Samsung Sliding PC 7 Series

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BSBADV507 Develop a Media Plan

Task:

Assessment 1 – Case Study/Practical

  1. Based on the case study of on Samsung Sliding PC 7 Series provided to you, prepare an advertising brief for your client – Samsung. Please use the correct format as discussed in your workbook (p7).
  1. List 3 potential target market characteristics for this product. For each, include details of:
    1. Demographics
    2. Lifestyle
    3. Social and cultural factors.
  1. For each of the seven product market factors, recommend the reach and frequency of the advertising.
  1. What are the creative requirements for advertising this product? Your answer should be based on the following creative factors:
    1. Music & Sound
    2. Colour
    3. Action
    4. Wording.

Case Study – Samsung Sliding PC 7 Series

Watch the video on the following link & read the case study. Then carry out tasks. http://bit.ly/2sy80is

(A tablet which converts into a netbook promises the best of both worlds.)

Introduction:

Samsung Electronics Australia, a subsidiary of Samsung Electronics Corporation wants to launch its first sliding tablet PC in the Australian market. The sliding PC tablet maximizes the benefits of a tablet PC with its compact, light design, and incorporates a sliding keyboard for easy typing, enhanced productivity and performance. The display elegantly slides up to reveal a physical keyboard giving the user the option of a multi-touch display or full keyboard and mouse interface. It is equipped with Microsoft Windows 7 operating system and powered by the upcoming Intel® Atom™ processor platform, currently code-named “Oak Trail,” the PC 7 Series.

With a starting price of $699 retail price, the device will be available through Samsung resellers and distribution channels.

Your company has been hired by Samsung to develop a complete media plan & advise Samsung on the various media choices, advertising, promotion, measure media effectiveness etc. You are the senior media planner & will be executing all the tasks mentioned in this assessment.

Background: After an extensive market survey, Samsung has realised that the Tablet PC market is flooded with a wide variety of tablet devices & that there is a demand from consumers who want the elegance, ease-of-use and portable form factor of a tablet but also the familiarity of a notebook. There are a lot of users in the market who just don’t want to use a PC tablet for fun & entertainment. They also want a device which can offer the seriousness of a laptop coupled with all the benefits of a touch screen tablet. The Samsung Sliding PC 7 Series demonstrates how state-of-the-art form factors can help consumers stay connected, while also providing enjoyable & easy PC-like experiences on the go.

Samsung wants everyone from students to mobile professionals to enjoy the convenience of Samsung’s Sliding PC 7 Series. The form factor is ideal for personal computing activities like watching movies or social networking, and can quickly adapt the needs of professional users presenting to clients or taking notes at a meeting. The device is also perfect for students, thanks to its handy, portable nature and focus on content. For those who prefer physical keyboards over a touch screen for quickly typing up notes or browsing the Web, the 7 Series features a full, 80/81- key keyboard sleekly tucked away under the display. At the user’s convenience, the keyboard slides out completely, creating a laptop-like interface coupled with the touch capabilities on the display.

Equipped with Microsoft Windows 7 Home Premium, the Samsung 7 Series provides familiarity and comfort to users while enhancing their overall experience.

Users with entertainment in mind will benefit from high-resolution graphics and an HDMI port for sharing content on an HDTV. Additionally, the built-in webcam and audio speaker make the 7 Series ideal for video communication with family, friends and co-workers across the globe.

The Samsung Sliding PC 7 Series also wants to target a combo of Samsung & Microsoft user community which is a large chunk. This product is a result of the deep collaboration between Microsoft and Samsung.

Optional 3G connectivity takes the 7 Series to new levels, with Internet connectivity anywhere, anytime. Moreover, the built-in accelerometer enables portrait or landscape viewing, making the 7 Series perfect for reading daily news articles, or sharing photos with family and friends.

Product features of Samsung Sliding PC 7:

At first glance, the Samsung PC 7 Series is a compact, light-weight tablet featuringan intuitive touchscreen. However, once the display is slid into place, it reveals a physical keyboard that offers users the familiar keyboard/touchpad interface. The Samsung 7 Series is creating a category unto itself, with a total solution that is not only chic and convenient for content consumption, but also versatile enough for moreintensive computing and content creation.

The Intel Atom processors offer not only improved performance and sleeker devices, but also new, creative form factors.

Weighing just 2.2 pounds, the Samsung Sliding PC 7 Series is easily packed into a briefcase and can be used for making presentations or for recording data on the fly. The 7 Series is suited for both indoor and outdoor use with 340-nit brightness 10.1-inch display supported by an enhanced HD resolution (1366 x 768). Wwith its slim and light weight design, the 7 Series allows for mobility without compromising functionality in personal or professional settings.

The six-cell lithium-polymer battery and innovative Eco Light Sensor, which conserves energy and adjusts screen brightness based on available ambient light, allows the 7 Series to last for up to 9 hours.

The ultra-light Samsung Sliding PC 7 Series is engineered with convenience and responsiveness in mind. Available in either 32GB or 64GB models, the 7 Series features expandable storage with the 4-in-1 memory card reader. The device also fully supports multi-tasking not only in the Windows® mode, but also in touch mode, so users never have to slow down.

BSBADV507 Develop a Media Plan

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