Professional Documents
Culture Documents
Kevin Sato
Chenson Chheu
Caitlin Chan
Joseph Bogenschutz
Cris Negrete
Sergi Monso
IBM 307.03
Professor Bryant
11/21/17
1. The which would you chose campaign is a newspaper and magazine campaign that can also be
run on Facebook or as a banner ad on email services such as Yahoo. The main objective is to
show of the design of the PlayStation 4 home screen in comparison to the competition. This
encourages potential customers to chose the PlayStation over the competition because of the
clean and easy to use home screen. This can be taken a step further as we can enable clicks on
the PlayStation side to direct to our home page where people can learn more about the PS4.
In collaboration with AARP we would offer a discount to members as well as use their reach in
order to help promote the information on the benefits of playing video games to the elderly. This
would give us a great platform to then convince potential customers to buy our product over the
competition
2. Video Ad:
Video shows a grandparent talking on the phone to his grandkid.
Grandkid then says I will talk to you later grandpa/ma.
Cut to Grandparent watching T.V. sad music plays to increase feeling of being alone.
Notification pops up grandkid online enter group chat with Grandparent
“Hay, Grandpa/ma, want to watch a the new episode of Game of Thrones
smile
“You know it”
Pan out with grandparent & grandkid talking and watching show and Game of Thrones theme
music
This ad could be adjusted by switching what the two are doing, I.E. let’s play a game or
whatever the thing may be. This ad attempts to encourage elderly to buy as it will bring a shared
activity that will bring engagement between them and their family, more specifically the younger
generation of their family.
3. Radio Ad
At Best Buy or any electronic store
Elder friend #1 sees elder friend #2
Elder friend #1 (John): *carrying a PS4* Hey, Fred! It’s been awhile since I last saw you! What
are you buying there?
Elder friend #2 (Fred): Hey, John it’s good to see you, too! Is that a PS4 in your hands?
John: This thing? Yeah it’s a PS4 You should get one as well.
Fred: Really? Why?
John: proceeds to explain the key features and benefits of the PS4 ex./ graphics, specs, exclusive
games etc.
Fred: Wow, that sound like fun! I’ll buy one right now! *buys PS4*
Both men sound like as children now.
Young John: C’mon, Fred! Let’s play!
Young Fred: Ok!
END
This radio ad not only talks about the specific benefits or attributes of the PS4, such as exclusive
games or better hardware, but it stands out why this is the game console for elders specifically.
Towards the end, the children’s voice suggests that elders will have a fun experience with their
PS4 and their friends as if they were children again.
8. Develop a media plan to support your advertising strategy. This proposed plan should
include your recommendations concerning targeting, reach, and frequency for the creative
approach you select. Identify a selection of the kinds of specific media vehicles that would be
most appropriate, and provide a media schedule. Please be sure to state the traditional to non-
traditional promotions choices and justify them. A minimum of one alternative media selection
(see chapter 7) is required.
The primary states for our marketing focus will be California, Florida, and New York.
These states will be targeted through the use of regional media such as newspapers and local
television stations with large market share and views with the elderly demographic (this would
primarily be the 6-7pm news). This regional approach will also include the use of digital
marketing in association with the news networks in the area as well. The use of regional
advertising allows us to keep our budget in check while also having a more personalized
approach in our campaigns.
We will also run national campaigns through the use of major news networks such as Fox,
MSNBC, and CNN. This will allow us to get a good diversification and increase the frequency of
potential views by the target market. Included in this national strategy is partnerships and
sponsorships with major national companies. These include AARP, who we will partner with to
offer a discount to AARP members in exchange for endorsement in their newsletter as well as
digital space. Other entities include game shows such as Wheel of Fortune and Jeopardy, who we
will partner with to get air time to run informative ads that bring the target market into the
market.
Next we have pure digital campaigns which would be through facebook almost exclusively.
There is little to no need for an Instagram or Twitter campaign as ages 65-80 don't use these
social media platforms. There is however a high usage of Facebook within this group. With
sponsored stories and articles talking about the benefits and we staffed digital sales team when
can generate a lot of sales through this media. The sales team will be trained and available
through, email, phone, and chat messaging.
Finally we will also employ the use of experiential marketing. In coordination with Jimmy
Buffett's new retirement homes, Margaritaville, we will hold an event in which potential
customers can show up and play with a PS4 and see how they like it we will have the VR
components as well as sales members who can show all of the benefits of the product.
Another campaign will be a free trial where elderlies can sign up for a free trial of a PS4 in their
house. We will offer free anytime troubleshooting and assistance as well as free installation, even
though there isn't really anything to install. The trial period will run for period of 2-3 weeks and
at the end they will be given the opportunity to purchase the PS4.
9. Budget Plan (min $2 million)
10. Works Cited Page - Part 1-Paper
Works Cited
Brueck, H. (2015, December 8). Why Some Video Games Are Good For Your Brain. Retrieved
October 17, 2017, from http://fortune.com/2015/12/08/video-games-brain/
Calimlim, A. (2015, November 24). This is not a test: Apple TV ad campaign goes big with
colorful billboards. Retrieved November 10, 2017, from
https://appadvice.com/appnn/2015/11/this-is-not-a-test-apple-tv-ad-campaign-goes-big-with-
colorful-billboards
Cunningham, A., Langlotz, H., Rhode, M., & Whaley, C. (2008). Video Games Industry
Overview: An Analysis of the Current Market and Future Growth Trends . Retrieved October 15,
2017, from http://holgerlanglotz.de/downloads/BU4510_VideoGamesIndustry_LanglotzEtAl.pdf
Graham, L. (2017, February 15). Digital games market to see sales worth $100 billion this year:
Research. Retrieved October 15, 2017, from https://www.cnbc.com/2017/02/15/digital-games-
market-to-see-sales-worth-100-billion-this-year-research.html
Hill, T. (2016, January 13). Gaming on the Rise Among Seniors | Big Fish Blog. Retrieved
October 17, 2017, from http://www.bigfishgames.com/blog/gaming-among-seniors-is-on-the-
rise-around-the-world/
PS4 Console – PlayStation 4 Console | PS4™ Features, Games & Videos. (n.d.). Retrieved
October 15, 2017, from https://www.playstation.com/en-us/explore/ps4/
12. Appendices
Direct Competitors:
Nintendo:
Nintendo Switch Print Advertisement
Microsoft Xbox:
Xbox Print Advertisement
Indirect Competitors
Apple:
PlaySta
tion 4
Price
Nintend
o
Ease of Use
XBox
One