web. 31 Jan. 2016.

[6] "Fast Facts." Heartland Community College. Web. 31 Jan. 2016.

[7] Census Bureau. "American FactFinder - Community Facts." American

FactFinder - Community Facts. US Census Bureau, 2014. Web. 31 Jan. 2016.

[8] Census Bureau. "American FactFinder - Community Facts." American

FactFinder - Community Facts. US Census Bureau, 2014. Web. 31 Jan. 2016.

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14
 Target Audience

As the result of our situation analysis, our team recommended the following
demographic and psychographic characteristics for Yumz! primary and
secondary target audiences:

Demographics

Primary Target Audience Demographics:

Age: 25+
Gender: Male and Female
Ethnicity: All
Location: Bloomington-Normal
Average Income: $52,568 [1]
Occupation: Employed Full-Time/Part Time
Population Bloomington (25+): 49,674 [2]
Normal (25+): 25,745 [3]
Middle to Middle Upper Class

Secondary Target Audience Demographics:

Gender: Male or Female

Ethnicity: All
Average Income: Less than $15,000
Local university students
Illinois State University population: 20,807 [4]
Illinois Wesleyan: 1,842 [5]
Heartland Community College: 5,286 [6]
Population
Bloomington (15-24): 12,170 [7]
Normal (15-24): 20,346 [8]
Psychographics

Enjoys eating out and spending time with friends/family

Enjoys Asian cuisine
Interested in dining out
Likes to have their food fresh
Healthy lifestyle choices
Likes not having to spend too much for sushi
Likes to have convenience for takeout and delivery
Enjoys a more Americanized atmosphere
Enjoys family restaurants

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Creative Platform

Our primary goal for this campaign is to increase awareness of Yumz! Asian
Cuisine. Yumz! is a fairly new restaurant in the Bloomington-Normal area,
therefore we would like to increase awareness among both our primary and
secondary target audiences. Our goal is to have Yumz! be in top-of-mind
awareness in both of our target audiences. This is our main goal because
after examining our in-depth interview answers responses we discovered
that only 5 of our 18 respondents have ever heard about Yumz! Asian Cuisine
(refer to Appendix A for results of our in-depth interviews). We would like our
primary and secondary target audiences to recognize Yumz! as an Asian
restaurant option and a sushi restaurant option. We will increase awareness
of our target audiences by getting the word out about Yumz! through various
promotional activities and platforms. Promotional activities we will use are
coupons and flyers that consumers can receive from other local businesses
and online. Since Yumz! has no social media presence we will focus on
creating platforms like Facebook and Twitter to help us increase awareness of
Yumz! Asian Cuisine.

Our secondary goal for this campaign is to move Yumz! into the evoked set
of our primary and secondary target audience. Of our 18 interview
respondents, none of the people listed Yumz! in their evoked set of an Asian
or sushi restaurant in the Bloomington-Normal area. It is important for Yumz!
to be in the evoked set of our target audiences because they need to think
about Yumz! when they think about going out to eat, especially if they are
looking for Asian inspired food. To move Yumz! into our primary and
secondary target audiences evoked set we will make sure they are being
exposed to our promotional activities and platforms. The more our target
audience is exposed to our marketing tactics, the greater the chance is that
they will consider Yumz! when going out to eat, or ordering food for delivery,
with friends, family and co-workers.

Message Tone & Appeal

The tone of our campaign will be upbeat, positive, and welcoming. From our
in-depth interviews, we found that there is actually a very small number of
people from the area that are aware of Yumz! Therefore, we want to
introduce our audience to an inviting restaurant with an extensive list of low
price menu options. Since our campaign will be the first time most
consumers hear about the restaurant, we want our campaign to have an
informative appeal. The message that we want to send to potential
customers will explain that Yumz! is a great place to take their family, or
friends, to enjoy Asian cuisine in an Americanized atmosphere. This appeal
also allows us to inform the area about Yumz!s healthier options and their

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 low priced sushi. We also want to inform the target audience of the
convenient takeout and delivery options that Yumz! offers. Overall, this
campaign will be the communitys first impression of the restaurant and our
campaign will aim to present Yumz! in the most professional and appealing
way possible.

Quantitative Benchmarks

Communication Objectives

1. Increase top-of-mind awareness of Yumz! Asian Cuisine for local Asian and
sushi restaurant options
In our in-depth interviews, 0 none of our 18 respondents in our target
audience listed Yumz! Asian Cuisine as a top-of-the mind restaurant for Asian
cuisine.
Our goal for this campaign is to increase top-of-mind awareness for Yumz! by
to at least 30% among our target audience. We feel this would help Yumz!
because customers will automatically have Yumz! as an option when
searching for a sushi/Asian dining option.

2. Increase recognition awareness of Yumz! Asian Cuisine

Our in-depth interviews revealed that only 5 out of 18 participants
interviewed recognized Yumz! in their awareness set when they were
provided with a list of local restaurants. None of these participants have yet
to eat at Yumz!
Our goal is to increase awareness of Yumz! because not many people in our
target audience are aware of the restaurant. We want to increase recognition
awareness to 40% among our target audience throughout the campaign.

3. Move Yumz! Asian Cuisine into the target audiences evoked set
Our in-depth interviews revealed that none of the participants listed Yumz! as
one of their favorite Asian or sushi restaurants in the area.
During this campaign we hope to move Yumz! into the evoked set of 30% of
the participants (i.e. they will list Yumz! among their favorite restaurants).
We feel this will help Yumz! because not only will customers be excited and
more likely to dine with Yumz, but also customers with Yumz! in their evoked
set are more likely to recommend Yumz! to family and friends.

4. Increase awareness of take-out and delivery options

Our interviews revealed that only 5 of 18 respondents recognized Yumz! in
their awareness set and none of those who recognized the restaurant listed
take-out and delivery when asked to describe Yumz!.
During this campaign, we would like at least 30% of respondents to list the
convenient take-out and delivery options when asked to describe Yumz!. We

17
 feel this would help boost sales for Yumz! by catering to those customers
who do not have time to enjoy a meal in-house.

Sales/Behavioral Objectives

1. Increase the amount of traffic during lunch hours

Yumz! is located very close to the State Farm building and other businesses
that provide an opportunity for Yumz! to attract customers.
Our goal is to increase foot traffic by 15% during lunch hours.

2. Increase the amount of traffic during dinner hours

Yumz! currently does not have a lot of recognition as a dinner option based
off of our in-depth interviews.
Our goal is to increase foot traffic by 10% during dinner hours.

3. Increase traffic to the Yumz! website

Yumz! needs to have better search engine optimization because when the
company is searched, their website does not show on search results.
We want to increase the traffic by 50% and track it through Google Analytics.

4. Have a social media presence

Yumz! currently has no social media presence so we will focus on Facebook
and Twitter platforms.
Our goal is to get obtain at least 500 likes on Facebook throughout the
length of the campaign and increase Yumz!s Twitter presence to at least 400
followers.

5. Increase Yumz! search engine optimization

Yumz! is not currently utilizing search engine optimization to help increase
their brand awareness among our target audience [SL8] [SL9].
Our goal is to increase search engine optimization by 25% and track it
through Google Analytics.

6. Increase coupon redemption rate

To increase traffic, we will use coupons to give consumers an incentive to
visit and eat at Yumz!.
We want to increase the redemption rate of coupons to 15% and track it by
having customers present the coupon during their purchase.

Campaign Evaluation & Time Frame

We believe that Yumz! should concentrate their campaign for seven months.
With this amount of time, we can see how effective our campaign is for the
rest of the spring semester, throughout the summer, and the beginning of
the next school year. The seven months also covers the spring, summer, and
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fall seasons. By evaluating these, we can see what the busiest time is for our
primary target audience. Because Yumz! just opened up in December, they
haven't had enough time to make their restaurant a top-of-mind choice for
their audiences, so with these next seven months, our hope is that our
primary and secondary audience would now be able to recall what Yumz! is
and have some sort of positive impression of the restaurant.

Yumz! should analyze their campaign two months in to see if it is effective by

conducting a target audience survey to assess the communication
objectives. Examining those results would be beneficial so that we know if
the campaign is working and accurate. They should also measure the
amount number of Facebook likes and Twitter followers they have been
getting, and in addition, use Google Analytics to track how successful their
online promotions have been, and how many people view their social media
platforms during a given week.

So that we can evaluate Yumz! sales objectives, Yumz! should also track the
amount of sales and traffic that they get during lunch and dinner hours. We
also believe that it is necessary to evaluate our campaign and set
benchmarks at the end of each season/semester to see how our sales are
improving for both our primary and secondary audience. We will use web
tracking and search engine optimization in order to track Yumz!s social
media and website traffic. In addition, we need to track our coupons to see if
those are being used and affecting our sales at all.

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21
Overview of IMC Plan

The main goal of our IMC plan is to increase awareness of Yumz!. Our
campaign is centered on the idea that Yumz is amazing and affordable sushi
which is located right off of Veterans Parkway. For us to get this message
across, we have come up with creative pieces (Please refer to Exhibit 2 for an
Overview of the IMC Plan).

Included in our IMC plan are six different layouts. The first layout is an
advertisement in The Vidette that will be on the front cover. The second
layout is a flyer that will be placed around ISUs campus, in Uptown Normal,
and around State Farms campus. Our third layout will be a coupon that is
rolled up in a pair of chopsticks. These chopsticks will be handed out around
campus at ISU and Wesleyan. Our fourth layout is a magnet that will be
mailed out to residents in the Bloomington-Normal area, as well as given out
inside the restaurant. Our fifth layout will be a bus advertisement. The
advertisement will be on the side of the bus as well as the back. Our last
layout is going to be a coupon that is going to be sent out through mail to
Bloomington-Normal residents.

The Vidette advertisement will be placed at the bottom of the front page.
The header of the advertisement will say Want Fresh Sushi at an Affordable
Price? We will use the Yumz! logo in the center, and two pictures of sushi
will be used as well to show a couple of the options you can get. At the
bottom of the advertisement, it will read Open 7 Days a Week! Located
Right Off of Veterans Pkwy. With the header, we wanted to restate the fact
that the sushi is affordable, and with the subhead, we wanted to make
people aware of Yumz!s location and that they are open every day of the
week.

The flyer that we made will be distributed to both our primary and secondary
target audiences. It will be posted around college campuses, in Uptown
Normal, and around State Farms campus. The flyer will give a brief
description of the restaurant right under the Yumz! logo. The left side of the
flyer will show a lunch special that is offered, and on the right will be a
coupon for 10% off your bill. A picture of sushi is shown in the direct middle
of the flyer, and at the very bottom is the address of Yumz!.

The chopsticks coupon will be handed out to our secondary target audience
on the three college campuses. On one side of the chopstick wrapper, the
logo, address, and phone number will appear. On the flip side, Japanese
translations for the words: Dragon, Fire, and Luck will appear. The three
translations are used to create a rich Asian culture. A coupon for a 10%

22
 discount will be attached to the chopsticks and the coupon will feature the
restaurants hours and logo.

The magnet will be mailed out to the residents of Bloomington-Normal. The

magnet could also be picked up after people dine-in at the restaurant. The
magnet will increase awareness of Yumz! while also reminding people of the
phone number of the location so they could put in a carry out order.

Exhibit 2
Overview of IMC Campaign

Type of Time Frame Media Placement Purpose

Layout

1. Coupon Coupons can be Coupons can be placed Coupons increase traffic to

sent out at the in local newspapers
beginning of such as The Vidette and
each month to The Pantagraph.
help increase Coupons can be sent
traffic. out with the direct mail
material.
Coupons can be placed
in local coupon books.
Yumz!
Coupons will help make
Yumz! more popular by
attracting new customers
through incentives.

2. Magnet Magnets can be Handed to customers Increase awareness of

given to after they leave the Yumz!
customers in the restaurant. Create awareness for carry
restaurant after Can be put in direct out option (inclusion of
they eat. They mailer to supplement phone number, address
will also be the information within and website on magnet).
mailed out to the mailer and give the
residents of target market an easy
Bloomington- way to know the phone
Normal at the number and location for
beginning of the delivery/pick up.
year.

23
3. Flyer Posted at the We will post flyers Increase awareness of
start of spring during the start of the Yumz! when there is a
and fall spring and fall large amount of people
semesters on semesters on the quad outdoors.
campuses and (to reach the secondary
posted during the target market), and
summer months post at the flyer at a
for local variety of Bloomington-
residents and Normal festivals and
working people. events during the
summer (to reach our
primary target market).

4. Vidette Posted at the Posted right next to Vidette advertisements

Advertisement start of April. The Best of can be purchased in
Bloomington Normal exchange for gift cards to
article that comes out the business, which not
every April. only saves money, but
would also increase traffic
to Yumz!.
The Vidette would allow
Yumz! to advertise on a
weekly basis, or only
during certain times of the
month when they have
specials going on.

5. Bus Advertisement on Yumz! advertisement Having advertisements on

Advertisement April 1st-October will be placed on the the buses will increase
1st when it is side and back of buses awareness to both of our
nice outside. in Bloomington-Normal. target audiences all
around the Bloomington-
Normal area.

6. Promotional Every other week Chopsticks will be The chopsticks will be

Items starting in April handed out on Illinois handed out to spark
(Chopsticks) at major events State University and interest and motivate
within Illinois Wesleyan potential customers to try

24
 Bloomington- Universitys quads. Yumz!
Normal area over Chopsticks can be Potential customers will be
the summer brought into restaurant motivated by the discount.
(primary target for a 10% discount on The wrapper will also have
market), and their entire meal. the address and phone
events at Illinois number to raise
State University, awareness.
like festival ISU in
the Fall and
Winter Fest at
the beginning of
the January
(secondary
target market).

The bus advertisement will consist of an ad on the side of the bus as well as
the back. The buses will be riding around campuses as well as around
residential and commercial parts of Bloomington-Normal. This will be able to
reach our primary and secondary target audiences. The bus advertisements
will run from April 1st and go all the way until October 1st.

The coupons will be sent out at the beginning of each month to residents of
Bloomington-Normal through direct mail, listed in The Vidette/The
Pantagraph, and in coupon books. These coupons will increase traffic to
Yumz! and they will be able to reach new customers. The coupons will be
worth as much as 25% off your order.

Execution Principles of Creative Platform

Creative Platform

The creative platform for this campaign will focus around getting essential
information about Yumz! to our primary and secondary target audience. The
restaurant has low awareness throughout the Bloomington-Normal area, and
the key focus is to inform potential customers of the restaurants food
offerings, location, phone number, and hours. The secondary focus is to
place Yumz! into our customers evoked set. To accomplish this, multiple
forms of discounts will be offered to our primary and secondary target
audience.

Appeal

This campaign will feature a rational appeal with an informative tone.

Awareness of the restaurant is low and this campaign will be used to inform
25
the people of Bloomington-Normal about Yumz!. For many people, this will be
the first time they hear about the restaurant and we want to establish that
this is a friendly and inviting place to have a meal.

Core Message and Theme

The core message and theme of the campaign is to inform the people of
Bloomington-Normal all that Yumz! has to offer. Awareness for this restaurant
is low so the advertisements created feature pictures of sushi that customers
can find at the restaurant and information on how to reach the store. The
campaigns theme is informational so that Yumz! is in the conversation when
customers are looking for Asian cuisine or foreign food in general.

Visuals

The advertisements and promotional items seen in this campaign feature

similar information, figures and a memorable color scheme. Most of the
advertisements offer some information on how to reach the store, whether
that is a phone number or location. All promotions feature chopsticks and a
piece of sushi. These figures clearly show what food the restaurant has to
offer. The logo uses reverse type with an eye catching, solid red background.
The logo is easy to read and associate with Yumz!. The simple logo will be
especially effective when exposure to a promotion may only last a few
seconds.

Justification of Creative Platform

Based on our in-depth interviews, we discovered that awareness of Yumz!

was low, as only five respondents had ever heard of Yumz!. Therefore, our
main objectives of the campaign is to increase awareness, as well as move
Yumz! to the evoked set of our target audience. The ads and promotional
items of the campaign are simple, as to aid in recall of the messages and
brand. In order to give our audience an accurate idea of what Yumz! has to
offer, we chose the positioning statement Asian Inspired Cuisine.

Analytical Critique of Logo and Layouts

Logo

The logo that was created for Yumz!, Exhibit 3 was one that reflects the Asian
culture, where red is a bright a vibrant color, which we wanted to base the
logo around. The white letters of Yumz as well as the positioning statement
of Asian Inspired Cuisine are both in white to contrast with the red
background. In addition, to emphasize the point that Yumz! has sushi, we
created the exclamation point to be two chopsticks over a piece of green
26
sushi, which also draws the eye to the contrasting colors. In addition to the
colors in the logo, the logo that was designed is simplistic. The main element
of the logo, Yumz, is in a bold font that is eye catching and easily readable.
The positioning statement, while a smaller font, is very legible for viewers.
Both pieces can be separated if need be to be applied to a number of
different possible layouts.

Exhibit 3: Logo

Coupon

There was one coupon that will be included in a mailer to customers, given
out at the restaurant at certain times, or given out at events that Yumz!
attends in the community. The coupon (Exhibit 4) is a two sided coupon with
the front side of the coupon having just the Yumz! logo, however the logo
type and background are different colors than the original logo. The
background is black with the logo type being red with a white outline. This
contrast, while a little different than the original logo, is unique because it
has contrasting colors that makes the logo stick out. The position statement
Asian Inspired Cuisine, remains in white below the logo type. The logo

27
form, the two crossed chopsticks and piece of sushi remain like they do in
the original logo forming the exclamation point. On the back side of the
coupon, there is large numbers saying 25% Off Entire Order! There is still
novelty to this coupon as there is a chopstick, like that from the exclamation
point in the logo, and two sushi rolls that make the % in that phrase. The
phrase is large to catch the reader's eye and has the same red with white
outline on a black background, just like the front side of the coupon. Below
the phrase 25% Off Entire Order! there is a phrase in a smaller red font
that still is contrasting with the black background that reads, Coupon Must
Be Present at the Time of Order. Below that is their phone number and the
Yumz! logo, without the positioning statement, on the very bottom of the
coupon.

Exhibit 4: Coupon

Magnet

28
We made three magnet designs for Yumz! The first design, Exhibit 5 has a
red circle with a white background, almost symbolizing the Japanese flag.
Within the red circle, there is the text Yumz! at the top with Asian Inspired
Cuisine right below in a white font, just like the logo, that contrasts well with
the red circle. On the bottom of the circle is the text Call Us Today! with the
phone number right below, in the same white font that contrasts well with
the red circle. In the middle of the red circle is two chopsticks that are
crossed, and a piece of sushi that is just below as if the chopsticks are about
to pick up the piece of sushi. This is consistent with the logo, which has this
same form as the exclamation point in the word Yumz! This whole image is
isolated in the center of the magnet, giving the aesthetic appeal and drawing
in the audiences eye. The purpose of the magnet is to have the audience
quickly gaze at the image over and over again and move Yumz! to the
evoked set.

The second magnet in Exhibit 6 has a different color scheme that resembles
a sushi roll. There are three different colored circles, light green on the
outside ring, green in the second ring, and then a pink circle in the middle of
the magnet. On top of the magnet is the word Yumz! with the positioning
statement of Asian Inspired Cuisine right below, both in black, bolded font.
In the middle of the magnet are the words Dine In - Carry Out - Catering -
Online Order in white font with the full address and phone number below.
One objective we have is to increase the awareness of Yumz!, increase traffic
to the website, as well as increase the amount of delivery and carry out
orders. Having these short pieces of information gives the audience the
knowledge of these options they have to enjoy Yumz!

The third magnet, Exhibit 7, has four images of sushi in all four corners of the
layout. In the middle of the layout is a red background with white writing
throughout. At the top, center of the magnet is the Yumz! logo. Right below
the logo there are the words Open for Dine-In or Take-Out, which is
intended to show the audience that they can either sit in and enjoy the
restaurants atmosphere, or they have the option to take the order to go,
which we intended to increase awareness of as part of our creative platform.
Below that phrase is the hours of operation, the exact address, and the
phone number for Yumz! The use of the images along with the contrasting
colors creates a novel and unique magnet that is eye catching for the
audience, putting the most focus on the Yumz! logo at the top.

29
 Exhibit 5: Magnet

Exhibit 6:
Magnet
Exhibit 7:
Magnet

Flyer

The next
layout that
will be used
is a flyer for
Yumz! This
flyer, shown
in Exhibit 8,
is a full
page flyer
with
information
about Yumz!
At the top of
the flyer,
there is the Yumz! logo type and logo form, however the positioning
statement is not included. The logo type and form are consistent with the
logo, having the same white colored font and including the crossed
chopsticks over a sushi roll to create the exclamation point. The entire flyer
has a red background, contrasting well with the white font on the flyer. There
are 4 boxes that include white text and a brighter, more vibrant red
background within each box, that surround an image of sushi right in the
middle of the flyer. The top box, above the picture of the sushi but below the
logo, briefly describes the restaurant, putting in bold the words Asian
Inspired, Bloomington-Normal, and Americanized atmosphere. These are
three main points that we wanted to convey to our target audience, as
described by Exhibit 1 which is the Target Audience for Yumz!

On the left and right side of the image of sushi are two more text boxes
following the same format of the top one. They each have white font in a rich
30
red color that makes the font pop for the audience. The textbox on the left
emphasizes the lunch hours between 11 AM and 3 PM with a special for half
off Maki rolls. This text box is done to increase the awareness of individuals
that Yumz! is open for lunch, and to increase traffic during these hours, as
stated in our sales objectives in the creative platform. The textbox to the
right of the image of sushi says that if an individual Brings this flyer into
Yumz! and get 10% off your entire meal! with 10% off being bolded. What
this is intended to do is to increase traffic to the location, which will hopefully
also include an increase during the lunch hours.

The box on the bottom of the page also follows the same formatting as the
other boxes with white text in a rich red box. This textbox includes the exact
address of the Yumz! restaurant as well as a phone number that customers
can call. Adding the location and phone number have the intention of
increasing the foot traffic to the restaurant, as well as increase the number of
carry-out or deliveries that are made. Both of these are objectives that are
stated in Section II: The Creative Strategy.

Exhibit 8: Flyer

31
32
Vidette Advertisements

Vidette Ad 1 (Exhibit 9)

The advertisement that we designed for the Vidette has a consistent logo
form, logo type, and positioning statement. There were two Vidette
advertisements that were copy tested (See Appendix B for copy test method
and results), and this advertisement was the clear winner (See Exhibit 9 and
10). After the copy test was performed, we created this advertisement that is
large within the Vidette newspaper to catch the readers eye. The ad kept
the same logo type, form, and positioning statement with the logo right in
the middle of the advertisement. In addition to the logo, there was a
statement, Want Fresh Sushi at an Affordable Price? at the top of the ad.
This was proven through our copy test method (See appendix B) that
individuals were able to identify with fresh and affordable within the
advertisement, which relates to the psychographics of our target market
wanting affordable sushi and Asian cuisine (See Exhibit 1 Target Audience
for Yumz!).

This advertisement also has two images showing sushi offerings that Yumz!
has. The images are to get individuals engaged with the advertisement and
be able to visually see the product offerings from Yumz! Our results of the
copy test showed that after viewing this ad, individuals said that they felt
hungry after seeing these ads. In addition, the ad shows, on the bottom, a
location for the restaurant. An exact address was not included, but a general
location and intersection that the restaurant is located is included on the
bottom of the ad. The location is in a black font that contrasts the red
background as well as the white font for the logo and positioning statement
above.

Vidette Ad 2 (Exhibit 10)

For the second Vidette advertisement that was made and used in our copy
test (thorough results in Appendix B), the background color was changed to
black and the logo type of Yumz was kept white, but added a red outline to
it. This color scheme was matched throughout the ad with red font at the top
of the page saying You dont need to go far for Amazing Sushi!
emphasizing the point that Yumz! has sushi on its menu. In addition, on the
bottom of this advertisement we included location information, but like the
first advertisement, did not give a specific address. The phrase at the bottom
of the ad says Open 7 Days a Week! Located right off Veterans Pkwy, in

33
white, which contrasts well with the black background. In addition to the two
phrases, one on top and one on the bottom of the page, the ad also included
the same pictures of sushi as the first Vidette advertisement. The reason this
was done was to keep consistency for the copy testing that was done on
each advertisement.

The copy testing for these two advertisements described above, was done
to try to determine how effective the color scheme of the advertisement was,
as well as which copy was most effective (thorough results in Appendix B).
After performing the copy test on 24 individuals, it showed that 20 of the 24
individuals preferred the first ad more. There was higher recall of the Yumz!
brand for the first advertisement as well as conveying the message of
affordable and quality sushi.
Exhibit 9: Vidette Ad 1

Exhibit 10:
Vidette Ad 2

34
Bus Advertisement

When creating the advertisement for the side of a bus (Exhibit 11), we had to
consider sizing as well as the copy on the ad. The bus advertisement has
Yumz! written in white lettering a red background, the same color scheme on
the logo design, as the same font, positioning statement, and logo form. This
consistency helps with building brand awareness of Yumz! for individuals that
view the ad. The advertisement adds a phrase at the top, above the logo,
saying An Americanized Experience! to show that while there is Asian
Cuisine, as told by the positioning statement, the restaurant offers an
American atmosphere upon entering.

The second bus ad, in Exhibit 12, is located on the back of the bus. It has the
same logo as the main focal point, isolated in the middle of the
advertisement. The location of the advertisement is on the back of the bus,
compared to the side of the bus for the first bus advertisement mentioned
above. Above the logo there is a phrase saying The Better Choice for Your
Sushi in white font that contrasts well with the red background. On the
bottom, below the logo, is a phrase in black font that says Located right
down the street from Eastland Mall! This ad emphasizes the location of the
restaurant, with the purpose of it being to increase the foot traffic to the
restaurant and give the audience a relative location to where the restaurant
is.

These ads relates to our message to our audience to get across the fact that
they will be enjoying authentic Asian cuisine, but in the comfort of an
Americanized atmosphere in a location that is in the Bloomington-Normal
area. In addition, the color scheme has not been altered for this
advertisement because of the need to move individuals to the evoked set
when thinking of sushi or Asian restaurants.

Exhibit 11: Bus Ad Side

35
 Exhibit 12:
Bus Ad Back

Promotional Item: Chopsticks

The promotional item that will be given away during special events, such as
Festival ISU or other local events within the Bloomington-Normal community,
are chopsticks with promotional information on them. The first layout design
for these chopsticks, Exhibit 13, is going to be a white sleeve for the

36
chopsticks. On the left side will be the Yumz! logo with white letters on the
red background. The font will be smaller due to the size of the sleeve,
however the logo will stand out due to the contrasting colors. In addition to
the logo, the address and phone number is written in a font that, while in
English, resembles an Asian style to it. On the back side there are three
Japanese symbols with translation on it. This can give the customer the
feeling of the Japanese style of food, but having an Americanized
atmosphere. In addition to the sleeve, there will also be a coupon inside that
states Bring in these chopsticks and coupon for 10% OFF your entire meal
at Yumz! with 10% being isolated and in the middle of the coupon to draw
in the reader's eye. On the back, there is the Yumz! logo with the hours of
operation. This gives the reader knowledge of the restaurant and will
increase awareness of the restaurant.

The second promotional item, Exhibit 14 that we created was a chopsticks

sleeve that is intended for our secondary market, college students at Illinois
State University. The sleeve includes the Yumz! complete logo with white font
on a red background, but the entire sleeve is yellow. The Yumz! logo is
followed by a heart and ISU. On the bottom of the sleeve it says Present
to your server for 10% off your meal. This promotional item is simple and
has isolation of the Yumz! logo, however it has the purpose of increasing the
awareness of Yumz! to the Illinois State University community while also
increasing the traffic at the restaurant. In Section: Target Audience Profile, we
stated that our secondary market is college students that are looking for
low price Asian cuisine, so this has the intention of increasing awareness
and offering a low price to increase the traffic to the restaurant.

Exhibit 13: Chopsticks

(Front)

(Back)

Exhibit 14: Chopsticks

37
38
39
In Depth Interview Method

In order to begin with the creative planning process, the group conducted
interviews of 18 individuals, performed by each of the team members. The
interviews were performed following a specific script. Refer to Exhibit A1 for
the interview script.

The responses from these interviews gave the team insight about the
awareness levels for our primary target audience, as well as for our
secondary audience. As a result of these interviews, we found that Yumz!
was in a low awareness level as an Asian restaurant. We also were able to
conclude that, while none of our target audience that was interviewed had
Yumz! in the evoked set, 17 of the 18 of the individuals said they would be
likely to try the restaurant after reading a brief description of the restaurant
and what they offer.

In Depth Interview Results

What is the awareness level among the target audience?

We concluded from our interviews that only 5 of the 18 respondents listed

Yumz! in their awareness set. Of the 18 people we interviewed, none listed
Yumz! as a top of mind choice for an Asian or sushi restaurant. When
interviewees were provided with a list of local Asian restaurants and asked to
circle the ones they knew, only 5 respondents acknowledged Yumz!. As a
team, we took this information and developed creative pieces that would
help increase the brand awareness of Yumz!.

Is Yumz! in the evoked set of our target market?

We asked our interviewees what Asian and sushi restaurants they would
consider eating at in the Bloomington Normal area. We provided them with a
list of various restaurants in the area and asked them to circle the ones that
they would consider dining at. Of the 18 people we interviewed, none listed
Yumz! in their evoked set. We decided that because so few people knew
about Yumz! Asian Cuisine, we needed to inform the consumers in the target
audience about what Yumz! serves, and where they are located.

Would the target audience eat there after hearing about what Yumz!
is?

During our interviews we provided respondents with a paragraph description

of Yumz! that explained what type of food the restaurant serves, the
restaurants atmosphere, and its location. We asked our interviewees if they
have ever tried Yumz! before, and none said that they have. Since so very
40
 few people in our target audience were aware of Yumz! we decided to give
them a brief description of the restaurant and then ask them if they would be
interested in trying it. Of the 18 people we interviewed, 17 said that they
would be interested in trying Yumz! once they heard the description. This
showed us that although many people are unaware of Yumz!, there are
consumers in the area that are interested in trying Asian inspired cuisine and
sushi.
Exhibit A1: In Depth Interview Script

Hello, my name is [NAME] and I am currently working on a class project that

is interviewing consumers to try and get a better understanding of their
preferences. This interview will take about 5 minutes of your time. We want
to stress that your name and other personal information will NOT be
recorded, but the results will be aggregated (summarized) for the group, not
reported individually. We would really appreciate your assistance with this
project. Would you have a few minutes to spare to talk?

Screener
Are you at least 25 years old?

Awareness (Top of the Mind)

Please list all of the sushi restaurants in the Bloomington-Normal area that
come to mind
List all of the Asian restaurants in the Bloomington-Normal area that you can
think of

Behavior and Preferences (Evoked Set)

How many times in a week do you eat at a full service restaurant?
How many times with coworkers for lunch?
How many times with family/friends for dinner?
List all of the restaurants you would consider eating out at in the
Bloomington-Normal area
How likely are you to eat sushi or other Japanese cuisine?
List all of the Asian/sushi restaurants you would consider eating out at in the
Bloomington-Normal area
Please name all of the important criteria you use when selecting a restaurant
to eat at in the Bloomington-Normal area and rank order them.
For lunch?
With co-workers?
For dinner?
With family/friends?
How important is price when it comes sushi or other Japanese cuisine?
What is the most important aspect of a Sushi or Japanese cuisine restaurant?
What are your favorite restaurants to eat at with family or friends and why?
41
 Awareness II (Perceptions)
Which of these restaurants have you heard of?
Lucky Garden
Kobe Hibachi Steak House
Orient Gourmet
Yumz Asian Cuisine
Anju Above
Fuji Japanese Steak House
Exhibit A1: In Depth Interview Script (cont.)

Imperial Buffet
For each of those that you said you were aware of, what were your
impression of the restaurant?

Yumz! Description

An Asian cuisine restaurant with a contemporary and Americanized feel to

the restaurant. The restaurant allows for individuals to have personalized
conversations. There is light music that plays in the background that allows
for a relaxing atmosphere. The menu for the restaurant has a large amount
of sushi options as well as typical Japanese cuisine with fast and friendly
service at a reasonable price. Some menu options include sushi, soups,
chicken and fish entrees, and a variety of deserts. In addition to having quick
service and a convenient location on Veterans Parkway, they also have an
option for customers to call for takeout or delivery.

After hearing about this restaurant, how likely are you to attend and eat
here?

Media Questions
How do you hear about restaurants?
Where do you search for restaurant information?
What should Yumz! do to increase traffic to the restaurant?
For lunch?
For dinner?

42
How does the target audience get information on local restaurants?

We asked our target audience how they prefer to hear about restaurants and
we determined that consumers in our target audience primarily rely on word-
of-mouth recommendations for restaurants and advertisements placed in the
Bloomington Normal area. We asked our interviewees how they find
information on where to eat and the majority of our respondents said that
they ask co-workers, family and friends as well as go online and read
reviews. Many of the respondents in the secondary target audience said they
prefer to find information on social media platforms, like Facebook and
Twitter.

43
44
Copy Test Method

The copy test was performed in order to measure effectiveness of the

newspaper advertisement layouts in terms of color, size and the text used in
the header. The objective was to determine if participants were able to recall
the name of the business, what the business offers, and the core message of
the advertisement.

The layouts tested both consisted of our logo and the same photos, but
differed in size, layout orientation, header text and color (Please refer to
Exhibit B-1 and B-2 for the Vidette Advertisements that were copy tested).
Version A was placed along the width at the bottom of the cover page of the
newspaper. It has a red background with white text. Pictures of sushi dishes
were placed on both sides of the advertisement with our logo in the middle.
Above the logo the header says Want fresh sushi at an affordable price?
and beneath the logo said Open 7 days a week! Located right off Veterans
Pkwy. Version B was placed in the middle of the newspaper page on the
right column side. This version has a black background and also had white
text. The top of the advertisement said You dont need to go far for amazing
sushi! with our logo directly beneath that. Beneath our logo we placed the
same two pictures of sushi from Version A. This version also said Open 7
days a week! Located right off Veterans Pkwy at the bottom of the
advertisement.

We asked a total of twenty-four participants, twelve from our primary

audience and twelve from our secondary target audience. Half were shown
version A first, and the other half were shown version B first. Each participant
was given a few minutes to review the advertisement then were asked the
same questions (Please refer to Exhibit B-3 for the copy test script). Next,
participants reviewed the second advertisement and were asked which one
they preferred overall.

Vidette Advertisement Copy Test Results

Version A

Our results for the copy test indicated that all twelve participants were able
to recall the name Yumz! Asian Cuisine in Version A. A total of eleven
participants were able to recall that Yumz! offers sushi, and six said that
Yumz! offers affordable sushi, which was the main message we were trying to
convey. Seven participants said that the ad made them feel hungry, and two
said they were interested in checking out Yumz!. Ten participants said they
like the color scheme of the ad, and three said they wouldnt change
anything about the ad.

45
Version B

Our results for the copy test indicated that eleven of the twelve participants
that saw version B first were able to recall the name of Yumz!. All twelve
participants associated sushi with Yumz. Six participants said the ad made
them feel hungry, and four said they were interested in

Exhibit B-1

Copy Test Vidette Advertisement A

46
 Exhibit B-2

Copy Test Vidette Advertisement B

47
checking out Yumz!. Only four participants said they liked the color scheme,
and two said the colors made the ad hard to read. Three participants said the
pictures of sushi didnt go well with the ad, and two participants said they
would like to see the hours of operations, as well as the phone number.

We asked each participant which ad they preferred. Twenty participants

preferred version A, while only four preferred version B. Version A proved to
be more effective in terms of recall and conveying the main message.
Considering this, as well as all the other comments we received in the copy
test, we chose version A as our Vidette newspaper advertisement.

Exhibit B-3

Copy Test Script

48
 Hi, (Persons name), if you could take a few minutes to look at this
advertisement. After you have a chance to read through it, I want to get your
opinion about the advertisement.

Show Vidette Advertisement A, allow a few minutes. [If testing B, show B

first]

1. Please write down everything you can recall about this advertisement.
2. Please list the organization/brand this advertisement was for.
3. Please describe the main message of this advertisement.
4. Do you remember the location of the advertisement in the newspaper?
5. Do you remember the header of the advertisement?
a. If so, what did it say?
6. What does this advertisement make you feel? What emotion do you get from
this advertisement?
7. Does this advertisement give you a better idea of what Yumz! is?
a. If so, what is Yumz! and what do they offer?
8. (Show Vidette Advertisement A) What do you like or dislike about this
advertisement?
a. What would you change about the advertisement?

Now that you have seen the first advertisement, I am going to show you
another advertisement that we made.

Show Vidette Advertisement B, allow a few minutes. [Show A if tested B

previously]

1. What do you like or dislike about this advertisement?

2. Which advertisement do you prefer overall?

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