AP09 EV04 FORMATO BRIEF CAMPAÑA PUBLICITARIA EN INGLÉS.

COMERCIALIZACIÓN DE PECES ORNAMENTALES Y DE INSUMOS Y SUMINISTROS PARA EL MONTAJE DE

ACUARIOS A TRAVÉS DE TIENDAS ESPECIALIZADAS

Por:
ALBERTO ALEXANDER GOMEZ RAMIREZ
JULIETH MARCELA GONZALEZ SILVA
NATALIA ANDREA MALO OSPINA

SERVICIO NACIONAL DE APRENDIZAJE – SENA

Regional Cundinamarca
Centro de Comercio
Tecnología de Gestión de Mercados
Chía-Cundinamarca
2021
 AP09 EV04 FORMATO BRIEF CAMPAÑA PUBLICITARIA EN INGLÉS.

COMERCIALIZACIÓN DE PECES ORNAMENTALES Y DE INSUMOS Y SUMINISTROS PARA EL MONTAJE DE

ACUARIOS A TRAVÉS DE TIENDAS ESPECIALIZADAS

Por:
ALBERTO ALEXANDER GOMEZ RAMIREZ
JULIETH MARCELA GONZALEZ SILVA
NATALIA ANDREA MALO OSPINA

ADRIANA MARIA RODRIGUEZ LOPEZ

DOCENTE

SERVICIO NACIONAL DE APRENDIZAJE – SENA

Regional Cundinamarca
Centro de Comercio
Tecnología de Gestión de Mercados
Chía-Cundinamarca
2021
 9 Elaborar el plan de acción de mercadeo

El proceso de planeación debe abarcar todas las áreas de la empresa. El desarrollo de esta
evidencia confirmará que han alcanzado el siguiente resultado de aprendizaje:

 Comprender las ideas principales de textos complejos en inglés que tratan de temas tanto
concretos como abstractos, incluso si son de carácter técnico, siempre que estén dentro de
su campo de especialización

Evidencia 3
Formato Brief

¿Qué se debe entregar?

Formato Brief diligenciado y presentación de la campaña publicitaria

¿Cuáles son los criterios de evaluación asociados a esta evidencia?

Traduce del inglés documentos técnicos sencillos en tiempo presente y pasado.

Dramatiza en inglés una historia breve utilizando verbos regulares e irregulares.
¿Cuál es el procedimiento?

Estudie el material “Creative Brief”.

De manera individual y teniendo en cuenta su producto o servicio, complete el Formato

Brief.

Lea comprensivamente el material “How to create an advertising campaign” (Pautas para

crear una campaña publicitaria).

Una vez diligenciado el formato, seleccione un ítem y prepare una campaña publicitaria en
inglés en tiempo pasado, a través de alguno de los medios sugeridos en el material:

o Una campaña radial

o Un comercial de televisión
o Una campaña promocional

Envíe el formato al instructor y solicite las instrucciones para presentar la campaña.

A continuación, encontrarán el espacio donde deben redactar las respuestas:

 Diligencie cada una de las casillas de acuerdo con los criterios y el tiempo verbal que se
solicitan.

1. Company information Present tense

Name of the company Trade’s name
Company’s activity
AQUA WORLD
COMMERCIALIZATION OF ORNAMENTAL
FISH AND OF SUPPLIES FOR THE
ASSEMBLY OF AQUARIUMS THROUGH
SPECIALIZED STORES
2. Company history Past tense

History of the company in detail • The company was born out of a need to have
Advertising has been traditionally decorative fish, a banner and social ADS type
done? advertising was carried out.
What kind of advertising and what • The objectives that were set were to publicize
issues were addressed? the product.
What were the objectives of previous • The characteristics were ornamental fish.
campaigns? • In the market we were well positioned.
What are the characteristics of your
product or service?
What is the current position of your
product in the market?
Present tense
3. The product or service
• Physically it is described as ornamental fish of
Description of the product or service different colors
with all its features: • They are packed in aquariums or plastic bags
 Physical (if it has) for easy transport
 Chemical characterization (if it • The benefits it brings is decorating spaces and
therapy for some people
has)
• The project takes about a year
 Packaging (if it has)
 Benefits
 Trajectory (how long was it
released)
 Lifecycle
Legislation

4. SWOT matrix (Strengths,
Weaknesses, Opportunities and
Threats)
 Weaknesses (they are internal to
the company)
 Opportunities (they are external,
what the sale opportunities are)
 Strengths (they are internal)
Threats (they are external)
Present tense
Strengths
• Exclusivity of supplies and supplies.
• Autonomy in prices for products and services.
• Offer new products of good quality and at a
good price.
Opportunities
• There is no direct competition in the region
• Creation of events and activities to publicize
the product and service.
• Market policy.
• Improvements to the website
Weaknesses
• Low demand for the product due to customer
needs.
• Low bargaining power with clients.
• Lack of training for the care and need of
ornamental fish and aquarium maintenance.
Threats
• Economic crisis can cause a low demand for
products or services.
• Customs taxes.
• Existence and positioning of other companies
or stores in the same sector.
 Present tense

The money assigned to the project is $

38.540,000
5. Budget

It’s the money assigned to the

Project.

6. Consumer/Target Audience Present tense

The consumer of our project is a potential
Describe the three types of consumer.
consumers:
Demographic profile
 End consumer: The person who
• children with hyperactivity
consumes the product, but doesn’t
• Senior citizens are a group that the company of
decide on the purchase. animals encourages and revitalizes.
 Real consumer or objective: The
person who makes the purchase Geographic profile
Decision.
 Potential Consumer: The person Most of these species extracted in Colombia
who has a provisional contact with come from the rivers of the Orinoco and
the product or who will be the Amazon regions.
consumer in the future.
Describe the profiles Psychographic profile
 Demographic profile
 Geographic profile They are people with very calm lifestyles with
Psychographic profile likes for animals and decorations.
Present
7. Competition/Positioning
The competition that our product has is direct
Describe the type of competition your competition.
product or service has:
 Direct
 Hint
 Main Competition
 Present tense

• Implement strategies for the commercialization

8. Project objectives of ornamental fish through specialized stores.

Describe the goal to be achieved in

your project.

Present tense
As the product is focused on men and women
between 12 and 59 or over that age, with
9. Market research incomes that oscillate between a legal minimum
wage and five million pesos per month and to
Explain the market research you have acquire the product a large capital investment is
made in your project: which are the not necessary, it can be understood which is of
latest changes of consumers and the very easy purchasing power thanks to its low
target public? cost both in the purchase of the animals and
their food.

target audiences
•Men and women.
• Ages from 12 to 59 years old.
• All strata.
• In and out of the city.
Present tense

The distribution channels of the product are

10. Schedule indirect because fish farming crops are
purchased from the specialized store and this in
Include the distribution channels for turn from the customer.
the products of your project:
 Direct
 Indirect
 VOCABULARIO

Advertisement: anuncio.
Agency: Agencia.
Become: se convierte en.
Brief: Breve.
Campaign: campaña.
Company information: Información de la empresa.
Company history: Historia de la empresa.
Consumer: Consumidor.
Deadlines: Plazos.

End consumer: Consumidor final.

Fulfillment: Cumplimiento.

Government: Gobierno.

Opportunities and Threats: Oportunidades y amenazas.

Process: proceso.

Real consumer or objective: Consumidor real u objetivo.

Strengths: Puntos fuertes.

SWOT matrix: Matriz DOFA.

Target Audience: Público objetivo.

Weaknesses: Puntos débiles.

Whole: Todo.