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Word Count: 4,441
TABLE OF CONTENTS 10 Introduction4 20 Product description5 30 Target Markets7 40 Advertising Objectives8 41 Benefits of Reading to Children9 50 Advertising Strategies11 51 Strategies and tactics12 fig 11 60 SWOT analysis13 61 StrengthWeakness analysis13 62 OpportunitiesThreats analysis14 70 Ethical considerations15 80 Budget16 81 TV16 82 Radio17 83 Newspaper17 90 IMC Elements18 100 Evaluation and Reccomendations20 110 Bibliography22 EXECUTIVE SUMMARY It has been found that the marketplace for children will be a difficult one to gain a foothold in with such a fragmented marketplace and many competitors having already strongly established However the Larry the fun Koala campaign will have an edge It will directly market the idea of both the educational side of books and also the value of spending time with your child This will take place in shopping centres as well as on television and radio This initial advertising is sure to establish Larry as a brand name for the future Sending the message to children that reading and learning can be a fun and rewarding experience Then when the parents realise what a positive impact the Larry the fun Koala books are having on their child the product is sure to be promoted through word of mouth This initial advertising is sure to establish Larry as a brand name for the future After all doesnt every parent want whats best for their child This campaign is simply giving them a helping hand INTRODUCTION10 According to a UK study parents today are reading to their children 40 less than they did 10 years ago With the parent-child activity of reading currently on the decline successful childrens book author Mem Fox who has sold over more than a million copies of her books worldwide strongly believes that the simple task of reading to a child at only three times a day could completely eradicate literacy problems
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