ASI 2 Advertising pitch PPT

1. Creative Advertising Pitch
Name : Haijie Yuan
ID:217193
Video Address:
https://www.youtube.com/watch?v=7InRb8RyTQw

2. Contents
Introduction of Ogilvy & Mather Advertising
The problems and issues existing in Cadbury
Overview of new or revised marketing strategies
Identification of the communication tools

3. Ogilvy & Mather Advertising
Founded in 1948
4-A International Advertising Company
Successful Cases:
IBM-Tivoli IBM-T40 Products
Motorola- V3c PEBL U6 SLVR
M-ZONE China Moblie
E-Bay

4. The problems and issues existing in Cadbury
Target market positioning is not clear
Escaping from taxes
a large scale of redemption due to the food safety issues

5. Overview of new or revised marketing strategies
 Public relationships strategies
Sponsorship marketing

6. Identification of the communication tools
Broaden the publicity, communication and coordination to the target population
and facilitate exchanges by targeting the brand to a group of customers
Put more energy into the crisis public relations and do their best to make a
public apology in time and deal with the remaining problems as soon as possible
Take into account that consumer groups are mainly young women
Spend more money to support those activities related to the young women
and share the brand’s meaning with its target audience

7. Reference
Cadbury. Competitions and promotions. Viewed on 2016/3/14. Retrieved
from https://www.cadbury.com.au/Competition.aspx
Kevin. L. K. (2009). Building strong brands in a modern marketing
communications environment.Journal of Marketing Communications, vol.15
no.2, pp.139-155.
 Csikósová, A., Antošová, M., & Čulková, K. (2014). Strategy in direct and
interactive marketing and integrated marketing communications. Procedia -
Social and Behavioral Sciences, no.116, pp.1615-1619.

8. Thank You!