Hellmann's Mayo

Individual planning

I have Chosen Hellmann's Mayonnaise to do me re marketing campaign on.

Looking at this advert, the target audience is the typical house wife looking for a easy meal to cook for the family. I think this because there is a woman who takes a rest while the food cooks itself. They are also looking at a upmarket product as it is making these beautiful meals! I want to turn mayo to a dipping sauce than more of a cooking appliance as what they have done on there adverts. My new target audience would be "ketchup people". What i mean buy this is that people who would usually put ketchup on everything, i want them to put Mayo on everything

I would give mayonnaise a new look as something for buggers and chips.

Because i want to make the product more youthful and fun, i will get rid of the boring cooking that seem more ludicrous than tasty. I want to show people putting mayo on different foods and have a few things on there that are not exactly foods! It will make people laugh and make them want to try the product on the foods! 

Research and Justifications

The Broadcaster's Audience Research board is a non profit organisation that logs what programs we watch on the telly being the official sours of viewing figures in the UK. They select panels of private homes to keep track on what they watch. Each panel has about 5000 televisions linked up. Using this they can see how many people watch it, but more importantly for me and my advert, the type of people that watch it. It can find my target audience.

All shows want high ratings and some of them get it. Shows like X factor and Brittan's got talent can get up to 9 million viewers so to get your advert on there would be key to success of a new product. The only problem with advertisement space for high rated shows is the cost. Prime time telly can fish up to £10,000 for a TV company so picking the right channel and time to advertise is key.Advertising agences would use face to face interviews to physically discuss with someone about the tellyvisiion shows. Focus groups and questionsaires are a good way to do this but in the masses as you can have a lot of poeple in a group and you can send questionaires all around the UK.

You need to know where to get all the information on where to place your advert. Firstly you get rate cards which will tell you how much it would cost to advertise in certain parts of the day as it will cost more to have the advert on when there are more people watching. The catch 22 is that is time time to put your advert on the telly, is it worth the price? This is where a advertisers information pack comes in handy. This will tell include rate cards but also have insertion dares and publication dates to really get your advert a head of the competition. Any more detailed information you may need including who watches telly at what time would come from agency's like BARB who records who watches what telly programs at what times.

The easiest way to group up different sets of people is by using a Standard Ocupational Classification. These groups can be things like upper class, middle class, working class ext. Taking ASDA as an example, their slogan is "Saving You Money Everyday". This is obviously aiming for a working to middle class as they need to save money because of how much they are earning. Other ways to class people can be things like Demographics, which is baised on where you live and how many people are in the area that you live, Psychographoics, grouping you on personality, your views on polotics or even your everyday life.

Like everything adverts have rules and regulations. Some people that review the adverts like Ofcom and Advertising Standards Authority. These companies will sift through adverts making each hit regulations baised on the BCAP code. This is a long and painfully boring list on what you can't and can put into your advert and it is very easy to slip up on it. If one thing doesn't meet regulations then your whole advert will have to be taken away from telivision.