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__** INTRODUCTION **__ Green and Black's chocolate is one of the most prestigeous brands of chocolate on the market today. Although it is a relatively new brand of chocolate (established in 1991) it has found it spot on the list of the finest chocolate in the world. What sets it apart from its competitors is the fact that all of the ingredients are organically and ethically sourced and produced. This was recognized in 1994 by Fairtrade, with the release of the popular Maya Gold flavour. In recent times all of the flavours at Green & Blacks are now stamped with the highly sought after Fairtrade approval. In the space of twenty years the world has seen Green & Blacks go from a small business run by a couple on London's Portobello Road Markets to one that is owned by the largest chocolate company in the world, Cadbury (Kraft). The recent expansion to Australian markets has proven difficult due to the large number of competitors. Despite having a large number of resources and financial investment, Green & Black's remains relatively unknown amongst the strong moulded bars category. However, in the organic fairtrade market Green & Black's has clearly monopolized the category based on consumers and TOMA. After analysing the situation, competitors, current positioning strategies and setting out a range of objectives, making the transition from monopolising the organic fairtrade category to having a high market share in general moulded bars category can be done.  __** SITUATIONAL ANALYSIS **__
 * Green & Blacks main problem is establishing their brand as an up market high quality prestigious brand of chocolate seen in the same view as Lindt and Guylian chocolates.


 * Their main strategies emphasize the point that their brand is about fair trade and natural organic ingredients.


 * They are looking at new advertising campaigns to reach a broader target market and targeting in particular adults from the age 20 – 54. They are essentially aiming their strategies and tactics to embrace the business/social demographic.



__ Political and Legal __ __ Demographic __ __ Economic __ __ Socio cultural __ __ Technological __ __ Natural Environment __
 * MARCO ENVIRONMENT ANALYSIS **
 * The chocolate industry is dependant upon the harvesting of the cocoa bean. There is much lucrative activity behind its farming which “include some of the worst forms of child labour”, smuggling and abuse to meet the farming needs of the growing industry. Estimated 109,000 children worldwide victim to these trends.( Soul Economy, N.d)
 * Ivory Coast is the worlds leading supplier of cocoa at 40%. This is also where the highest concentration of “blood chocolate” harvesting and activity is found.
 * World vision has called upon the Australian chocolate industry to help in it’s “Don’t trade lives campaign”. This includes the implementation of their “List of fair-trade chocolate Australia”. ( World vision, 2011)
 * Increase in competition from the overseas market in Australia
 * Australia has tightened its customs and importation procedures in recent years. Australia is also trying to encourage it exportation rather than imports.
 * Over the years there is an increase in geographic concentration of people
 * Australia and the world have felt the pinch of economic recession, hence people have a reduced disposable income, due to this consumers have become more price sensitive
 * The chocolate industry appeals to and is consumed by people of all ages ( IBIS world, 2010)
 * As a household and gift product, the decider and purchaser of chocolate is not always the consumer
 * The culture/income & price as well as age greatly influence the product/brand choice of chocolate
 * The world is currently in economic recession, although it has been said that the chocolate industry has not yet and is not expected to be affected by this ( FTA, N.d)
 * The organic chocolate industry is shifting from a boutique industry, to mainstream. ( IBIS world, 2010)
 * The chocolate industry is expected to grow by 2.2% between 2011 and 2012, generating revenue of 3bn p.a. ( Ellen pay, 2009)
 * Consumers are becoming increasingly health conscious, brands have recognised and catered to this change but leave great room for improvement. Individuals may be more likely to purchase and eat chocolate when alone as they don’t want to be seen eating chocolate.( Australian organic food directory, 2010)
 * Due to these changes chocolate has shifted from casual regular consumption towards being viewed as a treat. ( IBIS world, 2010)
 * Society is becoming increasingly aware of the lucrative nature of the “blood chocolate” industry.
 * Growing and harvesting of the cocoa bean takes place in developing countries and processed/produced elsewhere. These regions have limited access to the latest technology and innovations.
 * A company called “NETZSCH”, a leading provider in technologies for the processing of the food industry have come up with their latest innovation for chocolatiers. The” ChocoEasy” model enables chocolate makers of any size to effectively manufacture all varies of chocolate from scratch, without traditional dependence on chocolate suppliers. ( NETZSCH, 2005)
 * A main ingredient for chocolate is the cocoa bean which can only be grown in specific areas around the globe, more specifically in tropical regions near the equator like Central America and West Africa. ( World vision, 2011)
 * The plant is fussy on its climate and prefers a hot, humid climate with a little shade. It is a social tree which grows best along side other trees and plants. ( WorldPress, N.d)
 * The changing climate of the world with global warming as well as the unpredictability of weather may pose a threat to the cocoa bean growing and harvesting, which is the raw ingredient for the world’s favourite treat.

__ Competitors __ // Organic Competitors- // // Moulded Bar Competitors- // // Occasional Competitors- // From the prices stated in the moulded bar industry, it is clear to see that Green & Blacks pricing is relatively higher than competitors. Their pricing reflects their high quality products, where they use Trinitario cocoa beans derived from Belize.
 * MICRO ENVIRONMENT ANALYSIS **
 * Scarsborough
 * Dagoba
 * Boutique chocolate
 * Woolworths Select - $1.23/p.100g
 * Cadbury - $1.53-$2.95/p. 100g
 * Nestle - $1.69/p.100g
 * Whittakers - $1.84/p.100g
 * Grans - $1.97/p.100g
 * Lindt - $2.86-$3.97/p.100g
 * __ Green & Blacks - $4.29/p.100g __
 * Toblerone
 * Ferrero Roche
 * Lindt
 * Guylian
 * There are high levels of competitor concentration in the chocolate industry, this varies from small to large corporations across the world which would like to enter the Australian market. ( Soul Economy, N.d)
 * The majority of revenue generated in the chocolate industry is from the major players with the top 4 manufacturers accounting for 90%. This is based on the increased acquisition, innovation, brand loyalty and aggressive marketing which these companies implement. ( Australian organic food directory, 2010)
 * The Australian chocolate market is dominated by foreign firms – Cadbury, Nestle and mars which account for 80%.
 * The organic premium chocolate industry has taken off in recent years, companies have recognised this and have entered the market increasing the level of competition.

// The following table analyses what is considered the 3 top competitors for Green and Blacks. Scarborough Fair and Dagoba Chocolate company are growing companies, whom along with Green and Blacks are experiencing market share and revenue growth. *As organic chocolate is commonly viewed as a boutique industry, it is impossible to analyse all the localised brands which comprise a large segment of the market.* //

( Scarborough, 2011. Fresh food enterprises, 2010. Lindt, 2011)
 * **__ Brand __** || ** Scarborough Fair ** || ** Dagoba Chocolate ** || ** Boutique chocolate brands* ** ||
 * __ Market share __ || Minimal || Small for chocolate, large for organic || Medium ||
 * __ Segmentation __ || Mainstream, mass market || For the chocolate enthusiast || For the chocolate enthusiast ||
 * __ Positioning __ || Organic localised chocolate. Middle of market || Higher end of market || Higher end ||
 * __ Brand image __ || Organic, fair trade, understated || Organic and fair trade || Boutique and local ||
 * __ Product __ || Organic, wide product range || Wide product range, organic chocolate || Local organic product ||
 * __ Price __ || Fair price || Higher priced || Higher price ||
 * __ Place __ || Australia and Nz. Available in organic shops || America, Oregon. Sold worldwide || Available in boutique or organic shops across the country ||
 * __ Promotion __ || Local and fair trade || Minimal promotion || Minimal promotion ||
 * __ Key message __ || Organic, fair trade || -### || Promote organic agriculture ||
 * __ Appeal __ || Fair price for organic chocolate || Unique organic chocolate. High price = High quality ? || Boutique, unique and organic ||
 * __ Execution tactics __ || Understated print media || -### || - #### ||
 * __ Media used __ || Print || -### || Print media in shops ||

__ Brand History and Evaluation __ (Australian organic food directory, 2010. Ellen pay, 2009)
 * Founders Jo Farley and Graig Sams of the pioneering organic food (1991) company stumbled across the unique cocoa beans and spices on a holiday in Belize. In 1994 they started Maya Gold, the first UK chocolate to receive the fair-trade mark. ( Green and Blacks, N.d)
 * Green and Blacks are not people, “green is for the strict organic principals and black is for the intensity of their chocolate”.
 * Green and Blacks is ultimately owned by Kraft Foods Inc, since it acquired Cadbury Plc in February 2010.
 * Despite this, they should be viewed as a small brand backed by a large company. They remain true to the original values of the business being ethical, fair trade and organic principals.
 * Green and blacks are dedicated to the creating of chocolate products which give a distinct flavour and taste like no other. They have a large range of chocolate products from white chocolate to unique flavoured cooking chocolate with spices.
 * Cocoa is grown in Belize and Dominican Republic, whom share an ethical relationship with Green and Blacks under the fair-trade mark. This price of fair trade makes the product slightly more expensive as it increased the overheads of the company. ( FTA, N.d)
 * Green and Blacks have not employed any marketing program in Australia as of yet

__ Product evaluation __
 * Green and Blacks offers organic fair-trade chocolate which appeals to the organic health market
 * Most commonly sold in 100g portions, in black matte packaging with gold “Green & Blacks” text. Each flavour and type is represented by a different colour at the top of each page ( Green and Blacks, N.d)
 * High quality chocolate made with the best ingredients, applicable to a variety of uses like cooking.
 * Does not utilise mass distribution, only sold in major supermarket chains like Woolwoths, not corner shops. Green and Blacks is well established within the chocolate industry, although not commonly recognised by the general public and target market.
 * Higher priced chocolate in comparison to competitors, with prestigious sophisticated appeal

__ Consumers __
 * Since 2002, premium chocolate has increased by 65%, which still only holds 10% of the world market. ( The Market, 2010)
 * With the economic recession, consumers have a reduced disposable income, hence the market has become more price sensitive
 * Chocolate purchasing is quite seasonal and girt related as consumers are more reluctant to consume chocolate on a regular basis for economic and health related issues.
 * People are becoming increasingly aware of the blood spills associated with the chocolate industry, because of this consumers are beginning to favour fair trade chocolate.
 * Consumers are also becoming increasingly aware of the value of their food, with organic products taking off worldwide. People are increasingly willing to pay premium prices for premium products. ( International Cocoa organisation, 2010)
 * Personal consumers of premium chocolate are generally around the age of 40+, married with children. For the most part they are white collar, enjoy fine wine and dining.

They have a sophisticated pallet and a prepared to pay more for quality. They can be categorised under Ø Discerning connoisseur – sophisticated, non price sensitive Ø Overseas gift buyer – medium sophistication, medium price sensitivity Ø Personal gift buyer – low sophistication, high price sensitivity Ø Corporate gift buyer – medium sophistication, buys in bulk, medium price sensitivity

** SWOT Analysis **  ** OBJECTIVES ** __Marketing Objectives__
 * **Strengths** || **Weaknesses** ||
 * * Fairtrade chocolate – not from Ivory Coast
 * Owned by Cadbury, ultimately Kraft
 * Well estabished in UK
 * Ethical standards
 * Wide Product range
 * Appeals to a wide target audience
 * New product in Australia (room for growth) || * Not made in Australia
 * Low brand recognition in Australia
 * High price in moulded bars category
 * Only sold in large supermarkets
 * Depends on the natural harvesting of cocoa (unpredictable)
 * Expensive for chocolate, consumers are more price sensitive with lower involvement products ||
 * **Opportunities** || **Threats** ||
 * * Creating new social norm of fairtrade chocolate
 * Increase market share & brand awareness
 * Capitalise on booming organic industry which is expected to grow
 * Consumers are becoming increasingly health conscious
 * No major implemented (potentially ineffective) marketing campaign
 * Mass market of consumers have not formed brand attitude
 * Boom in organic food industry || * Heavily competitive in chocolate sector
 * Heavily competitive in snack food sector
 * Success in overseas markets does not guarantee success in Australia
 * Growing awareness of lucrative nature of cocoa harvesting industry
 * Currently in economic recession, Australians hold lower disposable income
 * Australian customs is tightening on import regulations
 * “CHOCOEASY” technology ||

From January 2012 to January 2013, increase sales volume by 100%

<span style="font-family: Arial,Helvetica,sans-serif;">From January 2012 to January 2013, increase market share by 90% in the Australian organic & Fair-trading category

<span style="font-family: Arial,Helvetica,sans-serif;">Between January 2012 to January 2013, increase market share by 8% in the Australia chocolate category

<span style="font-family: Arial,Helvetica,sans-serif;">__Communication Objectives__ <span style="font-family: Arial,Helvetica,sans-serif;">Between January 2012 to January 2013, increase brand awareness by 85% for Australian males and females, between the ages of twenty and fifty four years who live in Sydney, Melbourne and Brisbane.

<span style="font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 10pt;">Between January 2012 to January 2013, increase brand recognition and brand recall from 20% to 60% for Australian males and females, between the ages of twenty and fifty four years who live in Sydney, Melbourne and Brisbane.

<span style="font-family: Arial,Helvetica,sans-serif;">To encourage non-users of Green & Blacks to become users.

Green & Blacks decided to utilize the ‘SMART’ approach in setting all their objectives as it was the most suitable and straight-forward method. The marketing objectives were set to show what the company wishes to accomplish from their integrated marketing communications plan within a 12 month period.

The communication objectives were created to set a standard regarding the target markets awareness and recognition of Green & Blacks products. From these objectives, specific media channels will be chosen to execute Green & Blacks message.

The objectives implemented are achievable, as the figures set are realistic and to be met within a practical time period.

<span style="border-bottom: windowtext 1pt solid; border-left: medium none; border-right: medium none; border-top: medium none; display: block; padding-bottom: 1pt; padding-left: 0cm; padding-right: 0cm; padding-top: 0cm;"> <span style="border-bottom: medium none; border-left: medium none; border-right: medium none; border-top: medium none; margin: 0cm 0cm 10pt; mso-border-bottom-alt: solid windowtext .5pt; mso-padding-alt: 0cm 0cm 1.0pt 0cm; padding-bottom: 0cm; padding-left: 0cm; padding-right: 0cm; padding-top: 0cm;">** TARGET AUDIENCE: ** __**SEGMENTATION**__ - Urban Cities - Non-rural || **Demographic**  - 25-65 years - Generation Y, Generation X, Baby Boomers - Married, never married - Young singles, married couples, full nest, empty nest || - Higher educated || **Psychographic**  - Health conscious - Chocolate lovers - Active lifestyle - Achievers ||
 * **Geographic** - East coast of Australia: Sydney, Melbourne, Brisbane
 * **Socioeconomic** - Higher income

- Coles - Woolworths Exclusive Supermarket: - Thomas Dux - Organic Food Shops || - It is a product of high quality, made from Cocoa - Fair-trade chocolate || - Can be consumed as a treat to satisfy cravings - Can be consumed on occasions to enjoy with others || - Interested: trial and repeat purchase - Increase usage rate ||
 * Buying Situations:**
 * **Outlet** || In store at a regular supermarket:
 * **Benefits Sought** || - Organic product that is tasty and healthy
 * **Usage** || Medium usage rate:
 * **Awareness & Intentions** || - Unaware: Trial purchase
 * **Behaviour** || - Minimum effort ||

__**TARGETING**__

Segments selected:
 * 1) Aged 20-54, males and females
 * 2) Chocolate lovers
 * 3) Health conscious
 * 4) Organic food consumers
 * 5) Higher disposable income

Green & Blacks primary target audience are the organic food lovers and who are concerned with their health. Our targeted market sustain a higher disposable income, aged between 20-54, where we are focusing on both males and females. Our selected market desire a delicious treat and snack that remains tasty and healthy. This mature target market know what they want from their favourite chocolate and are not predominantly focused on the price of the product.

These chocolate lovers differ themselves from the occasional chocolate consumer, whom consume products such as Dairy Milk and Mars. Our audience have a sophisticated pallet and will prefer the healthier option.

__ **POSITIONING** __

Green & Blacks are predominately positioning their chocolate on quality. Their established pricing is a representation of the high quality product they produce. Consumers that desire their organic, healthy and tasty product are not concerned with the pricing.
 * Price and Quality**

Green & Blacks products are produced with their finest organically grown Trinitario cocoa beans, sourced from the Dominican Republic or Belize.

Green & Blacks incorporate the benefits the consumer will receive when consuming this product into their positioning strategy. The primary benefit is to satisfy the chocolate cravings of the target audience with our delicious product, without feeling extremely guilty. The consumer is able to enjoy chocolate without feeling overloaded with an unhealthy and sickly product.
 * Attributes and Benefits**

Thirdly, their products are positioned through their multi-use strategy. Not only is the product suitable to consume individually, however it is recommended to be shared with friends, bought to a dinner party or even incorporated into cooking recipes.
 * Use**


 * COMMUNICATION STRATEGY**

__Message__ “//Green is for the strict organic principals we employ and black is for the intensity of the chocolate and our iconic style”//

The message communicated appeals to both rational and emotional senses of the audience. Product and brand messages appeal to the low topical involvement-self satisfaction category of the product. By targeting of the cognitive attitude model the message aims to alter or establish consumers cognitive attitude and encourage purchase.

__Source__ Green & Blacks Australia Cadbury – Nestle Source encoding will leave audiences with “Green & Blacks” being the source of the message. Whilst they are ultimately owned by Cadbury Nestle, diverting the source of the message away from mainstream chocolate will distinguish Green and Blacks from the market ultimately serving communication objectives. Source credibility and honesty will be established by presenting Green and Blacks Maya Gold chocolate being on the “fair-trade list”.

__Channels__ It is seen as most fit to the product category to focus on non personal communication channels. It is viewed as unnecessary and cost ineffective to push the low involvement product onto consumers on personal channels. As brand awareness and recognition increases, it is expected that word of mouth amongst consumers will increase throughout the anticipated success of the IMC plan. Clutter is likely to occur with the competitive nature of the chocolate industry being in the maturity stage of the product life cycle. Through the use of multiple communication channels of television, radio, magazines and internet high levels of reach will be achieved.

__Receiver__ As we aim our advertising methods to a more mature market, decision roles are most commonly possessed by a single individual or couple. The initiator, influencer, decider, buyer and user are likely to be the roles of no more than two individuals in a household circumstance.

Eg. 10 year old Tommy is not aroused by our commercials and does not initiate or influence the purchase of Green and Blacks. His parents on the other hand are aroused, causing an initiation, influence and decision to purchase and consumer amongst each other.

Decoding the message may be more extensive than that of other chocolate advertisements, yet that does not regard the communication efforts to be unsuccessful. Being of higher product involvement in comparison to other chocolate brands, one can expect more extensive decoding efforts on behalf of consumers and target audience.

__Feedback__ We aim to encourage feedback and response through our sales promotion methods. Customers are given the chance to enter a random win draw through telling us what they think of Green and Blacks (positive or negative) in 25 words or less via email, SMS, Facebook, Telephone or written letter.

What we consider to be the most valuable of responses from our target audience are the sales volumes generated throughout our advertising campaign and thereafter. Feedback aims to recognise and understand consumer thoughts on our product/message, source and execution of our commercials.

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 * <span style="font-family: 'Arial Unicode MS','sans-serif'; font-size: 13px;">CREATIVE STRATEGY **

__**THE COPY PLATFORM**__


 * <span style="font-family: 'Arial Unicode MS',sans-serif; font-size: 13px;">1. Advertising problem and opportunity **
 * <span style="font-family: 'Arial Unicode MS','sans-serif'; font-size: 13px;">Increase consumer awareness of green and blacks organic chocolate range
 * <span style="font-family: 'Arial Unicode MS','sans-serif'; font-size: 13px;">Entering an extremely competitive market
 * <span style="font-family: 'Arial Unicode MS','sans-serif'; font-size: 13px;">Chocolate in maturity stage of product life cycle
 * <span style="font-family: 'Arial Unicode MS','sans-serif'; font-size: 13px;">Overseas imported product
 * <span style="font-family: 'Arial Unicode MS','sans-serif'; font-size: 13px;">Opportunity to capitalising their organic trademark
 * <span style="font-family: 'Arial Unicode MS','sans-serif'; font-size: 13px;">13 different chocolate types
 * <span style="font-family: 'Arial Unicode MS','sans-serif'; font-size: 13px;">Cooking chocolate and ingredients

<span style="font-family: 'Arial Unicode MS','sans-serif'; font-size: 13px;">“Green is for the strict organic principals we employ and black is for the intensity of the chocolate and our iconic style”
 * <span style="font-family: 'Arial Unicode MS','sans-serif'; font-size: 13px;">2. Advertising campaign and communication objectives **
 * <span style="font-family: 'Arial Unicode MS','sans-serif'; font-size: 13px;">For target audience, increase brand awareness
 * <span style="font-family: 'Arial Unicode MS','sans-serif'; font-size: 13px;">For target audience increase brand recognition and brand recall

<span style="font-family: 'Arial Unicode MS','sans-serif'; font-size: 13px;">Competitive market in maturity stage. Primary competitors: <span style="font-family: 'Arial Unicode MS','sans-serif'; font-size: 13px;">Issues do not lie with current competitors. The chocolate market giants such as Kinder are likely to infiltrate the product segment once they see potential in this specific market.
 * <span style="font-family: 'Arial Unicode MS','sans-serif'; font-size: 13px;">3. Target competitors and issues **
 * <span style="font-family: 'Arial Unicode MS',sans-serif;">Scarborough fair
 * <span style="font-family: 'Arial Unicode MS',sans-serif;">Lindt
 * <span style="font-family: 'Arial Unicode MS',sans-serif;">Dagoba chocolate


 * <span style="font-family: 'Arial Unicode MS','sans-serif'; font-size: 13px;">4. Distinctive brand features **
 * <span style="font-family: 'Arial Unicode MS','sans-serif'; font-size: 13px;">High cocoa content
 * <span style="font-family: 'Arial Unicode MS','sans-serif'; font-size: 13px;">Natural and organic
 * <span style="font-family: 'Arial Unicode MS','sans-serif'; font-size: 13px;">Fair trade for Maya Gold
 * <span style="font-family: 'Arial Unicode MS','sans-serif'; font-size: 13px;">Ethically sourced ingredients
 * <span style="font-family: 'Arial Unicode MS','sans-serif'; font-size: 13px;">Stylish and iconic packaging
 * <span style="font-family: 'Arial Unicode MS','sans-serif'; font-size: 13px;">British influence and prestigious appeal
 * <span style="font-family: 'Arial Unicode MS','sans-serif'; font-size: 13px;">Complex flavours


 * <span style="font-family: 'Arial Unicode MS','sans-serif'; font-size: 13px;">5. Target Audience insight and profile **
 * <span style="font-family: 'Arial Unicode MS','sans-serif'; font-size: 13px;">Mature target market (for chocolate) 25-65
 * <span style="font-family: 'Arial Unicode MS','sans-serif'; font-size: 13px;">Health conscious
 * <span style="font-family: 'Arial Unicode MS','sans-serif'; font-size: 13px;">Sophisticated pallet
 * <span style="font-family: 'Arial Unicode MS','sans-serif'; font-size: 13px;">Chocolate lovers
 * <span style="font-family: 'Arial Unicode MS','sans-serif'; font-size: 13px;">Higher disposable income
 * <span style="font-family: 'Arial Unicode MS','sans-serif'; font-size: 13px;">Ethical product conscious


 * <span style="font-family: 'Arial Unicode MS','sans-serif'; font-size: 13px;">6.Message strategy **
 * <span style="font-family: 'Arial Unicode MS','sans-serif'; font-size: 13px;">Natural organic product
 * <span style="font-family: 'Arial Unicode MS','sans-serif'; font-size: 13px;">Stylish and iconic status
 * <span style="font-family: 'Arial Unicode MS','sans-serif'; font-size: 13px;">Fair trade
 * <span style="font-family: 'Arial Unicode MS','sans-serif'; font-size: 13px;">High quality chocolate

<span style="font-family: 'Arial Unicode MS','sans-serif'; font-size: 13px;">The brand slogan “Green is for the strict organic principals we employ and black is for the intensity of the chocolate and our iconic style” encapsulates the message wished to be conveyed to the target audience.

<span style="font-family: 'Arial Unicode MS','sans-serif'; font-size: 13px;">The communicated message relates to both rational and emotional appeal of consumers. “Green is for the organic principals we employ” encourages audiences to rationally choose G&B’s on an ethical basis.

<span style="font-family: 'Arial Unicode MS','sans-serif'; font-size: 13px;">“Black is for the intensity of our chocolate” connects with consumer emotions as they perceive the high quality chocolate to arouse other more than taste.

Creativity is regarded as an essential component to any advertising campaign. To diverge Green and Blacks from the mass market while sustaining relativity is key here. To keep the advertising campaign relevant yet diverse to reach our broad target market, we have invested a lot of time in keeping each storyline creative and different, whilst still maintaining consistency with our slogan present in all forms. Our Television advertisements are relevant because they demonstrate how our product can be enjoyed in a range of different settings. Whether is be to indulge whilst watching TV, used as snack food at a party or even incorporated into your cooking.

The underlying tone and theme of our campaign promotes a sense of chocolate culture being organic, of foreign orient and fair trade. This theme is relevant to the overall communication effort and core qualities of Green and Blacks.
 * <span style="color: black; font-family: 'Arial Unicode MS','sans-serif'; font-size: 13px;">7. Executional tactic **

<span style="font-family: 'Arial Unicode MS','sans-serif'; font-size: 13px;">Green & Black's have decided to use a combination of straight sell/factual message, demonstration and imagery. They have chosen to use these three types of executional tactics as the straight sell tactic is often used in rational appeals as the advertisement is focusing on the attributes of the chocolate. Imagery focuses on the images in the advertisement that convey the message. In the case of Green & Blacks the use of imagery in case of the leaf enclosing the chocolate in both the print advertisement and the internet advertisement shows the organic principles that are associated with the product and where the chocolate originated from. e.g. the jungle in Belize.Demonstration is used in the television advertisement as it shows the the many different ways to use Green & Black's chocolate e.g. gifts, cooking and general enjoyment. This shows the consumer the versatility of the product and how they can adapt it to the different situations they may encounter.

We make an example of our product as ethical, by promoting its fair trade, its organic ingredients and most of all through our slogan. In doing this we have created a strong image for our brand. The image we encumber is one of prestige, versatility, healthy option and equality. Black and Gold chocolate will be seen as a product that can be enjoyed all year around, It is not a seasonal product, it does not discriminate against festive seasons such as Christmas and Easter, but can be used when cooking, hosting a party and on your own.
 * <span style="font-family: 'Arial Unicode MS','sans-serif'; font-size: 13px;">8. Supporting copy points or trademarks **

By using colours that hold great depth and richness such as gold, deep greens, our audience are able to relate these colours back to the origin of the cocoa beans, where our product has been extracted. The colour scheme also holds high associations with richness, quality and status. Studies have shown that colours that hold more depth, such as deep purples, blacks, deep greens and oranges bring out a deeper emotion attachment and are taken as more serious then bright colours. We have created imagery through words, shown most specifically in our radio advertisements, and through the dramatization of our visual images used through television. We use native persons to further our endorsement.

Once the audience have experienced our advertisements, they are able to feel a range of emotions, the most important is the mood of self satisfaction and happiness, with knowing that once they have purchased Green and Black, they are able to indulge in a guilty pleasure without any of the guilt, as they have purchased product which carries the taste of chocolate yet it is still organic, and they have not supported the unethical practice of slavery and exploitation of land, children and ecosystems around the world.

** <INSERT OUR CREATIVE COMMERCIALS HERE > need to put in RADIO, MAGAZINE, TELEVISION **

Green & Blacks have chosen to replicate their magazine advertisement, for their online advertisement to provide consistent logos, colours and advertisement themes <span style="font-family: 'Arial Unicode MS',sans-serif; font-size: 13px;">By doing this, Green & Blacks are able to increase the viewers brand recognition and recall.
 * Internet Advertisement**

<span style="font-family: 'Arial Unicode MS',sans-serif; font-size: 13px;">Green & Blacks have slightly altered the magazine advertisement for the internet, by making the leaf that is wrapped around the chocolate, open and close. We have also created the 'Green & Blacks' logo, to shimmer slightly. This will be effective in catching the internet user's eye-site, compared to if it were a still advertisement

<span style="border-bottom: windowtext 1pt solid; border-left: medium none; border-right: medium none; border-top: medium none; display: block; padding-bottom: 1pt; padding-left: 0cm; padding-right: 0cm; padding-top: 0cm;"> <span style="border-bottom: medium none; border-left: medium none; border-right: medium none; border-top: medium none; margin: 0cm 0cm 10pt; mso-border-bottom-alt: solid windowtext .5pt; mso-padding-alt: 0cm 0cm 1.0pt 0cm; padding-bottom: 0cm; padding-left: 0cm; padding-right: 0cm; padding-top: 0cm;">** MEDIA PLANNING ** __ Media objectives __ To reach 75% of our target market between January 2012 and January 2013.

To have commercials and advertisements appear consistently though out the 12 month period, reducing seasonal purchasing and achieving a high rate of brand recall.

Green & Blacks have set their media objectives to determine a standard for the effectiveness of Green & Blacks media channels and whether their message is being recognised by the targeted audience. The media objectives will allow Green & Blacks to continually review their benchmarks between the period January 2012 to January 2013 and remain focused on their goals and motives.

__ Message Strategy and Execution __

<span style="color: black; font-family: Arial,sans-serif; font-size: 10pt;">Our slogan, “//<span style="font-family: Arial,sans-serif;">Green is for the strict organic principles we employ and black is for the intensity of the chocolate and our iconic style” //demonstrates our integration of the rational and emotional execution strategy. The 'strict organic principles' represents the rational part of our message, telling the viewer Green & Blacks number one need is to abide with organic methods and standards. The colour black in the slogan symbolise the emotional part of our message strategy. It is used to demonstrate the intense flavours associated with each chocolate bar, as well as the prestige image associated with Green & Blacks products. The theme of our message strategy is for our slogan to present Green & Blacks objectives to their viewer. The integration of colours into our message represent the rational and emotional motives of the company.

__ Media and Contact Strategy __ Green & Black's have chosen to focus on the east coast markets of Australia as the major cities such as Sydney, Melbourne and Brisbane have the highest populations and also a high income per capita level. The specific target market in this campaign is predominately based in these major cities. The decision to cover these areas was an easy one as the relationship between product and consumer is clear.

As there is a substantial budget of $10 million at Green & Black's disposal it allows for a wide variety of media outlets to be utilised. Such as television, internet, magazines and radio. These outlets are the best fit for chocolate as each outlet perfectly encapsulates the brand and its attributes to the potential consumer. Green & Black's have used pulsing techniques in the television schedules as there is a higher volume of advertisements been shown during the Spring and Autumn months to reduce seasonal purchasing. The magazine schedule is consistent throughout the year except The Australia Women's Weekly and Men's Health are six month contracts as opposed to the twelve month contracts with the other publications as this is purely a decision based on staying within budget but not having to compromise advertising in the best selling magazines. The radio schedule is consistent throughout the year with all six stations having twelve month contracts, this decision was also made with the budget in mind as radio is one of the cheapest forms of advertising Green & Black's decided to use it regularly throughout the 12 month campaign. Internet scheduling however was similar to television advertising as it increased spots in Autumn and Spring to capitalise on the various holidays throughout the year that revolve around chocolate giving as a gift. e.g. Easter, Christmas

The beginning of the campaign will target higher reach and less frequency by flooding our variety of communication channels.

__** Media Choices- can everyone add a few more points about their media channel- frequency, reach, scheduling. Is this where we put in our scheduling tables? **__

__ Television __

Television broadcast commercials are aimed towards older sophisticated markets, on free to air television channels 9, 10 and 7 between 8-10pm on weekdays. With a focus on later screening times on primarily channel 9 larger segments of the target audience will be reached. It is expected that 1 of 3 exposures in a fortnight (for repeat purchase) will come from television commercials. Reach is expected to cover around 8 million of the Australian population (target audience) over the one year campaign.

Allocated 50% of the $10 million dollar budget, television is an expensive advertising media yet a necessary one. Pulsing 490 commercials over the 1 year period will communicate messages visually and verbally, whilst maintaining consumer interest in advertisements.

__ Radio __ The mission for Green and Blacks radio advertisements is to make them storyline, short and concise, this avoids huge costs as a shorter as is cheaper and allows for more air time, or ones that are being aired to be aired at a more pivotal time frame.
 * Green & Blacks have chosen the specific stations as during the mornings and evenings, either on the way to or from work, these are the found to be the most commonly listened to stations in the Sydney, Brisbane & Melbourne metropolitan area, that have mass amounts of advertising.
 * Although these timeslots are more expensive, they are more efficient in reaching a wider audience. If Green & Blacks advertisements are efficient, they have the capacity to generate a larger following and revenue then the cost of putting them to air.
 * The reason they have chosen radio as a media channel as it is noticeable all year round. They will consistently broadcast 12 months of the year, in Sydney, Melbourne & Brisbane as they are found to have the highest per capita of people that suit our target market; being health conscious, organic food enthusiasts and have a higher disposable income.

Sydney:
 * Mix 106.5
 * WSFM 101.7
 * Today FM 104.1

Melbourne:
 * Gold 104.3
 * FOX FM

Brisbane:
 * 4MMM

__ Magazines __

<span style="font-family: arial; mso-ansi-language: EN-US; mso-fareast-font-family: Arial; msoansilanguage: en-us; msofareastfontfamily: arial; msolist: ignore;">Allocation of 10% of Green & Blacks a nnual media budget of $10 million has been assigned to advertising in magazines.

Green & Blacks have had no previous advertising in Australia, therefore recency is of a high priority to them.

• Recency is defined as the measure of time elapsed since the last purchase was made by a customer or an advertisement was last published/commercial was last broadcast.

<span style="margin: 0cm 0cm 10pt 36pt; mso-list: l5 level1 lfo37; tab-stops: list 36.0pt; text-indent: -18pt;"><span style="font-family: arial; mso-ansi-language: EN-US; mso-fareast-font-family: Arial; msoansilanguage: en-us; msofareastfontfamily: arial; msolist: ignore;">• Educated <span style="margin: 0cm 0cm 10pt 36pt; mso-list: l5 level1 lfo37; tab-stops: list 36.0pt; text-indent: -18pt;"><span style="font-family: arial; mso-ansi-language: EN-US; mso-fareast-font-family: Arial; msoansilanguage: en-us; msofareastfontfamily: arial; msolist: ignore;">• Professional females <span style="margin: 0cm 0cm 10pt 36pt; mso-list: l5 level1 lfo37; tab-stops: list 36.0pt; text-indent: -18pt;"><span style="font-family: arial; mso-ansi-language: EN-US; mso-fareast-font-family: Arial; msoansilanguage: en-us; msofareastfontfamily: arial; msolist: ignore;">• 25-54 <span style="margin: 0cm 0cm 10pt 36pt; mso-list: l5 level1 lfo37; tab-stops: list 36.0pt; text-indent: -18pt;"><span style="font-family: arial; mso-ansi-language: EN-US; mso-fareast-font-family: Arial; msoansilanguage: en-us; msofareastfontfamily: arial; msolist: ignore;">• Discerning <span style="margin: 0cm 0cm 10pt 36pt; mso-list: l5 level1 lfo37; tab-stops: list 36.0pt; text-indent: -18pt;"><span style="font-family: arial; mso-ansi-language: EN-US; mso-fareast-font-family: Arial; msoansilanguage: en-us; msofareastfontfamily: arial; msolist: ignore;">• Passionate foodies || <span style="margin: 0cm 0cm 10pt 36pt; mso-list: l5 level1 lfo37; tab-stops: list 36.0pt; text-indent: -18pt;"><span style="font-family: arial; mso-ansi-language: EN-US; mso-fareast-font-family: Arial; msoansilanguage: en-us; msofareastfontfamily: arial; msolist: ignore;">• Busy females <span style="margin: 0cm 0cm 10pt 36pt; mso-list: l5 level1 lfo37; tab-stops: list 36.0pt; text-indent: -18pt;"><span style="font-family: arial; mso-ansi-language: EN-US; mso-fareast-font-family: Arial; msoansilanguage: en-us; msofareastfontfamily: arial; msolist: ignore;">• 25-59 <span style="margin: 0cm 0cm 10pt 36pt; mso-list: l5 level1 lfo37; tab-stops: list 36.0pt; text-indent: -18pt;"><span style="font-family: arial; mso-ansi-language: EN-US; mso-fareast-font-family: Arial; msoansilanguage: en-us; msofareastfontfamily: arial; msolist: ignore;">• Affordable food ideas <span style="margin: 0cm 0cm 10pt 36pt; mso-list: l5 level1 lfo37; tab-stops: list 36.0pt; text-indent: -18pt;"><span style="font-family: arial; mso-ansi-language: EN-US; mso-fareast-font-family: Arial; msoansilanguage: en-us; msofareastfontfamily: arial; msolist: ignore;">• Easy recipes || <span style="margin: 0cm 0cm 10pt 36pt; mso-list: l29 level1 lfo38; tab-stops: list 36.0pt; text-indent: -18pt;"><span style="font-family: arial; mso-ansi-language: EN-US; mso-fareast-font-family: Arial; msoansilanguage: en-us; msofareastfontfamily: arial; msolist: ignore;">• 25-54 <span style="margin: 0cm 0cm 10pt 36pt; mso-list: l29 level1 lfo38; tab-stops: list 36.0pt; text-indent: -18pt;"><span style="font-family: arial; mso-ansi-language: EN-US; mso-fareast-font-family: Arial; msoansilanguage: en-us; msofareastfontfamily: arial; msolist: ignore;">• Earning over $60,000 <span style="margin: 0cm 0cm 10pt 36pt; mso-list: l29 level1 lfo38; tab-stops: list 36.0pt; text-indent: -18pt;"><span style="font-family: arial; mso-ansi-language: EN-US; mso-fareast-font-family: Arial; msoansilanguage: en-us; msofareastfontfamily: arial; msolist: ignore;">• Professional females || <span style="margin: 0cm 0cm 10pt 36pt; mso-list: l29 level1 lfo38; tab-stops: list 36.0pt; text-indent: -18pt;"><span style="font-family: arial; mso-ansi-language: EN-US; mso-fareast-font-family: Arial; msoansilanguage: en-us; msofareastfontfamily: arial; msolist: ignore;">• Enthusiastic achievers <span style="margin: 0cm 0cm 10pt 36pt; mso-list: l29 level1 lfo38; tab-stops: list 36.0pt; text-indent: -18pt;"><span style="font-family: arial; mso-ansi-language: EN-US; mso-fareast-font-family: Arial; msoansilanguage: en-us; msofareastfontfamily: arial; msolist: ignore;">• Practical <span style="margin: 0cm 0cm 10pt 36pt; mso-list: l29 level1 lfo38; tab-stops: list 36.0pt; text-indent: -18pt;"><span style="font-family: arial; mso-ansi-language: EN-US; mso-fareast-font-family: Arial; msoansilanguage: en-us; msofareastfontfamily: arial; msolist: ignore;">• Creative <span style="margin: 0cm 0cm 10pt 36pt; mso-list: l29 level1 lfo38; tab-stops: list 36.0pt; text-indent: -18pt;"><span style="font-family: arial; mso-ansi-language: EN-US; mso-fareast-font-family: Arial; msoansilanguage: en-us; msofareastfontfamily: arial; msolist: ignore;">• Women <span style="margin: 0cm 0cm 10pt 36pt; mso-list: l29 level1 lfo38; tab-stops: list 36.0pt; text-indent: -18pt;"><span style="font-family: arial; mso-ansi-language: EN-US; mso-fareast-font-family: Arial; msoansilanguage: en-us; msofareastfontfamily: arial; msolist: ignore;">• 30+ ||
 * ** Delicious ** || ** Super Food Ideas ** ||
 * <span style="margin: 0cm 0cm 10pt 36pt; mso-list: l5 level1 lfo37; tab-stops: list 36.0pt; text-indent: -18pt;"><span style="font-family: arial; mso-ansi-language: EN-US; mso-fareast-font-family: Arial; msoansilanguage: en-us; msofareastfontfamily: arial; msolist: ignore;">• Affluent
 * ** Australian Women’s Weekly ** || ** Better Homes & Gardens ** ||
 * <span style="margin: 0cm 0cm 10pt 36pt; mso-list: l29 level1 lfo38; tab-stops: list 36.0pt; text-indent: -18pt;"><span style="font-family: arial; mso-ansi-language: EN-US; mso-fareast-font-family: Arial; msoansilanguage: en-us; msofareastfontfamily: arial; msolist: ignore;">• Women

__ Internet __

Allocation of 20% of $10 million has been assigned to online advertising. The $2 million will be allocated over the following large websites:
 * Eatability: provides recipes, cooking advice and food recommendations to the viewer. As it is a very successful printed magazine, a majority of its content is provided online. Increasing numbers of readers are seeking these magazines online, as they are cheaper and more convenient. It is one of the strongest companies amongst its competitors.
 * Ninemsn.com: was chosen as it is found that a lot of internet users have this as their browser homepage. It is a site that offers a lot of news, entertainment and advice on a significant range of areas.
 * Woolworths.com.au: consumers are increasingly purchasing their groceries online for the convenience. Woolworths & Coles websites were selected as this is where consumers will be making their purchases. It is vital that Green & Blacks make it into their consideration set, so they are an alternative while the consumer is purchasing their groceries.
 * Coles.com.au

These websites are found to generate 5,000,000 impressions per site/per month. These sites have been chosen as they are found to generate a high amount of traffic daily.

The online advertising will appear as a 'Wide Skyscraper' Banner, down the right-hand side of the webpage. Its dimensions are 160x600. The advertisement will remain the same throughout the four websites. Their message will appear between the periods of January 2012 to January 2013, with lighter exposure during January, June & July for all four selected websites as this is a period where most families or individuals travel overseas or interstate. Medium frequency will be implemented for all four chosen websites from February to May and August to November as school holidays during these periods are short and not many families or individuals tend to travel during this period. However, Coles & Woolworths were selected to have medium frequency during December, as it is the busiest month with build up to Christmas. Green & Blacks ad will be shown on these websites during December as a vast amount of consumers will be saving time and purchasing groceries online.

Green & Blacks are focusing on reach at the expense of frequency. They are focusing on exposing their media advertisements over a 12-month period with consistent exposure. They are avoiding bombarding the viewer with their ads within a small time frame. It is expected that the viewer notice the online advertisement twice over a two-week period.

__ Sales Promotion __ The sales promotion strategy that we have chosen to employ is a consumer orientated competition for our consumers to have a chance to win one of six holidays for two to Belize entitled "The Ultimate Chocolate Experience". Belize was the choice of destination as it is where the cocoa beans that Green & Black's use are sourced from. The prize will include a tour of the fields where the cocoa beans are harvested, an ultimate chocolate cooking class where winners will learn all of the different ways to use Green & Black's chocolate, $500 spending money for each couple, five nights in four star accommodation, return transfers and return economy flights via British Airways. We have chosen to affiliate ourselves with British Airways as not only do they regularly fly to Belize and other countries in the Caribbean and South America but Green & Blacks was established in London, England therefore there is a British relationship that is already established.

There are two different ways to enter into the competition. Firstly there will be three hidden winning tickets (game of chance) in each chocolate bar and then consumers can also enter (contest) via mail and online through our website and through our different social media outlets such as the Green & Blacks Twitter and Facebook pages where they will have to write in 25 words or less their opinion on Green & Blacks whether it be positive or negative and then three of these will be chosen.

<span style="border-bottom: windowtext 1pt solid; border-left: medium none; border-right: medium none; border-top: medium none; display: block; padding-bottom: 1pt; padding-left: 0cm; padding-right: 0cm; padding-top: 0cm;"><span style="border-bottom: medium none; border-left: medium none; border-right: medium none; border-top: medium none; margin: 0cm 0cm 10pt; mso-border-bottom-alt: solid windowtext .5pt; mso-padding-alt: 0cm 0cm 1.0pt 0cm; padding-bottom: 0cm; padding-left: 0cm; padding-right: 0cm; padding-top: 0cm;">** BUDGET **


 * Annual budget of $10 million allocated to Green & Black’s including contingency funds. **

Cost || - Prime time - Mon – Fri (4 per night) Channel 9 - Prime time - Mon – Fri (4 per night) Channel 10 - Prime time - Mon – Fri (4 per night) $50,000 $50,000  $11,000  $9,500 || 145 spots 200 spots 145 spots || $1.375million $2.25million $1.375million Mix 106.5 – breakfast and drive home WSFM 101.7 – breakfast and drive home 2DAY 104.1 – breakfast and drive home GOLD 104.3 – breakfast and drive home FOX 101.9 – breakfast and drive home 4MMM 104.5 – breakfast and drive home $5,000 $5,000  $5,000  $5,000  $5,000  $510 (30 secs) $600 (30 secs) $450 (30 secs) $480 (30 secs) $380 (30 secs) || 331 spots 331 spots 331 spots 331 spots 331 spots 331 spots || $164,300 $158,100 $198,600  $148,950  $158,880  $125,780 Super Food Ideas Better Homes & Gardens Australian Women’s Weekly Men’s Health $5,000 $5,000  $5,000  $5,000  $15,860  $22,530  $34,995  $8,834 || 12 month contract 12 month contract 12 month contract 6 month contract 6 month contract || $132,840 $190,320 $270,360  $209,970  $53,004  - Large Site - Light frequency - Medium frequency -5,000,000 Impressions - Large Site - Light frequency - Medium frequency - 5,000,000 impressions - Large Site - Light frequency - Medium frequency - 5,000,000 impressions - Large Site - Light frequency - Medium frequency - 5,000,000 impressions $5,000 $5,000  $5,000  $49,100  $13,500  $49,100  $13,500  $49,100  $13,500  $49,100 || 4 spots 8 spots 3 spots 9 spots 3 spots 9 spots 4 spots 8 spots || $54,000 $392,800 $40,500  $441,900  $40,500  $441,900  $54,000  $392,800  Flights Accommodation Tours Transfers Spending Money $1,000 $200  $50  $500 || 12  6  6  6  6 || N/A || $25,200 $6,000 $1,200  $300  $3,000  Leftover funds from budge to allow for unforeseen circumstances || $1 million ||   ||   || Including $1 million contingency fund ||
 * Media || Production Cost || Cost per insertion/units || Total Frequency Required /Year || Total
 * ** Television – 50% ** ||  ||   ||   ||   ||
 * Channel 7
 * TOTAL ** || $50,000
 * $50,000 ** || $9,500
 * $5,050,000 ** ||
 * ** RADIO – 10% ** ||  ||   ||   ||   ||
 * ** Sydney **
 * Melbourne **
 * Brisbane **
 * TOTAL ** || $5,000
 * $5,000 ** || $530 (30 secs)
 * $959,610 ** ||
 * ** MAGAZINES – 10% ** ||  ||   ||   ||   ||
 * Delicious
 * TOTAL ** || $5,000
 * $5,000 ** || $11,070
 * $861,494 ** ||
 * ** INTERNET – 20% ** ||  ||   ||   ||   ||
 * ** Eatability.com.au **
 * Coles.com.au **
 * Woolworths.com.au **
 * Ninemsn.com.au **
 * TOTAL ** || $5,000
 * $5,000 ** || $13,500
 * $1,863,400 ** ||
 * SALES PROMOTIONS ||  ||   ||   ||   ||
 * ** Holiday to Belize **
 * TOTAL ** || $4,200
 * $35,700 ** ||
 * ** Contingency Plan – 10% **
 * ** Total Cost ** ||  ||   ||   || ** $9,770,204 ** ||

<span style="border-bottom: windowtext 1pt solid; border-left: medium none; border-right: medium none; border-top: medium none; display: block; padding-bottom: 1pt; padding-left: 0cm; padding-right: 0cm; padding-top: 0cm;"> <span style="color: black; font-family: 'Arial','sans-serif';">Whilst both pre testing and post testing is necessary to measure the effectiveness of the IMC plan, there are different approaches to each of these campaign evaluation methods. These tests are to analyse the success and effectiveness of the sources, messaging, media channels and budgeting decisions in accordance to all previously stated objectives.. Both lab tests and field test are incorporated to establish the greatest variety of responses from consumer feedback. Throughout both lab and field pre and post testing, physiological and Electroencephalographic <span style="font-family: 'Arial','sans-serif';">measurements have been avoided, as they are regarded as expensive, invasive and some what unethical.
 * CAMPAIGN EVALUATION**

__<span style="font-family: 'Arial','sans-serif';">Pre testing __ <span style="font-family: 'Arial','sans-serif';">A large focus will be places on pre testing as it is inexpensive and will provide consumer feedback prior to the launch of the campaign. This will reduce the likeliness of error, as well as expensive need for change to the campaign later down the track. Pre testing methods aims to analyse concept effectiveness in achieving increased brand awareness and recall, being recognized as high quality, organic fair trade chocolate. Here laboratory tests will be applied as it is in best interest to gain the most control and feedback from our audiences.

Print ads - portfolio tests Focus groups of all markets (including target markets) will be presented with various Green and Blacks and competitor print advertisements. From here they will be asked to recall what they remember about specific ads.

Broadcast ads -Theatre tests Over a period of 2 weeks a sample size of around 250 people will be invited to conduct theatre tests of our television and radio broadcast commercials. Feedback aims to tests interest and reaction to the commercial as well as what audiences are able to effectively recall.

__<span style="font-family: 'Arial','sans-serif';">Post Testing __ <span style="font-family: 'Arial','sans-serif';">These testing methods are implemented to determine if the campaign has or is accomplishing its marketing, communication and media objectives. Post testing will indicate where the campaign requires improvement for the next advertising period. Here field tests will be conducted to receive feedback in the cluttered real environment consumers find themselves in.

Print ads – recall tests Attempts to measure consumer recall of specific commercials and brands. Eg What do you know/think/believe about Green and Blacks chocolate? This will measure consumers ability to recall the brand, as well as specific features which are being communicated throughout the campaign.

Broadcast ads – persuasive measures This asks consumers to chose a chocolate brand they would like to win in a draw. After exposing them to a variety of commercials they are then asked the question again. How responses have changed determined the success of the commercial. This method of post testing may provide feedback on consumer awareness and attitude, prior to and after expose to the broadcast ad.

<span style="border-bottom: windowtext 1pt solid; border-left: medium none; border-right: medium none; border-top: medium none; font-family: 'times new roman','serif'; font-size: 16px; padding-bottom: 1pt; padding-left: 0cm; padding-right: 0cm; padding-top: 0cm;">The above evaluative process measures hope to reflect a valuable return on budget investment. Any successful gains as a result of the integrated marketing communication effort should be measurable by the suggests tests. Pre and Post tests will provide direction and stimuli to areas which require improvement.

<span style="border-bottom: windowtext 1pt solid; border-left: medium none; border-right: medium none; border-top: medium none; display: block; padding-bottom: 1pt; padding-left: 0cm; padding-right: 0cm; padding-top: 0cm;"> <span style="border-bottom: medium none; border-left: medium none; border-right: medium none; border-top: medium none; margin: 0cm 0cm 10pt; mso-border-bottom-alt: solid windowtext .5pt; mso-padding-alt: 0cm 0cm 1.0pt 0cm; padding-bottom: 0cm; padding-left: 0cm; padding-right: 0cm; padding-top: 0cm;">** CONCLUSION  ** <span style="font-family: 'Times New Roman','serif'; font-size: 16px;">Green and Blacks was established in 1991 with a mission to provide people high quality, ethically sourced chocolate. Today they still hold true to these predispositions and continue to carry on their ethical message under ownership of Cadbury Nestle. Whilst the highly competitive and mature nature of the chocolate industry presents many challenges for marketers, the ideals of Green and Blacks are easy to work with and appeal to target market. Within the organic chocolate market, the objectives presented are considered reasonable and achievable within a one year time frame. Through effective communication strategies, consumers will understand the company message and establish a positive brand attitude. Creative strategies and media planning aim to channel this message, achieving high levels of target market reach and brand recall. Provided with a generous budget, various consumer feedback and campaign evaluation methods hope to reflect overall success of the marketing campaign. <span style="display: block; height: 1px; left: 0px; overflow-x: hidden; overflow-y: hidden; position: absolute; top: -25px; width: 1px;">

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