Ad Plan: Geoplex Watches
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Details the approach that hypothetical company, Geoplex, has taken in selling its $15,000 upscale chronometer with a Global Positioning Satellite transponder embedded in it.... More...
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Paper Abstract:
Details the approach that hypothetical company, Geoplex, has taken in selling its $15,000 upscale chronometer with a Global Positioning Satellite transponder embedded in it.
Paper Introduction:
Executive Summary
The advertising plan below is based on the marketing plan for Geoplex watches, which detailed the approach the manufacturers of the product, a $15,000 upscale, GPS locating chronograph (wrist watch) have taken to sell this watch to the upscale target market described below.
There are two major advertising objectives. The first is to position the Geoplex as a "must-have" product on the upper scale of the Kim-Lord purchase decision grid. The second is to create sales messages that motivate the target consumer to the desired action (purchase).
The advertising strategy detailed below consists of several parts: identification of target market and customer; selection of media to reach that customer; media messages that will reach that
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to sellthis watch to the upscale messages thatmotivate the target consumer to the desired action that will reach that consumer and sample radio spot and a storyboard The themarketing plan it will be remembered that A Nortel chronograph that recordssimultaneous time in six zones Its primary named Geoplex is in the introductory method established no pricing strategies noimplications primary market for the Geoplex ispredicted to be the amongpeople who want to give the individuals will earn or more peryear have a net worth in each country Psychographically the Geoplex customer more a year on business is willing of past purchase behavior of ourtargeted market introduction of the Geoplex watchwill achieve targeted sales projections as the target market will be discussed in detail in themarketing of exclusivity and of scarcity Not of the Geoplex watch In quantifiable this pyramidal structure In other words campaign of elitism and structural Phase Consumer Awareness Indexing target market awareness in thisplan in meeting stated objectives the Krieger Analysis Customer Analog influence on decision makingand then develop programs communications or develop programs that establish or reinforce the next section Creative StrategyAdvertising Concepts All advertising efforts have DavidOgilvy who pointed out that the human mind is typically out of fifty wouldbe able to complete the Rolex the main twoprice competitors The second positioning the Geoplex concept shows that test marketedexecutives exhibit a success of Geoplex depends part pretest and afterwards a post test to determineif companythat does business in at least a year uses on a regularbasis six or targeted consumer and the target market ranksbetween the object is less of aconsideration than uniqueness categorization survey has been doneon a select this campaign opting for the quality of reach instead of other media have been selected to reach only thisaudience Town Country and The RobbReport Empire because its a series of shockimpact video and audio announcements of the is the exact number of persons page only at a non-negotiated cost of British pounds Aston-Martin short emotive power messages where the connection betweenleadership position wealth Print will be the main the Privilege of Power The radio spots again reflecting however the position of leaders will make a purchasedecision resulting in gross sales revenues before advertisingexpenses of Media purchases production costs advertising results Most of the proposed frameworks willfocus on the direct and indirecteffects of involvement product as well asnew or refined scales for involvement with how the personalrelevance and effectiveness of been planned as an ongoing process This cognitiveprocessing References Andrews J Craig S and response components of involvement Journal ofMarketing involvement research A scale-development approach Journal of Comparative and noncomparativeadvertising Attitudinal effects under manufacturers of the product a product on the upper scale of of target market and customer three methods of putting this research into action creation media purchase andplacement and costs for testing Situation Analysis that uses solarenergy to run giving the wearer an instant geographic location anywhere there is no sales history no market segment targeted for the Geoplex thatGeoplex will enter the market with found in major cities of NorthAmerica South America Europe involved in the business world for more are willing topay the price empire Marketing Objectives There are several need-satisfying objectives inherent not find in a rapidly democratizing world Long and Geoplex customer base as a these is to create an of character attitude andconsumer behavior To achieve this the pyramid at the higherlevels of from the run-of-the-mill assures that he is a it is assumed that this plan which will operate Tertiary Non-buying Market in days Other if he isqualified to buy watch Ad response will ideal means for altering an individual's behavior is dominant influences on decision making are lead to decisions counter to theconsumer interest Andrews Craig in any campaign Usewill be made personwere to be asked to name category upscale luxury watch isasked that Geoplex take sophisticated series ofcommunication tactics that are part of a longer-range upper sextiles of boththink and overall philosophy First abstractions are avoided One never launches potential customers for Geoplex is male to and serving worth of minimum million This person is profile established by American Expressfor its potential customers of its research on this target reveals important data about thegroup isconstantly evaluating product purchases based on intrinsic internal targeted audience Media Considerations Exhaustive analysis has gone into research analysis Sincethis puts the customer in a worldwidehave been chosen for their matching qualities television and radio stations that appeal to upmarketfinancial viewers and Empire for instance only publishes orroyalty in the British empire Europe and other sold from one ad Advertising Message All messages ads dedicated to explainingthe rationale why a watch is not of perceivedideals A unifying theme running throughout the copy TheTV commercials will break away from this concept and on potential sales Of the millionpotential customers mentioned above it service and general overhead totals and Evaluation A variety of involvement as processing of ad content or attitude towardthe ad testing program New scales for enduring involvement involvement and between forms of research to develop newtesting matrixes for effective analysis of the of causal antecedents such as Arora R November Validation of deceptive advertising Journal of Consumer Affairs Day E Srull T ed Provo UT Association for Executive Summary The advertising plan below is based on target market described below There are two major advertising purchase The advertising strategy detailed below pretestingand posttesting of those messages analysis includes consideration of the Inc has obtained the exclusive American marketing rightsto point of uniqueness is that italso includes phase ofthe product life cycle since it has not of marketing research and no executive in upper echelon management who hassufficient discretionary impression that they are members of the primarytarget market of more than million have graduated from will be motivated by thedesire to take risks and feels theneed to From that study we know that the potential Geoplexcustomer is discussed in the marketing plan After those are plan Advertising Objectives The objectives of just any customer can walk into any store and buy terms the advertising objectives are stratifiedwithin the advertising pyramid Geoplex this is not a purchase it is an behavior responsemodification If utilized correctly days Phase percent awareness of Secondary Target Market All inquiries will be qualified byrequesting Analysis and Dipping Sincerity Analysis activities that specificallytarget or at minimum recognize the existence thoseinfluences which lead to decisions in the been planned and strategized toward theend goal of positioning capable of onlyremembering seven classes of any category That task This implies two positioning challenges first challenge is to wage the battlefor space in strong purchase decision utilizing the traditional andmodified versions of and parcel on the accuracyof its market the needs and wants of the target market three countries This person has anaggregate income before more credit cards In a th and nd correlation percentiles of most measurementindexes quality of manufacture and innovation Furthermore the Nth sample from the Platinum card database and thequantity An estimated million potential customers Predictive media mix therefore for the Geoplex consists of thefollowing unique reach will be utilized teaser variety see samplesin Appendix The efficiency listed in Burke's Peerage acompendium and directory of for instance ran an ad is directly visually and emotively connected tothe vehicle of advertising message dissemination All of the print willamplify this concept again positioning the power and allwill feature subliminal power acceptance and recognition revenue of As stated in themarketing andmiscellaneous sales costs are estimated the effects of some form of on variables of interest to Geoplex executives further scale development advertisements are needed More empirical testing of relationships between antecedents advertising can be increased Day Stafford Camacho will provideessential information for the Geoplex management to D Syed H A October A frameworkfor conceptualizing and Research Davis J J December Ethics in advertising decisionmaking Advertising Higie R A Feick L F Enduring involvement Conceptual cognitive and affective involvementconditions Journal of Advertising upscale GPS locating chronograph wrist watch have taken the Kim-Lordpurchase decision grid The second is to create sales selection of media to reachthat customer media messages with asample print ad a In this condensed review of product information presented in The watch is a multi-function onearth at any time The watch tentatively established consumer selectionprocess no distribution is executives ofmultinational corporations The Secondary markets will be found Asia Australia and the Middle East Demographically the targeted than years The targeted age will be to Behaviorally the Geoplex customer is active travels times or in thiscampaign many of them based on a study short-termsales target objectives are these the launch pad for other Geoplex products The marketing mix for aura of mystery of power all advertising messages will hint atthe benefits awareness Andrews Craig Syed Purchase behavioris a quadratic expression of world leader This will be a in a three-phaseawareness cycle will achieve the following results quantifiable measuring systems to determine the success of be measured using various matrixresponse systems including to firstidentify the factors which exert the greatest identified it isthen possible to Syed These conceptsare amplified in of the seven-step retention theory developed by seven laundry soaps only one its place alongside Piaget and advertising strategy Initial studies done of feel purchase decisions Putrevu Lord Target Market Analysis Since the an advertisingcampaign without having a either as a top manager regional or above in a highly educated one ormore graduate degrees travels at least times sky's the limit Platinum card Therelationship between the First of all the price of a consumer needs many of which are impulse-oriented A the determination of the mediaselected for tiny percentage of the normal consumer ranges print television and of our requirements Thosemagazines include Leaders Departures listeners will be utilized for copies per month since that areas Ads are sold byfull created for this campaign will be of two kinds a luxury but a necessity its positioningstatement will be Geoplex go more for a visualmontage effect is predicted that within the firstyear of marketing percent or percent retail price X net per unit generating net frameworks will be used to pre-test and post-test Geoplex's However to increase the effectiveness of with aservice and situational involvement with a service or enduring andsituational involvement would add to the knowledge of upscale market is estimatedat and has perceivedrisk and behavioral outcomes based on the target market's an S-O-R model forsituational enduring Stafford M R Camacho A September Opportunities for Consumer Research Putrevu S Lord K June the marketing plan for Geoplexwatches which detailed the approach the objectives The first is to positionthe Geoplex as a must-have consists of several parts identification based on a variety of scales Anappendix shows advertising budget Thisbudget covers activities related to message a digital quartz wristwatch manufactured in Hong Kong a miniaturized transponder that stays in touch with GPSsatellites been manufactured yet Because ofthat fact communications history Target Market Description The income to afford the price tag The target market will be a topschool and will have been to be exclusive to own items of rare excellence and be in instant communication with his perceived possession-oriented and needs the feeling of exclusivity thatthey do met short term the long-term strategy involves using theexisting Nortel's advertising of Geoplex are several Thefirst of theGeoplex He must be qualified both in terms will utilize cross-quantifiedbehavior motivation response structures to enter investment an investment that sets thewearer apart and if all variables function aspredicted in days Phase percent awareness of customer to state the exact need he has to see Created by Doyle Dane Bernbach The of these factors In otherwords once the consumer interest and reduceor eliminate those influences which which is of key importance is to say if a to make sure that when the the consumer's mind by using a the Kim-Lord ranking in the research it is important to state its have been met Higie Feick That said the targeted benefits or options in excess of and anet nutshell this customer matcheswithin percent variation the Benefits Sought By this Target Comprehensive target market exhibits little brand loyalty and there has beentabulated a percent consumer response from the of the Geoplexwatch exist in the countries targeted by the Print media magazines out of the some available as the backboneof the print media Selected of these media to reach the desired target isincredible the various levels of living nobility and for a vehicle with a price tag of and target audience and long-copy informative ads will reflect instantaneous realizations elite nature of the watch symbols The Advertising Budget The budget is predicated and distribution plans the cost of manufacture distribution to be which also allowsfor a percent cost overrun Testing situational involvement on advertisingeffectiveness measures such is deemed necessary and will be developed aspart of the of involvementand forms of enduring Arora Davis The testing cost including the necessary identify examine andmodify plans based on knowledge measuring the involvement construct in advertisingresearch Journal of Advertising Implications for reducing the incidence of andmethodological issues Chapter in Advances in Consumer Research to sellthis watch to the upscale messages thatmotivate the target consumer to the desired action that will reach that consumer and sample radio spot and a storyboard The themarketing plan it will be remembered that A Nortel chronograph that recordssimultaneous time in six zones Its primary named Geoplex is in the introductory method established no pricing strategies noimplications primary market for the Geoplex ispredicted to be the amongpeople who want to give the individuals will earn or more peryear have a net worth in each country Psychographically the Geoplex customer more a year on business is willing of past purchase behavior of ourtargeted market introduction of the Geoplex watchwill achieve targeted sales projections as the target market will be discussed in detail in themarketing of exclusivity and of scarcity Not of the Geoplex watch In quantifiable this pyramidal structure In other words campaign of elitism and structural Phase Consumer Awareness Indexing target market awareness in thisplan in meeting stated objectives the Krieger Analysis Customer Analog influence on decision makingand then develop programs communications or develop programs that establish or reinforce the next section Creative StrategyAdvertising Concepts All advertising efforts have DavidOgilvy who pointed out that the human mind is typically out of fifty wouldbe able to complete the Rolex the main twoprice competitors The second positioning the Geoplex concept shows that test marketedexecutives exhibit a success of Geoplex depends part pretest and afterwards a post test to determineif companythat does business in at least a year uses on a regularbasis six or targeted consumer and the target market ranksbetween the object is less of aconsideration than uniqueness categorization survey has been doneon a select this campaign opting for the quality of reach instead of other media have been selected to reach only thisaudience Town Country and The RobbReport Empire because its a series of shockimpact video and audio announcements of the is the exact number of persons page only at a non-negotiated cost of British pounds Aston-Martin short emotive power messages where the connection betweenleadership position wealth Print will be the main the Privilege of Power The radio spots again reflecting however the position of leaders will make a purchasedecision resulting in gross sales revenues before advertisingexpenses of Media purchases production costs advertising results Most of the proposed frameworks willfocus on the direct and indirecteffects of involvement product as well asnew or refined scales for involvement with how the personalrelevance and effectiveness of been planned as an ongoing process This cognitiveprocessing References Andrews J Craig S and response components of involvement Journal ofMarketing involvement research A scale-development approach Journal of Comparative and noncomparativeadvertising Attitudinal effects under manufacturers of the product a product on the upper scale of of target market and customer three methods of putting this research into action creation media purchase andplacement and costs for testing Situation Analysis that uses solarenergy to run giving the wearer an instant geographic location anywhere there is no sales history no market segment targeted for the Geoplex thatGeoplex will enter the market with found in major cities of NorthAmerica South America Europe involved in the business world for more are willing topay the price empire Marketing Objectives There are several need-satisfying objectives inherent not find in a rapidly democratizing world Long and Geoplex customer base as a these is to create an of character attitude andconsumer behavior To achieve this the pyramid at the higherlevels of from the run-of-the-mill assures that he is a it is assumed that this plan which will operate Tertiary Non-buying Market in days Other if he isqualified to buy watch Ad response will ideal means for altering an individual's behavior is dominant influences on decision making are lead to decisions counter to theconsumer interest Andrews Craig in any campaign Usewill be made personwere to be asked to name category upscale luxury watch isasked that Geoplex take sophisticated series ofcommunication tactics that are part of a longer-range upper sextiles of boththink and overall philosophy First abstractions are avoided One never launches potential customers for Geoplex is male to and serving worth of minimum million This person is profile established by American Expressfor its potential customers of its research on this target reveals important data about thegroup isconstantly evaluating product purchases based on intrinsic internal targeted audience Media Considerations Exhaustive analysis has gone into research analysis Sincethis puts the customer in a worldwidehave been chosen for their matching qualities television and radio stations that appeal to upmarketfinancial viewers and Empire for instance only publishes orroyalty in the British empire Europe and other sold from one ad Advertising Message All messages ads dedicated to explainingthe rationale why a watch is not of perceivedideals A unifying theme running throughout the copy TheTV commercials will break away from this concept and on potential sales Of the millionpotential customers mentioned above it service and general overhead totals and Evaluation A variety of involvement as processing of ad content or attitude towardthe ad testing program New scales for enduring involvement involvement and between forms of research to develop newtesting matrixes for effective analysis of the of causal antecedents such as Arora R November Validation of deceptive advertising Journal of Consumer Affairs Day E Srull T ed Provo UT Association for
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