Advertising Campaign for HTC Sensation 4G

Jaffy Yin Xiao

MSCM 349 Principle of Advertising Professor Lisa Weidman Spring 2012

Product Situation Analysis The Company: Headquartered in Taoyuan, Taiwan, HTC Corporation is a company that produces smartphones and tablets. HTC was founded by Cher Wang and HT Cho in 1997. Wang is Taiwans richest woman and daughter of Formosa Plastics Corp. founder Wang Yung-ching, who was Taiwans richest man before he died in 2008 (Frier & Culpan, 2011). HTC built its reputation as the behind-the-scenes designer and manufacturer of OEM (Original Equipment Manufacturer) mobile devices on the market, according to its official site. As the biggest OEM that manufactured notebook computers and PDA (Personal Digital Assistant) for international brands such as HP and Dell, HTC started to produce innovative smartphones and tablets under its own brand since 2006 because of rising competition of other OEMs, according to Baike. Powered by the Android or windows phone operating systems, HTC had the first Microsoft Windows 5.0 smartphone in 2006, the first Android phone in 2008 and first 4G phone in 2010, according to HTC. HTCs mission is to enable a customized user experiences based on belief that each mobile device needs to fit its owner, and not the other way around, according to HTC. HTC believes that customers guide everything at HTC, which defines the company. As an all-profit corporation listed in Taiwan stock market, HTCs general goal is to grow profitability and increase value for stakeholders. In terms of short-term sales goal, the first quarter of 2012 revenue aims to be around NT$65-70 billion ($2.22.37 billion), according to HTCs press release.

According its press release, HTCs global total revenue in 2011 was NT$465.79 billion (about $15.77 billion), up to 67.09% year-on-year and after-tax profit was NT$ 61.98 billion (about $2.1 billion), up to 56.77% year-on-year. According to Bloomberg News, fourth-quarter of 2011 net income dropped 26 percent to NT$11 billion ($364 million) from NT$ 14.8 billion. The Product: 1. Product description HTC Sensation was first officially announced in April 2011 and was launched by T-Mobile in the United States on June 12, 2011, priced at $199. 99 after a $50 mail-in rebate and a two-year agreement (Hanlon, 2011) and $549.99 without contract. According to HTC product overview, the Sensation has an instant capture camera, which capture photos and HD videos at the time users press the button, and also allows users to have multiple-window browsing and active lockscreen, a window to the good, personalized stuff on the phone. The Sensations 4.3-inch touch screen improve watching quality because it has a 540 x 960 pixel resolution using a new screen technology called QHD Super LCD, which is the first to have a Gorilla Glass screen thats curved on all edges (Tracy and Matt, 2011). Different from other HTC phones launched out in 2011, the Sensation is only model powered by a dual-cored 1.2 GHz processor with 728 RAM. Other features like HTC Sense 3.0 and the 8 mega-pixel camera with instant capture technology and 1080P video recording makes the Sensation stand out as one of the best specified on the market today (Tracy and Matt, 2011).

The Sensation tends to provide smartphone users with multi-media entertainment benefits. The Sensation brings a movie watching experience with HTC Watch, where has a full selection of Hollywood blockbusters. Users can enjoy watching videos without waiting for a huge file to finish downloading (Tracy and Matt, 2011). Multi-window browsing let users not bother by closing other windows but having a full surf-Internet adventure. Besides high-quality media product, the Sensation highly encourage users to enjoy social media such as Facebook, Twitter and Flickr, where is supported by Friendstream application. During the last quarter of 2011, HTC released two extended editions with Beats Audio headphones, which delivers the ultimate mobile audio experience. 2. Product positioning The Sensations major competitors are LGs Optimus and Samsungs Galaxy S2 that are both under the Android operating system, and Apples iPhone (Tracy and Matt, 2011; Hanlon, 2011; Culpan, 2012). While Galaxy S2 highlights its gaming function (Gray, 2011), the Sensation highlights its benefits of a multimedia entertainment experience (music playing, photo/video taking and movie watching), which is supported by outstanding technical specs. Moreover, the Sensations price (contracted) is cheaper than LGs Optimus ($219.99 by T-mobile) and Samsungs Galaxy S2 ($229.99 by T-mobile). The prices do not seem to have a big difference; however, while other features and specs are similar, the price becomes a crucial factor. In a word, an ultimate multimedia entertainment experience with a competitive price shapes HTC Sensations positioning.

3. Product sales As the Sensation launched in June with T-Mobile USA, CFO Winston Yung told Bloomberg News that second-quarter sales grew to $4.32 billion, more than double the year-ago and the company had high expectations for Sensation (Culpan, 2012). According to HTCs press release, 2011 annual revenue was NT$465.79 billion ($15.77 billion), a 67.09% increase over 2010 annual revenues. However, HTC had a fairytale ride in 2010 and early 2011 when its sales grew four-fold in a year and half, but by facing competition from Apple and Samsung, HTCs Desire, Sensation and Wildfire models have struggled to maintain the momentum since the second quarter of 2011 (Jim, 2011). According to HTCs press release, the decline in gross profit margin in the fourth quarter of 2011 was mainly a result of product cycle transition. On March 6, 2012, HTC announced that unaudited consolidated revenues for February totaled NT$20,294 million, down 36.79% year-on-year, while total unaudited consolidated revenues from January to February were NT$36,910 million, down 45.01% year-on-year, according to HTCs press release. The Market: 1. Current customers Based on customer reviews with information like age and gender, current users are more males than females with ages in the 18-44 range. They are heavy smartphone users. In U.S. market, they usually buy the phones from T-Mobile stores or online store. Because of limited coverage by T-Mobile, users must be from major cities in each state where T-Mobile provides reception. Current customers are young professionals that

sometimes use Sensation as a substitute for laptops in business situations, and college students who love to watch videos and listen to music on the Sensation. Many of them like the Sensations 4.3-inch screen with high pixel resolution, capability of recording 1080 HD video and Android operating systems openness. 2. Target market The Sensation targets urban/suburban residents ages 20-34 who are entertainment lovers and want to have a richer Internet experience. According to SRDSs Local Market Audience Analysis and American Generation: Who they are and how they live (2010), people from 20 to 34 years old are members of the Millennial Generation, who were born into the high-tech world and receive digital messages well, especially through new media and television. They are willing to show their unique identities, beliefs and values. While they think they are cool and outgoing, they are striving for their school lives or professional careers and could be on the way to achievers, thinkers and innovators. Some of them might be experiencers because its a way of selfexpression. Besides basic functions such as texting and calling, they are heavy mobile phone users who fully make use of music playing, photo taking, video recording and watching. A smartphone for them is the best platform to make use of social networks. And most of them are early adopters of different social sites. Because T-Mobile is the only carrier for the Sensation in the U.S., T-Mobile 4G coverage determines the geographic characteristics of the target audience. According to T-Mobile, cities with 4G coverage are major cities in each state, but dont include Montana, North Dakota, South Dakota, Wyoming, Maine and New Hampshire.

Product SWOT Analysis: Strengths: A growing brand

Overall sales of HTC dropped down by the end of last year, but since HTC entered the U.S. market, it has successfully built a good branding image and raised awareness nationally. In early 2009, HTC started a global ad campaign - Quietly Brilliant. The YOU campaign has a smart tagline You dont need to get a phone. You need a phone that gets you, which explains well HTCs focus on people and their needs (Nita, 2009). With the success of YOU campaign, HTC became the hottest brand in the U.S. in 2010 and sold the most smartphones during the third quarter of 2010 (Patel, 2010). Smart Anti-Apple strategy

Although in the current high-end Android phone market, its too hard to select a clear winner, HTC adopted an anti-Apple strategy: Where Apple is proprietary, HTC is collaborative. Where Apple customizes for no one, HTC customizes for everyone (Ramos, 2011). HTC works closely with carriers and designs different smartphones based on different carrier devices. HTC is willing to give the public a glance at its products in the planning and pre-production stages. Weaknesses: Limited carrier service

In the U.S. market, the only HTC Sensations carrier is T-Mobile USA, which is the fourth-ranked wireless telecommunications service provider with 34 million current

subscribers, compared to Verizon Wirelesss 108.7 million, AT&T Mobilitys 103.2 million and Sprint Nextels 55 million (Wikipedia, 2012). It becomes a major weakness because the Sensations competitors such as LGs Optimus and Samsungs Galaxy S2 are all have multiple carriers. Unlike many other countries, US phone users have to heavily depend on carriers, so users cannot easily change the carrier because of the contract between the carrier and the users. In terms of coverage and subscriber number, T-Mobile is less competitive than top three carriers. It discourages people who are interested in buying HTC Sensation to actually take buying action. Moreover, based on online community on several sites, T-Mobiles reputation in terms of reception is poor. The Sensation by T-Mobile is 4G, and the coverage is fairly weak, according to T-Mobile official site. Slow updates

Slow updates of devices really hurt sales. Samsung first sold its Galaxy S2 with Googles latest operating system Ice Cream Sandwich in October 2011. But HTC started updating their devices to Android Ice Cream Sandwich until March 2012, which missed the whole holiday season. Same issue happened on locked bootloader deal. Many prospective customers decided not to buy the Sensation because HTC didnt allow unlocking bootloader. But HTC finally responded to those questioning the unlockability and changed the bootloader policy in late June 2011 (Krause, 2011). Opportunities: Growing smartphone market

The growing smartphone market is the best opportunity for HTC to get new customers by competing with other brands. In the U.S., 35 million mobile phone users switched to smartphones in the last 12 months, equivalent to 15% of the user population (Dediu, 2012). Increasing Android market share

HTC phones use both Android and Windows operating systems, and the Sensation is an Android system. Android users are more likely to use the same operating system when they decide to change a phone. A growing Android market helps HTC to compete with non-Android phones and brands. Google gained market share from 46.3% in October 2011 to 48.6% in January 2012 (Kolakowski, 2012). In terms of absolute users, Android has reached nearly 50 million users (nearly 50% market share), iPhone 30 million, BlackBerry 15 million and Microsoft 4.5 million in 2011 (Dediu, 2012). Threats: Economic recession

Although the economic recession is over, the slow recovery still has a significant impact on overall demand. The Sensation represents as a high-end smartphone. Unfortunately, in this economic climate, smartphone makers tend to produce more lowend smartphones instead of high-end ones (Rroianovski, 2012). So HTC faces the limited high-end smartphone market. Extreme Competition

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After the Sensation operating with Android Gingerbread started selling in the U.S. in June, Samsung as the worlds largest smartphone maker launched the Galaxy Nexus in October 2011 and became the only phone with Googles latest operating system Ice Cream Sandwich (Frier & Culpan, 2011). Otherwise, LGs Optimus and iPhone 4S continued to join the high-end smartphone competition. The competition in the fourth quarter 2011 led HTCs slowest profit and sales growth on record in almost two years (Frier & Culpan, 2011; Rahn & Culpan, 2012).

Target Market Analysis The more general category of the product is mobile phone, but high-end smartphone is a more appropriate category. There is a strong primary demand for an all-in-one mobile experience with advanced computing abilities and other functions, such as mobile operating system, high-quality camera, portable multimedia player, high-resolution touchscreen and Wi-Fi. Beyond standard phone calls and data transformation, smartphones provide a variety and flexibility of personalized devices for smartphone users compared to previous generations of mobile phone. According to IDC, 157.8 million smartphones were sold worldwide in Q4 2011, bringing the total for the year to 491.4 million units. From a nameless manufacturer in Taiwan three years ago, HTC now has become a smartphone brand that shipped 5.7 million units under its own brand (Patel, 2011), which accounts for 10.8% of the total smartphone market in the U.S. for Q4 2011,

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according to February 2012 data from IDC. HTC adopted an anti-Apple strategy, which is that HTC is willing to give the public a glance at their products in the planning and pre-production stages (Ramos, 2011). Moreover, HTC works closely with carriers and designs different smartphones based on different carrier devices and operating systems in the U.S. So secondary demand is for more selection and more customized devices with a reasonable price, compared to top smartphones including iPhone, Blackberry and Samsung. Even though having a broad target market could help to get more sales, narrowing down target customer segments is a better idea to focus on a specific market by considering budget management and work efficiency. Based on articles on HTC Sensation and library class research sites, potential target market is given below. Demographic: Age: 20 34 Gender: Male, female Family life cycle: Young, single; young married, no children Education: High school graduate; some college; college graduates The HTC Sensation highlights multimedia entertainment use, especially its 4.7inch-screen for video watching and in-box customized Beats Audio headphones. These features are definitely for young adults who are mostly likely pop music lovers and multimedia users. For these who are either high school graduates working with fairly

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low paid or still are at college or graduate school with limited spending ability, HTC Sensation is a good option to have an all-around smartphone with $199.99. Behavioristic: Purchase occasion: special occasion Benefits sought: Economy, convenience Usage rate: Heavy user Marketing-factor sensitivity: Price, advertising With all-around devices, users can read books, watch movies, take photos, surf the Internet, listen to music, etc. So HTC Sensation more likely tends to target heavy mobile phone users who fully make use of the product. According to SRDSs Local Market Audience Analysis and American Generation: Who they are and how they live (2010), people from 20 to 34 years old are members of the Millennial Generation, who were born into the high-tech world and receive digital advertising messages well, especially through new media and television. And also, most of them are still on way to gain higher social class and economic assets, so price would be a crucial factor for them to consider buying, while they want to get economy and convenience as major benefits from the product instead of prestige. Most importantly, they are not early adopters of the product and would not replace their phone too often. Psychographics: Believers, strivers, makers/experiencers Personality: Compulsive, gregarious, dynamic

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Although HTC Sensation could have a wide range of users, I think potential customers are young adults who have personality and are willing to show their unique identities, beliefs and values. While they think they are cool and outgoing, they are striving for their school lives or professional careers and could be on the way to achievers, thinkers and innovators. Some of them might be experiencers because its a way of self-expression and everyone varies. And they are responsible for society, community, family and individuals, but at the same time they dont want to just follow a path of mainstream. Geographic: City or DMA size: 250,000 499,999; 500,000 999,999; 1,000,000 3,999,999 Density: Urban, suburban The entire smartphone market is still in the growth stage, which means that major cities in each state have an advantage of getting the newest phones and devices first, particularly these with 4G reception. People in their 20s and early 30s tend to live in urban/suburban neighborhoods. Also, pop music, street culture and Internet addiction are parts of a young, urban lifestyle.

Advertising Objectives Primary objective: convert low-end smartphone users and new smartphone users to HTC

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After intense competition between Sensation, Galaxy and iPhone in the 4th quarter 2011 and 1st quarter 2012, most high-end smartphone users who want to change phones have made their decisions. On the other hand, HTC One is coming soon for more high-end users. What Sensation should do now is to persuade low-end smartphone users and people who have never used a smartphone to become new Sensation users. Opening a new market is a smart way to stop from sales dropping. Compared to users who already have a high-end smartphone, they less likely compare specific models in details but more likely choose a brand as a whole. The objective aims to send a message, if you want to get a high-end smartphone, Sensation is your best choice. Secondary objective: Advertise new uses HTC started updating its devices to Android Ice Cream Sandwich this March. It has a new look that deploys new wallpapers and application backgrounds, a new UI where all running apps are shown as thumbnails in a list, and many other new features. Introducing the new operating system is necessary because having the latest operating system is a big factor that determines a powerful, innovative smartphone. And HTC gives a message We are hearing customers needs that shows HTCs mission a customized user experiences based on belief that each mobile device needs to fit its owner. Tertiary objective: Implant information and attitude Based on the analysis of the target market, HTC Sensation still needs to implant information regarding what the phone stands for (With this phone, you can be

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sensational) and the attitude that it matches the target audiences lifestyle and values (being individual and smart in a humble way). The objective will not just stimulate the prospects interest but more likely sell an attitude that fits HTC Sensation and that target audiences would agree with, which will impress audience members who might be target customers described earlier in the analysis.

Creative Brief The basic problem Because of extreme competition with Samsung (its flagship model Galaxy Nexus) and Apple (iPhone 4S), total sales of HTCs Desire, Sensation and Wildfire models have struggled to maintain the momentum during the second half of 2011 (Jim, 2011). According to HTCs press release, the decline in gross profit margin in the fourth quarter of 2011 was mainly a result of product cycle transition. At the same time, Sensation really needs to increase its sales before the new HTC high-end smartphone One series comes out this year. The communication objective As the second round of promotion for Sensation, the ad will appeal to low-end smartphone users and non-smartphone users who intend to have one soon. The primary objective is to persuade them to choose HTC as their first high-end smartphone. That is a strategy that HTC needs to increase its market share by attracting new highend smartphone users. The secondary objective is to inform/convince the target market

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of the value of having a Sensation. In other words, the ad will tell target audiences the benefits that HTC Sensation would bring to them that they might not expect . The tertiary objective is to implant an attitude of individualism and being smart in a humble way. Being individual is part of HTCs anti-Apple strategy, which encourages young people to stand out from mainstream iPhone users. Being smart in a humble way is HTCs Quietly Brilliant brand positioning since 2009. Target audience As described above, the ad needs to expand HTC Sensations market by targeting low-end smartphone users and non-smartphone users. In terms of target audiences, the ad will be designed to appeal to urban/suburban residents ages 20-34 in the U.S. They are either university/college students or young professionals, who are members of the Millennial Generation that were born into the high-tech world and receive digital messages well. They are comfortable using any electronics. They prefer to have personalized services or settings. Their lives are not settled down yet. They are going through major life changes, such as graduating from college, being financially independent, moving out from home, having the first long-term relationship and getting married. They have an attitude of being individual, but at the same time they are receiving pressures from peers and the society. Brand personality

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According to the HTC website, HTC believes that a mobile device isnt just a smartphone but an A/V entertainment system, communications control center and important instrument of individual expression. It concentrates on empowering the most personal experience. In other words, it represents big potential benefits and values that HTC can provide, and HTC champions the customer as the hero through every stage of innovation. The brand experience is defined as a bridge to communicate with the world anywhere and anytime and to start an all-in-one multimedia entertainment adventure. As described in the tertiary objective, the band is doing great things in a humble way, with the belief that the best things in life can only be experienced, not explained (Nita, 2009). So instead of saying how good the phone is, the brand will address potentials the phone has, just like target audiences have their own full potentials for lives as well. Based on HTCs You campaign in 2009 and You are the next ad for Sensation 4G in 2011, the tone of the ads is personal, emotional and optimistic. By focusing on an/the individuals moments in daily life, the ads really match the brands belief of personalized experiences and hearing consumers needs on each stage of innovation. Benefits to communicate HTC Sensation can satisfy consumers strong needs of never being out of touch, which they want to get better information sharing, greater visual and verbal functionality and faster multimedia communication wherever they are and whenever it is. It tries to tell audiences that Sensation opens a door to the next life stage and fulfills

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shared needs now and then. So the ad can address the shared needs by creating a general picture of target audiences future life with HTC Sensation. The ad will clarify that HTC Sensation is not the phone people around you pressure you to have, but you need it because it fits who you are and who you will be. Support for those benefits HTC Sensation has leading features that can back up the promised benefits, such as Googles latest operating system Ice Cream Sandwich, multi-window browsing, 8.0megapixel camera, 4.3-inch screen and anywhere video talk function. Carrier T-Mobile also provides 4G services and economic plans. List of all the features/capabilities of Sensation: Body : Dimensions 126.1 x 65.4 x 11.3 mm Weight: 148 g Display: S-LCD capacitive touchscreen, 16M colors Size: 540 x 960 pixels, 4.3 inches (~256 ppi pixel density) Protection: Corning Gorilla Glass - HTC Sense 3.0 UI Sound: Alert types, Vibration, MP3, WAV ringtones Memory Card: micro SD, up to 32GB, 8 GB included Internal: 1 GB storage, 768 MB RAM Data: GPRS, Up to 114 kbps EDGE: Up to 560 kbps WLAN: Wi-Fi 802.11 b/g/n, DLNA, Wi-Fi hotspot

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Bluetooth: v3.0 with A2DP USB: micro USB (MHL) v2.0 Camera: 8 MP, 3264x2448 pixels, autofocus, dual-LED flash, check quality Features: Geo-tagging, touch-focus, image stabilization, face detection, instant capture

Video: 1080p@30fps, stereo sound recording, check quality Features: OS Android OS, v2.3.4 (Gingerbread), upgradable to v4.x CPU: Dual-core 1.2 GHz Scorpion GPU: Adreno 220 Browser: HTML, Adobe Flash Radio: Stereo FM radio with RDS GPS: A-GPS support Java: via Java MIDP emulator Battery: Standard battery, Li-Ion 1520 mAh Stand-by: Up to 350 h (2G) / Up to 400 h (3G) Talk time: Up to 8 h 20 min (2G) / Up to 6 h 40 min (3G)

Additional suggestions The approach of the ad is to create several scenes of big life moments, such as first day of college, first work interview, first travel abroad and getting married. Each scene has at least one character using HTC Sensation in some way. The ad tries to tell

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audiences its time to have an all-in-one HTC Sensation, which belongs to your future life. The tone of the ad needs to be touching, encouraging and meaningful. Special requirements Because the project targets the U.S. market, the ad content should fit American values and beliefs that could be different from elsewhere in the world. It doesnt have to be mainstream but realistic in a good way. The circumstances of these life moments in the ad need to be researched well first in order to ensure average target audiences can relate to them.

Creative Concept Message of the ad is to tell audience an all-in-one HTC Sensation is here to be with you while you are discovering your life path. The scheme tends to be similar with HTCs You and You are the next campaigns but emphasizes more benefits of having a high-end smartphone. Creative teams will create scenes of life moments (storyboard sketches attached). Description of scenes: Scene 1: leaving home (photo taking with family at the airport) The scene tells that a young male college incoming freshman leave home to school and his family (parents and a little sister) come to the airport to say goodbye. The tone needs to be touching and emotional. Mom is nearly crying and dad tries to hug with him. The person who helps them to take a photo captures the moment.

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Scene 2: watching dream band live concert (video taking + uploading online) The scene tells that a young girl goes to see her favorite band in concert with a bunch of friends. She is video filming and uploading online. The tone needs to be energetic and happy. Scene 3: waiting in a line for an important job interview (review notes for the interview on the phone, only one using Sensation while others using iPhone) The scene tells that a group of job candidates are sitting and waiting for a job interview. They are all using their smartphones (long shot), but only one of them has HTC Sensation and rest of them have iPhones (close-up shot). (Note: HTC Sensation has 4.3-inch screen, while iPhone has 3.5-inch one). The tone needs to be intense and cool. Scene 4: Lost in a foreign country (GPS and web browsing) The scene tells that a female Caucasian backpacker is traveling in Taiwan. She is lost and using GPS and web browsing on the HTC Sensation. The tone needs to be exotic and glamorous. Scene 5: Proposing (background music playing from the phone on the beach) The scene tells that a young guy suddenly proposes to his girlfriend by showing him turning on the music and setting HTC Sensation down. (Note: Sensation has Hi-Fi audio technology and Beats Audio). Scene 6: HTC Sensation and T-Mobile logo with a specific price While the first five scenes try to spark the audiences interest in having an HTC Sensation, the last scene encourages them to step into evaluation of the phone. Script:

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:30 You capture each face you want to remember. You let each performance live. You own each opportunity of standing out from the crowd. You travel each corner of the world freely. You make each promise truthful. HTC Sensation is here for each of \ your big life moments. You dont need a phone, you need a phone that gets you.

Media Plan 1. Media Objectives Audience objectives: The ad needs to expand HTC Sensations market by targeting low-end smartphone users and non-smartphone users and sparking their desire of buying a high-end, full-service smartphone. The audience members I want to reach through the media outlets are urban/suburban residents ages 20-34 in the United States. Target audiences are either university/college students or young professionals, who were born into the high-tech world and have full potential of future. They are comfortable using any electronics and prefer to have personalized services or settings. They have needs of being never out of touch and have ability to afford a high-end smartphone, or in other cases having a high-end smartphone is on their wish list. Message-distribution objectives: Message weight:

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The population aged 20 to 24 is 21,514,000, aged 25 to 29 is 21,334,000 and aged 30 to 34 is 19,598,000 based on Bureau of the Census in 2008 (American Generations, 2010), so total population within my target audiences range is about 62,446,000. The population of people aged 25 or older who are not high school graduates or only high school graduates is 16,102,000. And my target audiences are either university/college students or young professionals, so with an education filter (more than a high school graduate) the rest of the population is about 46,344,000. Considering a geographic filter and budget planning for a second-round advertising campaign for the Sensation, I would say the message weight is about 92 million. Geographic reach/range: Because T-Mobile is the only carrier for the Sensation in the U.S., T-Mobile coverage determines geographic characteristics of these target audience, which are residents in major cities in each state but dont include most rural states (Montana, North Dakota, South Dakota, Wyoming, Maine and New Hampshire). Timing of campaign: Because HTC Sensations sales were not satisfying due to extreme competition so its necessary to have a second-round advertising campaign for the Sensation before another new model coming out, and HTC wont waste their sources on internal competition. The advertising campaign starts on December of 2011 and ends in January of 2012, which beginning of a new year matches to the ads theme, potential of future. Ideally, the ad would run once a day, three days a week and four weeks a month.

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Desired average frequency of exposure to the ad in a four-week period: Total exposures /audience reach [3.381million X8 + 1.623millionX16 + 2.329millionX16 + 2million]/9.333million =9.88 2. Media Strategy & Positioning of ads Broadcast TV Because the ad is for a full-service smartphone, compared to print media, TV commercials not only bring good visual and audio impact but also highlight multiple features of the Sensation in a short time. When a broadcast commercial delivers to an extensive audience, its also a good opportunity for HTC to build its branding and awareness widely. Fox Even though Fox is regarded as a more conservative network compared to other TV networks, Fox delivered the weeks No.1 shows in the core adult demo, adult 18-34 and Teens (Bibel, 2012). Fox has 11 of the top 20 programs among adults 18-34, who are also in my target audiences age range. Fox has the biggest prime-time audience among people between 18 and 49 years old. New Girl Premiered on FOX in September, 2011, New Girl is the No. #4 program among adults 18-34 and has a 2.6 rating with adults 18-49 and

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3.381 million of viewers ages 18-49 (Live + SD) (Bibel, 2012). The ad will be a participation ad. Cable TV Cable TV is less expensive than broadcast TV but targets more specific audiences. Because the campaign is a second-round, its budget is limited, so we cant only use broadcast TV for advertising. On the other hand, it delivers to a more targeted audience that I want to reach in each state. Comedy Central According to the textbook, Comedy Central is the third-ranked major cable TV network with a young adult audience. Daily Show Despite the late news daypart (11 p.m. to 11:30 p.m.), the Daily Show seems to be a prime program for advertisers with a target audience ages 18-49. One of the major segments that are targeted by some of the commercials is college-age adults. Cellphone providers, video games and even the U.S. Army all advertised on the Daily Show. Its very likely the Daily Show makes these ads very effective. The Daily Show has a 0.7 rating and 1.623 million viewers who watched the show live and who recorded it with their DVR and watched it within 24 hours (Kondolojv, 2012). The ad will be a participation ad.

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South Park South Park is an American animated sitcom and one of the popular original programs from Comedy Central network. It has been a top cable show with a 1.3 rating in adults 18-49 and 2.329 million of viewers (Live + SD) (Kondolojy, 2012). The ad will be a participation ad. Internet sites Because the target audience of the ad is made up of adults who are a generation of Internet users, Internet sites are a must-do class of media in the campaign. Also, Sensations multimedia entertainment benefits largely rely on Internet sites, so interactive ads on sites that the target audiences frequently visit is a smart strategy. Video sites Video sites including Hulu are the most popular sites among young adults. Online video watching with Sensations big screen is a highlight for the campaign. Hulu The ad will be an instream video (1920 1080) with a 16:9 aspect ratio. Its similar to the broadcast/cable commercial but edited to :15. Youtube

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The ad will be placed on the YouTube homepage as a takeover ad and be seen every time users got on Youtube. It will be a :15 special edited version of the HTC Sensation TV ad. Size/length of ads 30 seconds for broadcast and cable 15 seconds of Internet video ads Schedule of insertions Media Wk1 New Girl (9-10 p.m.) 6th December 2011 Wk2 13th 16th 14th Wk3 20th 23rd 21st WK4 27th 30th 28th Wk1 3rd 5th 4th January 2012 Wk2 10th 12th 11th Wk3 17th 19th 18th Wk4 24th 26th 25th

Daily Show (10:30-11 p.m.) 9th South Park (10-11 p.m.) 7th

Budget: Media Ad length Costs per Frequenc insertion y $80,000 8 Total cost Audience for size schedule $640,000 CPM

New Girl (9-10 p.m.) Daily Show (10:30-11

:30 spot

3,381,000 x $23.6 8 = 27,048,000 1,623,000 x $6.2 16 =

:30 spot

$10,000

16

$160,000

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p.m.) South Park (10-11 p.m.) Hulu Youtube :30 spot $9,000 16 $144,000

25,968,000 2,329,000 x $3.9 16 + 37,264,000 1,000,000 1,000,000 $40 $15

:30 spot :30 spot

1,000,000 views $100,000 1,000,000 only for homepage takeover

$40,000 $115,000

Totals

$1,099,000

92,280,000

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