This is an advertising campaign slideshow of a fake product for an imaginary company called Cordless Cosmetics. I created it with my group for Principles of Advertising class.

1. Cordless Cosmetics “Straight. Anywhere, Anytime!” Kayle Hutchins Lauryn Williams Shelley Martin Samantha Smith Brittney Cromer

2. Client Profile: Overview Based in Savannah, GA Convenient, battery-operated high quality straightener 4% of profit donated to Locks of Love Product Description: Ceramic heating plates with 3 stage temperature LED Operated by a 3600mAh battery with a 50 minute operating time MKTG3132 AdCampaign, Fall 2010 2

3. Client Profile: Overview MISSION: “To be one of the leading suppliers of battery operated hair straightners in the South East.” Cordless Cosmetics is committed to: High quality product Giving back Excellent customer service Efficient distribution center 3

4. Client Profile: TOWS Analysis MKTG3132 AdCampaign, Fall 2010 4

5. Marketing Objective: To Increase Sales by 10% by January 1, 2012 MKTG3132 AdCampaign, Fall 2010 5

6. Target Market(s): Profile Monica Demographics: 21 Single College student Works at a tanning salon (Minimum wage) Savannah, GA MKTG3132 AdCampaign, Fall 2010 6

7. Target Market(s): Profile Middle Class Lifestyle Apartment Small SUV Beach Outlet Malls & Boutiques Macy’s Card & American Express Gym membership Concerts, Movie, TV Series No retirement plans 7

8. Target Market(s): Profile Value drivers in a purchasing decision: Affordable Convenient Peers Psychographic profile: Bubbly & Outgoing Friends, Family, & Fashion Concerned with self image Goals No bucket lists at this point 8

9. Target Market(s): Infographics Magazines Infomercials Kiosk Product Placement Peers MKTG3132 AdCampaign, Fall 2010 9

10. Ad Campaign Objective(s) AdCom Objective: Hair can be straightened anywhere at anytime. Measurable Objectives (SMART) S- Increase sales by 10%. M- More of product sold & in more locations. A- Over one year to accomplish goal. R- Same as marketing objective. T- Sales increase by January 1, 2012. 10

11. AdCom Objective Examples To increase product awareness and sales in the Savannah market by 10-15% among female shoppers. 11

12. Message Strategy: Perceptual Map 12 High Quality Revlon Chi Cordless Cosmetics Conair High Price Low Price Convenience Low Quality

13. 13 Repositioning Strategy: Perceptual Map High Quality Cordless Cosmetics Chi Revlon High Convenience Low Convenience Conair Low Quality

14. Message Strategy: Value Proposition Value = Desired Benefits / Relative Costs SVA (SCA) :: Cordless Value proposition statement (USP) Females in the 17-26 age range. Fast and time saving product for busy consumers. Meets or exceeds the customers’ expectations. 30 day trial guarantee and 1 year warranty. CC is the ideal product for females on the go. 14

15. Positioning Statement By offering a cordless, convenient hair straightener, we will be able to target young female adults in the 17-26 age range. We’ll focus on the fast and convenient factors of the product. Because the product provides more operating time with less charge time, we will be able to elaborate on the convenience factor more.

16. Message Strategy: Campaign Theme “Straight . Anywhere, Anytime!” Straightening for all, and all for . 16

17. Media Selection Print options Newspaper FSI Magazine ad OOH options Billboard Internet ad option Facebook Wild Card Kiosk 17

18. Media Placement & Budget: Schedule Newspaper FSI: Thursday’s in the Savannah Morning Tribune over a 12 week period Nov-Jan. Magazine: Full page run Jan- Jun. Billboard: 100 showing Jan-Jun 2011 in urban Savannah. Facebook Ad: Jan-Jun. Kiosk: Kiosk set up in the Oglethorpe Mall during December - January. 18

19. Media Placement & Budget: Total Cost Newspaper FSI: $51,799.32 Magazine: $10,227 Billboard: $54,000 Facebook Ad: $50max/day Kiosk: $9000 TOTAL: $125,076.32 19

24. Budget Internet Cost: Kiosk Cost: -approx. $4,500(Dec) & $1,650(Jan) -We approximate we will serve 15-20 people per day. -Since the kiosk will be set up during December and January, the total cost for the kiosk will be approximately $6,150. -Audience will be 15 people * 31 days= 465 services. -The CPM for one month ($3075/465) *1000=$6,612.90 Billboard Campaign Cost: -A 6 month 100 poster buy in urban Savannah, Jan-Jun 2011. -Total cost = $9000 (4 wks/1 mo.) * 6 mos. = $54,000 CPP: -$9000/month -GRP= 50RPs/day * 28days = 1,400 -CPP= $9000 per month/ 1400GRPS = $6.43 CPM: -Cost= $9000 per month / 28 days = $321.43 -Audience: DEC=12billboards per panel * 12,280 avg DEC per panel = 147,360 -CPM = ($321.43 daily cost /147,360 daily DEC) *1000 = $2.18 26