Marketing Report: iPhone 8, Target Audience, Media and Creative Brief

This report provides a detailed analysis of the marketing strategy for the iPhone 8. It begins by identifying the target market as middle-class youth and profiles a customer, Mark Lewis. The report explores statistical information about the market and determines key message components, emphasizing the product's ability to create memories and reflect the customer's status. It then outlines a media plan using social media, television, and email, evaluating their merits and selecting social media as the primary medium. The report discusses creative brief requirements, product factors like differentiation and involvement levels, and the importance of testing and ethical considerations in advertising. Furthermore, it addresses customer attrition and suggests strategies to improve conversion rates and understand the Gross Rating Point (GRP). Finally, it applies the Ostrow Model of Effective Frequency to determine the optimal frequency for advertising a high-end product.

Activity 1A
Your manager has asked that you recommend a target audience and develop a customer
profile of the target audience. Based on the product and use the profile to make
recommendations on how to attract the attention of your media audience. Choose a product
that is different to the product in the Learning Activity.
1. The product that you are going to sell is:
The product that I will sell is iPhone 8.
2. What is the target market? What are the target audience’s characteristics?
The target market for iPhone 8 is the middle class youth. The main characteristics of this
target group include; they are enthusiastic about technology, they love luxurious and classy
products and they are young.
3. Profile the customer
Name: Mark Lewis
Age Group: 25
Description: A young techno savvy individual in need for a classy phone to socialize and
follow up on his bitcoin and forex investments.
Preferred Channels: YouTube, WatsApp and Facebook
Interests : Technology and Online Reading
Economic Status: Middle class level
4. What statistical information can you find about the market and where did you find the
information?
Population of people aged between 21 and 35 – 75 percent
Rate of technology diffusion – 90 percent
Interest – Luxurious products associate with the middle class
I got the statistical information through undertaking a sample research in form of a survey.
5. What key information should your message have? Where would you obtain this
information from?
The message should contain information that stirs appeal to the customers. The information
should connect and relate with the customers level of desire and interests. For example, the
usefulness of the product in relations to the customers desire, how the product will reflect
their status and the memories that the product will create. Particularly, the phone’s camera
will be used to bring out the description of the ability of the phone to create memories.
6. Based on the information provided above, complete the table below and describe the way
in which you would attract the customer to your product.
steps Example
Place message in appropriate medium Social media will be the
best medium to find the
youth
Represent the media audience within media The advertisement
messages that is contained
in the message will have
the young media class
audience playing the
central role.
Include objects and activities enjoyed by
each profile
Selfie moments in
hangouts will bring out the
experiences better
Include topics and subjects that will appeal
to each profile
The topic of relationship
and attraction will be

capitalized
Use themes or background music
appropriate for the genre of each profile
The hip hop music will
best suit the audience that
is targeted
Think of the comfort of each audience
which they can relate to
21-26- Relationship
matters
26-30 – Career and
investment matters
31-35- Family growth
matters
Make sure that you address the correct
attitudes appropriate for each profile
21-26- demonstrate how a
lady is attracted to a young
man with an iPhone 8
26-30 – Demonstrate how
the iPhone 8 creates
opportunities for career
development like learning
through the online
platform
31-35 – Demonstrate how
iPhone 8 brings the family
together
Make sure that you appeal to the desires of
each profile.
21-26- demonstrate how
iPhone 8 creates an
awesome social life
26-30 – Demonstrate how
the iPhone 8 connects a
person to businesses,
opportunities and careers
31-35 – Demonstrate how
iPhone 8 creates selfie
moments in a family
setting
To determine reach and frequency, it is important that you determine the product market
factors. Using the product that was used to answer the questions in Assessment Activity 1A,
choose the product factors and discuss the reason for the decision by answering the following
questions:
7. Is your product convenient, differentiated, undifferentiated, established etc?
My product is differentiated because it targets the youth who fall under the category of
middle class.
8. What level of involvement would your customer have? Explain why you chose this level of
involvement.
My customers will have a high social level of involvement in the product because the phone
will not only help them to use the product for different purposes but will also boost their
social status among their peers.
9. What impact do you feel that the level of involvement will have on reach and frequency of
advertisement?

The level of involvement will catch the attention of the target audience and will create a
social pressure or peer pressure. In the long run, it will develop a culture.
10.What is the aim of a creative brief?
A creative brief will be useful in providing details of the marketing project for those involve
in the marketing processes. The details provided are the goals, resources, requirements and
expectations.
11.What are the requirements of the creative brief?
A creative brief should demonstrate the following; a budget, details, achievable milestones
and timelines, stakeholders, client needs, demographics, deadlines and business brands.
12.Choose three creative requirements and explain them in your own words. Give an example
of a time when you would use each?
Budget – During the planning of a campaign, resources will need to be allocated for
successful planning.
Client needs- The needs of clients will be useful for crafting the right message that will
appeal the marketing audience.
Milestones- it will be important to have the knowledge of how far a project would have
reached.
13.What is the connection between the advertising brief and the media merchandising
requirements?
Both of them thrive to create an appeal on the products. An advertising brief will be involved
in projecting an appealing brand image to consumers while the media merchandising
requirements will strive to strategically place products that would attract attention and boosts
sales.
14.You are going to develop media requirements for a computer (Use a computer that you are
familiar with). Choose three media from Appendix No.2 that you believe are appropriate.
- Social media
- Television
- Email
15. Complete a media evaluation of the three types of media vehicles and choose one media
as your primary media? Make sure you clearly explain why you chose that media.
Social Media – The target audience fotr this media falls under the category of the target
audience and the social media use serves as the most appealing for the potential customers for
iPhone 8. Social media tool will also be open and bear a viral effect in the process of sharing
messages.
Email – The use of email as a media tool will require that the target audience is target in a
well-crafted message sent to individuals and groups.
Television – The majority of the media audience will prefer social media to the use of
television. The television medium will also cover a wider audience in all age groups.
16. When you are allocated a budget, what should you consider?
Some of the things to consider when a budge have been allocated include; the target audience
and the best way to reach them, the right media to use for the target audience and the level of
involvement of the target audience in the process of advertising.
17. You have allocated a commercial into a children’s television time slot for adult makeup.
Using your knowledge of legal and voluntary constraints, do you believe that this is
considered ethical?
Advertising to children especially about adult content is considered a huge ethical violation.
That is because of the fact that children are prone to bad habits as a reaction to advertising. It
is unethical because children are not expected to bear rational abilities for operating in their
own self-interest without advertisers taking advantage on them.

18. Using Appendix Number Two reflect on the different merits of the media alternatives.
Choose four that you are unfamiliar with. Discuss and compare them in terms of merits.
Merit
Social Media It is the cheapest
alternative for
marketing, Covers a
wider audience of
the youth, it has no
restrictions, traffic
generated can be
targeted extremely.
Television Offers the ability to
convey messages
with motion, sight
and sound, cable
and independent
stations create new
opportunities for
pinpointing local
audiences and the
ability to reach a
large audience
within a short time
period.
Email The advertising
message can be
personalized and
will increase
chances of getting
positive response,
increases active
involvements, there
is a total control
over the advertising
message
presentation.
Newspaper &
Magazine
Provides the chance
of reaching a large
audience in a
specific
geographical area,
there is a flexibility
in the decision of
the size and
placement of the ad
within a newspaper,
there is a limitless
exposure to the ad.

19. You should also consider what impact past media performance would play if you were to
use these media vehicles. Would the change in trends have an impact on the viability of the
media vehicle in the present? Discuss.
The use of the past media vehicles would not be effective considering the change in the trend
of lifestyles for most young people. Another reason is the issue of credibility for the social
media tools. For example, the recent past suggested a huge success in the use of social media
vehicles like YouTube as one of the most effective but the trend of cyber security have
reduced the credibility in the use of social media sites.
20. What is the importance of testing your media vehicle?
Testing the media vehicle creates an opportunity to evaluate whether to change the vehicle or
adjust the technique for use of the vehicle. Another importance is the fact that it will inform
the budget that will be incurred.
21. What should you remember when you pre-test advertising?
The main things to remember in pre-testing are; feedback, behaviour and consumer responses
22. Choose two types of pre-tests. Briefly explain what they do. Using your explanation,
discuss which is one you feel is more reliable. Why?
Direct questioning and physiological testing are examples of the types of pre-testing. They
are used for testing alternative ads.
23. Choose one media vehicle to reach the specific target markets listed below. Why did you
choose these media vehicles?
Target Market Media Why?
Teen make-up Social Media Teenagers are fond
of using social
media as the place
for hanging out.
Therefore, teen
make-up can be best
advertised in social
media.
Colgate Toothpaste Television Colgate toothpaste
is used by all the
people from all
demographic
backgrounds.
Television covers
the people from all
these backgrounds.
Fructus Shampoo Television Shampoo is likely to
be used by people
from a wider range
of demographic
backgrounds.
Therefore, television
serves best because
of the ability for
creating motion,
sound and visual
effects.

Computer Social media Most consumers of
computer devices
are tech savvy.
Therefore, the use of
social media will
capture most of the
computer audience.
24. Choose one of the target markets above. You find that customer attrition for the product
has occurred. What should you do?
The steps for reducing and mitigating customer attrition include; carrying out analysis to
understand the reason for attrition, customer engagement, and customer education, figure out
the specific customers affected, provide a corrective solution.
25.The conversion rate for the current customer is 50,000. The leads that lead to a sale are
only 40%. The level must be 50% as 40% is breaking even.What options do you think are
available to you?
i) Adding a guarantee
ii) Keeping the elements of conversion above the fold
iii) Clear state of product or service benefits
iv) Boost social networking
v) Utilization of sales integration and CRM
26.What is the GRP? What does it do?
GRP stands for Gross Rating Point and is a standard advertising measure and what is does is
that it measures the impact of advertising.
27.Using the Ostrow Model of Effective Frequency, explain the level of frequency for the
new $500.00 suit you buy every six months.
Marketing Factors That Affect Frequency
High market share -0.2 -0.1 +0.1 +0.2 Low market share
Established brands -0.2 -0.1 +0.1 +0.2 New brands
Dominant brand -0.2 -0.1 +0.1 +0.2 Smaller, less known
brand
Long purchase cycle -0.2 -0.1 +0.1 +0.2 Short purchase cycle,
High brand loyalty -0.2 -0.1 +0.1 +0.2 Low brand loyalty
high
Product used occasionally -0.2 -0.1 +0.1 +0.2 Product used daily
+0.1 +0.2 Need to beat
28.Do you believe that you can reach customers at 100%?
I believe I can reach customers at 100% with adequate resources and time
29.In reaching customers to create awareness, it is important that you make sure that one of
three points exists. What are the three points?
- Strong Brand
- Media tools
- Budget
30.Creative ads have three elements. Briefly explain each element and give an example of
products you are personally have had experience with.
Great messaging – The message of a creative ad should capture the emotions of consumers
Good timing – the advertisement message must be launched at the best time to boost sales

Targeting – To save on resources and get the best outcome, it is important to meet the most
potential consumers.
31.If you are running a telemarketing campaign to create awareness for your product, what do
you need to be aware of?
i) Who to target
ii) The campaign proportion
iii) Useful metrics for campaign
32.Do you think that Anti-discrimination law is an issue in advertising? Research how?
Anti-discriminatory law is not an issue in the negative sense because it ensures fair treatment
to as many people as possible.
33.What is ethics in advertising?
Ethics in advertising refers to the moral principles determining the behavior of advertisers.
34.Give an example of when you are timing each product based on the following advertising.
Timing Product
Continuous advertising When a new version of phone
enter the market and consumers
render the older version almost
obsolete
Pre-launch advertising When ushering in new product
versions for instance the arrival
of iPhone 8 after iPhone 6
Pre-sales advertising During the introduction of a
new product
Seasonal advertising At the season when the product
is in its highest demand
Activity 3B
35.Choose a product and answer the following for the product:
⮚ Name of product
Cosmetics
⮚ The nature of the product
Beauty product
⮚ The nature of the target audience
Women
⮚ Stage of product life cycle
Full life cycle
⮚ Competitors scheduling
Sephora and NARS cosmetics

⮚ Advertising budget
$ 1 million
⮚ Government legislation
It is a requirement of the federal law that all the personal care products and cosmetics and the
ingredients used need to be substantiated for safety before they are released to the market.
They are also needed to ensure that the products contain no ingredients that are prohibited.
36.Based on the message and the information completed above, explain which media option
you would use to advertise the product.
Female magazines
Activity 3C
37.Create a media schedule on the product used in 3B
Day of Week Week Date Message
Monday 1 5/24/2019 Benefits of the
cosmetic brand
Monday 2 5/31/2019 Personal
experiences of
users of the
brand
Thursday 3 6/11/2019 Prices of the
brand
Thursday 4 6/18/2019 About the
cosmetic brand
38.What is the placement of an advertisement?
Refers to the specific ad units where an advertiser can place ads using placement targeting.
39.What is the size/length of advertisements?
Refers to the proportion of the message contained in an advertisement
Activity 3D
40.Using the product above and a budget of $30,000.00 design a media schedule and explain
what the schedule and product and schedule is targeting at. Why?
Television advertising
Day of Week Time Date Budget Message
Monday 7.00 pm 5/24/2019 $6,000 Benefits of the
cosmetic brand
Tuesday 9.00 pm 5/25/2019 $6,000 Personal

experiences of
users of the
brand
Wednesday 7.00 pm 5/26/2019 $6,000 Prices of the
brand
Thursday 9.00 pm 5/27/2019 $6,000 About the
cosmetic brand
Friday 7.00 pm 5/28/2019 $6,000 Benefits of the
cosmetic brand
The media schedule targets to capture the audience during the prime time of news because
most people at that time, are tune in their television sets.
41.There are two models of continuous improvement: The PDCA Cycle and MBO. Choose
one and use the product used in Activity 3D to explain the process using that product.
The PDCA Cycle stands for, Plan, Do, Check and Act. Therefore, I will do an extensive
planning on the marketing program, kick off the advertising and based on the sales that I
would have made, review if the process was successful or not and the key areas that needs
improvement. Based on those areas, I will undertake corrective measures.
Activity 4A
42.Using the product that you have used in 3C, design a brief outline of a media plan under
the following headings:
Announ
ce Date
Conten
t
Subje
ct
Deadline Media
Contac
ts
Cost Owner Status Importan
ce
5/29/20
19
About
the
cosmet
ic
produc
ts
Press
Releas
e
12/15/20
19
Creativ
e
Editor
$
100,00
0
Director
of
advertisi
ng
Pendin
g
On a
scale of
1-5, its
importan
ce is
gauged at
4
43.Make sure that the following is covered in your media plan:
Activity 4B
44.Use the media vehicles chosen in Activity 4A and explain why you chose each.
Newspaper – Provides a point of reference for consumers
Television – provides motion pictures and visualization
Social media – it is cheap to use
45.You have been asked to recommend media vehicles for a new promotion. Calculate the
following.
46.Which media vehicles would you choose and why? Social media. This is because it has a
large audience and is cheaper than the rest.
47.Read through the different types of ways in which a budget should be allocated. Choose
which you believe is appropriate to you and explain why you would choose that option.
Fixed percentage of sales – it is safe and easy to understand

48.Using the product used from 3C -4B, recommend which measurements would you use.
Why? Choose at least four that can be used in alignment with the media vehicles that you
chose.
- Comparison of sales before, during and after campaign
- Use of dedicated phone lines to track orders
- Use of incentives to get the feedback of customers
- Tracking retail traffic
Skills and Knowledge Activity
Get the learners to work in pairs. They are to complete the advertising brief for each other
and represent the client. Give the learners an appropriate period of time to choose and agree
on products.
Provide learners with a set budget of $500,000.00 However, this amount may vary according
on the segment of the market they are advertising to and its size, whether they have a niche
market, etc.
Ask each learner what their products are and make sure that partners do not match too
closely.
Learners will need to have access to the internet.
By completing the advertising brief, learners can identify with the role of the client and
obtain an opportunity to experience that aspect of the learning process. If you find it easier,
please complete the advertising brief and give the learners a set product, etc.
Advertising brief.
Name of brand:
Product: Cosmetics
Product Description:
Cologne and Perfume improve the body fragrance and boost the aerosol appeal. They come
in different tastes and sizes.
⮚ What is your product/service? Atelier Cologne
The Communication Task:
⮚ The advertising campaign
Advertising / creative objectives
⮚ What is your advertising try to achieve?
The advertising try to boost sales and popularize the brand.
⮚ Awareness/Trial/Purchase?
⮚ A direct response? Increase market share or brand awareness
Target market:
⮚ Who is your product/service targeted to? The cologne targets both men and women
especially those in the beauty business.
⮚ Geographic, psychographic? Demographic? Behaviouristic?
Geographic: Modern Cities
Psychographic: The main interest of the target audience is beauty
Demographic: Younger population
Behaviouristic: Mostly aligned to relationships and dating

Market and brand performance
⮚ What is its market share? Is it performing well or not? Why? Why not?
The market share is wide and is performing well because there is a high percentage of
consumers of cologne products.
Competition:
⮚ Who are the competitors and what do they do?
Royal Aroma and Pinrose. They manufacture perfume products
What is their market share? Why?
They have a medium market share because most consumers prefer using less aerosols
because of lifestyle diseases.
Media/means of distribution:
⮚ What media are you thinking of use? How is it effectively to reach the target audience
The use of magazine the social media are the most effective media tools to use. They are
effective because they are cheap and they are the spots where the target audience are found
the most.
What occurred? When? Where? Why? How much time was spent on it?
Advertising for the cologne was conducted in the streets by giving people free application of
cologne but it took two months to reach a considerable size of audience.
Brand character:
⮚ Why was your previous advertising (its attributes/characteristics)
The previous advertising was mainly informed by the direct contact with people as a way of
boosting sales.
Brand image
⮚ What brand image do you desire? Visual brand image would be the best
⮚ How do you want people to feel about the product/brand? I want people to feel the
products influence in transforming their lives.
⮚ Should the image be sophisticated? Serious? Professional? Etc
What mood should be projected? Romantic mood
Positioning:
⮚ What is the unique selling position? What are the key points of difference?
The unique selling position of the product is the manufacture of perfume mainly from the
natural products.
⮚ What are the benefits to the consumer?
The reduction of the chemical composition in the perfume ingredients serves to protect the
health of consumers.
Look/feel: Attractive feeling
The tone? Manner? This needs to reflect your previous positioning i.e. conservative, serious,
dynamic and humorous: humorous and romantic
Research:
Do you have any insights relating to your product/service? Creating a natural taste will make
the product to stand out.
Legal/advertising code requirements: Production of aerosols with chemicals reaching the
safety standards.

There are requirements by some industries that need to be addressed, including advertising
industry codes. What are yours? Utilization of romantic adverts to the recommended levels
for public view
Mandatories:
What logo do you use, how it is used, colours, positioning statements, trademarks etc.
The cologne logo will bear the picture of the rose flower with a combination of purple, pink
and blue. The advertisement message will be short.
Budget?
⮚ Has a budget been set? The budget has already been set. What is it? The budget for
the advertisement campaign amounts to $200,000
⮚
Timing: The advertisement will be conducted during the month of valentine holiday
When is the advertising going to happen? What are the timeframes to meet the deadlines?
The advertising is expected to happen in the month of February and will run on a weekly
interval reaching its peak on the 14th of February.
How measured? How will you measure the results of your advertising? i.e. Sales The number
of the products that will be sold on a weekly basis will determine the measurement of the
campaign success.
Other Considerations:
Is there anything else that needs to be considered? The characteristics of the consumers will
also be important to know
Major Activity
From the Advertising brief from the skills and knowledge activity, complete the following
questions and present them as a report / portfolio:
1. What is the name of your product?
Gillette
2. Who is your target audience? List their characteristics.
My target audience are men.
3. Complete a consumer profile on your target audience. You may have to perform research
on your target audience for this question.
Demographic Info Physical
Orientation
Where to find them Buying habits
Gender : Male Bearded Newspaper Search and retrieve
shopping style