Contents

• Introduction & Background Information 3
• Segmentation & Target Market Analysis 4
• Advertising Objectives 5
• Product Awareness 6
• Brand Awareness 6
• Creation of Enthusiasm 7
• Brand Loyalty 8
• Brand Image 8
• Creative Advertising Strategy 8
• Media Plan 10
• Conclusion 12
• References 13

Description

Owl and Pussy Cat is a medium sized enterprise which has developed mobile phone to target the potential tween market. The company provides advanced security options for parents and has also included attractive looks and latest technologies as the main attributes of the mobile phone. This would help in influencing the parents and care takers, which are very essential due to the financial dependency of the tweens on themto buy mobile phone. The paper discusses the target segment analysis, advertising objectives and strategies which would allow the company to identify the implementation process of launching their new mobile phone which can effectively influence the target audience and add to their customer base. The media plan chooses to address parents and caretakers as well as the tweens by producing two distinct television commercials in order to appeal to both of them.