By utilizing TVCs, Australia Post advertisements will break through multiple media outlets, thus increasing awareness. Competitive Analysis * In our ever growing world of technology, Australia Post has very stiff competition, that being internet and telecommunications. Many people have moved to writing emails or using social networks to communicate with friends, and when they aren’t using the internet, calling is the fastest way to contact someone immediately, and it allows for instant responding.
In our society, these means of communication have also become easier to use than standard mailing. * The disadvantage in telecommunications and internet communications is that because it has become so common in our society, using these forms of communications may not feel as special and meaningful. When someone sends a letter, it feels more personal and thoughtful, like the person took time out of their day for you.
That is something that simply can’t be done with internet and telecommunications. Target Group | Demographic| Psychographic| Needs| Lifestyle| Australia Post| Men & Women, Age 30-50, Australian citizens, SES: ABC | Target group has family or friends that live far away and likes to keep in touch| Needs to make someone feel special, Needs a thoughtful means of communication| likes to keep in touch, caring, talkative, thoughtful| Key Issues Telecommunications are readily available, easier, and more accessible * Internet, emails, and social networking are becoming more commonly used by a growing number of consumers * Sending mail via Australia Post takes longer than other forms of communication * Using Australia Post to mail letters makes responding times much longer Advertising Objectives * Advertising should send the message that by sending letters through Australia Post, rather than simply calling or emailing, is more thoughtful and personal * Advertising should encourage target market to send letters to loved ones * Advertising should emphasize care and love
The Essay on Australia Post
Define the industry to be analysed, the industry and organisation global or overseas: Postal industry is long history industry, and which is used be necessary in people’s life. Since 1809, Australian Postal Corporation (Australia Post) has been found by one postman in Sydney. And now, Australia Post has become the largest postman in Australia. Key product and services segment and industry cycle: ...
Main Message * The best way to touch someone’s heart is by sending that someone a heartfelt letter Support * Telecommunications and internet are used so often and are so simple to use that it no longer feels heartfelt and meaningful when you simply call someone. * Sending a letter shows that you have taken time out of your day to sit down and write a meaningful message to someone then taken the time to mail it to them. * A letter is also very different because it is a physical thing, unlike a phone call, it is written by someone and many times has their own handwriting on it, making much more personal.
Brand Character * Australia Post is a service that almost any Australian or person visiting Australia could use, but for this campaign the focus is on people looking to connect with their loved ones. Therefore, the brand character is one that is caring, loving, and honest. It isn’t a service geared toward upper, middle, or lower class citizens, it is for anyone who has people in which they care for and wish to show their appreciation for that person. Desired Response * The desired response for the advertisements for Australia Post for the target market is one of sentiment.
The goal is to make the consumer feel that sending a letter to those whom they care for is the best way to show their love and feelings toward a person. We want the target audience to feel that sending letters to those they care most for is the best way to express their feelings toward that person Mandatory * Advertisements must follow the thread created in the given static advertisements * Advertisements must be heartfelt * Advertisements must be simplistic and feel honest * Advertisements must follow several different people, to show the service is for everyone Media Static advertisements have already been created and should be published in popular magazines. * These magazine advertisements should be found in several different publications * The ads should be full page and there should be about three in each publication, each showing a different person receiving the letter, then a fourth ad with the Australia Post symbol and the tagline, along with a list of locations and phone numbers * TVCs should be created following the thread created in the static advertisements * TVCs should be 30 seconds Should focus on multiple people all sending and receiving letters Positioning Statement To caring and thoughtful men and women, aged 30-50, who have strong sentiments toward family and friendship and like to keep in touch with people they are close to, Australia Post is the best way to give a close one a heartfelt message. This is because it feels more personal and thoughtful to send a letter to someone through the mail, rather than simply calling or emailing.
The Essay on Advertisemen Advertisement Car Young
The advertisement is for a car: the Peugeot 206 and is aimed largely at young men. It was broadcast in the break of the Graham Norton show, which a lot of young people watch. It contains a young man in a large white room with medical equipment such as a heart monitor in it, the camera angle shows the whole room making it obvious that he is in a hospital or somewhere similar. Then enters the room a ...
The brand character is loving, caring, personal, and meaningful. Task * To convince the target market that sending letters through Australia Post is the best way to connect with the people they care for * To encourage the target market to send more personal letters to their loved ones, rather than just calling or emailing Promise * By sending letters to the people they care for, the target audience will touch the hearts of the receivers of the letters Naked Idea The best way to touch someone’s heart is by sending them a personal letter through Australia Post. Australia Post TV Script VDO| AUDIO| TEXT| Scene of a female child playing outside, suburban environment| Background music plays (Rogue Wave: Eyes)| (Near bottom of screen) For every child| Scene of a middle aged father writing a letter to his daughter, looking out the window, surrounding is very metropolitan and urban, he is obviously away from home.
Cut to thee daughter being held in the hands of the father, he is covered in words, like the static ad, the letter is open on the table| Background music continues| There is an adoring Father| Scene of a young male soldier running with his squad| Background music continues| Every soldier| Scene of the soldier’s mother sits at the kitchen table, writing a letter to her son.
Cut to the soldier in his barracks reading the letter while the mother, covered in letters lays her hand on his arm| Background music continues| A proud Mother| Scene of a young college girl moving into a dorm, she wears a university shirt| Background music continues| Every Freshman| An older woman, the student’s grandmother, sits in her living room writing a letter to her granddaughter.
The Term Paper on Music In The Movies Experiencing Something New
Question: For the elements of music are not tones of such and such a pitch, duration and loudness, nor chords and measured beats; they are like all artistic elements, something virtual, created for perception . . .sounding forms in motion. [Suzanne Langer, Feeling and Form (1952), p.107]. The success of music in film relies on the perceptions and interpretations of audiences based on their social ...
Cut to the female student sitting on her bed hugging the grandmother who is covered in words, the letter sits on the bed next to her| Background music continues| A caring Grandmother| Fade to red screen, text fades in| Background music continues| If you really want to touch someone, send them a letter| Text fades out, Australia Post logo fades in, then fades out| Background music continues, then fades out| |
