Professional Documents
Culture Documents
Situation Analysis
-
II.
SWOT Analysis
STRENGTHS
WEAKNESS
THREATS
III.
IV.
IMC Objectives
To make our country aware and be prepared of the 2015 power shortage
To increase awareness by 70% regarding energy crisis with a minimum reach of
50%
To make them conserve electricity.
To help them cope with the upcoming crisis by suggesting alternative activities.
Creative Brief
Why are we advertising?
Those who blame the government for this crisis and those who drag politics in
this crisis (see case above).
Those who are unaware of the crisis
Those who are not prepared for these future crises.
That power crisis can provide a buffer in case the projected deficit becomes
bigger.
Power crisis looms in 2015 declare a state of emergency or crisis in the power
sector to allow the government to tap additional power capacity next year.
30-second commercial
Billboard
Radio Ads
The objective is to inform the 70% of the target audience towards the power crisis in
2015 with a minimum reach of 50% during January through July of 2015.
I
Media Scheduling
Outdoor Billboards- it will be used in creating awareness in places where
people stay for long.
Internet Advertising- it will be used because most of the consumers today are
using social media as part of their daily lives. It will help in communicating and
reach the target audience in easiest way to give them information about the
energy crisis.
Broadcast Media
Television- these medium will help a lot especially during rush hours because
it provides the audience a visual message that will help them to understand it
easily.
Radio- will be used suited for every one of all ages and personalities; it is
useful during rush hours, early in the morning and after work.
Print Media
Newspaper- this will be used for those who like to read newspapers while
taking up their breakfast.
II
III
Media Scheduling
Television- breakfast, launch, and dinner, 1st week of March to first week of
May (summer)
Radio- 2nd week of January to Feb. before the peak season for Metro Manila
and for the provinces 2 weeks after the TV commercial in national.
Newspaper- will be launch during breakfast with TV ads to support the TV
ads.
Billboards - all throughout the year in national and quarterly in the provinces.
V.
Time Table
The time table shown all the plans and how the Ads will be advertise, the
time, specific dates and so on.
VI.
Budget Utilization
We utilize our budget to use it efficiently and effectively. To give awareness to
the people about the upcoming energy crisis for them to be ready with it in the
most convenient way.
Common Reasons for utilization of Ads Budget
VII.
Statement of Evaluation
To people who follow the energy industry closely, its a common occurrence to
come across announcements from companies proclaiming to have developed the key to
the next big thing for solving the worlds energy crisis. Maybe they say they can take
any sort of waste biomass and turn it into fuel ethanol, diesel, pyrolysis oil, mixed
alcohols at very low cost. Or they say they can produce renewable electricity at a
price competitive with coal.
A focus group will be conducted with purposive sampling that will include all ages
living in areas 45 miles surrounding on most affected places. To evaluate their reactions
to power crisis, Open-ended questions should be asked revolving around their
awareness and opinion on power crisis looms in 2015. The video should then be played
and sharing then encouraged to obtain respondents' emotional response to the clip and
what their conceived perception. Testing will be done in November before the release of
the videos to measure the effectiveness of that tactic and to make adjustments if
necessary before the production and release of the other videos.
APENDICES
C. Storyboard for TV Commercial
Radio ad
FAMILYTIME
SFX: (You can hear someone is watching video, then some on is playing music, and
sound effects of an online game. Then suddenly everything went shutdown)
(sound effect of something had been putted down and a sound effect of
getting something in rush) and every one shouts MOM! HON!
SFX: (a sound of rushing feets and someone going down the stairs, someone running
all leads to the living room)
(A sound of feets stopped. Then a giggle from everyone) a sound effect
of a flashlights being turned on)
(Than an acapella of different human sounds) TUGS! TUGS! BOOM! TUGS! TUGS!
Boom like theyre in a party
VOICE OVER: with a variety of time keep your family bonded even in times like this
Billboard and Newspapers Ads
Fe
b
Marc
h
Apri
l
Ma
y
Jun
e
Jul
y
Au
g
Sep
t
Oc
t
No
v
TV local
PRINT
Newspape
r
Phil. Star
Abante
Billboard
Metro
Manila
Provinces
Radio
Metro
Manila
Provinces
Statio
n
Freq/wee
k
Cost/30
s
Metro
Manila9AOBextra talent cost
60,00)
101.9
M-F
5,000
Period
(week)
3weeks Jan
3weeksMar-Apr
3weeks Jun
3 weeks AugSep
Total
Spot/
week
15
15
15
15
Total
spot
s
Actual
Cost
45
45
45
45
225,000
225,000
225,000
225,000
Dec
Mindoro
M-F
3000
3weeks Jan
3weeks May
3weeks July
3weeks Oct
20
20
20
20
60
60
60
60
180,000
180,000
180,000
180,000
Davao
M-F
3000
3weeks Jan
3weeks May
3weeks July
3weeks Oct
20
20
20
20
60
60
60
60
180,000
180,000
180,000
180,000
M-F
3000
3weeks Jan
3weeks May
3weeks July
3weeks Oct
20
20
20
20
60
60
60
60
180,000
180,000
180,000
180,000
Bicol
93.5
Palawan
89.9
M-F
3weeks Jan
3weeks May
3weeks July
3 weeks Oct
3000
60
60
60
60
20
20
20
20
180,000
180,000
180,000
180,000
Freq
W-S
W-S
Circulatio
n
250,000
200,000
Size
Rate
Insertion
Dates
Total
Ads
HPFC
HPFC
150,000
125,000
Jan. (3 weeks)
Mar. (3weeks)
Feb. (3 weeks)
Apr. (3 weeks)
6
6
6
6
40x6
40x6
200,000
100,000
Jan-June
Jan, March,
Sep, Jun, Nov
12
20
Abante
Billrobard:
EDSA Billboard
Provincial
Billboard
6 months
4 months
Total
Cost
900,000
900,000
750,000
750,000
2,400,000
2,400,000
Budget Allocation-for TV
Time (weeks)
Grps
Spots/week
Total spots/30s
5 weeks January-Feb
6 weeks march-Apr
May 3 weeks
2 weeks June
3 weeks Sept
3 weeks Nov.
1200
1300
300
200
300
300
25
30
8
6
8
8
125
180
24
12
24
24
Cost
13,200,000
15,500,000
2,124,000
1,600,00
2,124,000
2,124,000
Description/item
Cost
Print Ads
Newspapers
Billboards
3,300,000
4,400,000
Radio Ads
Metro Manila
Provincial
900,000
2,880,000
TV Ads
Local TV
Total Cost
7,700,000
3,780,000
36,672,000
36,672,000
Over All Cost
48,152,000
Budget Utilization
Print Ad
Radio Ad
TV Ad