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Ascertaining Effective
Ways on Advertising Campaign
For 3Doodler Pen
I. Introduction
3Doodler Pen comes from the word 3D or 3-D that may refer to:
Three-dimensional space, the physical universe. Stereoscopy, any technique
capable of recording three-dimensional visual information or creating the
illusion of depth in an image. The word Doodle is a drawing made while a
persons attention is otherwise occupied. Doodles are simple drawings that
can have concrete representational meaning or just may be abstract shapes.
Stereotypical examples of doodling are found in school notebooks,
often in the margins, drawn by students daydreaming or losing interest
during class. Other common examples of doodling are produced during long
telephone conservations if a pen and a paper are available.
Popular kinds of doodles include cartoon versions of teachers or
companions in a school, famous TV or comic characters, invented fictional
beings, landscapes, geometric shapes, patterns and textures.
And a Pen (Latin: penna, feather) is a writing implement used to
apply ink to a surface, usually paper, for writing or drawing. Historically, reed
pens, quill pens, and dip pens were used, with a nib dipped in ink. Ruling
pens allow precise adjustment of line width, and still find a few specialized
uses, but technical pens such as the Rap=idograph are more commonly
used. Modern types also include ballpoint, rollerball, fountain, and felt or
ceramic tip pens.
program for future products and the opportunity to spend an entire day with
the companys founders, along the backers 3Doodler being personally
engraved. The reward levels were expanded due to demand with the added
tiers of the of the product shipping in the 2014 rather than September,
October, November or December 2013 for the earlier backers. The company
also teamed up with several Etsy wire artists to showcase the abilities of the
3Doodler and create limited edition art pieces for the campaign.
The fundraising target was reached within a matter of hours and many
of the reward levels were sold out within the first day, along with all the Etsy
art pieces. By February 22, more than $1 million had been pledged.
The research will discuss the efficient methods on how to advertise the
product. The principle of the research is to broaden the knowledge on how to
promote the 3Doodler Pen. 3Doodler Pen is an incredible technological
achievement, and will provide endless hours of entertainment for your whole
family. If you or your children are artistic, there is probably nothing cooler
than the 3Doodler, which allows you to draw and make 3D creations
instantly, in a manner more efficient than we have seen before.
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This study will benefit the company in such a way that they will have
the proper attention that will surely help to boost its sales.
This study will help the company to promote their products.
They will attract more customers on target market to buy more of their
products.
Advertising
THE CONSUMERS
The result of this research will make the customers purchase more of
the products.
The customers will the sales and popularity of their and locate the
store easily.
ART INDUSRTY
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For them to increase the sales and popularity of their products and
services.
THE RESEARCHERS
This study will be beneficial to the current and future researchers that
have little knowledge of ascertaining effective ways on advertising
campaign for 3Doodler Pen.
STUDY FRAMEWORKS
Theoretical Framework
A theoretical framework is a collection of interrelated concepts that will
act as a guide to the researchers and to determine what things they will
measure and what statistical relationship will look for.
Conceptual Framewok
Awareness: The initial step for advertising is to create an awareness of both
the economic and technical benefits of 3Doodler Pen which would help the
company to increase its own sales. Levels of awareness can be measured
and thereby used as a measure of the effectiveness of advertising. For
example, prior to beginning a planned advertising campaign a target
Buying the Products: The final step for the target audience is to buy the
product, husbandry practice, product or service. The original hierarchy of
effects model had purchase as its final step but here the term adoption is
preferred because it emphasises that the ultimate objective of promotion is
to encourage a long term change in behaviour and not a one-off trial or
purchase. To facilitate the initial purchase or trail of the product or service
the promotional campaign might centre on a low introductory price or enable
potential customers to try it on a limited basis.
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This study will be able to help the company to solve its problem in
promoting their new product. This will create an IMAGE and consumer
awareness for the product and its beneficiary. This will give even popularity
for the product and the company as well, which is good for them to
penetrate their market. This will boost out their confidence and give
opportunity for them to enter in a wider market. This is really a great help for
them to reach their goals and achieve their mission.
This study tests the ability and skills of the proponents in creating an Ad
campaign. This will enhance the proponents creativity. This gives the
proponents a chance to show what the proponents can do when it comes to
Advertising or promoting a certain product and company.
And to the society, this will give them knowledge about how this 3D Pen
will educate the kids. This will inform them that there is a certain Pen in the
market which will give hope to the unfortunate people.
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CHAPTER II
RELATED LITERATURE
2.1.1 Advertising
In a study about advertising by Charles Raymond at 1970:Advertising
effectiveness means different things to the groups responsible for its
different effects. To the writer or artist, effective advertising is that which
communicates the desired message. To the buyer, effective advertising is
that which reaches prospective buyers a sufficient number of times. To the
advertising or marketing manager, effective advertising is that which,
together with other marketing forces, sells his brand or product. To the
general manager, effective advertising produces a return on his firms
expenditure.
Advertising is the profession of producing advertisements for
commercial products or services. It is needed by companies with low ratings
or even high ones to keep their ratings high. It is said above that different
advertising or promotions have different effects depending on who are their
target markets.
2.1.2 Gift Giving
According to Kendrick (1990) gift promotion cannot simply be
described as a tool to increase sales volume. Even though increased sales
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are shown to be a reasonable objective for a gift promotion the tool has
several other objectives including;
will buy some other products to an ordinary price. The most obvious benefit
of discounts is that it influences the customer in the buying-process at the
point of purchase. The drop of price is likely to catch the attention of the
customer. (Schultz, Robinson & Petrison, 1998)
According to inman, McAlister and Hoyer (1998) customers are more prone
to purchase a product with a lowered price. A promotion signal can be
defined as a sign, marker or other indicator of a price promoted brand to
attract the attention of the customer. Past research has shown that these
kinds promotions can generate a considerable increase in sales of the
promoted brand. This increase in sales generally occurs because the
customer evaluates the promoted brand favorable which alters their brand
choice behavior. (Ibid)
According to Lal (1990) the most common held belief about price promotion
is that it has a positive effect in the short term and possibly in the long term
as well. Continuously it is said that there is no evidence showing that price
promotion has a long-term positive effect, the market share many remain the
same since the increase in amount purchased is offset in the period followed
by the promotion. (Ibid)
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The effects of the sales promotion will vary depending on the attractiveness
of the product, but on the other hand there is a possibility that customers
who usually not would by the brand acquire it because of an attraction of the
sales promotion. (Alvarez, 2005)
Sales promotional activities where the product in question is critical to
prospects business can be centralized on the product itself. Promotions like
this could be free samples, visits to a factory, free value added training,
etc. these different activities are known as intrinsic motivator and are the
most direct, economical and effective approach, this because a product
makes the strongest sales pitch for itself. (Hellman, 2005)
Sales promotional activities where the product or service lacks the power ti
intrinsically motivate the buyer extrinsic motivators can be used. The most
common extrinsic motivator is price cutting. Price cuts or discounts are
expensive and have hidden cost that makes them unfavorable in many
situations. (Ibid)
Internet and WWW are often seen as synonymous. The system of the
World Wide Web allows interaction with the submitted to the web-servers
content. Corporate website, which is hosted on a web-server, should be
considered as the main space and a means of advertising on the Internet.
This is a modern, convenient, forward looking and universal service on the
Internet. It is being ultimately the most referred to 16 during advertising
campaigns, and in its absence, such campaigns cannot be considered
effective. Interactive WWW sites provide users with access to information
about a product, service, customer care, and, as well, allow placing an order
quickly and conveniently on one of the sites. Web visitors of some sites have
the ability to leave their comments, request additional information, enter into
correspondence by e-mail, and even monitor the progress of the execution of
an order. The cost of advertising on the WWW engrosses the main share in
the total cost of Internet advertising. Some experts estimate the growth of
this type of cost as an exponential. Building a corporate website requires
high professionalism. The interest of Internet users may be confined to very
different areas, not related to your company or product. Sometimes they are
not even aware of the existence of information that could come useful to
them. Publishing to a web-server (website) additional content, which is not
directly related to the sales market, provides an opportunity to attract further
attention to the advertisement. It may be news, weather, sports, (some even
do not neglect the use of pornography), etc. Such an approach provides a
means of attracting much of the non-target audience, acquires popularity for
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the company, fame, steady image, in other words, it opens up the new
market segments for the business. Even creating a website, which is not
directly affecting the market, can be regarded as a good marketing campaign
for the development of potential markets (Ridgway et al., 2005). One simply
needs to give the consumer an extra opportunity to mix business with
pleasure. The obvious advantage of using web-servers is the ability to apply
various forms of presentation of information about the product graphics,
sound, animation, video and many more. Web-server can also be used as a
round-the-clock virtual store. One of the most important kinds of Internet
advertising is the so-called banner ads. Banner ad is a form of online
advertising entails embedding an advertisement into a webpage, which is
intended to attract traffic to a website by linking to the website of the
advertiser. The advertisement is constructed from an image (Brown, 2011, p.
281). Banner advertising is the most common and effective way to increase
web traffic. Moreover, banners are a powerful tool for image advertising
(Delta & Matsuura, 2011, p. 14-50.1).
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According to Srinivasan and Anderson (2000) sales promotion is an actionfocused marketing event whose purpose is to have a direct impact on the
behavior of the firms customers. Sales promotion events or activities
initiated by manufacturers and retailers can be classified into three
categories:
1 Consumer promotions;
2 Trade promotions ; and
3 Retailer promotions.
Consumer promotions (e.g. coupons , samples contests, sweepstakes , and
price packs) are typically employed by manufacturers to stimulate purchases
by ultimate consumers. Trade promotions, such as case allowances and billbacks, are designed by manufacturers to motivate marketing intermediaries
or channel members to stock and promote products. Retailer promotions,
including price cuts, store displays and featuring activities, are initiated by
retailers to attract shoppers and in store purchasing. A summary of the
various popular promotional tools is presented in Table 2. 1.6
Trade Promotions
Case allowance
Consumer Promotions
Couponing
Displays
Advertising
Sampling
Feature advertising
allowances
Free goods
Display allowances
packs
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Retailer coupons
Trade coupons
Refunds
Contests/premiums
Financing incentives
Special events
Contests
Sweepstakes /
contests
2.1.7 Instant rebate, is a new type of coupon which has no analogue in the
paper coupon world can be offered only on the internet. This coupon is
issued to a shopper who is vacillating about a purchase. The purpose of the
coupon is to induce the shopper to buy the merchandise immediately. For
example, an item can be discounted for a short time if the buyer stays on the
page for a long time or returns to it often. This kind of coupon is usually good
for a few minutes or hours. In this mode the use of e-coupons is similar to
price negotiation or haggling between a buyer and a seller in real world
situations.
Instant rebate coupons can also be used to mark down the price of a
commodity for a short period of time to create a daily special or fifteen
minute special (Kumar et al., 1999)
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Chapter III
Research Methodology
A. Research Methodology
This study which primarily focuses in promoting the product 3Doodler Pen is made up of
intensive researches, surveys, interviews and other data gathering processes that will help the
proponents in conceptualization, budget allocation, distribution and execution of the advertising
campaign. Gathering all the available data will help the proponents in reaching the goal, which is to create
an ICON and consumer awareness about the product and the companyas well as its beneficiary.
Using the internet, the proponents has gathered data regarding product promotions that will help the
proponents in formulating a plan for the study.
The survey was implemented by making questionnaires concerning this 3Doodler Pen and its
beneficiary that were distributed to respondents who are all art lovers and buyers. The first part of the
survey is the Data Core Portion which is all about the concern and opinions of the consumers regarding to
the 3Doodler Pen. The second part of the survey is about Advertisements of 3Doodler Pen which could
help the proponents in planning and implementing media appropriate for the study. And the last part is
about the personal information of the respondent for the proponents to know their status.
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B. Survey Questions
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Objective 1: How familiar are the consumers with the 3Doodler Pen?
1.) What comes in your mind when you hear 3Doodler Pen?
________________________________________________________________
________________________________________________________________
2.) Have you ever heard about 3Doodler Pen? If yes do you know what does it do?
o Yes
o No
___________________________________________________________________
___________________________________________________________________
3.)
o
o
o
o
o
Where did you hear about it? What was your reaction?
Family
Friends
Neighbours
Internet/Social Media
Other please specify
______________________________________________________________________
______________________________________________________________________
4.) Would you like to buy it? Why?
o Yes
o No
______________________________________________________________________
______________________________________________________________________
5.) How did you know about the product?
o Poster
o Banners
o Promotional Ads
o Word of mouth
o Standee
o Others( please specify)
o Yes
o No
7.) Is the product are the same with the ordinary pen when it is in use?
o Yes
o No
8.) What can you say about the Product?
o Funny
o Interesting
o Other(please state what you can say about the product)
Objective 3: How aware are the consumer regarding the store locations of
3Doodler?
7.) Have you ever visited any of their stores?
o Yes
o No
8.) Did you know where their stores are located?
o Yes
o No
o I have no Idea.
9.) Where do you prefer to visit most?
o SM Malls
o Robinsons Malls
o Gallerias
o Megamall
o Victory mall
10.)
Do you think their stores are easily accessible (like Metro Manila)?
o Yes
o No
Objective 4: How can 3Doodler Pen can reach the target buyers?
11.)
12.)
13.)
14.)
16.)
What factors do you consider in order to say that the advertisement is
effective?
o Concept
o Image
o Message
o Other:
__________________________________________________________
17.)
Will it be effective if the advertisement had celebrities in it?
o Yes
o No
18.)
Do you think online advertisements can help attract more customers?
o Yes
o No
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Why?
______________________________________________________________
______________________________________________________________
19.)
Do you think free workshops would be an effective advertisement to make
3Doodler attract its customers?
o Yes
o No
Why?
___________________________________________________________
___________________________________________________________
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