Objectives:
• Create awareness of the new translator device among 30% of target market.
• Use of traditional media and public relations to spread out the big news about the huge improvement of translators with the creation of the voice translator.
• Create a good consistent image brand through a great integrated marketing communication system claim always about the uniqueness of our product.
• Advertise for a short period of time (1 year) resulting in a long term brand.
• Determine costs of advertising and promotion.
• Monitor performance and adjust.
• Generate short-term financial returns and build long-term brand value.
Budget
The amount of budget that will be acquired to spend in our marketing campaign will be split equally for each of these three countries – Brazil, Spain and Japan; however the percentage that it will be allocated for each media will be defined accordingly to the priority of the audience in those nations.
Below is the summary of how the budget will be used according to the audience preferences in each one of those countries.
Brazil
• We will use 55% of the advertising budget in broadcast ads (TV and radio).
• 9% of the budget will be used in Magazines.
• For newspapers we will use 10% of the budget
• 15% of the budget will be used for the internet – online advertising.
• Other 4% will be spending in direct mailing.
• Another 7% will be used in our sales promotion.
The chart bellow will summarize the promotion budget that ...