Bulacan State University Malolos Bulacan

Ascertaining Effective
Ways on Advertising Campaign
For 3Doodler Pen

Mark Leo Gornez Maac

Bachelor of Fine Arts Major in
Visual Communication
Section 4B

In Partial Fulfillment of the Requirements for

The Degree of Bachelor in Fine Arts

Ascertaining Effective Ways on Advertising Campaign for 3Doodler Pen

I. Introduction
3Doodler Pen comes from the word 3D or 3-D that may refer to:
Three-dimensional space, the physical universe. Stereoscopy, any technique
capable of recording three-dimensional visual information or creating the
illusion of depth in an image. The word Doodle is a drawing made while a
persons attention is otherwise occupied. Doodles are simple drawings that
can have concrete representational meaning or just may be abstract shapes.
Stereotypical examples of doodling are found in school notebooks,
often in the margins, drawn by students daydreaming or losing interest
during class. Other common examples of doodling are produced during long
telephone conservations if a pen and a paper are available.
Popular kinds of doodles include cartoon versions of teachers or
companions in a school, famous TV or comic characters, invented fictional
beings, landscapes, geometric shapes, patterns and textures.
And a Pen (Latin: penna, feather) is a writing implement used to
apply ink to a surface, usually paper, for writing or drawing. Historically, reed
pens, quill pens, and dip pens were used, with a nib dipped in ink. Ruling
pens allow precise adjustment of line width, and still find a few specialized
uses, but technical pens such as the Rap=idograph are more commonly
used. Modern types also include ballpoint, rollerball, fountain, and felt or
ceramic tip pens.

The 3Doodler is a 3D pen developed by Peter Dilworth and Maxwell

Bogue of Wobble WobbleWorks LLC. 3Doodler began funding in February
2013 on the crowd funding platformKickstarter. It utilizes plastic thread made
of either acrylonitrile butadience styrene (ABS) or polylactic acid (PLA)
that is melted and then cooled through a patented process while moving
through the pen, which can be used to make 3D objects by hand. The
3Doodler has been described as a glue gun for 3D printing because of how
the plastic is extruded from the tip, wiyh one foot of the plastic thread
equalling about 11 feet of moldable material.

WobbleWorks developed a Kickstarter campaign for the 3Doodler on

March 25, 2013 with an initial fundraising target of $30,000. The $50 reward
level was the minimum needed to receive the product, with higher reward
levels of $75 and $99 including more bags of plastic thread, and the higher
level of $10,000 including a membership in the companys beta testing
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Ascertaining Effective Ways on Advertising Campaign for 3Doodler Pen

program for future products and the opportunity to spend an entire day with
the companys founders, along the backers 3Doodler being personally
engraved. The reward levels were expanded due to demand with the added
tiers of the of the product shipping in the 2014 rather than September,
October, November or December 2013 for the earlier backers. The company
also teamed up with several Etsy wire artists to showcase the abilities of the
3Doodler and create limited edition art pieces for the campaign.
The fundraising target was reached within a matter of hours and many
of the reward levels were sold out within the first day, along with all the Etsy
art pieces. By February 22, more than $1 million had been pledged.
The research will discuss the efficient methods on how to advertise the
product. The principle of the research is to broaden the knowledge on how to
promote the 3Doodler Pen. 3Doodler Pen is an incredible technological
achievement, and will provide endless hours of entertainment for your whole
family. If you or your children are artistic, there is probably nothing cooler
than the 3Doodler, which allows you to draw and make 3D creations
instantly, in a manner more efficient than we have seen before.

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II. Statement of the problem

The general problem of the research is to determine an effective ways of

advertising 3Doodler Pen.

Specifically, the study sought answers to the following questions:

1. How familiar are the consumers with the 3Doodler Pen?
2. What are the consumers perceptions towards 3Doodler Pen?
3. How aware are the consumer regarding the store locations of 3Doodle
Pen?
4. How can 3Doodler Pen reach the target buyers?
5. What kind of advertising strategy should be used to promote the
3Doodler Pen?
III. Significance of the Study
This study will be significant to the people who want to explore new
forms of arts. It may help them to create arts that are different. To show the
creativity in an advance way of doing art with 3Doodler Pen.

The following will benefit from this study:

THE COMPANY

This study will benefit the company in such a way that they will have
the proper attention that will surely help to boost its sales.
This study will help the company to promote their products.
They will attract more customers on target market to buy more of their
products.
Advertising

THE CONSUMERS

The result of this research will make the customers purchase more of
the products.
The customers will the sales and popularity of their and locate the
store easily.

ART INDUSRTY

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Ascertaining Effective Ways on Advertising Campaign for 3Doodler Pen

For them to increase the sales and popularity of their products and
services.

THE RESEARCHERS

This study will be beneficial to the current and future researchers that
have little knowledge of ascertaining effective ways on advertising
campaign for 3Doodler Pen.
STUDY FRAMEWORKS

Theoretical Framework
A theoretical framework is a collection of interrelated concepts that will
act as a guide to the researchers and to determine what things they will
measure and what statistical relationship will look for.

An international marketing strategy is a result of a complex and

mindful work, as it is composed by stages that must be accomplished in
order to satisfy optimization and achievement of proposed objectives. For
achieving the intended objectives, firm and product positioning must be
defined. At last, but not less important, these strategies should embrace the
strategic procedure via the advertising campaigns. On figure above, it is
shown the division of components that take part of the marketing strategy.
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Conceptual Framewok
Awareness: The initial step for advertising is to create an awareness of both
the economic and technical benefits of 3Doodler Pen which would help the
company to increase its own sales. Levels of awareness can be measured
and thereby used as a measure of the effectiveness of advertising. For
example, prior to beginning a planned advertising campaign a target

Knowledge: The technical nature of the information would suggest that

customers would wish to put questions to sales personnel and/or extension
agents in order to obtain further explanation.
Preference: Even though the campaign may create a positive predisposition
towards the product or service, the product may not be preferred to the
alternatives.
Conviction: It is possible that whilst the target audience has developed a
preference for a product or service their conviction about that product or
service is not yet strong enough to actually cause them to adopt it. Here, the
role of communication is to convince the target audience that the claimed
benefits of the product or service are both real and sufficiently great to
warrant a change in their behaviour.
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Buying the Products: The final step for the target audience is to buy the
product, husbandry practice, product or service. The original hierarchy of
effects model had purchase as its final step but here the term adoption is
preferred because it emphasises that the ultimate objective of promotion is
to encourage a long term change in behaviour and not a one-off trial or
purchase. To facilitate the initial purchase or trail of the product or service
the promotional campaign might centre on a low introductory price or enable
potential customers to try it on a limited basis.

IV. Scope and limitations

This study will cover how the 3Doodler Pen will have frequently an
increase in sales by having promotions and participating on events. The
study was conducted to hear the consumers response regarding the
3Doodler Pen through the target markets which are students and the sales of
the product.
What the study will not cover is the other product of the company itself. The
researcher aim to expand the popularity of the 3Doodler Pen to attract more
customers.
Since the manufacturer has many product lines, the proponents has
decided to promote this new product to a wide market.
The proponents Ad campaign for the product and its beneficiary is a 6
month long campaign in Metro Manila and in other nearby urban areas.
(Luzon wide)
The proponents will be conducting surveys and interviews that can be
used as tools for gathering data needed. Internet can also be used in
researching information that could help the proponents enhance this study.
The proponent will be creating an over-all Ad campaign such as Above
the Line Advertisements ATL (tri media), Below the Line Advertisements
BTL and other out of home Advertisements. But the proponents will only
use and implement media which is appropriate to the product and its
manufacturer and approved by the owner. The proponents has decided to
use Below the Line Advertisements only. These are composed of flyers,
streamers, internet ads buntings and banners (posters & lamp post).
All forms of Advertisements except Below the Line like TRI-MEDIA (ATL
Ads) and other out of home Advertisements will be created as requirements
of the subject.

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Ascertaining Effective Ways on Advertising Campaign for 3Doodler Pen

Significance of the Study

This study will be able to help the company to solve its problem in
promoting their new product. This will create an IMAGE and consumer
awareness for the product and its beneficiary. This will give even popularity
for the product and the company as well, which is good for them to
penetrate their market. This will boost out their confidence and give
opportunity for them to enter in a wider market. This is really a great help for
them to reach their goals and achieve their mission.
This study tests the ability and skills of the proponents in creating an Ad
campaign. This will enhance the proponents creativity. This gives the
proponents a chance to show what the proponents can do when it comes to
Advertising or promoting a certain product and company.
And to the society, this will give them knowledge about how this 3D Pen
will educate the kids. This will inform them that there is a certain Pen in the
market which will give hope to the unfortunate people.

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Ascertaining Effective Ways on Advertising Campaign for 3Doodler Pen

CHAPTER II
RELATED LITERATURE
2.1.1 Advertising
In a study about advertising by Charles Raymond at 1970:Advertising
effectiveness means different things to the groups responsible for its
different effects. To the writer or artist, effective advertising is that which
communicates the desired message. To the buyer, effective advertising is
that which reaches prospective buyers a sufficient number of times. To the
advertising or marketing manager, effective advertising is that which,
together with other marketing forces, sells his brand or product. To the
general manager, effective advertising produces a return on his firms
expenditure.
Advertising is the profession of producing advertisements for
commercial products or services. It is needed by companies with low ratings
or even high ones to keep their ratings high. It is said above that different
advertising or promotions have different effects depending on who are their
target markets.
2.1.2 Gift Giving
According to Kendrick (1990) gift promotion cannot simply be
described as a tool to increase sales volume. Even though increased sales

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Ascertaining Effective Ways on Advertising Campaign for 3Doodler Pen

are shown to be a reasonable objective for a gift promotion the tool has
several other objectives including;

Enhancing the Product by using attractive product gifts

Providing a reminder of the products existence for the customer
Promoting loyalty and commitment from customers

According to Beltramini (2000) gift giving is built on the foundation of

reciprocity theory, which speaks for that giving can lead to recipients
perceived sense of obligation to return the favor.
Corporate gifts can decrease the purchasing decision time, the time for
introduction and acceptance of new services, and also get customers to take
action faster than they would without this gift incitements. (Fan, 2006)
Other objectives with corporate gift giving can be to give the customer a
feling of reward for past business, but also tactfully stimulate continuous
business conductions. (Beltramini 2000)

2.1.3 Price Discounts

Price reductions are offered to the customer for a variety of reasons. The
most common reason is that the corporation wants to clear their inventory of
excess merchandise. Discounts are also used to attract new customers and
by that increase the market share. Another incitement for using discount is
the expectation that customers who purchase the price reduced product also
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will buy some other products to an ordinary price. The most obvious benefit
of discounts is that it influences the customer in the buying-process at the
point of purchase. The drop of price is likely to catch the attention of the
customer. (Schultz, Robinson & Petrison, 1998)
According to inman, McAlister and Hoyer (1998) customers are more prone
to purchase a product with a lowered price. A promotion signal can be
defined as a sign, marker or other indicator of a price promoted brand to
attract the attention of the customer. Past research has shown that these
kinds promotions can generate a considerable increase in sales of the
promoted brand. This increase in sales generally occurs because the
customer evaluates the promoted brand favorable which alters their brand
choice behavior. (Ibid)
According to Lal (1990) the most common held belief about price promotion
is that it has a positive effect in the short term and possibly in the long term
as well. Continuously it is said that there is no evidence showing that price
promotion has a long-term positive effect, the market share many remain the
same since the increase in amount purchased is offset in the period followed
by the promotion. (Ibid)

2.1.4 Intrinsic vs. Extrinsic Promotions

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The effects of the sales promotion will vary depending on the attractiveness
of the product, but on the other hand there is a possibility that customers
who usually not would by the brand acquire it because of an attraction of the
sales promotion. (Alvarez, 2005)
Sales promotional activities where the product in question is critical to
prospects business can be centralized on the product itself. Promotions like
this could be free samples, visits to a factory, free value added training,
etc. these different activities are known as intrinsic motivator and are the
most direct, economical and effective approach, this because a product
makes the strongest sales pitch for itself. (Hellman, 2005)
Sales promotional activities where the product or service lacks the power ti
intrinsically motivate the buyer extrinsic motivators can be used. The most
common extrinsic motivator is price cutting. Price cuts or discounts are
expensive and have hidden cost that makes them unfavorable in many
situations. (Ibid)

2.1.5 Internet Promotions

The main tools of product and service promotion on the Internet include:
World Wide Web (WWW) advertising, banner ads, e-mail publishing and
advertisements in newsgroups (Usenet) (Bidgoli, 2002, p. 226).The names
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Internet and WWW are often seen as synonymous. The system of the
World Wide Web allows interaction with the submitted to the web-servers
content. Corporate website, which is hosted on a web-server, should be
considered as the main space and a means of advertising on the Internet.
This is a modern, convenient, forward looking and universal service on the
Internet. It is being ultimately the most referred to 16 during advertising
campaigns, and in its absence, such campaigns cannot be considered
effective. Interactive WWW sites provide users with access to information
about a product, service, customer care, and, as well, allow placing an order
quickly and conveniently on one of the sites. Web visitors of some sites have
the ability to leave their comments, request additional information, enter into
correspondence by e-mail, and even monitor the progress of the execution of
an order. The cost of advertising on the WWW engrosses the main share in
the total cost of Internet advertising. Some experts estimate the growth of
this type of cost as an exponential. Building a corporate website requires
high professionalism. The interest of Internet users may be confined to very
different areas, not related to your company or product. Sometimes they are
not even aware of the existence of information that could come useful to
them. Publishing to a web-server (website) additional content, which is not
directly related to the sales market, provides an opportunity to attract further
attention to the advertisement. It may be news, weather, sports, (some even
do not neglect the use of pornography), etc. Such an approach provides a
means of attracting much of the non-target audience, acquires popularity for
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the company, fame, steady image, in other words, it opens up the new
market segments for the business. Even creating a website, which is not
directly affecting the market, can be regarded as a good marketing campaign
for the development of potential markets (Ridgway et al., 2005). One simply
needs to give the consumer an extra opportunity to mix business with
pleasure. The obvious advantage of using web-servers is the ability to apply
various forms of presentation of information about the product graphics,
sound, animation, video and many more. Web-server can also be used as a
round-the-clock virtual store. One of the most important kinds of Internet
advertising is the so-called banner ads. Banner ad is a form of online
advertising entails embedding an advertisement into a webpage, which is
intended to attract traffic to a website by linking to the website of the
advertiser. The advertisement is constructed from an image (Brown, 2011, p.
281). Banner advertising is the most common and effective way to increase
web traffic. Moreover, banners are a powerful tool for image advertising
(Delta & Matsuura, 2011, p. 14-50.1).

2.1.6 Offline Sales Promotions

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According to Srinivasan and Anderson (2000) sales promotion is an actionfocused marketing event whose purpose is to have a direct impact on the
behavior of the firms customers. Sales promotion events or activities
initiated by manufacturers and retailers can be classified into three
categories:
1 Consumer promotions;
2 Trade promotions ; and
3 Retailer promotions.
Consumer promotions (e.g. coupons , samples contests, sweepstakes , and
price packs) are typically employed by manufacturers to stimulate purchases
by ultimate consumers. Trade promotions, such as case allowances and billbacks, are designed by manufacturers to motivate marketing intermediaries
or channel members to stock and promote products. Retailer promotions,
including price cuts, store displays and featuring activities, are initiated by
retailers to attract shoppers and in store purchasing. A summary of the
various popular promotional tools is presented in Table 2. 1.6

TABLE 2.1.6 : Summary of popular sales promotional tools.

Retailer Promotions
Price cuts

Trade Promotions
Case allowance

Consumer Promotions
Couponing

Displays

Advertising

Sampling

Feature advertising

allowances

Price packs/ value

Free goods

Display allowances

packs
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Retailer coupons

Trade coupons

Refunds

Contests/premiums

Financing incentives

Special events

Contests

Sweepstakes /
contests

SOURCE: Srinivasan and Anderson 2000. P.12

2.1.7 Instant rebate, is a new type of coupon which has no analogue in the
paper coupon world can be offered only on the internet. This coupon is
issued to a shopper who is vacillating about a purchase. The purpose of the
coupon is to induce the shopper to buy the merchandise immediately. For
example, an item can be discounted for a short time if the buyer stays on the
page for a long time or returns to it often. This kind of coupon is usually good
for a few minutes or hours. In this mode the use of e-coupons is similar to
price negotiation or haggling between a buyer and a seller in real world
situations.
Instant rebate coupons can also be used to mark down the price of a
commodity for a short period of time to create a daily special or fifteen
minute special (Kumar et al., 1999)

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2.1.8 Advergames, The advergame is an important emerging tactic that

acknowledges the consumers increasing power by engaging users with
entertaining product related content and is growing in popularity online.
They combine online advertising traffic and build brands in both B2B and
B2C markets for instance consumers can test drive a Toyota online or play any
number of exciting games at the Nickelodeon Web site, such as Sponge
bobs pizza toss (www.nick.com)
Evidence from other recent research is inconclusive. For example, Mulhern
and Padgett (1995) found that the majority of shoppers in their study who
identified promotions as a reason for visiting the store also spent more on
regular priced goods than on promoted good. They also discovered that the
bulk of promotion purchases were made by shoppers who did not visit the
store in response to the promotion. (Feame et. Al, 1999) these findings
support those of who concluded that retail price promotions enhance both
substitution and complementary effects within a store, to the benefit of both
retailer and manufacturer. (Fearne et al., 1999).
2.1.9 Short term vs. Long term effects , The implementation of an adequate
sales promotion may guarantee an increase in the short term sales figures.
This justifies the tendency of corporations to invest large portions of their
budget into sales promotion. (Alvarez, 2005)
A sale promotion that attracted some new users can have positive after
effects in the new users repeatedly repurchase later. However there is
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evidence speaking for no long term favorable effects for established

brands. The prime reason is that price promotion most of the times attract
infrequent buyers and that the small number of attracted new buyers has a
low tendency to repeat the purchase. (Dawes. 2004)
Analysis of total sales data commonly suggests no negative after effect on
brand sales from promotions. Although there has been shown that more
advanced analysis can reveal such effects, especially in categories in which it
is easy to stockpile. (Ibid)
Research evidence suggests that the increase in sales of a promoted brand
primarily is at the expense of other brands, due to brand substitution.
Studies have shown that 85 percent o the short-term effect of price
promotions is due to brand switching which leaves 15 percent that was
temporary category expansion. Similar studies have shown that 75 percent
of the effects of price promotion are due to brand switching and 25 percent
due to purchase acceleration. (Ibid)
According to Alvarez (2005) customers who purchase the promoted brand
due to attraction of promotional activity may later go back to their favorite
brand when purchasing a product later.

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Chapter III
Research Methodology
A. Research Methodology
This study which primarily focuses in promoting the product 3Doodler Pen is made up of
intensive researches, surveys, interviews and other data gathering processes that will help the
proponents in conceptualization, budget allocation, distribution and execution of the advertising
campaign. Gathering all the available data will help the proponents in reaching the goal, which is to create
an ICON and consumer awareness about the product and the companyas well as its beneficiary.
Using the internet, the proponents has gathered data regarding product promotions that will help the
proponents in formulating a plan for the study.
The survey was implemented by making questionnaires concerning this 3Doodler Pen and its
beneficiary that were distributed to respondents who are all art lovers and buyers. The first part of the
survey is the Data Core Portion which is all about the concern and opinions of the consumers regarding to
the 3Doodler Pen. The second part of the survey is about Advertisements of 3Doodler Pen which could
help the proponents in planning and implementing media appropriate for the study. And the last part is
about the personal information of the respondent for the proponents to know their status.

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B. Survey Questions

Dear Maam / Sir

I, Salazar T. Gerald of Bachelor of Science 4-B major in Hotel And Restaurant
Management in the College of Home Economics at Bulacan State University, is
conducting a research entitled Food Safety Policies for Bulacan State University
College of Home Economics Food Service Establishment as a fulfilment of the subject
Research Method ( RM323)
Rest assured that all data collected from the respondents will treated with utmost
confidentiality.
Thank you!

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Objective 1: How familiar are the consumers with the 3Doodler Pen?
1.) What comes in your mind when you hear 3Doodler Pen?
________________________________________________________________
________________________________________________________________
2.) Have you ever heard about 3Doodler Pen? If yes do you know what does it do?
o Yes
o No
___________________________________________________________________
___________________________________________________________________
3.)
o
o
o
o
o

Where did you hear about it? What was your reaction?
Family
Friends
Neighbours
Internet/Social Media
Other please specify

______________________________________________________________________
______________________________________________________________________
4.) Would you like to buy it? Why?
o Yes
o No
______________________________________________________________________
______________________________________________________________________
5.) How did you know about the product?
o Poster
o Banners
o Promotional Ads
o Word of mouth
o Standee
o Others( please specify)

Objective 2: What are the consumers perception towards 3Doodler Pen?

6.) Was it easy to use?
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o Yes
o No
7.) Is the product are the same with the ordinary pen when it is in use?
o Yes
o No
8.) What can you say about the Product?
o Funny
o Interesting
o Other(please state what you can say about the product)

Objective 3: How aware are the consumer regarding the store locations of
3Doodler?
7.) Have you ever visited any of their stores?
o Yes
o No
8.) Did you know where their stores are located?
o Yes
o No
o I have no Idea.
9.) Where do you prefer to visit most?
o SM Malls
o Robinsons Malls
o Gallerias
o Megamall
o Victory mall
10.)

Do you think their stores are easily accessible (like Metro Manila)?
o Yes
o No

Objective 4: How can 3Doodler Pen can reach the target buyers?
11.)

Do you think social media can affect their sales?

o Yes
o No
Why?
________________________________________________________________
________________________________________________________________
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12.)

Are you aware of their Facebook page?

o Yes
o No

13.)

If yes, would you give it a "like"?

o Yes
o No

14.)

Which advertisement do you prefer?

o Online Advertisement
o Print Advertisement

Objective 5: What kind of advertising strategy should be used to promote the

3Doodler Pen?
15.)
What advertisement do you suggest for 3Doodler Pen to compete with big
competitors
o Newspaper
o Transit Ad
o Flyers
o Local Radio Ad
o Local TV Ad
o Loyalty Card
o Bunting
o Billboard
o Other(please Specify)

16.)
What factors do you consider in order to say that the advertisement is
effective?
o Concept
o Image
o Message
o Other:
__________________________________________________________
17.)
Will it be effective if the advertisement had celebrities in it?
o Yes
o No
18.)
Do you think online advertisements can help attract more customers?
o Yes
o No

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Why?
______________________________________________________________
______________________________________________________________
19.)
Do you think free workshops would be an effective advertisement to make
3Doodler attract its customers?
o Yes
o No
Why?
___________________________________________________________
___________________________________________________________

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