Aldi like "brands but cheaper" campaign Essay

Submitted By svensky15
Words: 4000
Pages: 16
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Coursework Header Sheet

220753-52

Course

MARK1151: Integ Adv Plan & Camp Mgt

Course School/Level

B/UG

Coursework

Individual Portfolio

Assessment Weight

70.00%

Tutor

I Whitten

Submission Deadline

11/12/2014

Coursework is receipted on the understanding that it is the student's own work and that it has not, in whole or part, been presented elsewhere for assessment. Where material has been used from other sources it has been properly acknowledged in accordance with the University's Regulations regarding
Cheating and Plagiarism.

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1

Contents
Contents .................................................................................................................................................................................... 2
Current situation in supermarket industry ....................................................................................................................... 3
Aldi and previous campaigns ......................................................................................................................................... 3
Current climate ................................................................................................................................................................... 3
Aldi within current situation ............................................................................................................................................ 4
Aldi Marketing communications .................................................................................................................................... 5
New Campaign ....................................................................................................................................................................... 5
Rationale behind the change ......................................................................................................................................... 5
Old approach, new content ............................................................................................................................................ 6
Objectives ................................................................................................................................................................................. 7
Target Audience ..................................................................................................................................................................... 7
Average targeted persona ................................................................................................................................................... 8
Reasoning ................................................................................................................................................................................. 9
Choice of Media.................................................................................................................................................................... 10
TV ......................................................................................................................................................................................... 10
Print...................................................................................................................................................................................... 10
Media Schedule .................................................................................................................................................................... 11
Budget ..................................................................................................................................................................................... 12
References
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