Advertising strategy for the EVRA brand
Zalaité, Monica (2006)
2006
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025092625263
https://urn.fi/URN:NBN:fi:amk-2025092625263
Tiivistelmä
The Bachelor's thesis analyses the advertising strategy planning for a contraceptive patch EVRA. The work is divided into four parts: the first - theoretical analysis of advertising strategy creation, the second - analysis of the advertising agency, which won a brand competition to create an advertising strategy, the third - advertising strategy for a specific brand, the fourth - conclusions.
The first part examines the theoretical solutions of advertising strategy planning. The work analyses the method of setting advertising objectives and its significance, peculiarities of determining of target groups, significance of competitive analysis, aspects of the psychology of consumer buying, relevance of the creative strategy selection, subtleties of budget planning.
The second part introduces the company Johnson & Johnson as the producer of the EVRA product, and formulates the current situation: the advertising agency "Saatchi & Saatchi" gets an offing to create an advertising strategy for the EVRA brand for the year 2006. Introduction to the international advertising agency "Saatchi & Saatchi".
The third part includes an advertising strategic plan for a contraceptive patch EVRA, in accordance with the theoretical solutions of advertising strategy planning, primary and secondary data resources: the research of a target group is carried out, which helps to determine the target audience and its main characteristics. The research is based on questionnaires. Having carried out the research, the objectives and tasks of an advertising campaign may be determined, the budget calculated, the types of advertising and the means of media communication selected, the general media plan-schedule drawn up.
At the end of the work conclusions of the generalized research results are drawn and recommendations provided.
The first part examines the theoretical solutions of advertising strategy planning. The work analyses the method of setting advertising objectives and its significance, peculiarities of determining of target groups, significance of competitive analysis, aspects of the psychology of consumer buying, relevance of the creative strategy selection, subtleties of budget planning.
The second part introduces the company Johnson & Johnson as the producer of the EVRA product, and formulates the current situation: the advertising agency "Saatchi & Saatchi" gets an offing to create an advertising strategy for the EVRA brand for the year 2006. Introduction to the international advertising agency "Saatchi & Saatchi".
The third part includes an advertising strategic plan for a contraceptive patch EVRA, in accordance with the theoretical solutions of advertising strategy planning, primary and secondary data resources: the research of a target group is carried out, which helps to determine the target audience and its main characteristics. The research is based on questionnaires. Having carried out the research, the objectives and tasks of an advertising campaign may be determined, the budget calculated, the types of advertising and the means of media communication selected, the general media plan-schedule drawn up.
At the end of the work conclusions of the generalized research results are drawn and recommendations provided.