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Target Audience
Demographic Psychographic Behavioral
Kids, Students, Family, Busy adults
Life style : Mc Rice,SeenisambolBurgher
Kid’s Party
Advertising Objectives
• Perception
• Cognition
• Association
• Persuasion
• Behavior
• Affective
Message to be Communicated
• Product: Quality product with taste.
• Price: At low price (Value for
Money)
• Place: Island wide which has over
300 outlets.
• Promotions: Available benefits and
offerings
ADUMA MILATARASA WIDINNA
Creative Concept
(Conditions Apply)
Media Objectives
Reach
Frequency X
How many heads to be captured
How many time advertisement to be
shown
Media Objectives
Why Reach………
Objective is enhance customer base for 250+outlets
Popular brand name
(No need to remind)
Growth stage in PLC
Media Objectives
How to achieve………
1. Television
ITN Hiru Swarnawahin
iAccording to the
coverage
Punchi
Walaww
a
AtapattamaSri
Gauthama
Viewership
ITN : Punchiwalawwa/
Atapattama
How to achieve………
2. Radio
Media Objectives
Sirasa
fm
Hiru
fm
Sha fm
Peak Time
Sirasa fm- Pirith hours
Hiru fm- DJ Ara &
Pasbara
Sha fm- Bus travellers
How to achieve………
3. Newspaper
Irida Lankadeepa
Sunday Observer
Media Objectives
Daily Newspaper
Weekend Newspaper
X
Media Strategy
• Media Mix
Three Months Advertising Campaign with 70 million budget
Media Types Rs : mln
TV 35
Radio 15
Press 5
Movie Theaters 6
Bill Boards 8
Internet based Ads 1
Total 70
Media Types Channel ProgramsTime
Duration of the Program
Frequency Time
TVITN Punchi
Walawwa8.30-9.00 pm Mon to Fri 1*5=5
1.2 minutes
Atapattama7.30-8.00 pm Wed =2
30 seconds
Sirasa Swapna8.00-8.30 pm
Mon to Fri 1*5=5 1 minutes
RadioHiru FM DJ Ara &
Pasbara7.00-10.00 am
Mon to Fri 2*5=10
30 seconds
PressIrida Lankadeepa
Second Page (half page full color ad, 8*27cm)
Sunday Observer
Second page (half page full color ad,8*27cm)
Media Strategy• Theater/ Movies
Areas - Colombo, Kandy, Galle, Kurunegala
Theaters – Savoy, Impala, Liberty, Empire
• Out of Home Media
Bill boards – Mass classes
Universities
Educational Institutes
Schools
Bus Halt Branding
Distance Boards
• Internet based Advertising