Professional Documents
Culture Documents
Family
Campaign
2005
-
2011
Charlotte
Patrone
-
11004637
Demi
OShea
11000230
The Campaign
AMV BBDO
Target Audience
Target
Audience
Prole
Geographic
Demographic
Socio-economic
Target
Audience
Psychographic
Lifestyle
Personality
ADD
PICTURE
Target
Audience
Behaviour
Benets
sought
Purchase
occasion
Purchase
behaviour
Usage
Perceptions
and
beliefs
Target
Audience
Decision-Making
Target
Audience
Decision-Making
Need
arousal
Identify
possible
options
Evaluate
options
Decide
on
a
broadband
Purchase
broadband
Use
broadband
Evaluation
of
broadband
Individual
involved
and
decision
roles
Self,
family.
Initiator
and
inuencer
Self,
family.
Inuencers
Self,
family.
Decider
Self,
family.
Decider
Self,
family.
Purchaser
Self,
family.
User
Self,
family.
User
Where
stage
is
likely
to
occur
Home
Home
Home
Home
Home
Home
Anywhere
Timing of stage
A
month
before
purchase
is
required
Immediately
after
arousal
Within
3
weeks
of
arousal
A
week
before
purchase
is
required
Immediately
after
choice
is
made
Immediately
after
installation
After
using
the
broadband
Adverts
and
searching
online
Discuss
with
others
involved
in
decision-
making
and
adverts
Read
reviews,
discuss
with
others
and
adverts
Comparing
options
based
on
price,
speed
and
time
of
installation
Contact
broadband
provider
Use
broadband
at
home
Tell
others
and
reminded
when
adverts
are
seen
Target
Audience
Decision-Making
Slice of Life
* BT Campaigns (2011a)
Competitive
Advantage
Essence of BT
Market
Position
Percentage
of
market
share
2011
BT
14.20%
29.30%
Virgin
media
TalkTalk
17.90%
Sky
18.50%
20.20%
Others
Marketing
Matrix
2011
High
Low
High
Low
Percentage
of
market
share
Spend
on
advertising
Communication
Strategy
Brand
awareness
Brand
attitude
Brand
awareness
strategy
Brand
purchase
intention
Creative Strategy
Purpose
Method
Tone
and
mood
History of Campaign
* BT Campaigns (2011b)
Communication Objectives
Communication
Objectives
* BT Campaigns (2010)
Media Strategy
Mediums
Why Television?
Why Press?
Newspapers
Magazines
Outdoor
TV Schedule
Farey-Jones
(2010)
* ITV
(no
datea)
* ITV
(no
dateb)
* Rahim
(2013)
* Sport
on
the
box
(2013)
* Channel
5
(no
datea)
* Channel
5
(no
datec)
* Sky1
(no
datea)
* Sky1
(no
dateb)
*
TV Campaign Analysis
* BARB (2013)
Seasonality
Seasonality
Proposition
New Campaign
Vs
TV Advert
Programming
and
Scheduling
Press Advert
Press Environment
Direct Mail
* Ibelieveinadv (2011)
Summary
References