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Describe about the Advanced Diploma of Leadership and Management.

Background

Australian Hardware Ltd. is a reputed hardware company based in Australia which is famous in the home improvement and hardware markets owing to its high quality of products. Australian Hardware is currently facing competition from other companies which has limited their growth and therefore the company plans to introduce a new service named Tradies to You which focuses on supplying high quality necessary technicians for various home renovation services. The company plans to develop an advertise campaign in order to introduce its new products to the customers of the company and to regain and retail old and existing customers of the company and also attracting new customers towards the company. This report focuses on the development of the advertisement campaign of the company.

  1. In the original creative brief, Australian Hardware has asked Bang the Drum Creative, to develop an advertisement campaign of the company which focuses on marketing the new Tradies To You Service among the target customers of the company. In the original creative brief the Australian Hardware has also asked the company to develop the advertisement brief in such a way which addresses the communication objectives of Australian hardware such as recapturing the past customers of the company from the competitors of the company, consolidating the existing customers of the company by ensuring loyalty, encouraging the new generation of the society to use the services offered by the company and offering required assistance to the DIY Home renovators in successfully completing their project. In the creative objective brief the Australian Hardware has asked Bang the Drum Creative to design the contents of the advertising campaign of the company using rational and emotional approach. In the original creative brief the Australian Hardware has also asked Bang the Drum creative to design the advertising process in such a way which increases the brand awareness, brand perception of brand image of the company among the customers.
  2. Band the Drum Creative is a fast growing advertising company with offices in all the capital cities of Australia and regional offices in various cities of the world such as Auckland, New-Zealand, Singapore, Malaysia and Kuala-Lumpur. The company consists of 300 employees and the in-house creative team of the company includes graphic designers, web designers, video editors and voice over artists.
  3. Bang the Drum Creative is the best company for fulfilling the expectations and requirements of the Australian Hardware as mainly it has sound knowledge of the Australian market in which the Australian Hardware operates and considering the knowledge of the market, Bang the Drum can design the advertisement campaign accordingly for Australian hardware. Bang the Drum creative is also considered as an ideal solution for Australian Hardware as the company possesses an in-house creative team with expertise in graphic designing, web designing, video editing and make over activities and therefore it can serve a variety of objectives for Australian Hardware such as online advertising, website development, digital advertising, TV advertising etc.
  1. The objective of the advertisement campaign of Australian Hardware is as follows:
  • Recapture the previous customers of the company who have switched to other rival competitors of the company.
  • Consolidate the existing customers of the company in order to ensure loyalty.
  • Encourage the new generation of the customers to use the services of the company.
  • Engaging with the DIY Home Renovator who needs the help of the Tradies to You Services of the Australian Hardware in order to complete their project.
  • Engaging with the DIY Home Renovator who had experienced a reno-fail and they needs the help of the Tradies to You Services of the Australian Hardware in order to fix the disaster.

The purpose of the advertisement campaign of Australian Hardware is as follows:

  • Informing the target customers of the company regarding the new Tradies to You Services of the company.
  • Building a brand image of the company in the minds of the target customers of the company.
  • Developing a perception among the target customers that Australian Hardware is the idea place for the customers where they will get the right tool at the right time and at the right price.
  • Providing intense competition to the competitors of the company in the market.
  1. The only area of the brief which needs to clarified from the Australian hardware is two of the communication objectives of the company which involves providing support and assistance to the DIY home Renovators in order to complete their project successfully after facing various problems in completing their project. As opined by Bhatt and Bhatt (2015) in order to seek clarification regarding the above mentioned area of the brief it is very necessary to conduct a face to face meeting with the marketing and advertisement manager of Australian Hardware regarding the basis of the objectives which were unclear and also learning about the outcomes the company is expecting from the accomplishment of the above mentioned objectives. Any sort of changes in the unclear or ambiguous area of the brief will impact the designing of the advertisement campaign by the company as the change in brief would mean change in requirements and therefore it will impact in change in advertisement campaign.
  2. The quantifiable measurement of the advertisement objectives is as follows:
  • The advertising campaign of the company should be successful in bringing back 30% of the customers of the company who switched to other competitors.
  • The advertising campaign of the company should be successful in retaining 70% of the existing customers of the company.
  • The advertising campaign of the company should be successful in attracting 10% of the new generation population.
  • The company should be able to recover 60% of the losses faced DIY home renovators through their services.
  • The company should be able to assist DIY home renovators to complete the pending project of the company within 6 months.
  1. As stated by North and Ficorilli (2017) the internal factor which may prevent the accomplishment of the campaign is financial constrain. It can be mitigated by informing it to the Australian Hardware regarding the difference between the allocated budget and original cost of the campaign and undertaking negotiation accordingly. As stated by Phillips (2015) the external factor which can prevent the accomplishment of the campaign is regulatory laws and legislative laws. It can be mitigated by complying with the necessary standards in the market any by complying with the legal and regulatory requirements.
  2. As stated by Kutera and Lasek (2010)there is a concern regarding the feasibility and achievement of the objective of the Australian hardware regarding attracting the new generations of the society to use the services offered by the company as the new generation of the society in most of the cases remain involve in renovating their home and therefore the objective of the company can be regarded as not feasible or achievable.
  3. As opined by Shanthi, Thiyagarajan and Naresh (2014) the factor which can affect consumer or target audience responses is the advertising campaign of the competitors of the Australian Hardware as they also remain determined towards attracting customers towards their company. The existence of any such audience or target customer factor has been determined by the company by conducting competitor analysis and by conducting market research.

The target audience of the advertising campaign of Australian hardware are the home owners who are engaged watching reality TV Home renovation shows such as House Rules, The Block, Auction Squad, Selling Houses Australia etc.

As stated by Adetunji, Nordin and Noor (2014) the target customers of Australian Hardware are between the age group of 35-50, having children, and residing in suburb areas. The customers of the company fit in to the median income bracket of the society no matter whether they belong to single income or double income group. The Target customers of the company are the customers who live in a comfortable, well-kept home and they want more from their homes. The target customers of the company are the customers who either want to upgrade their existing living spaces or are looking to upgrade their home in order to sell their home and move to a better property.

The promise which is made by Australian Hardware to their target customer is that the company not only provides the right tool for the right job at the right price to the customers of the company but also will provide the right tradie to get the job done of the customers.

The promise of Australian Hardware can be used in the advertising campaign as the promise made by Australian Hardware helps in designing the advertising campaign of the company. The advertising campaign of a company is designed in order to communicate the brand promise to the target customers of the company and the stakeholders of the company. The strengths of the promise of the company will help in the designing of the content of the advertisement and will also help in developing of the presentation of the advertisement.

Objectives

The message which will be conveyed in the advertising campaign of Australian Hardware is “Australian Hardware is the right place for the customers who provide the right tools at the right time. Australian Hardware is a company which the customers can trust as it designs the products and services according to the requirement of the customers. The new service of the company is just the perfect solution which the customers seek regarding their home.”

Research Resources- As stated by Dey, Chauhan and Chakraborti (2015) the research resources which are required to understand market perception, brand awareness and reputation, consumer attitudes etc. are market insight reports, customer attitude surveys, brand attitude and perception surveys, brand usage survey, general brand awareness survey and brand reputation survey. The research resources are collected through primary research by designing a questionnaire and seeking the responses of the customers regarding the various questions mentioned in the survey. The costing which is associated with the acquisition of the various research resources through questionnaire surveys and analysis of the collected data is $ 0.5 million.

Creative Resources-As opined by Sahin (2013) the creative resources which are required are various artists who will feature in the advertisement video of the company and a creative service provider who will be responsible for branding the advertisement campaign of the company to a complete digital advertisement of the company. The costing which is associated with hiring various artists who will feature in the advertisement video of the company is $1.5 million. The costing which is associated with acquiring the services of a creative service provider for the advertisement for the company is $1 million.

Production Resources- As opined by Boudewyns and Williams (2016) the production resources which will be required for the advertising campaign are photographers, editors, script writer, copywriter, digital advertising and print advertising, TV advertising and online advertising. The costing which is associated with the acquisition of the services of photographers, editors, script writer and copywriter for the advertisement campaign of the company is $1.5 million. The costing which is associated with advertising the content of the company through digital advertising platforms, print advertising platforms, TV advertising platforms and online advertising platform for the company is $ 3 million.

  1. The expenditure which is associated with the acquisition of research resources is $ 0.5 million. The budget provided by the client with regards to acquisition of research resources to the advertising company is $0.5 million.

The expenditure which is associated with the acquisition of creative resources for the advertisement campaign of the company is $2.5 million. The budget provided by the client with regards to acquisition of creative resources to the advertising company is $2 million.

Target Audience

The expenditure which is associated with the acquisition of production resources for the advertisement campaign of the company is $4.5 million. The budget provided by the client with regards to acquisition of production resources to the advertising company is $3.5 million.

  1. As stated by Storme, Myszkowski, Davila and Bournois (2015) the resources which are required for the advertisement campaign of the company are market insight reports, customer attitude surveys, brand attitude and perception surveys, brand usage survey, general brand awareness survey, brand reputation survey, various artists, creative service provider, photographers, editors, script writer, copywriter, digital advertising, print advertising, TV advertising and online advertising. The percentage of the total budget for the research resources of the company is 6.66%. The percentage of the total budget for the creative resource of the company is 33.33%. The percentage of the total budget for the production resources of the company is 60%.
  2. The total budget allocated by Australian Hardware for the advertisement campaign of the company in the advertisement brief is $6 million whereas the overall budget of the campaign is $7.5 million.
  1. In order to design the advertisement campaign of the company, $7.5 million is required, considering the requirements of Australian Hardware from the advertisement of the company. As opined by Cadet (2016) the advertisement campaign of Australian Hardware will be both rational and emotional in nature which will help in attracting more customers to the company and will also help in retaining the existing customers of the company. Therefore the duration of the advertisement campaign of Australian Hardware needs to longer than usual in order to communicate the message of the company to the target customers of the company in an effective manner and this increases the cost of the advertisement campaign. In order to achieve the objectives of the company, the advertisement of Australian Hardware needs to reach to a larger number of audiences which will only be possible through advertising in different platforms which increases the cost of the advertisement campaign.
  1. As stated by Maheshwari, Seth and Gupta (2018) the advertising schedule will provide a guideline to the company regarding what activities need to be done and the timeline for completing the activity. The schedule will help in the design and implementation of the advertising campaign of the company in due time and in the required budget. The schedule will also help in informing the company regarding the progress of the advertisement campaign.
  2. The length of the entire advertisement campaign of the company is 12 months starting from initial research till the implementation of the advertisement campaign in the market.
  3. As stated by Gudrun, Maggie and Iris (2018) the service providers who will be required by the company for the advertising campaign of the company is digital cable service provider, social media platform service provider, newspaper print service provider and digital print service provider. The service provider of the company will be selected based on the value for money they offer to the company, their popularity, their market reach and compliance with legal requirements.
  4. The advertisement schedule of the company is demonstrated in an excel file attached with the report file.
  5. As opined by Chunying (2013) the advertising objectives and targets will be monitored by the company at every stage of scheduling in order to ensure that they it does not faces any issues and it is successful in accomplishing the objectives of the company. The objectives of the company will be compared with the KPIs which will be set before the implementation process and the scheduling activity will contain monitoring activities within a gap of 3 months.

Conclusion

From the above report it is clear and evident that the advertisement campaign of Australian Hardware has followed every detailed step of the advertising campaign development process which will ensure the success of the advertising campaign in the market. From the above report it is also clear and evident that in order to design an advertisement campaign different types of resources are required such as research resources, creative resources and production resources which involves cost and therefore a company must not hesitate to allocate bigger funds towards acquisition of those resources. From the above report it is also clear and evident that the advertisement campaign of a company is based on the brand communication goal of the company.

References

Adetunji, R. R., Nordin, S. M., and Noor, S. M. (2014).The effectiveness of integrated advertisement message strategy in developing audience-based brand equity. Global Business and Management Research, [Online] 6(4), 308-318. Available at- https://search.proquest.com/docview/1655246920?accountid=30552 [Accessed on 11 Oct. 2018]

Bhatt, S., and Bhatt, A. (2015). Audience behaviour towards television advertisements: An empirical study in Ahmadabad. International Journal of Marketing and Business Communication, [Online] 4(1) Available at- https://search.proquest.com/docview/1733213645?accountid=30552[Accessed on 11 Oct. 2018]

Boudewyns, V., and Williams, P. A. (2016).Content analysis of comparative claims in drug advertisements. International Journal of Pharmaceutical and Healthcare Marketing, [Online] 10(3), 302-322. Available at- doi: https://dx.doi.org/10.1108/IJPHM-09-2014-0055[Accessed on 11 Oct. 2018]

Cadet, F. T. (2016). Determining the advertisement value of face book: A content and financial analysis. Business Premium Collection.  [Online]  Available at- https://search.proquest.com/docview/1873078264?accountid=30552[Accessed on 11 Oct. 2018]

Chunying, W. (2013).A study on the delivery of city branding advertisements in china. Journal of Place Management and Development, [Online]  6(1), 67-75. Available at- doi:https://dx.doi.org/10.1108/17538331311306104[Accessed on 11 Oct. 2018]

Dey, D. K., Chauhan, Y. K., and Chakraborti, R. (2015). Does advertising strategy matter in influencing mutual fund purchase? Journal of Financial Services Marketing, [Online] 20(1), 23-33. Available at- doi.org/10.1057/fsm.2014.29[Accessed on 11 Oct. 2018]

Gudrun, R., Maggie, G., and Iris, V. (2018).From informational towards transformational advertising strategies? A content analysis of Belgian food magazine advertisements. British Food Journal, [Online] 120(6), 1170-1182. Available at-.doi.org/10.1108/BFJ-10-2017-0559 [Accessed on 11 Oct. 2018]

Kutera, M., andLasek, M. (2010).Clustering methods application for customer segmentation to manage advertisement campaign. WspólczesnaEkonomia, [Online] 4(3), 163. Available at https://search.proquest.com/docview/1115295868?accountid=30552[Accessed on 11 Oct. 2018]

Maheshwari, P., Seth, N., and Gupta, A. K. (2018). An interpretive structural modeling approach to advertisement effectiveness in the Indian mobile phone industry. Journal of Modelling in Management, [Online] 13(1), 190-210.Available at- https://search.proquest.com/docview/2003039034?accountid=30552[Accessed on 11 Oct. 2018]

North, M., and Ficorilli, M. (2017). Click me: An examination of the impact size, color, and design has on banner advertisements generating clicks. Journal of Financial Services Marketing, [Online] 22(3), 99-108. Available at- dx.doi.org/10.1057/s41264-017-0028-3[Accessed on 11 Oct. 2018]

Phillips, J. (2015). A comparison of persuasive messages and their effects on purchase intentions. Business Premium Collection. [Online]  Available at- https://search.proquest.com/docview/1746625779?accountid=30552[Accessed on 11 Oct. 2018]

Sahin, S. (2013). The effectiveness of various green print advertising strategies for budget and luxury hotel segments. Business Premium Collection. [Online] Available at- https://search.proquest.com/docview/1431912450?accountid=30552[Accessed on 11 Oct. 2018]

Shanthi, P., Thiyagarajan, S., and Naresh, G. (2014). Celebrity endorsements: A winning stratagem or double edged sword? Journal of Marketing Vistas, [Online] 4(2), 10-21. Available at- https://search.proquest.com/docview/1655358497?accountid=30552[Accessed on 11 Oct. 2018]

Storme, M., Myszkowski, N., Davila, A., and Bournois, F. (2015). How subjective processing fluency predicts attitudes toward visual advertisements and purchase intention. The Journal of Consumer Marketing, [Online] 32(6), 432-440. Available at- https://search.proquest.com/docview/1710147921?accountid=30552[Accessed on 11 Oct. 2018]

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