Advertising and co., our agency is pleased to present the business report of the advertising campaign we want to implement throughout this closing date April 2006-March 2007 for the camera Coolpix on behalf the Japanese company Nikon. After understanding the target consumers' motives and the brand positioning of the company, the report will explain the consistent strategy of our specific and innovative advertising campaign. Nikon represents the second biggest major company on the worldwide camera market with a market share of 12.7% registered in 2005. Behind its American competitor Canon, Nikon has the most potential in market shares as it has registered the highest growth among all its competitors, 17.2%. Our advertising campaign must thus benefit from this potential gained from the past years and challenge in order to maintain its leadership on the market. As the worldwide camera market, Nikon's product line is split into two different segments.
[...] This strategy implies to be more effective before the buying purchase e.g. November before Christmas and May before summer holidays so as to fulfil the primary objective. TV seems to be the much more effective type of media as a person on average spent 3 hours in front of the TV. As for the rest of the year, we can choose only press, billboard and cinema to remain brand recognition Budget The budget for this following campaign reaches and is split into four different categories variable from peak times: - Audiovisual advertisements covering broadcasted in cinema, television representing more than half the budget - Press for magazines and specialised camera magazines - Outdoor advertising - Website where we can find the audiovisual advertising 14. [...]
[...] Before the buying process, as cameras involves a high level of thinking, consumers will find very carefully for information of the product taking into account various criteria such as technicality, resolution or quality of the zoom. The more accurate the information is, the less likelihood the consumer will have to find it by the competitors. In fact, the rational appeal must be used in order to fulfill the requirements of the consumers. The informative ad will be used mostly in magazines where the ad will explain very clearly the technology used such as the innovative lens allowing a great quality of the photo Emotional appeal The emotional appeal fosters elicit affective responses and conveys an overall image. [...]
[...] In order to have an edge on the market, Nikon has to keep on using as its differential advantage its high technology. In fact, consumers must identify clearly through the advertising campaign the two main benefits brought by the camera: - Functionality with the use of rotative lens - The aesthetic design for its entire line product. Finally, brand awareness is not fully satisfactory as only Nikon registers 29% of the respondents who are actually owner of Nikon's product and those who are thinking of buying Nikon's product. [...]
[...] Creative execution & selection of tools Firstly, we have to look at the creative brief which contains the most important information on: target group, advertising objectives, and message strategy and background information Creative execution : target group & message strategy The target group represents the younger audience who would be willing to pay a premium price for the style. In other words we look at a young generation between 25 and 40 years old who has entered the labour market and earn medium and high wages. [...]
[...] For feminine press magazine, our Line” series will be inserted in Celebrity magazines, Elle, The Cosmopolitan, New Women New scientist and FHM. Indeed the readers of these feminine magazines are dedicated for young modern women who search for a certain sophisticated way of life: fashion, sensitivity to aesthetic design. Moreover the high quality context offered by the standard of the magazine is a good medium for image building. As for special interest magazines such as Amateur Photographer or what digital camera, they target directly our segment group which are really aware of the camera market. [...]
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