Week 10 EOC: Golden Globes

"The purpose of media planning is to conceive, analyze, and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time." 
Arens, W., Weigold, M., and Arens, C. (2010). Contemporary Advertising, 13th Ed. McGraw-Hill.

For this Advertising Strategy I decided to choose in particular this movie called "Carol".
The first point to discuss will be Target Audience. In my opinion I've never heard about this movie, but the Academy decided to nominated to a award like Best Motion Drama. This movie is about a relationship between two women in the 50's. So for me, the Target Audience will be the LGBT Community, the reason why this movie need to do money on the box office, so the LGBT Community is the Target to start promoting the movie and then the community can recommended with their friends which the people who has not seen the movie they can go and see it.
The Product Concept is have to be develop with different dynamics in order to showcase the best qualities, what this mean is the quality of the product, so the product to sell is the movie. The plot of the movie needs to be well done, needs to sell a history that the viewers can critique and give an opinion to other and then highly recommended because meanwhile the movie is on the movie theaters can earn money.
The Media Communications for this specific movie doesn't have to be the exception. the most usable is the social media, using Facebook, Twitter and Youtube. The less usable media communications for advertise this movie will be the TV or Radio. So like result they have to put a lot of effort on the social media because now every person use their smart phone, take advantage of this new fashion.
The last thing is the Advertising Message, this one is so simple, the message to sell this movie is go and watch the movie, obviously the company need to create previews without sex explicit content because everyone have access to the social media, so they have to take care of that. create a preview where they can extract the scenes where the both girls can sell the story, where the people want to go and watch the movie.

"Marketing plans generally do a number of important things, such as to State or restate the organization's mission. Assess a brand's current marketing situation and identify factors, both within the company and in the environment, that may help or hinder achieving marketing objectives. Present clear, measurable, time-delineated marketing objectives. Describe strategies that will be used to achieve marketing objectives with specific target markets. Describe tactics or action programs for implementing the marketing strategy. Explain how the effectiveness of the marketing efforts will be evaluated."
Arens, W., Weigold, M., and Arens, C. (2010). Contemporary Advertising, 13th Ed. McGraw-Hill

Week 9 EOC: Sipnosis

My web video is about the H&M stores, creating an advertising campaign to increase the sales on specific men department, but to be more specific is on the cardigans clothes. The video that I am planning to do is pretty simple and basic, the reason why is I want to make men buy this pieces not just because the weather is changing and you need it to cover yourself to be warm, if not every men need to have complete his closet with this garment and make complete the outfit, no matter if it is causal or formal.
The video will content a short story in if you put attention a little bit in the way how you dress, you will see the changes that can have your life. I called the video "The First Impression Counts".
The video begin like a typical morning in a typical apartment where just only live a guy, this why works an advertising agency, so this guy is a sales person on the company, for that reason he need to have a dress code very strict. The next scene is he getting ready to go to work like a normal guy, but outside is cold, so for that reason he need to choose which cardigan or coat is going to wear on his way to work. At the moment that he left his apartment he started notice that every women on the street is putting attention on him because he is wearing a gorgeous cardigan that match with his suit and he looks very handsome, when he get to work he go straight to a meeting so the big client of the day is a women so he have to convince her that she have to work for this company, she look at him very slowly, not flirting, she just was watching at him her look, how handsome and professional is his outfit, so after his speech, the lady accepted because the sales person was the key of this deal, on how represent the company and obviously the way that he dress.

Consensus

The company need to keep in mind that we need to create money, we have to plan a strategy that make this work out. The specific are is Cardigans, sell most cardigans you can during the day, make a plan and have a goal like a worker.
"The market and money elements of the media mix also depend on the sales potential of each area. National advertisers use this factor to determine where to allocate their advertising dollars. Planners can determine an area's sales potential in several ways."
Arens, W., Weigold, M., and Arens, C. (2010). Contemporary Advertising, 13th Ed. McGraw-Hill

H&M need to be focus on the costumers but also need to be focus on the competition, why because other brand can copy our designs and they can start doing more money with our ideas, so need to focus on when we suppose to start the advertising campaign, we don't have to be the first one and never been the last ones. The competition can take advantage and expose maybe copies of our designs or come out with a fresh line, obviously we have to be positives that are designs are be always on the top and every men will kill anyone to have them (hypothetically speaking). 
"Advertisers always consider what competitors are doing, particularly those that have larger advertising budgets. This affects the media, mechanics, and methodology elements of the media mix."
Arens, W., Weigold, M., and Arens, C. (2010). Contemporary Advertising, 13th Ed. McGraw-Hill

The mood of the message is very important in how is going to be the impact to our costumers and after watch an ad about our cardigans they just decide to go to our stores and just check out our designs it make us feel very good because if one person do not get nothing from the store maybe the other one is going to get it because it wasn't is his plans get a cardigan, where maybe this person in particular can have a lot on his closet, but that is how social media can help a little bit. We need to send just only the message, not include subliminal messages because the people can get it wrong and our goal is every men wear our H&M cardigans no matter the age or culture if it fits you and you can pay for it just go for it.
"An important influence on the media element of the mix is how well a medium works with the style or mood of the particular message."
Arens, W., Weigold, M., and Arens, C. (2010). Contemporary Advertising, 13th Ed. McGraw-Hill

Liking

The goal of H&M is that every men can get it without complains. This goal can be make it doing deals with the costumers, giving half price when they buy another one or getting one expensive and the other one will be free, thats how we going to get the whole attention and there is not will be competition for us. We have to be open to the costumer because we are going behind of his money and they need to look very interested on get out products. 
"The methodology element refers to the overall strategy of selecting and scheduling media vehicles to achieve the desired message weight, reach, frequency, and continuity objectives. It offers the opportunity for creativity in planning, negotiating, and buying."
Arens, W., Weigold, M., and Arens, C. (2010). Contemporary Advertising, 13th Ed. McGraw-Hill    

The regional plan for a cardigan will be put in special depends the region and type of cold, what thats mean with this if the cold is extremely hard give the option that the long and warm cardigans have special price or special deals, because the store is going to pop up from the other ones and we not going to have any other competition that can take us our loyal costumers.
"A regional plan may cover several adjoining metropolitan areas, an entire state or province, or several neighboring states. Regional plans typically employ a combination of local media, regional editions of national magazines, spot TV and radio, and the Internet."
Arens, W., Weigold, M., and Arens, C. (2010). Contemporary Advertising, 13th Ed. McGraw-Hill    

We have to make this deal real, we have to make post in social media that is real that we going to stay up on our promise about the special in the stores and create ads for TV and Radio too. We need to take advantage after the big holidays put more effort after everything and been the only store that for this season we can have a long term deal no matter the hours, the only thing that care is you costumer get our beautiful cardigans.
"In countries that do allow TV advertising, advertisers face other problems: how many people own TV sets, who they are, and what channels they receive."
Arens, W., Weigold, M., and Arens, C. (2010). Contemporary Advertising, 13th Ed. McGraw-Hill    

Consistency

Like this quote explain to us what happened here, we need to make that men love our cardigans and create a loyal clients that next year feel happy to wear our designs again. We have to sold out before the season ends, including holidays, but in specific holidays give to the clients offer where they going to be able to get not even one or two, the goal is make them get more that one or two because are cheaper, and the designs are fresh. 
"People love the iPhone, or at least that is what the long lines and sold-out inventory of new iPhone3G's at Apple stores in July of 2008 would suggest. "
Arens, W., Weigold, M., and Arens, C. (2010). Contemporary Advertising, 13th Ed. McGraw-Hill                            

After the winter season is gone is very recomendable make a statistical sample to know how the people is positioned our stores in the marketing and do it before the next season start because the company needs to know if the designs were cool for the people or the next ones are going to be accept for the costumers.
"The basic way to express audience size is simply to count the number of people in a medium's audience. This is what media research firms like Nielsen and Arbitron do for the broadcast media, typically using a statistical sample to project the total audience size."       Arens, W., Weigold, M., and Arens, C. (2010). Contemporary Advertising, 13th Ed. McGraw-Hill  

                          
             

Authority

The H&M stores have to focus on get a loyal costumers who likes cardigans for winter season and every single year the want to get at least one. This not even depends not only the managers, depends to the people who are sales person why, because their are the people who is going to help you like a costumer where are located the product until if you look good with the merchandise on you.
"Companies must focus on managing loyalty among carefully chosen customers and stakeholders (employees, centers of influence, stockholders, the financial community, and the press)."
Arens, W., Weigold, M., and Arens, C. (2010). Contemporary Advertising, 13th Ed. McGraw-Hill    

The company needs to have a huge control on the press, because everyone knows that if  a cardigan is not a good quality or is to much expensive they can attack us. Like a company we have to take care the different people who comes through our stores and like a sales person put us in the place of the costumer because at the end we are a costumer too so we want to be help. 
"The relationship a company seeks with a customer is different from the one it seeks with the press. However, there is often significant overlap in stakeholder roles."
Arens, W., Weigold, M., and Arens, C. (2010). Contemporary Advertising, 13th Ed. McGraw-Hill    

The company need to have an authority on the different types of social media where the place their advertising campaigns, because the merchandise is target of the competition to speak out very bad if we are a successful company, we are a company that we gives to the clients what they needs or ask for. 
"Companies that adopt an IMC approach, according to Nowak and Phelps, tend to focus on four related tactics: (1) less emphasis on advertising via the mass media, (2) heavier reliance on targeted messages and on reaching smaller segments, (3) increased use of consumer data, and (4) changed expectations for marketing communications suppliers."

Arens, W., Weigold, M., and Arens, C. (2010). Contemporary Advertising, 13th Ed. McGraw-Hill   

Every day in the store we are not for work and receive money for our work, that not the message that the costumer needs to know, the message is we are there for them because we really like the clothes there, we have experience wearing it and is a placer help them to make the right choice. 
"To influence customers' perceptions, marketers must understand one of the basic premises of IMC: that everything we do (and don't do) sends a message. "

Arens, W., Weigold, M., and Arens, C. (2010). Contemporary Advertising, 13th Ed. McGraw-Hill   

Like a company we have to check the values, practice with the costumers. Because the values of the company are the base and then you going to know what is the direction of the company. So for every season change is much better if we refresh our values like a company.
"The advertising manager first reviews the marketing plan to understand where the company is going, how it intends to get there, and the role of advertising in the marketing mix."

Arens, W., Weigold, M., and Arens, C. (2010). Contemporary Advertising, 13th Ed. McGraw-Hill   

Scarcity

When H&M stores introduce to the market the new designs of cardigans, the company have already the target, this means most of the designs are for young men who like wear cheap clothes to look good, so that is the goal of the company create fresh designs where every men no matter their economic situation can get it because its winter and everyone is going to like you if you renew your closet.
"When General Motors introduced its new Saturn SC1 model, for instance, it defined its target market as “college-educated import owners and intenders”—highly educated young adults (18 to 34) considering their first or second car purchase. They were further defined as 60 percent female, living in one- or two-person households, and seeking a vehicle with sporty styling, fun performance, fuel economy, a good warranty, and sound quality/reliability/dependability. They typically drive a Honda Civic, Toyota Corolla, or Nissan 240SX." 
Arens, W., Weigold, M., and Arens, C. (2010). Contemporary Advertising, 13th Ed. McGraw-Hill    

Right here we have to change something in every advertising campaign, we have to be honest with our clients, how we going to get that, taking off the handsome models and artists that appears in every billboard and introduce to the market fresh meat. How fresh meat? Yes normal people with truthfully testimonies where they are new clients of H&M and they are happy to wear every cardigan that they get it from the store.  
"Many positions are available in a market. The big mistake many companies make is not staking out any position. They can't be everything; but they don't want to be nothing."
Arens, W., Weigold, M., and Arens, C. (2010). Contemporary Advertising, 13th Ed. McGraw-Hill    

Every representative of the company need to put attention and put in practice the plan. When a costumer come in to the store and ask for what type of cardigan will be the best for him, we have to be ready to give them a pretty good option and obviously a regular price, something in between cheap or expensive, after that will be able to observe the client how much money is going to spend in the store for that specific clothes. 
"Managers of small companies have an advantage here. Surrounded by the details of the business, they are more likely to discover a good tactic that can be developed into a powerful strategy. However, that's not to say that a large company cannot profit from bottom-up marketing."

Arens, W., Weigold, M., and Arens, C. (2010). Contemporary Advertising, 13th Ed. McGraw-Hill 
   

The most important to be grow up the store and hold huge sales is getting loyal clients that before we treated very well and like result the come back to get something else. In this case if at the beginning of the season got a cardigan with a lot of questions, but you give him a pretty cool attention and a good advice about the type of cardigan that he bought, later he is going to come back to get another one and he is going to be asking for you because he really like your taste.    
"Customers, not products, are the lifeblood of the business."

Arens, W., Weigold, M., and Arens, C. (2010). Contemporary Advertising, 13th Ed. McGraw-Hill 

Reciprocity

The consumers of Cardigans don't feel any obligation to buy this specific type of clothes, they get it because they know what is the benefit for them. The benefit for them is protect their bodies for the cold. So they know that the Cardigans need to be warm and the fabrics need to have a high quality.
"Consumers seek various benefits in the products they buy—high quality, low price, status, sex appeal, good taste, health consciousness."
Arens, W., Weigold, M., and Arens, C. (2010). Contemporary Advertising, 13th Ed. McGraw-Hill.

For this particular part we can say that the men who love wear cardigans, there's a lot of types of cardigans on the marketing, they need to search the proper one for the part or country where they live. What i try to say is depends the intensity of the cold is how the style of the cardigan is going to buy the costumer. In fact, the region or country is going to define the style, design and color of the cardigan.
"People in one region of the country (or the world) have needs, wants, and purchasing habits that differ from those in other regions."      
Arens, W., Weigold, M., and Arens, C. (2010). Contemporary Advertising, 13th Ed. McGraw-Hill.

If we have a client who lives in a city where the cold is extremely hard, this costumer in specific is going to start searching on different stores the proper cardigan for him, but more specific the price, how much is going to pay for the pice of clothing and if is going to worth it. Speaking about the cardigans form H&M are the best for this case because the offer to most simple one to the more warmest one, where the client is not going to complain about the basic factors and he is going to be happy with his purchase. "The biggest problem is invariably the budget. There is never enough money to attack all geographic or demographic markets effectively at the same time."
Arens, W., Weigold, M., and Arens, C. (2010). Contemporary Advertising, 13th Ed. McGraw-Hill.