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Developing An Advertising Campaign

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Question:

Discuss about the Advertising Campaign.

 

Answer:

Introduction

Advertising campaigns are focusing towards increasing the sales as well as profits for strengthening the image of the company and therefore, improving the market position of Bounce Fitness Company. There occurs the use of an advertising campaign depending on the aspect of publicity planning. The scenario to plan as well as implement will be considered by the advertising agency.

Principles of effective advertising

  1. Raising sales
  2. Maintaining or building brand loyalty
  3. Assisting in the launching of new product
  4. Changing the attitudes of the customers
  5. Building the image of the company or brand
  6. Reducing the impact of competition

To infer it might be stated that advertising is basically a particular task of communication and an effective way of informing, persuading as well as reminding customers regarding a new product.

Principles and purposes of advertising, consumer behaviour and influence on buyer behaviour

These are associated with the cultural factors, special factors, personal factors as well as psychological factors. Brands are having the scope towards developing a strategic aspect, a message for marketing and in this context, an advertising campaign is moving in an effective manner as well as in line with the requirements as well as methods to think of their target customers.

Clarify the needs of the proposed campaign

 There is the requirement of having adequate detail for providing particular guidance for the managers. For clarifying the needs of the proposed campaign, there is the requirement for undertaking the task, amount of change, time-frame as well as audience.

Determining that the campaign was ethical

Ethical principles are referring to the quality of openness, honesty, integrity, impartiality, accountability, tolerance, respect for individuals, fairness as well as individual accountability. For determining that the campaign was ethical, there is the requirement to have clarity that the company’s product as well as business is correct and receiving a government certificate will strengthen the ethical aspect further. There is also the requirement for explaining that the correct thing is being done and there is the need to be realistic as well.

Other markets to be taken into consideration

The other markets that will be considered when making decisions where to focus are the consumer markets, business markets, international markets as well as government or non-profit market. The consumer market will be taken into consideration since there is a growing awareness amongst the people to maintain a healthy lifestyle and it is now being considered that ‘Fit is the New Rich’. Taking this into consideration, a lot of focus has been given to the consumer markets and the other markets are being discarded because the service that Bounce Fitness is providing is not in direct relation with those markets.

 

Meaning of industry, services, products and organization

Industry is associated with the production of products or related services within the economy. In a company, services and products are considered being very significant. There is the requirement for providing the customers with effective products as well as services for running the business in an effective manner. There is also the requirement for having honesty as well as giving respect to the customers.

Purposes and objectives from the marketing plan

The purposes of the marketing plan for Bounce Fitness are mentioned as under,

Objectives – The main purpose regarding the marketing plan is setting Bounce Fitness on a particular course regarding marketing. Marketing goals are in general, aligned with wider goals of the company. With its purpose to grow, Bounce Fitness will be having a marketing plan that will be emphasizing on the strategic aspects for increasing the base of customers. In this regard, a low penetration strategy for pricing can be used. To gain the share of the market, increase awareness of the customers as well as to build favourable behaviours are other common goals. The objectives component relating to a marketing plan will assist Bounce Fitness to make sure every investment related to marketing will be having target.

Budget – In a systematic marketing plan, there is the requirement for laying out the required budget as well as resources required for completing the goals that have been mentioned. The plan will be allowing the aspect of showcasing what the company is trying to achieve with the budget. (Ariztia 2015)

Accountability – Different aspects of the marketing plan is relating to the aspect of being accountable. The plan is a basic commitment from the leaders of the company as well as marketing employees towards taking the company in a specific direction. After outlining the strategic aspect as well as developing the tasks, there will be the assigning of each task to an individual or team towards implementation.

Strategic Planning – The marketing plan is considered being a significant document that will be coinciding with a wider organizational strategic plan. To have a marketing plan will be assisting the organizational leaders in developing as well as monitoring the expectations in respect of other areas of function (De Mooiz 2013).

 

Factors affecting the consumer responses towards the campaign  

The factors that might be influencing the consumer responses take into consideration relevant legislations that are mentioned as under,

Anti discrimination legislation – The Anti-Discrimination legislation is associated with the aspect of discriminating in regard to the protected traits that includes age, disability, race, sex, identification of gender in specific areas of public life which includes the aspect of employment. The anti-discrimination legislation includes Age Discrimination Act, 2004; Disability Discrimination Act, 1992; Racial Discrimination Act, 1975; Sex Discrimination Act, 1934.

Consumer protection laws – This is considered to be a national law in respect of trading as well as consumer protection. Concerning this law, the customers will be having undisturbed possession of products. Moreover, manufacturer will be having reasonable available capabilities towards the repairing of the products as well as parts of the products.

Privacy laws – These laws take into consideration the aspect of regulating the handling of personal information regarding individuals. Personal information is considered to be the information or viewpoint regarding an identified person. Under this law, the entities will be having increased accountabilities for managing information in a manner that is open as well as transparent.

Trades Practices Act – The Trade Practices Act will be dealing with mostly all parts of the marketplace that includes unfair market practices, safety of the products, monitoring of the prices as well as codes of practice regarding the industry. Its focus is inhibiting unethical practices by competitors as well as providing confidence to the customers to deal with businesses that are adhering to high standards (Ariztia 2015).

Legal and ethical considerations relating to this brief

When there occurs a lack of clearly set regulations, there exist legal, business as well as social impacts of not considering legal as well as ethical considerations. In different countries there are official companies mandated to vet advertising for ensuring it is not vulgar, not deceitful, as well as not culturally offensive. Even in the regulatory surroundings, there is space for advertising for offending or offering partial truths. While there was a time when these behavioural aspects could be bypassed or not challenged, in the current times, individuals are demanding complete responsibility. There is presently occurring the aspect of testing as well as monitoring with real propositions in respect of the integrity, credibility as well as reputation of the offending company. In absence of trustworthy status, neither organizations nor advertising agencies will be surviving, therefore, it is required to pay attention for safeguarding, as well as doing the fortification of the agency’s reputation (Parente 2014).

Research resource requirements for this campaign

The research process that gets conducted takes into consideration the following aspects that is required for the advertising campaign that are,

Focus Group – This comprises of a comparatively small number of customers as well as a trained moderator who come together in respect of a discussion. A typical group comprises of 6 to 10 consumers that have the knowledge of buying as well as using the category of products in which the company is having interest in. The group will not comprise of just any customers but will be created concerning certain general traits. The main aspect regarding a focus group is having a complete discussion within the time-period (Krueger 2014).

Demographic profiles of customers – The demographic profiles of customers is providing a means to find out about the individuals in a category by offering limits within which researches are being conducted. It assists the advertisers in thinking in what was customers need to get addressed through the formation of groups that are considered being more actual than conceptual (Percy 2016).

 

Range of media options to be considered

The range of media options that needs to be considered for the advertising campaign are mentioned as under,

Print Advertising – Print publications are having reference with three types of advertisements such as newspaper, magazine as well as directory. This media option will be considered, since this is cost efficient and it can be a very efficient means of promoting a brand (Percy 2016).

Digital Advertising – This is the newest as well as fastest-growing category of advertising. There are various ways of digital ads that includes display advertising, video advertising, social advertising as well as search advertising. This media option will be considered, as because it will be providing Bounce Fitness the scope for remarketing, or retargeting potential consumers through the re-engagement of individuals that have visited their website earlier (Schudson 2013).

 

Budget for using the chosen media options

The media options that have been chosen in this context are print advertising as well as digital advertising. The budget that needs to be used in respect of media campaign is guided by various factors that might take into consideration,

  • Distribution, with the alternatives for including the advertising in one or more editions
  • The size of the advertisement
  • Frequency of the number of times the advertisement will get included
  • Placement in the publication which includes the advertisement of the company on the front page
  • If the company will be selecting the option of printing the advertisement in colour or black-and-white (O'guinn 2014)

For ensuring that the budget will not exceed can be considered through the following reasons,

  1. Stating the goals
  2. Calculating the ideal size of the audience
  3. Calculating the target impression count
  4. Estimating the cost per thousand
  5. Calculating the cost per ad set

Advertising Schedule

Critical Path Analysis

Step 1: Specifying each activity – Through the use of the work breakdown structure, there is the requirement for the identification of each activity that is having an involvement in the project. This list regarding the specification of activity will be including higher-level activities. The first stage is identifying the major deliverables regarding a project.

Step 2: Establishing dependencies – Certain activities will be depending on the aspect of listing the immediate predecessors of every activity that will assist in identifying the appropriate order.

Step 3: Drawing the network diagram – After the identification of the activities as well as their reliance, there is the requirement for drawing the critical path analysis chart or CPA, which is regarded as the network diagram.

Figure 1 Critical Path Analysis Chart

Source: (SmartSheet, 2017)

Step 4: Estimating the activity completion time – For estimating the activity completion time, there is the need for using the 3-point estimation method that includes,

a = the best-case estimate

m = the most likely estimate

b = the worst-case estimate

Step 5: Identifying the Critical Path – There are two ways of identifying the critical path. One of them is identifying the longest path all through the network, which is the longest activity sequence in respect of the path. The identification can also be done through critical activities with the help of Forward Pass or Backward Pass process, towards the identification of the earliest start as well as finish time-period and the newest starting as well as finishing time in respect of every activity.

Step 6: Updating the critical path diagram to show progress – The updating of the network diagram can be made when there occurs the emergence of new information, and there might occur the recalculation of a different critical path (Moriarty 2014).

Conclusion

This assignment is inferring the fact that advertising campaigns will be assisting Bounce Fitness towards promoting the service for reaching a new base of customers, building market awareness as well as growth regarding sales. Prior to the development of the advertising campaign, there is the requirement for considering position of the company in the market as well as designing the advertising campaign by considering the values, characteristics as well as beneficial aspects of the services in relation to the campaign.

 

Reference

Ariztia, T., 2015. Unpacking insight: How consumers are qualified by advertising agencies. Journal of Consumer Culture, 15(2), pp.143-162.

De Mooij, M., 2013. Global marketing and advertising: Understanding cultural paradoxes. Sage Publications.

Krueger, R.A. and Casey, M.A., 2014. Focus groups: A practical guide for applied research. Sage publications.

Moriarty, S., Mitchell, N.D., Wells, W.D., Crawford, R., Brennan, L. and Spence-Stone, R., 2014. Advertising: Principles and practice. Pearson Australia.

O'guinn, T., Allen, C., Semenik, R. and Scheinbaum, A.C., 2014. Advertising and integrated brand promotion. Nelson Education.

Parente, D. and Strausbaugh-Hutchinson, K., 2014. Advertising campaign strategy: A guide to marketing communication plans. Cengage Learning.

Percy, L., Elliott, R.H. and Rosenbaum-Elliott, R., 2016. Strategic advertising management. Oxford University Press.

Schudson, M., 2013. Advertising, the uneasy persuasion (RLE Advertising): Its dubious impact on American society. Routledge.

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