Comprehensive Advertising and Media Plan for Tesla's Model S Launch

Desklib provides past papers and solved assignments. This report details Tesla's advertising plan for its Model S.

ADVERTISEMENT PLAN of Tesla
1

Table of Contents
Introduction......................................................................................................................................3
Advertising objectives of Tesla.......................................................................................................4
Creative plan of Tesla......................................................................................................................4
Media Plan.......................................................................................................................................5
Marketing Communications Mix.....................................................................................................7
Conclusion.......................................................................................................................................9
References......................................................................................................................................10
2

Introduction
Advertising plan refers to the practice of planning how the communication with the audience or
advertisement of the business would be undertaken. An advertisement plan entails different
elements such as creative plan, media planning, and marketing communication planning. The
report highlights the advertisement plan of Tesla for the attainment of the marketing objectives
that support the overall organizational objectives.
3

Advertising objectives of Tesla
 Increasing brand awareness by 25% within the target market over the next 15 months.
 To developing the buzz of the latest Tesla models among the target market of 30-60 years
of the population belong to upper-middle social class by 30 % over the next year.
 To enhancing the existing brand image and developing a brand image of reliability,
honesty, and luxury all over the marketing campaign (Hackley, and Hackley, 2017).
 To increase the potential customers by 20% within the target market by the end of 12
months.
Creative plan of Tesla
Objectives of a creative plan
 To enhance brand awareness by the end of 15 months within the target market by more
than 25%
 To expand the customers base by attaining potential customers over the next year by 20%
within the target market
Key Benefit Statement
Provides a better experience with the inclusion of convenience, comfort, quick, and eco-friendly
products with luxurious personality
Creative strategy
Tone: The tone will be excitement, young, and fun as it will target mainly the market of 30-60
years old upper-middle-class population.
Style: It would involve the audio-video and pictorial presentation of the advertisement. Instead of
using colorful texts, simple and sophisticated fonts are used for the creative plan of Tesla
(Turnbull, & Wheeler, 2017).
Theme: The theme of the advertisement would be a simple concept. For luxurious car companies
such as Tesla, the comfort theme would be most appropriate. This means that the whole
4

advertisement would focus on revealing the comfort and convenience attained when using the
products of Tesla.
Appeal Technique: Testimonial appealing is a traditional but one of the effective appealing
techniques for brands such as Tesla. This technique involves a person or a group of persons
talking about the products and services in a positive manner. Such appealing would involve
testimonial from a renowned celebrity.
Creative Execution
The whole creative plan would be dependent on the comfort theme and testimonial appealing.
The execution styles of lifestyle and endorsement would be implemented. Under the creative
execution of Tesla’s creative plan, the celebrity would endorse the overall brand focusing mainly
on how the car models of Tesla are perfect for fitting into one’s lifestyle (Hanssens, & Pauwels,
2016). The celebrity for the endorsement would be Daniel Craig and he would be associated with
the advertising of Model S of Tesla. Incorporating the endorsement strategy using a renowned
celebrity or player or other personality helps in developing trust in the customers for the specific
brand or products.
Media Plan
Media Objectives of Tesla
 To reach 50% of the target audience within 12 months
 To enhance the brand awareness and brand image by 20% at the end of one year
 To advertise Tesla and its new model “Model S” using different media platforms
 To make the marketing plan of Tesla more effective and efficient by decreasing the
marketing cost by 25% at the end of one year
Media strategy of Tesla
Media strategy refers to the action plan that aims at reaching the target audience for the purpose
of improving the conversion rate. The target market for the media strategy of Tesla would be the
population belongs to the age group of 30-60 years and upper-middle social class. This shows
that the media strategy for the target market would be the mass strategy where the target
5

audience would be aimed in the same way without any differentiation (Wojdynski, & Golan,
2016). Mass marketing or undifferentiated marketing coverage involves the appealing to
prospective customers by avoiding the differences in market segments with the use of a single or
basic product. All the media objectives ultimately aim at increasing the sales and profits of the
company. It is necessary to determine the cost or budget required for the implementation of a
media strategy plan for Tesla under this new marketing plan.
As per the estimation, the whole procedure of implementing media strategy would require a huge
amount of $500,000. For reaching the target audience, a message would be developed that would
not only focus on enhancing the engagement but also the attention of the audience. The other
way of reaching the audience would be the selection of appropriate media channels. The content
in the offline and online media would be of high quality and innovative posts would be posted on
the social media platforms on LinkedIn, Twitter, and Facebook in every two days (Felix, et. al.,
2017). The billboards would be located mainly in the corporate and elite areas of the cities.
Corporate and casual magazines would be used for advertising on a weekly basis along with the
advertisement on news channels, sports channels, and entertainment channels of television would
be displayed. The frequency of advertisement display on these channels would be 10 times a day.
However, the frequency of the advertisement would be selective as such luxurious brands
advertise on low frequency.
Media Execution
Tesla would implement online and offline media strategy aiming especially to reach a large
number of audience. This media strategy would be adopted for advertising basically in the urban
areas of the United States of America. The advertising would be done on Television, corporate
magazines, newspapers, billboards, and social media platforms. The media advertising would be
undertaken for 12 months and initiate after the two months at the completion of proper marketing
planning and allocation. Tesla is the owner of different types of automotive products and models
that are used for the whole year (Hudson, et. al., 2016). This means that there is no particular
time or season for the utilization of these automotive. This clearly implies that the advertisement
would be displayed for the whole months of the year.
6

For media utilization, the approach of media dispersion would be adopted by the advertising plan
of Tesla. Under this approach, instead of one or two media categories, the advertisement is
displayed using different media categories. This approach would be adopted by Tesla since it
targets the people of the upper-middle social class who belong to the age group of 30-60 years.
Selecting one or two media category would be unable to reach to the maximum number of target
audience. Implementation of the plan would be monitored and measured using an approach for
identifying the improvement areas.
The media plan would be implemented in elite cities of the USA named New York, Los Angeles,
Washington DC, and Chicago. The urban areas of these cities would be used for advertising the
brand Tesla and its latest car model “Model S” (Akgun, et. al., 2017). The time period for this
media plan of Tesla would be 12 months initiating from May 2019 to May 2020.
Marketing Communications Mix
For communicating with the target audience in marketing, the company would adopt the event
marketing communication for effective results. In event marketing, experiential marketing that
involves the organization and development of an event, occasion, activity, or exhibit for the
purpose of promoting the products and services of the company (Karjaluoto, et. al., 2015). The
event may be a sports event, musical concert, charitable event, or trade fair.
Objectives
 To maximize the interaction and communication directly with a large number of the
audience (minimum of 750 audiences per event)
 To participate in corporate and trade fairs of automobile industry twice in the year that
would undertake in New York
 To participate as the major sponsors of the musical concert that would be organized in
Chicago
 To sponsor a minimum of 5 events within 12 months of marketing plan from May 2019
to May 2020
Strategies
7

Enhancing the socialization with the general public through social media platforms would bring
the upcoming sponsored events of Tesla into the attention of the target audience of the USA
(Harmeling, et. al., 2015). Another strategy of using the emailing system for reaching a large
number of the audience within a cost-effective approach would be effective for Tesla.
Execution
The events would be organized at the popular venues of New York and Chicago where a large
number of the audience can reach with ease. These events would provide certain technical
requirements such as internet availability, display screens, and mobile phone coverage and so on.
The promotional items of Tesla would also be provided to visitors such as hand bands and key
chains in sports events and charitable events.
Media Blocking chart
Media Cost Time Period
Newspapers $40,000 May 2019-June 2019
Magazines $45,000 May 2019-June 2019
Social Media $30,000 June 2019-May 2020
Television $200,000 July 2019-November 2020
Billboards $100,000 November 2019-May 2020
Total Cost $415,000
8

Conclusion
Advertisement plan is significant for the purpose of finding and reaching to a large number of
audience. Tesla would use offline and online media strategy with the media dispersion approach
and undifferentiated marketing. The marketing plan requires an evaluation plan for the purpose
of identifying what is going wrong and what needs improvement. Not only has this, the but
effectiveness of advertising plan also provides a key factor for the success of the company.
9

References
 Akgun, A. E., Keskin, H., Ayar, H., & Etlioglu, T. (2017). WHY COMPANIES GO
POSITIVE MARKETING INNOVATIONS: A NEW THEORETICAL PROTOTYPE
FOR 4PS OF INNOVATION. Journal of Business Economics and Finance, 6(2), 70-77.
 Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media
marketing: A holistic framework. Journal of Business Research, 70, 118-126. Hackley, C., and Hackley, R. A., (2017). Advertising and Promotion 4th Edition 2018.
Sage Publications.
 Hanssens, D. M., & Pauwels, K. H. (2016). Demonstrating the value of
marketing. Journal of Marketing, 80(6), 173-190.
 Harmeling, C. M., Palmatier, R. W., Houston, M. B., Arnold, M. J., & Samaha, S. A.
(2015). Transformational relationship events. Journal of Marketing, 79(5), 39-62.
 Hudson, S., Huang, L., Roth, M. S., & Madden, T. J. (2016). The influence of social
media interactions on consumer–brand relationships: A three-country study of brand
perceptions and marketing behaviors. International Journal of Research in
Marketing, 33(1), 27-41.
 Karjaluoto, H., Mustonen, N., & Ulkuniemi, P. (2015). The role of digital channels in
industrial marketing communications. Journal of Business & Industrial Marketing, 30(6),
703-710.
 Turnbull, S., & Wheeler, C. (2017). The advertising creative process: A study of UK
agencies. Journal of Marketing Communications, 23(2), 176-194.
 Wojdynski, B. W., & Golan, G. J. (2016). Native advertising and the future of mass
communication.
10