Executive Summary For the Advertising Campaign of Hwa Tai

Content •Executive Summary …………………………………… pg 3 •Objective and Target Audience………………………… pg 4 •Creative Strategy………………………………………. pg 5 •TV Commercial Storyboard……………………………. pg 6- pg 8 •Media Plan……………………………………………… pg 9 – pg 11 •Costing……………………………………………. pg 12 – pg 18 •Conclusion………………………………………………pg 19 •References………………………………………………pg20 •Appendices……………………………………………… pg21 – pg25 Executive Summary For the advertising campaign is held up to promote the product of Hwa Tai from our company client, Hwa Tai Industries Berhad (HTIB).

This campaign objective is bring out the Hwa Tai new image and attracts consumer attention and will go to buy the Hwa Tai products. Hwa Tai Industries Berhad (HTIB) is one of the premier and long established biscuit manufacturers in Malaysia. Established in 1962 and listed on the Stock Exchange Malaysia in 1992. Since then, this fast expanding company has grown to be one of the largest players in the biscuits industry in the country and produce a fine, wide range of superior quality biscuits. It has been successfully marketed domestically and internationally through HTIB’s own vast and comprehensive distribution network.

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Service Tax — 5 % of total rental to be borne by Advertiser. 15% extra charges for Sabah & Sarawak. Outdoor billboard’s rental will cost RM 30,000. 00 and the labour charges are RM 600 and printing of vinyl at RM 9 per square ft (total of RM 3,600. 00). Outdoor billboard will cost more than mini billboard, but it will attract more customers since it has a huge size and the panel is lighted from 7pm to 7am to attract those who drive pass by it. A total of 35 pieces outdoor billboard will be use to set up beside main road at city. Therefore, it will cost a total of RM 1,256,850. 0. Poster costing No. Size Print Material + Finishing Price (1-9 pcs) Price (10 pcs & above) P o s t e r1 A3 Color Digital Print Art paper 128gsm RM3. 50 RM 3 2 A3 Color Digital Print Art paper 128gsm + Lamination RM 5 RM 4. 50 3 A2 Color HP Inkjet 720dpi Synthetic Paper RM 12 RM 11 4 A2 Color HP Inkjet 720dpi Synthetic Paper + Lamination RM15 RM 14 5 Poster size Color HP Inkjet 720dpi Synthetic Paper RM 20 RM 18 6 Poster size Color HP Inkjet 720dpi Synthetic Paper + Lamination RM 25 RM 23 7 A1 Color HP Inkjet 720dpi Synthetic Paper RM 24 RM 21 A1 Color HP Inkjet 720dpi Synthetic Paper + Lamination RM 30 RM 27 9 A0 Color HP Inkjet 720dpi Synthetic Paper RM 48 RM 42 10 A0 Color HP Inkjet 720dpi Synthetic Paper + Lamination RM 60 RM 54 For poster printing, we choose poster size (from the table: no. 2) and A3 size (from the table: no. 6). Poster size’s poster will use color HP Inkjet 720 dpi to print and the material use to print is synthetic paper and will be finishing with lamination. Cost for the poster is RM 23. 00 per piece. We decided to have 4000 pieces posters. So, the total amount of cost is RM 92,000.

A3 size posters will use color digital print to print out with the 128gsm art paper and finishing with lamination. Cost per piece is RM 4. 50. Same as the poster size’s poster, we will have 4000 pieces A3 size posters. And this will cost a total of RM 18000. Magazine costing For magazines, we plan to publish in Ifeel and Female magazines. Both of it are published monthly. Ifeel magazine is in Chinese and Female magazine is in English. The magazine segment for Female is target for female and for Ifeel magazine its market segment is for young women’s.

Female magazine is in the category of lifestyle and Ifeel magazine is in the category of beauty and fashion. We decided to publish Hwa Tai’s Luxury Cereal crackers’ advertisement in half page for both magazines in full colour with bleed size. Both of the advertisement will last for 2 months. Below are dates to advertise the Hwa Tai’s Luxury cereal cracker: SundayMondayTuesdayWednesdayThursdayFridaySaturday 123456 78910111213 14151617181920 21222324252627 282930 Table 1. Calendar for September 2009 SundayMondayTuesdayWednesdayThursdayFridaySaturday 123 45678910 11121314151617 18192021222324 5262728293031 Table2. Calendar for October 2009 Cost for advertise in magazines: Female magazine Half page – Full colour: RM3750 per insertion (RM3750 x 2 insertion) = RM7500 Ifeel magazine Half page – Full colour: RM3000 per insertion (RM3000 x 2 insertion) = RM6000 Costing for Television commercial RTM 3 Description: Filmlet Duration:30s Day:Every Monday, for 2 months Time:8pm – 9pm Slot/Frequency:2 spots Total cost for Television commercial: RM900 x 16 spots = RM14400 Conclusion of Costing Cost for 80 pcs Mini billboards: RM 542,052. 00 Cost for 35 pcs Outdoor billboards: RM 1,256,850. 0 Cost for 4000 pcs Poster size posters: RM 92,000. 00 Cost for 4000 pcs A3 size posters: RM 1, 8000. 00 Cost for television commercial : RM1, 4400. 00 Cost for magazines : RM1, 3500. 00__ Total : RM 1936,802. 00 From the above, total costing of our cost to advertise Hwa Tai’s Luxury Cereal crackers is RM1936,802. 00 which is not over RM 2 million budget. Conclusion In conclusion, we use poster, magazine, billboard and TV commercial to promote Hwa Tai Luxury products, this can increase Hwa Tai Company’s image to the publics.

Besides that, it might also increase the sales for the company. In addition, this can maintain reputation for Hwa Tai. REFERENCES Book Reference Bibliographic details are given as follow Media Planning Guide Malaysia 2009 Website Information from a Website Hwa Tai Industries Berhad, Retrieved: 14, June 2009, From Hwa Tai website: http://www. hwatai. com Malaysia Billboard Advertising Specifications | Jade Sparrow Solutions, Retrieved: 15 July 2009, From Malaysia Billboard website: www. jademediaplatform. com/product-specifications. html

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Executive Summary For the Advertising Campaign of Hwa Tai. (2018, Feb 13). Retrieved from https://graduateway.com/hwa-tai/