Advertising Process

THE ADVERTISING PROCESS

1. DEFINE THE TARGET AUDIENCE: They have to choose which audience their product is intended to, they can explain market segmentation to support their decision. Young people who study or work and are in an age range of 15 years and up, which want a good product from coffee in a nice place and the right price.

DESCRIPTION OF MARKET SEGMENTATION

Demographic

Income From $125 and up.

Age 15 years and up.

Gender Female and Male.

Life Cycle

Family Young single persons, accompanied or with own family.

Social Class Lower-Class, Middle-Class, Upper-Class.

Education

1° University Students.

2° High School Students.

Ethnic Origin Hispanic

Psycographic

Personality Outgoing, friendly.

Life Style Interests: Modern, Like music, like take a cup of coffee, be relax.

2. SET OBJECTIVES: They must stablish sales and nonsales objectives and explain which ad they are planning to create based on the stage of the life cycle of the product.

The product line of breakfast is which we will use to establish the objectives of the company Coffee Break some of them are:

 Advertising will be oriented to give to know where they are located and different types of products that they offer specially breakfasts, our ad will be oriented to Informative advertisements.

 By advertising campaign is waited an increase in sales.

 To attract potential new customers.

 To realize focus group to know the opinions of people brings about the product that they offer.

3. SET THE ADVERTISING BUDGET: They must select a method to explain how much money they will use and how they will allocate it.

After an organization's advertising objectives are set, the next step is to construct an advertising budget. Such budgets, typically prepared annually, are part of the overall promotion budget and are designed to further corporate strategy.

Several methods are used to construct these budgets, for example:

 PERCENTAGE OF SALES: One of the most common methods of setting the advertising budget is to forecast sales for the coming year and make the advertising budget equal to some percentage of that figure.

 COMPETITIVE PARITY: Some companies choose the competitive parity approach to budget setting, typically used when firms wish to equalize the impact of advertising so that they can compete on some other marketing mix variable, such as price or distribution.

 ALL YOU CAN AFFORD: Another common budgeting approach is to set the advertising budget as high as possible.

 OBJECTIVE AND TASK: Under an objective and task approach, marketers establish advertising objectives and then calculate the costs of the methods selected to achieve these goals to arrive at a budget.

ADVERTISING BUDGET

STAFF $600,00

Manager $275,00

Coordinator $125,00

Consultant for the evaluation $200,00

OPERATING COSTS $1.050,00

Airtime on TV $480,00

Airtime on the radio $312,00

Printing Costs $200,00

Transportation expenses $58,00

TOTAL $1.650,00

4. CREATE AN ADVERTISING MESSAGE: They must explain which kind of strategy and execution they are going to use to transmit the message.

In general the copyrights and art directors for a client, creative personnel must first develop a creative strategy for advertising and then must devise creative executions that implement the overall strategy.

The creation of our advertising message is based on understanding how the consumer or the client will react to advertising messages. The approach has our advertising message are the physical attributes.

Physical attributes, in addition to its main function, product or service offered by some inherent benefits or physical attributes. Who does not feel like relaxing in a cafe? Who would not like to have breakfast in a quiet place? Who would not like to take their time?

 CREATIVE EXECUTION: Like the creative strategy involves deciding what message is going to say, devices creative execution how they say, in the case of advertising for coffee breaks, his message "take your time" suggests that you should always relax and otherwise I do this in their establishment, relaxed, quiet, tidy, clean and friendly.

 EFFECTIVE ADVERTISING REQUIREMENTS: Whatever strategy is chosen and all execution used in advertising achieve its purpose only if it meets three basic requirements. You should attract attention, to be understood, and must demonstrate a solution. Advertising coffee break is notable for being different, addressed to a particular audience, it is understood as another way to take your time savoring its products, and solve the problem which was released a new place to share, eat and have fun.

5. SELECT MEDIA A VEHICLES: They will explain which media and vehicles they will use, including the media decision determinants. They must develop 3 ads: TV is obligatory

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