Group member’s details
Initials and Surname
Student Number
ST Ngobeni
393 78 322
Z Nyaqela
374 00 223
MJ Tsotetsi
343 30 445
CL Nkomo
406 97 150
Group Representatives: ST Ngobeni & Z Nyaqela
Contact number: 065 900 9747
Email: 39378322@mynwu.ac.za
Lecturer: Prof. Costa Synodinos
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Table of Contents
Page Number
Cover page………………………………………………………………..................... 1
Introduction ………..………………………………………………………………..…. 3-4
Details of the project……………………………………………………………..……. 5
Visual representation of the brand image……………………………………………6
Discussion on how the brand image links with the message theme……………..7
Media Channels……….……………………………………………….......................8-13
Actual advertisement design or idea for the advertisement for each channel…..14-25
Advert Analysis…………………………………………………………………………26-32
Video Links………………………………..……………...........................................33
Rubric…………………………………………………………………………………….34-36
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Introduction
Information about BuzzIt advertising agency
BuzzIt Agency is a zestful and innovative advertising agency dedicated to creating impactful marketing
campaigns that resonate with target audiences. Our agency name embodies our commitment to generating
buzz and excitement around brands, products, and services. Our main mission for this IMC plan is to
empower B&B Granite to stand out amid competition.
Our slogan: Create the buzz, seal the success.
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Revised Logo and Slogan for Granite Works by BuzzIt Agency
At BuzzIt Agency, we understand the importance of visual identity in establishing a strong brand presence.
Our market research and analysis identified the need for a revised visual identity that better aligns with B&B
Granite Works' values and offerings.
By redesigning the logo with a contemporary aesthetic and introducing the new slogan "Every Detail Carved
in Stone," we aim to convey Granite Works' unwavering commitment to quality craftsmanship and attention
to detail. This strategic rebranding initiative will not only revitalize Granite Works' brand image but also
positions them for long-term success in an increasingly competitive market. Attached below is the revised
logo BuzzIt agency designed for B&B Granite Works. Throughout this IMC plan, this revised logo and slogan
shall be utilized.
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Details of the project
Message Theme: Every stone is uniquely crafted with careful consideration.
This message theme outlines the idea of our campaign, highlighting not only the permanence and
significance associated with product offerings by B&B Granite Works, but our dedication to giving each and
every one of our customers the personalized care and consideration that they need, be it for a memorial
stone in honour of a loved one or elegantly crafted kitchen countertops that suits the vision of their home.
B&B Granite Works goes above and beyond the expectations of customers, focusing on elements, for
instance, such as delicate touch. Every project is carefully crafted to honour the uniqueness of every
individual customer who comes to seek our services; Every creation is carefully tailored to honour the
memories and aspirations of our beloved customers.
Each masterpiece we create is more than just a physical object; We are dedicated to guaranteeing that
every customer’s journey with us is a noteworthy experience. From the initial design phase to the final
installation phase, it is characterized by professionalism, care and the utmost attention to detail. At B&B
Granite Works we do not just make stones; we ensure that every stone is uniquely crafted with careful
consideration.
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Visual representation of the brand image
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Discussion on how the brand image links with the message theme.
The message theme of the campaign suggests the emphasis of B&B granite’s commitment to personalised
care and consideration in creating lasting and meaningful products for their customers, from memorial
tombstones to kitchen countertops. Each project is crafted with attention to detail to honour the uniqueness
of every individual, aiming to provide a remarkable and tailored experience for the customers. With, B&B
granite personifies thoughtful craftsmanship as it illustrates the meticulous attention to detail that goes into
creating and designing tombstones as well as countertops, this further illustrates the brand’s commitment
to quality craftsmanship and precision.
The brand embodies family values, care and trustworthiness; by crafting each tombstone for their customers
with utmost care to honour cherished moments and their loved ones. The use of family photos at home and
engaging in activities utilising their countertops perfectly depicts the idea of creating and honouring
memories with loved ones, which sits at the core of what B&B granite theme is about. It also demonstrates
how B&B goes above and beyond to provide supportive and reliable services, building trust with customers
through transparent communication and exceptional care.
The brand image communicates how the brand creates personalised tombstones and countertops that
symbolises meaningful connection and memories to each customer, in other words, each customer’s
journey with B&B is a personalised and memorable experience, tailored to their individual needs and
preference. B&B granites ensures that their customers feel valued, respected and understood throughout
the design and the creation processes.
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4.Marketing Mix
a. Media channels
•
Social Media Marketing
Social media marketing has become an indispensable tool for businesses looking to expand their reach and
engage with their target audience. For B&B Granite, a company specializing in granite countertops and
tombstones, leveraging social media platforms like TikTok, Instagram, Pinterest and Facebook presents a
significant opportunity to connect with a broader audience across South Africa. By strategically positioning
themselves and tailoring their content to appeal to their specific target audience, B&B Granite can effectively
showcase their services while staying relevant in today's digital landscape.
To effectively reach their target audience, which includes bloggers, young furnishers, and undertakers, B&B
Granite should focus on creating compelling and visually appealing social media posts. Collaborating with
influencers and bloggers, such as Mbali Nhlapho the housekeeper, can help B&B Granite tap into existing
networks and gain credibility within their niche. These collaborations can involve product reviews, behindthe-scenes content, or even sponsored posts, all of which can help B&B Granite increase brand awareness
and drive engagement.
Moreover, staying abreast of the latest social media trends and incorporating them into their marketing
strategy can further enhance B&B Granite's visibility and appeal. By integrating trending topics and hashtags
into their posts, B&B Granite can leverage current conversations and ensure their content remains relevant
and engaging to their target audience, particularly Gen Z consumers who are known for their affinity for
social media trends. For example, B&B Granite could launch an interactive social media campaign called
"My Granite Story." Followers can be encouraged to share photos and stories of their B&B Granite
countertops or tombstones, tagging the company and using a specific hashtag. B&B Granite could then
feature these user-generated content on their social media sites, fostering a sense of community and
authenticity around their brand.
B&B Granite could enhance their online presence by leveraging Pinterest to showcase their granite
countertops. By creating a Pinterest account, they can display a variety of countertop designs, styles, and
colors, providing potential customers with visual inspiration. Each pin should include a description of the
product, relevant keywords, and a direct link to B&B Granite's website.
In addition to social media engagement strategies, B&B Granite can differentiate themselves from
competitors by enhancing their product offerings. For example, in the case of tombstones, B&B Granite can
introduce innovative features such as engraving QR codes onto the headstones. These QR codes can lead
to a cloud drive containing the deceased's favorite memories, creating a unique and personalized
experience for loved ones. Not only does this differentiate B&B Granite from competitors, but it also adds
value for their target audience, particularly undertakers who are seeking innovative solutions to meet the
needs of their clients.
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•
Digital Marketing
In a world where increasing competition in the realm of businesses and commerce is prevalent, businesses
are relying more and more on digital technologies to stay relevant. Digital marketing encompasses all
components and marketing efforts that use digital channels and platforms to reach and engage with target
audiences such as: e-commerce, internet marketing, and mobile marketing to name a few. Some practical
examples in which B&B Granite Works can leverage and implement digital marketing strategies to reach a
wider target audience and increase their overall brand awareness could include:
SEO (Search Engine Optimisation)
SEO refers to the process of optimizing your website or online content/presence to improve its visibility and
ranking in search engine results pages. The goal of SEO is to increase organic (non-paid) traffic to your
website by making it more relevant and appealing to search engines like Google, Bing, and Yahoo. B&B
Granite works could utilize SEO by making use of relevant and high-volume key words to bring traffic to its
websites. This is achievable by conducting keyword research and using tools such as Google Keyword
Planner to find the relevant keywords and optimise B&B’s website presence on Google. Here is a link to an
article thoroughly explaining in detail how to use Google Keyword Planner: https://backlinko.com/googlekeyword-planner
Website
A website is another way of optimizing SEO. It is a must-have for every business as it is the face of the
business and often the business’s first impression to potential customers. B&B already has a website,
however, it has much to improve on to make it more engaging and appealing to customer prospects. To
increase on the website’s SEO, B&B can invest in and make use of a better website-creation software such
as Wix to produce high quality content that informs the user about the business and address the interests
and needs of the target market. The improved website could involve separate pages and widgets that
include:
✓ the overview of the B&B Granite Works business or an “about” page to introduce B&B to the user
and inform the user, what B&B is about, the message theme, mission statement and products and
services B&B provides and the owners of the business.
✓ separate pages for the tombstones and kitchen countertops portions of the business so that they’re
not mixed as they appeal to different audiences. The separate pages could also include the
available kitchen countertop or tombstone granite ranges.
✓ a page where customer testimonials and reviews are posted and can be seen.
✓ a Frequently Asked Question (FAQ) page that addresses the most questions and concerns
received from prospective customers.
✓ a request for a quotation form
✓ email sign-up form (for email marketing purposes)
✓ a picture gallery page of completed projects.
✓ a “contact” us page where users can directly access contact B&B’s information and socials via
hyperlinks.
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This does not only make it easier for the prospective customers to navigate the website (instead of scrolling
up and down for what they’re specifically looking for), but it also makes it engaging and interactive for them.
The website also has to have a mobile-friendly design, meaning that it translates well on any device and
works seamlessly for the user regardless of the device from which they’re accessing it on.
Email marketing.
Email marketing is another great way for businesses to make use of digital marketing communication
strategies. How B&B can implement email marketing is by making use of email newsletters. Newsletters are
regular communications sent via email to people who have subscribed and opted to receive updates,
promotions, news, product and service updates, and other information pertaining to the business. B&B could
build an email list consisting of existing customers (undertakers), prospective customers (home renovators)
and individuals who are interested and have opted to receive email communications from B&B via the email
signup form from the website, at-store registrations, or social media promotions. B&B would then segment
the list based on the type of customer (countertop or gravestone), their interests, their geographical location
etc and then create visual appealing newsletters that have a professional layout and make use of highquality pictures and fonts. The newsletters could even be personalized by addressing the recipient by their
name and include recommendations that are relevant to them. Another element of the newsletter can involve
a call-to-action where the recipient is encouraged to check out the website, schedule a consultation, request
a quote or follow-on social media.
•
Traditional marketing
Traditional marketing translates to the methods of communication and advertising that have been used for
along time before the rise of digital media. This includes television, radio, newspapers, magazines and
outdoor advertising like billboards and posters.
Radio
Radio stations have an extensive radio reach, allowing a company or a business to connect more with a
larger number of listeners. Therefore, B&B Granite may further promote its business by investing in
sponsorships as well as advertising their brand during peak hours when more listeners are tuned in to radio,
this includes morning and afternoon drives when listeners are heading to and back from work. The brand
may implement this buy approaching local radio stations around the Vaal such as 906 FM, Sedibeng FM
and many more; to reach a larger target audience, they can feature on one of the biggest radio stations in
South Africa like Ukhozi FM, this will encourage a wider reach of customers and assist B&B attract a clientele
outside Vaal and the Gauteng province. Radio ads leverage the power of the audience to create a
memorable and impactful message that resonates with listeners. This will allow listeners to effectively recall
and recognise the B&B granite brand when they may need to purchase countertops and tombstones in the
future.
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Pamphlets & Brochures
Pamphlets and brochures contain detailed information about a brand or company’s product line. In this
instance, these media channels may contain information about B&B granite tombstones and countertops;
the features, benefits, and pricing, helping customers make informed decisions about the kitchen
countertops as well as tombstones. B&B Granite may collaborate with other established businesses that
offer the same services such as interior designers, contractors & builders, and insurance companies: where
they distribute B&B pamphlets to their customers and provide positive word of mouth. Furthermore, they
can also distribute their pamphlets at community events or trade shows and showcase their product offerings
directly to potential customers who are interested in high-end quality countertops and tombstones. Lastly,
the business can incorporate QR codes in the pamphlets that display B&B granite’s online portfolio, contact
information, and ultimately the website for research purposes as well as setting appointments for
consultations and booking for installations, this would allow B&B granite to monitor their customers from
different regions and plan out which days are for customers within their parameters and which days belong
to customers an other cities or provinces.
Local Newspaper
Using newspapers advertising can be an effective strategy to attract a bigger audience. B&B Granite may
partner with a local newspaper by pursuing an interview with the newspaper to showcase the specialties of
the B&B founders and what they offer to society as well as the ‘behind the scenes’ of creating countertops
and tombstones. B&B may also use newspapers to advertise the promotional offers that are running, giving
customers a sense of urgency to purchase from their brand.
Indoor Advertisement
B&B Granite Works can optimize their customer reach by investing in indoor display malls (Vaal Mall for
starters) and establishments such as Build-It to attract everyday customers that shop at these
establishments. They could achieve this by displaying the varieties they offer for tombstones and
countertops, this will help potential customers visualise the ranges and give the inspiration to customise
these offered products according to their style and preference. The main objective is to create brand
awareness to customers all around South Africa. Therefore, B&B Granite can accomplish this by extending
their promotional services to cities that have a bigger population such as Pretoria, Johannesburg, Durban
and even Cape Town. They can incorporate reviews from customers who have previously purchased from
them, thus making new customers trust the brand.
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•
Alternative marketing
Alternative marketing focuses on creating unique touch points to connect a company's products with its
target audience in creative and imaginative ways. B&B Granite can use this approach to build brand loyalty,
create buzz, and enhance top-of-mind awareness. Below are the key components and methods that B&B
Granite can implement:
Lifestyle Marketing
Lifestyle marketing is about creating connections at venues and through activities that align with the target
audience's interests. This approach helps the brand become part of consumers' lives, fostering loyalty and
engagement.
✓
Engraved Countertops in Bars: B&B Granite can provide clubs in target regions, such as the Konka
club in Soweto, with countertops featuring an engraved "B&B Granite" logo that glows during peak
hours at night. This strategic placement aims to attract newly minted homeowners and bachelors who
may be interested in countertop installations. Given that these customers are typically younger and
enjoy clubbing and nightlife, this approach allows B&B Granite to reach a key demographic where
they naturally congregate. By associating the brand with vibrant, trendy environments, B&B Granite
can build awareness among those who are in the market for new countertops.
✓
Stealth Marketing with Property Sales: B&B Granite can collaborate with real estate agents or
property developers specializing in properties that frequently require renovations, such as fixeruppers or older homes. By partnering with these local property salespeople, they can showcase B&B
Granite countertops as an option for the buyers to consider when presenting properties that might
need kitchen or bathroom renovations.
Buzz Marketing
Buzz marketing is all about creating excitement, curiosity, and word-of-mouth publicity for a product or
brand. For B&B Granite, integrating buzz marketing can be an effective way to generate interest and
attention within the target market.
✓
Recipe Book Collaboration: B&B Granite can collaborate with recipe book publishers, offering free
engraved cutting boards to readers. The cutting boards are custom-designed with the B&B Granite
logo, creating a unique branding opportunity. When people use these cutting boards in their kitchens,
there's a high chance they will include them in photos or videos when sharing their cooking
experiences on social media. This has the potential to generate buzz.
✓
Coffee Shop Pop-ups: B&B Granite can partner with up-and-coming coffee shops to establish popup cafes in malls, featuring B&B Granite countertops as a key design element. This approach allows
B&B Granite to showcase their countertops while tapping into the vibrant coffee shop culture. A
strategic way to create awareness in specific areas, such as coffee shops in and around Pretoria for
example, this collaboration foster brand visibility and engagement with the local community.
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✓
B&B can incorporate this marketing strategy by partnering up with home décor shows such as Mzansi
Cribs Makeover. This is a program on Mzansi Magic where communities nominate individuals that
exercise the symbol of common good within the community and those individuals will get their homes
renovated for free. Therefore, B&B granite can supply countertops for the show and get their brand
name engraved on the countertops. This is will foster brand awareness and a wider audience as
people will be amazed by the designs and quality that B&B embodies.
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b. Actual advertisement design or idea for the advertisement for each channel.
•
Social Media
N.B. click on the links attached to access the videos.
•
Video
link1:https://www.canva.com/design/DAGCSlce_FY/pM0UPgPsT68r7cEes3zhjA/watch
This video not only raises awareness of B&B Granite Works' engraved headstone QR codes but also
highlights the significance of their countertops. It conveys the message that B&B Granite countertops
play a crucial role in creating lasting memories with loved ones, memories that endure beyond a
lifetime.
•
Video link 2
https://www.canva.com/design/DAGCPHngrEM/sxFvx7ZFgUS9aiZS2IdWag/watch This video
demonstrates a creative approach for B&B Granite to utilize influencers and bloggers in promoting their
countertops. By collaborating with influential personalities, B&B Granite can effectively showcase the
unique features and benefits of their products to a wider audience, driving engagement and fostering
trust in their brand.
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Picture 1: Example of how B&B Granite can advertise their tombstones on Facebook and Instagram posts.
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•
Digital marketing
Website
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Newsletter
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•
Traditional Marketing
Radio
Link to radio ad: https://www.canva.com/design/DAGDf6Eus_8/a0IhJe0r0uQ1FYGNnaW4Rg/watch
This clip contains a love-themed radio advertisement that accentuates the message theme that B&B Granite
Works prides itself in.
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Pamphlets
This pamphlet visually gives information about B&B granite. A QR scan is also incorporated to allow
customers to give extensive reach on the kind of countertop they would be interested in.
N.B this QR code is scannable, try it out
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Brochures
This brochure visual gives information about the tombstones offered at B&B Granite as well as a website
where customers can view all their product offerings.
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Indoor Advertisement
This indoor display gives information to customers about the product offerings of B&B Granite Works.
Potential customers can scan a QR code which will direct them to reviews of previous customers.
N.B this QR code is scannable, try it out
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•
Alternative Marketing
Engraved Countertops in Bars
An example of how Lifestyle marketing advertisement would look like
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Mzansi Cribs Makeover
Video Link:https://www.canva.com/design/DAGEtqc0Xmw/moqFfSQ6ROJWJxPO9QOcFw/watch
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c. Advert Analysis
social media
•
Message Strategy
✓
B&B Granite works QR code advertisement analysis.
This ad effectively employs both cognitive and affective message strategies to convey its message. It
presents informative details about the product's attributes and benefits, specifically emphasizing the
functionality of the QR codes on B&B Granite's Tombstones, which offer customers a personalized
experience. This aligns with the cognitive message strategy by providing rational arguments and pieces of
information to the audience.
Additionally, the ad incorporates an affective message strategy by appealing to customers' emotions. By
highlighting the ability of the QR codes to retrieve memories from shared cloud pictures and videos, the ad
aims to evoke emotional connections with the product. This emotional affective approach taps into
customers' sentiments, emphasizing the importance of preserving cherished memories and creating
meaningful tributes to loved ones.
✓ B&B Granite works Influencer integration advertisement analysis.
The advertisement effectively utilizes a cognitive message strategy by informing customers about the
reasons why they should choose B&B granite countertops. This strategy aims to persuade customers by
providing them with relevant information to consider when making their purchasing decisions. The
advertisement appeals to customers' logical reasoning and encourages them to choose B&B granite as their
preferred countertop brand.
• Advertising appeal
✓ B&B Granite works QR code advertisement analysis.
The advertisement incorporates an emotional appeal by leveraging the cherished memories of loved ones.
By connecting the QR codes on the granite countertops to personal memories, the advertisement seeks to
evoke strong emotions and forge a deep connection with customers' family bonds and loved ones.
✓ B&B Granite works Influencer integration advertisement analysis.
Incorporating Mbali Nhlapho, known for her informative and humorous videos, into the advertisement adds
a touch of humor appeal. Mbali's charismatic personality and comedic style bring a lighthearted and
engaging element to the advert, making it more entertaining for viewers. Her voiceover or presence in the
advertisement can serve as a source of humor.
• Executional framework
✓ B&B Granite works QR code advertisement analysis.
The QR demonstration in this advertisement further uses the demonstration execution which displays how
a product works. It provides an effective method for communicating the product’s benefits to audiences.
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• Spokesperson
The inclusion of influencer Mbali Nhlapho in the countertop advertisement serves as a powerful
endorsement, leveraging her reputation as a trustworthy spokesperson. Mbali's known reliability and
credibility among her audience make her a compelling choice to represent the brand. Her endorsement not
only lends credibility to the B&B Granite countertops but also helps build trust with potential customers who
value her opinions and recommendations.
• Goal / Objective of the advert
✓ B&B Granite works Influencer integration advertisement analysis.
The primary objective is to ensure that the target audience, which in this case is young individuals, becomes
aware of B&B Granite's countertops as a viable option for their needs. This involves capturing their attention
and making them aware of the brand's existence and offerings.
✓ B&B Granite works QR code advertisement analysis.
The main objective of this advertisement is to position B&B Granite as an innovative and competitive brand
in the eyes of potential undertakers. By showcasing the unique feature of integrating QR codes into their
granite products, the advertisement aims to demonstrate B&B Granite's commitment to innovation and
differentiation in the market.
Specifically targeting potential undertakers, the advertisement seeks to communicate the value proposition
of B&B Granite's granite products, emphasizing how the inclusion of QR codes enhances the
memorialization process. By presenting B&B Granite as a forward-thinking and innovative brand, the
advertisement aims to capture the attention and interest of undertakers, who are seeking innovative
solutions to meet the needs of their clients.
Digital marketing
•
Message Strategy
✓ Cognitive Message Strategy
The website makes use of the cognitive message strategy as it presents information about B&B Granite
Works, products and services that the business offers and benefits that the customers can receive by
purchasing from B&B
✓ Conative Message Strategy
Both the email newsletter and the website make use of the conative message strategy because they
lead to customer responses such as signing up for the mailing list, requesting a quotation form, following
on social media platforms and schedule a consultation.
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•
Advertising appeal
✓ Rational Appeal
Both the website and email newsletter utilizes the rational appeal because it enable the user or email
recipient to go through the effects stages of awareness of: knowledge (learning and receiving information
about B&B), liking (eye-catching website/newsletter providing a positive experience), preference
(browsing through kitchen countertops or tombstones depending on interest of purchase), conviction
(the prompt to contact B&B via the website or newsletter) and purchase (requesting a quotation and
purchasing the product or service).
•
Executional framework
✓ Informative Execution
Both the website and the newsletter provide relevant information to the user/recipient in a way that is
presentable and captures attention.
✓ Testimonial Execution
Users can access and see customer testimonials and reviews about B&B Granite Works on the website
•
Objective
✓ SEO: To increase organic traffic to B&B’s website
✓ Website: To make a good first impression to prospective customers and provide them for them a
seamless and yet informative experience navigating B&B Granite Work’s digitally
✓ Email marketing: keeping active communication to existing and prospective customers to keep them
engaged with B&B Granite Works.
Traditional Marketing
•
Message Strategy
✓
Radio
This radio advertisement portrays an affective message strategy due to its theme of romance. Love is a
powerful emotion that can evoke the listener’s feelings, making them more likely to connect with the
advertisement and be able to recall the message. The advert also portrays a cognitive message strategy as
describes attributes of countertops and the benefits that customers will obtain from purchasing them.
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✓
Pamphlets and brochures
The pamphlet of countertops and brochure of tombstone visuals portrays cognitive message strategy as the
message provides information about what B&B Granite Works offers, where they are located, and varieties
of choice from tombstones and countertops. These visuals also give information on how B&B Granite is
committed to creating a memorable experience for its customers with quality services.
✓
Indoor advertisement
The indoor display visual portrays a cognitive message strategy. The visual also shows all product offerings
of B&B granites which include countertops and tombstones, it provides a generic message that is used to
promote the attributes of all products offered at B&B.
•
Advertising appeal
✓
Radio
The radio advertisement portrays an emotional appeal. The advertisement has a romantic tone which allows
the listeners to experience a bond with a brand.
✓
Pamphlets & Brochures
These visuals portray a Rational appeal by presenting factual information; they highlight the benefits, and
features of countertops and tombstones to appeal to the needs of the customers and influence their
decision-making process.
✓
Indoor advertisement
Indoor displays can also have a Rational appeal by showcasing reviews, and specifications of both
tombstones and countertops, which can influence the purchasing decision of the customers.
•
Executional Framework
✓
Radio
The radio advertisement portrays fantasy execution as the background music and alluring voiceover create
a dreamy ambiance to evoke emotions and amusingly fascinate listeners.
✓
Pamphlets & brochures
These visuals may portray testimonial execution through partnership. Interior designers can give
recommendations to their clients to purchase countertops from B&B Granite as they have worked with them
before and therefore, they know that B&B offers high-end quality countertops.
✓
Indoor Advertisement
The indoor display portrays an informative execution as they straightforwardly speak to the audience; by
giving information on various countertops as well as tombstones offered at B&B Granite Works.
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•
Spokesperson
✓
Radio
B&B Granite can make use of “Typical persons”, this comprises a voiceover artist as they have more
experience in terms of how to use a variety of vocal tones and how to capture the listener’s attention
effectively.
•
Objective of the advert
✓
Radio
The objective of the radio advertisement is to attract a clientele that uses radio as their everyday mechanism,
this includes a working individual that listens to radio on their way to and from work. Advertising works best
by repetition. Therefore, a radio advertisement that is played repeatedly can help B&B accumulate more
customers who might need to purchase countertops in the future.
✓
Pamphlets & Brochures
The objective of pamphlets and brochures is to help B&B attract clients from their partnerships as these
pamphlets will be distributed by their partnered stores to gain customers.
✓
Indoor Advertisement
The main objective of indoor advertisement is to create awareness of tombstones and countertops on a
larger scale.B&B can attract homeowners who are interested in revamping their kitchens and bathrooms
with modern granite or marble countertops; interior designers who may require granite countertops for their
clients, contractors & builders who also have tenders for installing countertops.
Alternative Marketing
•
Message Strategy
✓ Lifestyle Advert
This advertisement uses affective Strategy as it aims to evoke emotional responses, tapping into feelings
and moods. The focus on the glowing logo in a club setting is designed to generate excitement, glamour,
and a sense of vibrancy.
✓ Buzz Marketing Advert
Mzansi Cribs makeover: The advertisement portrays an affective message strategy. The purpose of the tv
show is to appreciate heroes and show gratitude by renovating their spaces. From the visual, we can see
that the lady is emotional to witness her newly revamped kitchen and as a result this may influence the
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viewers to also show emotions as they may be happy to see someone being appreciated on national
television.
This may also portray a conative message strategy. Viewers may be interested in the unique designs and
quality of the countertops they saw from the tv show and may be influenced to contact B&B granite to design
and install the countertops for them.
•
Advertising appeal
✓ Lifestyle Advert
The advert uses Emotional Appeal as it focuses on excitement and the energy of nightlife. It evokes
feelings of fun, adventure, and modernity, tying them to the B&B Granite brand. It further has rational
appeal by highlighting the durability and quality of B&B Granite countertops, suggesting that they're as
enduring as a great night out.
✓ Buzz Marketing Advert
Partnership with Mzansi Cribs Makeover: This visual represents an emotional appeal as it shows how happy
the lady is to have her kitchen renovated. It gives a narrative to viewers that the collaboration between
Mzansi Cribs Makeover and B&B granite fosters passion and happiness to the customer’s live which may
result customers experiencing bonds with the brand.
•
Executional Framework
✓ Lifestyle Advert
The advert is centered on a glowing logo on the bar countertop, the framework is designed to create a
captivating atmosphere and evoke an emotional response while highlighting the B&B Granite brand's
presence in a unique setting.
✓ Buzz Marketing Advert
It portrays a testimonial execution. For a collaboration to take place, Mzansi Cribs Makeover would need
to do a background check on B&B Granite Works to check whether it’s a reliable business and whether
they manufacture high quality countertops for their show. Therefore, the partnership shows a level of
credibility as a way influence viewers who may find interest in revamping their kitchens.
•
Goal/ Objective
✓ Lifestyle Advert
To increase brand visibility and attract young homeowners and bachelors to consider B&B Granite for
their countertop needs.
✓ Buzz Marketing Advert
The objective of the ad is to create awareness of the B&B granite countertops through collaborations with a
big brand and encourage viewers to make a purchase of granite from B&B.
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•
Spokesperson
The ad idea shows a celebrity spokesperson being TT Mbha who is a South African reality star as well as a
real estate agent. Associating with a celebrity may help B&B and Mzansi Cribs to elevate the brand’s image
and make it more attractive to customers who admire and trust the celebrity.
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Video Links
1. Countertops video ad
https://www.canva.com/design/DAGCPHngrEM/sxFvx7ZFgUS9aiZS2IdWag/watch
2. Headstone QR ad
https://www.canva.com/design/DAGCSlce_FY/pM0UPgPsT68r7cEes3zhjA/watch
3. Mzansi’s makeover video
https://www.canva.com/design/DAGEtqc0Xmw/moqFfSQ6ROJWJxPO9QOcFw/watch
4. Radio ad https://www.canva.com/design/DAGDf6Eus_8/a0IhJe0r0uQ1FYGNnaW4Rg/watch
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Rubric:
COVER PAGE
Name, logo, slogan of the agency. Names & Student number & contact details of students. The brand the IMC plan is for + The theme / main message
of the IMC campaign.
0
1
2
CRITERIA
Insufficient
Correct with gaps
Correct
Details of the project
•
•
Mention the brand & message theme.
•
•
Message theme not clear / lack of creativity
/ innovation
•
Mention the brand
but no details
regarding the project
MARK
Mention the brand &
message theme.
Creative / innovative
message theme
2
•
Info about you & your
advertising agency
One or none of the •
prescribed
information
Information correct, but there are still gaps
and missing info
•
Information correct and of
high quality.
2
TABLE OF CONTENTS
0
0
1
CRITERIA
Correct with gaps
Correct
Table of contents
•
•
Table of contents is correct, but there are no
page numbers.
MARK
Table of contents is correct & there are page
numbers.
1
GENERAL IMPRESSION (at a first glance)
CRITERIA
1-2
3-4
5
Professionalism
The document looks
unprofessional with
several typesetting
mistakes & other
The document looks professional but includes
some typesetting mistakes & other errors.
Professional document of high
quality.
5
errors.
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BRAND IMAGE & MESSAGE THEME
CRITERIA
Visual representation of
the brand image / brand
personality
1-3
4-7
8 - 10
•
No clear brand image is
visible.
•
The brand image is identified but
more visuals is needed.
•
The brand image is clearly
visible.
•
The brand image is not
relevant to the brand.
•
The brand image does not fit the
brand that well.
•
The brand image fit the
brand well.
10
Discussion on how the
brand image links with
the message theme
The discussion is insufficient
/ irrelevant / inaccurate
The discussion is relevant and
accurate but not fully sufficient and
more information is required.
The discussion is relevant /
accurate and sufficient.
10
MARKETING MIX
CRITERIA
1-3
Media Mix
The IMC plan utilises an
insufficient number of
channels to reach the
target market
Planning of adverts
(Summary)
4-7
•
•
8 - 10
The IMC plan utilises a minimum of THREE The IMC plan utilises more than
of media channels to reach the target market. THREE channels. It is an even
spread of channels to reach the
More channels are needed for this IMC Plan target market effectively.
to be effective.
Planning for each of the Planning for each of the channels / adverts
channels / adverts /
messages are limited / / Messages are limited but present for most of the
ads.
insufficient / inaccurate.
10
Planning for each of the channels
/ adverts / messages are
sufficient, accurate and complete
for all of the ads.
10
Message theme
The message theme is The message theme is present but not consistently The message theme is present
not visible throughout the visible throughout the media mix.
and consistently visible
media mix.
throughout the media mix.
10
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ILLUSTRATION / REPRESENTATION OF ADS
CRITERIA
1-3
Creativity / Innovation The illustration / representation
of the ads lack creativity /
innovation.
Professionalism
The illustration / representation
of the ads look unprofessional.
4-7
8 - 10
Some of the illustrations /
representations of the ads showcase
creativity and
All of the illustrations /
representations of the ads
showcase creativity and
innovation but not all of the ads.
innovation.
10
The illustration / representation of the Professional illustration /
ads look somewhat professional but representation of the ads.
need some attention.
10
Understandable
The illustration / representation
of the ads are not easily
understood / clear.
Some of the illustrations /
representations of the ads are easily
understood / clear.
All of the illustrations /
representations of the ads are
easily understood / clear.
10
SPECIFIC DELIVERABLES
Build the brand awareness of B&B Granite Works
Incorporate both businesses in the advertising.
Social media marketing ideas
Creative promotion & event ideas
CRITERIA
1-3
Deliverables
The deliverables is
Most of the deliverables are answered by the
limited or not visible at IMC plan but needs more attention.
all throughout the
IMC plan.
TOTAL:
4-7
8 - 10
All of the deliverables are
answered by the IMC plan are
sufficient and complete.
10
/100
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