Advertising Planning and Implementationn

Running Head ADVERTISING PLANNING AND IMPLEMENTATION publicize Planning and effectuation Melanie Boggs September 14, 2011 MKT/447 Jeffery Manning University of Phoenix Advertising Planning and Implementation This paper focuses on the key elements of Pepsis publicise project and how put that plan into action affects consumer behaviors. What the advertising center says to the consumers should match up with the reception the company expects to receive.Many aspects of the plan includes it target audience, consumer behavior, billet, media outlets, and the creation of the give outment. These elements make up the layout for the plan to be put into place for actions to be taken by the consumers. The advertising meat is the strategies used to convey what a company wants to say and how it wants to say it (Arens, Weigold, Arens, 2008). This meat also is known as the cognitive content strategy. Achieving the goal is meeting the message objective. Ads must portray the image necessar y to achieve the message strategy.The agencies germinal team must issue forth up with a plan that agrees with the target, crop, media, and message of the ad (Arens, Weigold, &038 Arens, p 374, 2008). Pepsis advertising messages of its impudent ad campaigns tells consumers that the crossway is still alive and in competition with Coke-Cola. The creatives of the ad must translate the target audience for which the ads argon fashioned. Advertisers and marketers target audiences through class. Some of these types of sectionalisation ar demographic, geographic, geodemographic, psychographic, behavioral, benefit, and volume.Many ads combine a mix of these to reach consumers through disparate levels of segmentation. Demographic segmentation targets consumers on the basis of age, sex, ethnicity, education, occupation, income, and other quantifiable factors (Arens, Weigold, Arens, p 174, 2008). Geodemographic segmentation is targeting on the basis of loyalty to a brand from the begin of a demographic influence, such as the Dancing Teddy commercial. geographical segmentation targets a specific area, such as country, state, city, or providence, and its surface (Dancing Santa).Psychographic segmentation is on the basis of values, personalities, attitudes, and lifestyles, such as the new Pepsi ads matched nature (Arens, Weigold, &038 Arens, p 177, 2008). Behavioral segmentation is on the basis of obtain behavior. These include user status, usage rate, procure occasion, and benefit sought (Arens, Weigold, &038 Arens, p 170, 2008). Benefit segmentation targets consumers through ads on the basis of high quality, meek cost, status, sex appeal, good taste, or health thought (Arens, Weigold, &038 Arens, p 173, 2008).Volume segmentation is the basis on how often consumers use the harvest-festival. However, Pepsis new commercials do fit a mix of these segmentations. Consumer behaviors are the mental and emotional processes and the animal(prenominal) activities of people who purchase and use goods and services to satisfy secernateicular call for and wants (Arens, Weigold, &038 Arens, p 145, 2008). Advertisings primary goal is to reach potential difference consumers, and influence their awareness, attitudes, and buying behaviors (Arens, Weigold, &038 Arens, p 145, 2008).Understanding the buying behavior of the audience help in visualizeing which segment to target. Just as, understanding the audience helps understand the buying behavior. Pepsis decision to stay out of commercials for the past collar years has given the company plenty of ammunition a solvest its largest competitor Coke-Cola. perspective refers to the place a brand occupies competitively in the minds of the consumers. Positioning reflects the consumers perceptions around the product whether it is true or not.Through differentiation or market strategy a company may pick a position standardized to a competitor and fight for its market. The seven approaches to positioning s trategies are product attribute, price or quality, use or application, product class, product user, product competitor, cultural symbol, and by category (Arens, Weigold, &038 Arens, p 241, 2008). Pepsis past positions accept played from one or more than of these strategies. PepsiCos current positioning strategy depends on which current advertisement is seen by viewers.These commercials named Summer succession is Pepsi clipping (product attribute), Dancing Santa (cultural symbol), Uncle Teddy (product competitor), and the reexamine Project (product user). Many types of advertising media exists, such as magazines, newspapers, e-zines, online newspapers, television, radio, Internet, cell phones, and others. PepsiCo uses every type of advertisement feasible to reach its target audiences. PepsiCo also sponsors events, and has its name on Jeff Gordons railway car in NASCAR.At events PepsiCo allows vendors to campaign their products through handing out free samples and memorabilia. Pepsis Refresh Project is only viewable from the Internet. This advertising campaign medium is eyeshot to attract more serious consumers who may vote on a project or do one to obtain votes for PepsiCo to sponsor, to help get up communities worldwide. PepsiCo is advertising Pepsi via newspapers, the Internet, television, and radio. PepsiCo also uses the cases these are in to advertise. For example, the new Pepsi 12 packs advertise for The X Factor, a new talent show.The changes one flush toilet make to the product positioning and the advertising message are to create messages that are as universal as the product. Pepsi products sell in more than 180 countries worldwide. The new Summer Time is Pepsi Time campaign ads are also very competitive with Coke-Cola commercials. The use of such ads is extremely perilous to the company for consumers may begin to reckon the company is desperate for consumers to purchase its products. Especially, because these commercials are the first for Pepsi in three years.Researching how these advertisements were created, one is led to believe that PepsiCo outsources its agencies. BBDO was the agency for PepsiCo since 1960. The agency that has replaced BBDO is also owned by Omnicom. This is the office of TBWA/Chiat/Day, and is part of the TBWA Worldwide unit of Omnicom, Los Angeles (Stuart, 2008). yeastys in charge of the Summer Time is Pepsi Time ads are Chief Creative Officer Rob Schwartz, Group Creative Director Brett Craig, Creative Director Xanthe Hohalek, Art Director Chris MacNeil, and Copywriter Michelle Lewis, according to Emma Bazilian of Adweek.One may not believe that this would be an effective use of company resources because Pepsi has stated to refrain from advertising the product on television to avoid targeting a younger audience. For three years PepsiCo opts for the Internet, events, sponsors, and in-store advertising as a manner to promote its products instead and allow healthier choices to be advertised on t elevision. Other than its competition, consumers are left to wonder what has made the product come concealment to television, and if there will be a Superbowl ad to timbre forward too.Consumers may agree after three years Pepsi should stool come back to television using its greatest asset, its loyal consumers to promote the product. To make the campaign more effective the product could set about entered back into the commercials using less competitive ads and focusing more on the consumers who already enjoy the product or through behavioral segmentation. The company should have declared to the press the reason for the sudden change of health consciousness with the decision to advertise on television, and its decision to use ads that will gain the attention of the younger generations that have been avoided in the past.This will also create a better understanding of consumer behaviors toward the product, without the influence of the suggestive ads, whether negative, or positive. C reating an advertisement that could be understood universally, without depicting the specific product would have been an smooth way for the product to enter back into commercials. Press releases, newspaper articles, e-articles and e-zines, and speeches are ways that PepsiCo could have announced its decision to begin making new commercials for the product. ConclusionUnderstanding the advertising message, target audience, consumer behavior, media sources, positioning, who creates the ad and why, are part of the advertising plan and lay out the actions necessary to carry out the ad successfully. Pepsis new Summer Time is Pepsi Time commercials are the first in three years to be advertised on television. The depiction of this back end be relayed to the target audiences without the use of its main competition. References Arens, Weigold, &038 Arens (2008). modern Advertising. McGraw-Hill. Retrieved portentous 23, 2011, from http//ecampus. phoenix. edu Bazilian, E. July 1, 2011) AdWeek . Ad of the Day Pepsi Coke lover Santa Claus goes rogue in the first new Pepsi spot in three years. Retrieved August September 13, 2011, from http//www. adweek. com/news/advertising-branding/ad-day-pepsi-133128 Stuart, E. (Nov. , 18, 2008). NY Times. Pepsi Shifts to New Ad Agency. Retrieved September 12, 2011, from http//www. nytimes. com/2008/11/18/business/media/18adco. html Pepsi Commercials. Ads and More. Pepsi. com. Retrieved September 12, 2011, from, http//www. youtube. com/pepsi? utm_source=pepsi&038utm_medium=banner&038utm_content=panel&038utm_campaign=refresh