Paleta Ad Campaign Research

   hello susana & samantha,

info/research about paletas & healthy ice cream research...reading
i'm doing.

i am cc this to prof angela  in case she has insight & see we or i am
headed in a totally bizarre, off-track manner.
this email is just to inform you what i am working on at the
moment...what research, reading i have done or am doing...

from angela,
BE PREPARED TO GIVE A BRIEF presentation ABOUT YOUR PRODUCT, TARGET
MARKET AND CAMPAIGN. ON THURSDAY MORNING AS A GROUP.
This will be like a client brief that you will present to the class.
No more than 5 minutes.

WHAT I HAVE HEARD SUSANA & SAMANTHA SAY OUR TARGET AUDIENCE IS TO
MIDDLE CLASS FAMILY WITH CHILDREN -MAYBE TORRANCE. LONG BEACH, OR L.A.
AREA.  Roseannah's preference is local area such as hawthorne blvd in
torrance.

Just for info sharing - my research so far is to investigate the
'middle class'.  I just finished reading book The Two Income Trap- Why
Middle Class Parents are Going Broke  by Elizabeth Warren, c 2003.
This gave me an idea how competitive it is out there to remain middle-
class -high mortgage paid so their child can attend 'good' school
which really dips into discretionary funds.  For their child to get
ahead -both parents feel need to work -yet that puts them at more risk
of financial crisis...

i'll further research middle-class needs...& inform group & prof.
Blogging summary of such to follow.
So the question I am focusing on at the moment is what are the needs &
desires?

If Susana & Samantha are doing other research - please let us know so
we dont all have to research the same topics.  Below are other
considerations/research to be done.

ASG2; INTRO TO Mexican Michoacan ice cream store in Torrance.
Palette Campaign
LAB Time RESEARCH
Teams selected
Start going where ever you can to find out about your company
from angela:  research...research...research
Understand the product and company.
b. What are the needs and desires?
c. What is the advertising objectives?
d. Who is you competition

fundamentals of creative advertising
Below is info i've gleaned from textbook of things to consider...
brief:
where are we now
where do we want to be?
primary obj of campaign; increase in sales or consumer perception of
brand

what are we doing to get there?
integrate with mkting dept

who do we need to talk to?
tell agency as much as possible about the target audience & potential
customers; who they are; why they buy; or dont buy the brand

How will we know when we've arrived
mkt research b4 & after campaign

know target audience attitudes towards the product, buying process

client brief should detail curr position of the brand - terms of
sales , mkt share, distribution & consumer attitudes.  be honest about
the brand/product -its weaknesses and strengthes

campaign planning & strategy

STRENGTHS compare to competitors
WEAKNESSES  problems for brand
OPPORTUNITIES  mkt to new target audience
THREATS  -new competitor entering the mktplace restrictions due to
legislation safety code.

attitudes to the brand

MARKET RESEARCH
track changes in brand consmption & awareness b4 and afteer ad campaign.
Mintel and keynote are examples operating in dif countries.  they prod
detailed mkt reports using info compiled from many dif sources.  und
issues rel to mkt as a whole.  they also consider future trends which
co match to their predictions.

research:  ask folks on the street - about paletas?
mystery shopping: in-store obs survey track consumer beh

now we have the brief from the client - CAMPAIGN PLANNING CYCLE

identify key competitors - how great is their media presence
how is the product dif from key competitors?

how high is spontaneous awareness of the brand?