ote petrol of not being a commodity product but a product where decision-buying process will be necessary when selecting between brands. Furthermore, this message will emphasize the advantages that the new petrol will have for car engines and will relate it with the start of a new era in the petrol industry. Moreover, it would relate the new petrol with the more advanced development of fuels by Shell that constitutes to a better performance for the car and for protecting the environment.Budget The budget for Shells communication and promotional campaign activities will be estimated by using a cost-plus system. This system includes: the agencys cost of work (such as employee cost as well as out-of-pocket expenses) plus a certain percentage of this amount to cover agency overhead profit. The actual budget will be calculated in accordance with the following costs: corporate management plans, account service, creative department, (advertising, collateral material) media time marketing research, administrative services, supplier communications, and of course the profit. Therefore, an approximate estimation could be 50 million. Measuring communication effectiveness The evaluation of the communication plans effectiveness depends on what extent the communication objectives will be achieved, related with the campaign cost. The effectiveness of Shells campaign will be measured before, during and after the campaign. Before the campaign, pre-testing (or copy testing) will take place where an evaluative research will be conducted in order to evaluate the advertising campaign. We will see if the message is getting through or if any adjustments are needed to take place. During the campaign, the TV audience will be measured as well as the effectiveness of all of our advertising media and we will examine if there are any changes in consumers behaviour when it comes to buy petrol.After the campaign a post-testing will take place in order to measure its ...
