A proposed advertising campaign for panasonic multi laser disc player

• Main Authors: Kho, Grace A., Lee, Michelle Y., Ogad, Melanie L., Roldan, Luzdominda
• Format: text
• Language: English
• Published: Animo Repository 1994
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16924
• Institution: De La Salle University

The advertising plan developed by the group is focused on Matsushita Electric Philippines Corporation's latest audio-video product--the Panasonic Multi Laser Disc Players. The ad campaign is specifically designed to create 60% awareness among its target market after the period of one year from launching. The campaign intends to reach 60% of the target market, thereby inducing demand towards the peak seasons (summer vacation and Christmas), wherein an 8% increase in market share can be expected, as compared with the current 2% share. A dual-media platform (TV and print) shall be utilized. The 30-seconder TV ad will feature Panasonic Multi Laser Disc Players as state-of-the art video equipments offering the latest and most precise features. It would also showcase the versatility of the product through the different functions to maximize utility for the users. The totality of the product as the total family home entertainment system would be carried throughout the campaign. The print ad will just as well adopt the same theme, with emphasis on the versalitility of the product. Ad placements will include only prime time shows, catering to high-end market, for TV and, major broadsheets for print. The campaign will run for one year starting March 19, 1995. The plan covers a P 10 million advertising budget-production costs, media placements, evaluation costs for creative pre and post tests, research costs, and contingency money included.