to receive the largest inheritance as a group in history. VI-Copy Platform 1. Basic problem or issue the advertising must address; How much will be spent? You can never be prepared 2. Advertising and communications objectives: Show client money will be saved Relieve burden from family Planning is a good idea 3. Target audience People who plan ahead 45 and older age group 4. Major selling or key benefit to communicate The saving of money Your loved ones won't have to make decision when judgment is clouded. 5. Creative strategy platform The dollars saved now could be the dollars needed to keep your spouse from having to sell the house. 6. Supporting information and requirements Population age increasing 7. Supply and demand effect on price Funeral cost increasing @ 4% a year VII-Advertising Fear Appeal If you don't plan ahead will you get what you wanted, will your loved ones get caught up in the moment and spend to much (they will be shopping for a product when their decisions will be clouded and at their emotion and rational time. Emotional Appeal By planning ahead you are a leaving burden of having your loved ones make decisions during and already trying time. Refutation If you planned ahead you would be getting what you wanted, not putting loved ones though a decision making process at their weakest emotional state. Since you did not plan ahead your loved ones could be spending hard earned money giving you more that you ever wanted and spending money that they will need in order to live placing themselves in financial hardship. The funeral service will sell the product as it the last chance you have to show them how much you care and loved them. Advertising Message This will have the aspects of dramatization, straight sell and be factual. VIII-Media Strategy We will use both emotional and factual appeals. The budget for these will be as follows: Direct mailing 25%, Magazines 30%, Television 25% Radio 18% and the Internet 2%. Direct Ma...
