You should select an existing UK electric car model and then identify its target audience. You should describe the target audience in detail providing information in terms of age, gender, income, lifestyles and activities. Once you fully understand the market for the car you have chosen you can then consider a suitable celebrity to use for your campaign. It is essential to do the target market analysis before embarking on the selection of an appropriate celebrity to act as ambassador for the car.

Once you have chosen your car target market and celebrity you need to:

1) justify the synergy between the audience and
the celebrity.

2) identify the car’s core values

3) attribute a brand personality to your selected car model. This will help differentiate your car model from the opposition and can be useful in designing your marketing communication message to the target audience.


Word limit for this section 1000 words.


Part B

In any promotional campaign there is a vast array of tools and media at your disposal to communicate with your audience. The success or failure of a campaign is determined by whether you chose the right message, and deliver it through appropriate media to reach the target audience.

First, outline what message you intend to convey about the car to your target audience.

Next, the media you should chose for your campaign are:

Internet
Digital Display Advertising
Television
Radio
Press
Billboards

You should select more than one media and plan how your campaign will be delivered across these media. Also show how the media scheduling will be organised to ensure maximum impact for your campaign.

You will need to produce a budget plan for a 6-month campaign, scheduled on a Gantt chart, clearly showing the dates and times of events, the budget spend and the tactical activities. The budget should be based on the company’s turnover and previous new car launches.

The media chosen has to be fully justified as the most suitable for the target audience, along with the cost of each media used for the six months.
Your costs associated with your celebrity will not be included in the budget for the campaign.

This section should be no more than 2500 words