CMM533 Advanced Advertising Assessment

Overall Task:

Develop elements of an advertising campaign to promote Punjana Tea to a specified target audience

Background to the brand:

Punjana is owned by the Thompson’s Tea company, based in Northern Ireland. 

Thompson’s produce a range of classic and speciality teas.  Most of their teas have Thompson’s as the main brand name but in the case of Punjana, the main brand name is Punjana, with Thompson’s (or Thompson’s Family Teas) acting as an endorser or secondary brand name.

Within the Punjana line, there is: Punjana Original Blend tea bags; Punjana Loose Leaf tea, Punjana Original Blend individually wrapped teabags.

The brand considers its anchor product to be: Punjana Original Blend tea bags 

The brand’s sales come principally from consumers aged 35 years and older and predominantly female consumers.  It is particularly keen, however, to attract consumers in Northern Ireland in the 25 to 35 years old age bracket.

Background to the campaign

Market research was undertaken with consumers aged 25-35 years in Northern Ireland before this brief was developed.  Key findings are presented below.

When asked if regular black tea (as opposed to herbal, fruit, green etc.) is purchased by themselves or someone in their household at least reasonably regularly, the response was: yes= 75%; no=25%

Those who indicated that regular black tea (hereafter just referred to as ‘tea’) was purchased at least reasonably regularly were asked ‘what is your favourite brand?’  The responses were:

Tetley= 21%

Punjana=17%

Yorkshire Tea=14%

Thompson’s=12%

PG Tips=10%

Nambarrie=9%

Supermarket own brand=7%

Namosa= 5%                                                                                                                                       

Other combined (including Twinings and Clipper) =5%

Those who indicated that tea was purchased at least reasonably regularly were asked: ‘what is the brand that is most commonly bought/consumed in your household?’  The responses were:

Tetley= 19%

Punjana=15%

Yorkshire Tea=13%

Thompson’s=12%

PG Tips=11%

Supermarket own brand=11%

Nambarrie=9%

Namosa= 5%

Other combined (including Twinings and Clipper) =5%

When asked ‘have you heard of the brand Punjana tea, 65% said ‘yes’, 25% said ‘no’ and 10% said ‘not sure’.

Analysis of the Thompson’s tea website, using Google Analytics data, indicates the following:

People who end up on the Punjana section of the website [https://www.thompsonstea.com/our-teas/thompsons-punjana] from using Google search are most likely to have used the following search queries (not case sensitive):

Punjana

Punjana tea

Punjana tea bags

Tea from Northern Ireland

Thompson’s Punjana

Northern Ireland tea

Irish tea

Northern Irish tea

Decisions taken regarding the campaign/work already done:

You can assume that work has already begun on preparing the campaign

Furthermore, the objectives for the campaign have been set, the target audience has been defined and the media classes decided on, as outlined below:

Target market:

Males and females, aged 25 to 35 years, in socioeconomic groups ABC1based in Northern Ireland

Target audience ‘typical’ profile:

Someone who likes tea and/or purchases tea for someone in their household

Someone who more often purchases and/or consumes tea bags as opposed to loose tea

Someone who is willing to pay, at least occasionally, a little more for quality but who is also keen to obtain value for money

Someone who appreciates good food and drinks, both at home and outside

Someone who will, on occasions, try to purchase local brands

Someone who is educated to at least average level

Someone who is at least average in terms of technological literacy and spends at least an average amount of time online (based on age and gender)

Objectives of the campaign:

Within the male and female 25 to 35 years ABC1 market in Northern Ireland:

• To increase recognition of the Punjana brand from 65% to 75%
• Amongst people who indicate that regular black tea is purchased for their household, to increase the percentage who claim Punjana is their favourite brand from 17%% to 20%
• Amongst people who indicate that regular black tea is purchased for their household, to increase the percentage who claim Punjana is the most commonly bought/consumed brand by their household from  15% to 20%
• To increase the engagement with the Punjana brand online by 5%
• To increase sales of Punjana (from anywhere in the Punjana product range) by 10%

Media decisions:

It can be assumed that the client has already decided that, with respect to media, its advertising campaign will incorporate only: Magazine (including website); Newspaper (including website); Outdoor; Online (Google Search and Facebook)

Coursework requirements:

You are required to present a written report of no more than 3,000 words (and no more than 2,000 words/6 pages within appendices- see later) that presents elements of an advertising strategy based upon the objectives above and is directed towards the target audience described above. The elements are: introduction and SWOT analysis; creative section; media section.  

In your report, the creative section comes before the media section but you might find it helpful to make the media decisions first. 

Introduction and SWOT analysis   (15%)

Requirements:

After a brief introduction, a SWOT analysis will be presented (most likely as table, the contents of which are not included in the word count but with restrictions – see later) with 4 parts/sections:

Strengths

Weaknesses

Opportunities

Threats

In each part you will list between 3 and 10 key factors as bullet-points (factors should be presented succinctly and should comprise no more than 50 words)

Further details of the SWOT analysis:

Strengths and weaknesses are generally regarded as factors that pertain to the brand/company itself, that is, internal factors.

Opportunities and threats are generally regarded as factors that are external to the brand/company.

In researching and identifying what key factors to include, it is recommended that you pay particular attention to:

The brand itself;

The competitors of the brand

Consumers

And with respect to opportunities and threats, you may wish to conduct a PEST/PESTLE analysis.

In researching and identifying what key factors to include, you should ensure that the SWOT analysis is tailored to support decisions taken in the creative and media sections.    

You may include appendices that you refer to in the SWOT analysis but ensure that the material included there conforms to the requirements of the appendices (see later).

As noted, the SWOT analysis comprises four parts with between 3 to 10 factors in each part.  As outlined in the marking criteria, the two criteria that specifically relate to this part of the assignment are:

• Evidence of appropriate background research
• The extent to which the SWOT analysis is tailored to support the strategy

Creative Section (50%)

Requirements:

The creative section will comprise the following sections: the messages strategy and chosen message; the offline creative (or offline creative execution); the online creatives (or online creative executions)

Message strategy and chosen message

In the context of the campaign objectives and target audience, you are required to discuss and defend the message strategy/approach and chosen message of the campaign

The overall creative approach

In the context of the campaign objectives and target audience, you are required to present a discussion and defence of the overall creative approach rational / emotional or both

Offline creative 

You should produce one creative execution (can just be referred to as ‘creative’), that is, a visual representation of one ad (a magazine/newspaper/static Adshel/48 sheet billboard) that is suitable for a Northern Ireland based campaign. judged on strategy and convey it and explain how it would look, that is fine.

You should discuss and defend your chosen creative.  In this part, you should include details pertaining to the layout and content of the ad (when discussing content, you should indicate what specific creative tactics you have used e.g., a headline, an image, humour, visual metaphor)

It is not expected that your one execution will address all the objectives

The creative should not be event or season specific.  For example, it should not be specifically designed for Christmas or the summer.  The creative should not include reference to a sales promotion e.g., buy 1 get 1 free, 50% extra, free gift.

Online creatives

You are required to produce one Facebook ad, one Google ad and one online display ad (all designed for a desktop device only) to be displayed on the websites of the newspapers and magazines that are part of your offline campaign.  It is anticipated that the Facebook ad and the Google ad form part of a larger Facebook and Google ads campaign/s that will take place throughout the12months of the advertising campaign.  Specifically, throughout all of the 12 months of the campaign, Google advertising will be undertaken and Facebook advertising will be undertaken.  However, the online display advertising on the newspaper and magazine websites will only be undertaken when there is advertising within the offline/print publication.  In other words, in the days (newspapers) and months (magazines) that there is an ad in the print edition, there will be an online display ad in the website of that publication.  

It is assumed that execution of these ads should help fulfil the objective: To increase the engagement with the Punjana brand online by 5%

You should produce:

• Facebook ad

Produce the creative content of one Facebook ad (within the format category of single image) with an objective to ‘get more website visitors’ (also referred to as: drive traffic) and indicate the website URL (not visible in the ad).

The ad should be designed as if it were to run at the same time as the offline creative execution described above.  It should not highlight a specific promotion or offer.  The ad will not run on Instagram or Messenger.

The landing page for the ad can be one that already exists within the Thompson’s Tea website or one that you would recommend be created.

Specifically you should include:

-The headline of the ad

-An image (or some explanation of what the image would be)

-The text of the ad

- The display link (this is what a user sees and understands to be the landing page should they click on the ad)

-The website URL (this is the landing page of the ad i.e., what the user is directed to when the ad is clicked on; it will not appear in the ad unless the landing page happens to be display link).

It has been decided that the call to action of the ad should be: ‘Learn more’ which will bring a user to the landing page.

You should include a short discussion of why you have chosen the various elements

• Google Ad

Produce the text content of one standard, words only, Google Ad and indicate the landing page (not necessarily visible in the ad).

The ad should be designed as if it were to run at the same time as the offline creative execution described above.  It should not highlight a specific promotion or offer.

The landing page for the ad can be one that already exists within the Thompson’s Tea website or one that you would recommend be created.

Specifically you should include:

-The headline

-Description text

-The display url (this is what a user sees and understands to be the landing page should they click on the ad)

- The landing page that a user is directed to if they click on the ad (this will not appear in the ad unless it is identical to display url)

You should include a short discussion of why you have chosen the various elements

• Online display ad

Produce a visual representation of either a static online billboard or static online MPU ad that is suitable for placement on the webpage/s of the magazine/s and/or newspaper/s websites that are included in the offline media mix. Indicate the landing page that a user will be directed to if they click on the ad.

It is expected and entirely acceptable that the content of the online display ad will be very similar to the content of the offline execution.  You can assume that the same online display ad will be served to everyone who is exposed to the ad on the publication’s website during the period it is scheduled to be shown in, that is, the ad content does not change on the basis of what is known about the behaviour of the  individual user.

You can create an ad that is suitable for any of the newspaper or magazine websites or alternatively, if you have a reason for doing so, you can stipulate that this ad has been designed especially for ‘Magazine 2’ for example, which is a monthly, national women’s lifestyle magazine that is deemed appropriate for the brand and the target audience (see below).  

To guide you in adhering to the correct shape of ad, assume and note the following:

An online billboard ad will appear across the top of the webpage. Its size will be dependent on device.  But if you choose this display ad, you will design it for a desktop device. For information, the dimensions of a billboard ad for desktop devices is: 970x250 pixels

An online MPU ad will appear at the right hand side and above the fold of the webpage.  Its size is as follows on all devices: 300x250 pixels

Special notes:

In respect of the creative strategy, you are prohibited from using endorsers (living or dead) or directly employing images, characters, scripts etc. from television programmes, films, music videos etc. and superimposing the brand onto such images.  An example of the latter phenomenon is the Flintstones/Halifax campaign.

All creatives that are developed must adhere to the Committee of Advertising Practice (CAP) regulations.  To view the CAP codes, go to         

https://www.asa.org.uk/

Media Section(35%)

Background:

The media classes for this campaign have been decided on as follows:

Outdoor, magazine (including the magazines’ websites), newspaper (including the newspapers’ websites), online.

The media vehicles have been decided on as follows:

Outdoor:

Outdoor 1: 48 sheet billboard

Outdoor 2: 6 sheet Adshel

Magazine:

Magazine 1: This is a monthly, national, supermarketmagazine that that is deemed appropriate for the brand and the target audience.  It is read by significantly more women than men. The proportion of the audience that fall into ABC1 is 60%.

Magazine 2: This is a monthly, national women’s lifestyle magazine that that is deemed appropriate for the brand and the target audience.  It is read by significantly more women than men.The proportion of the audience that fall into ABC1 is 60%.

Magazine 3: This is a monthly, national men’s lifestyle magazine that that is deemed appropriate for the brand and the target audience.  It is read by significantly more men than women. The proportion of the audience that fall into ABC1 is 60%.

Each print magazine has a monthly readership in Northern Ireland of 50,000.  30% of each magazine’s readership falls in the 25-35 years category.  The prices given in the rate cards are the prices that a brand pays for placement in issues sold in Northern Ireland.

For each magazine, the following applies: placing an ad on the website for one month will result in 115,000 views of the ad during thatmonth by people living in Northern Ireland.

Newspaper:

Newspaper 1: This is a daily (Monday to Saturday inclusive) regional newspaper that is deemed appropriate for the brand and the target audience.  It is read roughly equally by men and women. The proportion of the audience that fall into ABC1 is 60%.

Newspaper 1 has a daily readership in Northern Ireland of 30,000.

Newspaper 2: This is a Sunday national newspaper that is deemed appropriate for the brand and the target audience.  It is read roughly equally by men and women. The proportion of the audience that fall into ABC1 is 60%.

Newspaper 2 has a daily readership in Northern Ireland of 40,000.

30% of each newspaper’s readership falls in the 25-35 years category.  The prices given in the rate cards are the prices that a brand pays for placement in issues sold in Northern Ireland.

For each newspaper, the following applies: placing an ad on the website for one day will result in 10,000 views of the ad during that day by people living in Northern Ireland.

You can assume there are 4 calendar weeks in one month.

Each vehicle has its own website and while incurring a separate cost, it has been decided that every time an ad is placed in the offline/print edition (be that daily, weekly, monthly) that an online display ad will appear on the website for the equivalent period. The online display ad can’t change format during that period.

E.g., if you choose to advertise in the August 2022 edition of Magazine 2, then you will also be choosing to advertise for 4 weeks on the website of that magazine with either an MPU or billboard display ad and you will therefore pay for both the offline and online advertising associated with one month’s advertising.

Timing:

The campaign will run for 12 months: from start of April 2022 until end of March 2023.

Budget:

The budget for the campaign refers to the cost of ad placement in Northern Ireland.  That is, the cost of placing outdoor ads, magazine ads (including website advertising), newspaper ads (including website advertising). When working out the media placements for this campaign, you do not have to take into account the price of placing the Google ads or Facebook ads and nor do you have to take into account other costs (e.g., developing the campaign).  No less than £600,000 and no more than £800,000 should be spent on the ad campaign, that is, the cost of media placements in Northern Ireland. 

Requirements:

You are required to develop a media plan for the 12 months of the campaign that utilises the media classes and vehicles outlined, that is within budget and that addresses all of the campaign objectives.

Specifically:

  -You should describe and justify your choice of media plan/scheduling strategy.  This defence should cover the following:

• Some discussion of the trade-off between reach and frequency of your campaign;
• Some discussion of your use of flighting/bursts/continual advertising (or some alternative categorisation);
• Some explanation for daily and/or weekly and/or monthly variation, if appropriate;
• Some explanation for variation in use of different classes/vehicles across the timeline (e.g., if you choose to only use Adshels in the summer months, what is the reasoning behind this?)

 -You should present an ‘at a glance’ timeline.  A timeline template is provided for you.  This will show the activity timings across the 12 months of the campaign for the two outdoor vehicles, for the three magazine (including associated website) titles and the two newspaper (including associated website) titles. (As noted, Facebook and Google advertising will be continuous throughout the 12 months).

-You should include a budget breakdown.  Advertising media costs should be broken down by class and vehicle.

Appendices:

You may include appendices if you wish but these will not be directly assessed and if used, should be considered as providing fuller information to accompany points made in the main body.

Appended material should not exceed either 2,000 words or 6 pages. In the appendices, words contained in tables/figures ARE included in the word count. 

Notes about tables and figures in the main body:

While the content of tables and figures in the main body are NOT included in the word count of the assignment, you must adhere to the following:

 

No more than 4 tables can be included in the main body of the assignment (this does not include the SWOT analysis which may be presented as a table nor the media timeline which is likely to be presented as a table). A table cannot contain more than 12 cells e.g., 6 rows x 2 columns (excluding column/row headings) and any cell must not contain more than 25 words

No more than 4 figures can be included in the main body of the assignment. A figure must not take up more than half a page

Word count:

The assignment should not exceed 3,000 words (excluding figures, tables and  references) and if appendices are included, these must not exceed 2,000 words or 6 pages, as indicated above.  

Deadline:

The deadline for the assignment is Friday 1^st April (end of week 10).  The assignment should be submitted via Turnitin.  A link to Turnitin will be located within the Blackboard area for this module.

Marking breakdown:

This assignment is worth 60% of your total mark for this module.

Referencing:

When using material from secondary sources such as journal articles, books and websites, you must reference the sources.  Please adopt the Harvard referencing style.  For referencing notes, please refer to your student handbook and adhere to the guidelines.     

Marking criteria:

The criteria along which the assignment will be marked are as follows:

• Evidence of appropriate background research
• The extent to which the SWOT analysis is tailored to support the strategy
• Appropriateness of the message strategy and chosen message
• Appropriateness of the creative strategy
• Degree to which the creative execution relates to the creative strategy and is on-brief
• Appropriateness of the online ad content
• Degree to which an appropriate, on-brief, comprehensive media strategy is provided
• Extent to which a grounded defence is made for all key decisions taken
• Extent to which appropriate theory is drawn on and applied
• Appropriateness of referencing and citing
• Presentation, grammar and spelling