I’m here today to present my research about the advertisingcampaign for the Kitchen Master microwave oven. Since this is a newproduct, our main goal is to establish brand awareness among our targetaudience, which is working women, aged 25 to 40.
According to my figures, of the working women we polled, 50% saidthey read at least one of the top-five selling women’s magazines inTaiwan. And a full 80% said they watch at least one hour of televisioneach night.
If you’ll take a look at this chart, the best media mix, then,would be a combination of TV and magazine advertisements. I suggest 60%of the budget go toward spot ads, 35% toward print ads, and 5% towardoutdoor advertising.
To conclude, even though our target audience is clearly defined,introducing a new product is always a gamble. But with the proper mediamix we can certainly lessen the chance of failure.
今天我要向各位報告的是爲“大廚師”廣告所做調查的結果。由於“大廚師”是新產品，我們的廣告必須要在目標顧客羣中，也就是25歲至40歲的職業婦女中，建立起品牌知名度。
根據我所得到的數據，接受調查訪問的職業婦女中，有百分之五十的人表示，她們閱讀臺灣最暢銷的五本婦女雜誌中至少一本。而有整整百分之八十的受訪者表示，她們每晚至少看一個小時的.電視。
如果各位看一下這張圖表，就可以知道，最好的媒體組合是，電視和雜誌廣告並用。我建議將預算的百分之六十撥給電視廣告，百分之三十五給雜誌，其餘的百分之五做戶外廣告。
總的來說，即使我們的目標顧客已很清晰，但新產品上巿本來就像賭博，沒人能有十成的把握。然而，媒體組合選用得當，我們自然會降低失敗的機率。