Sleep &Shine - promotional plan booklet

In addition, by airing our video campaign on
television, film advertising allows us to tell
our brand story, as well as being able to reach
national and local audiences. Scheduling is
an import factor which we have considered
when it comes to broadcasting our video
advert on television. Scheduling is used to
deliver programmes to audiences at times
when they are most likely to want to watch
them. In the case of commercial television,
they aim to deliver audiences to advertisers
where their advertising is most likely to be
effective (WJEC, 2017). We plan to broadcast
our advert with ITV where we plan to follow
the scheduling techniques of; stripping – by
airing our advert within Coronation Street,
we are targeting loyal viewers of the soap
whom like the regularity of the scheduling,
thus are more likely to watch the programme
when it is scheduled rather than on catch
up. Not only does this target loyal viewers,
we are also targeting prime time television
(between 7pm-9:30pm) which optimistically
will capture our target consumers, as these are
the hours when many people finish work and
are thought to be unwinding from their day
before heading to bed. Therefore, by targeting
our consumers within these hours, they will
be conscious and mindful of relaxing from
their long day and needing to go to sleep.
Print advertisements and traditional billboards
will attract valuable attention to the brand. Our
adverts will be placed in areas that coincide
with the consumer’s daily routine such as
bus stops, trains and on the underground. By
placing our adverts within these locations, we
are targeting the consumer when they are on
their way to and from work. Thus capturing the
consumer prior to starting their day, when they
are needing to be vitalised and productive, as
well as finishing their day, when they are most
likely to be tired and wanting to go home and
relax. We will also publish our advertisements
traditionally in publications that are regularly
read in order for the consumer to become
aware of our brand. Once awareness is
generated, the consumer will advance to
the consideration phase of the purchasing
process, in which they will be directed to
our online recourses to start searching doe
more information themselves (Posner, 2015).
Finally, to a certain extent, we will rely on
impulse buys which shall be prompted by
in-store merchandising, sales promotions
and customer service techniques within
both our physical suppliers such as John
Lewis, as well as our television retailers
such as QVC. The opportunity for a sales
assistant to explain our concept and benefits
of our product, will encourage the consumer
to take purchasing action and result to
pushing sales and create brand awareness.
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