ADVERTISING CAMPAIGN ASSIGNMENT HELP
Introduction
Bang the Drum creative is one of the famous Advertising companies and the offices of the advertising company is present in Australia but the regional office is situated in Auckland, Malaysia, New Zealand, and Singapore. The company is performing very well and it can be considered as one of the fast growing companies and the company have almost 300 employees. The Company have most effective creative team and it includes web designers, graphic designers, voiceover artists and video editors
My role
The role of a customer relationship manager is to deal with the management team and at the same time proper dealing with the client. Before dealing the client it is important to develop the creative brief because it will help the CRM to develop the advertising campaign. Apart from that CRM also plays most vital role to make proper coordination with the client. In case of making most effective budget and schedule CRM plays one of the major roles.
My client
Main client of Bang the Drum creative is the Australian Hardware Ltd. It is one of the best companies and has a good reputation for their huge hardware markets and quality in the home improvement.
Client
Australian Hardware Ltd is client of the Bang the Drum creative company. They have almost 138 stores nationally and have almost 10,000 employees who perform their role in various departments. Australian Hardware Ltd focuses mainly in the home renovation and improvement business and they have a huge market for hardware products. The business plan and the marketing plan of AH were actually developed in the year of 2013 but due to the huge range of business and market factor the company could not able to perform or act according to the requirements. All the statistics that are created for the organisation was very relevant and with the help of this business plan and market plan they can experience some growth. The growth was not as expected.
Product
Main product of the Australian Hardware Ltd is home fittings and various kind of hardware product.
Key observations
From current scenario it can be suggested that competitions and opportunities in the hardware DIY market are growing rapidly therefore it creates more opportunities for home renovation. Another thing that is observed that home renovation or reconstruction reality TV show actually inspired customer to update their homes. Hence, Australian Hardware Ltd hire Bang the Drum creative companies staffs to make proper advertisements and visit home renovators to sort out any kind of problems.
Consumer insight
- Product of Australian Hardware is reliable and quality wise is better.
- They have huge market space
- Australian Hardware is one of the trusted and well known companies.
Communication objectives
- It is important to capture the previous customer who have gone
- Australian Hardware company encourages new customer to increase their market
- They also make some engagement with DIY home renovators to help that entire customer who wants to transform their homes.
Promise
Australian Hardware Company not just provides the tools and job in appropriate price for their customer has also provided right tradie.
Support
It is one of the Australian local brands and has huge reputation in the market.
Audience
Almost every kind of customer such as entire customer who watches TV home renovation show and all those people in between 35-50 years old. Apart from that all those people who has medium income, single income and double income can afford this kind of services,
Current brand
The company provide their product in lowest and appropriate price.
Equity (rational)
All the products and services are provided by the company is in the right price.
Desired brand equity (rational)
Customer will definitely satisfied with their performance as because all the staff of AH is extremely efficient.
Current brand equity (emotional)
All the customer is satisfied with the performance of AH ltd
Desired brand equity (emotional)
Most of the customer gets satisfied with the performance of AH therefore they can trus the Australian Hardware ltd
Mandatory requirements
Timelines
| Plan | 1-4 months | 4-8 months | 8-12 months |
| pre-planning | |||
| research | |||
| creative | |||
| production | |||
| actual campaign |
Total amount of budget is $6 million
Preferred advertising channels
Most preferred advertising medium is the TV, Radio, Online, Social media
- Main purpose of the advertising is to increase the customer base and to increase the market share.
- It is very important for any organisation to clarify all these areas which can create difficulties at the time of making advertisement. Therefore proper justification and explanation need to be mentioned.
- According to the concept of quantifiable measurement it can be suggested that with the help of this kind of approaches it is possible to outline all those objective that can increase proper camping
- It is very important to identify the entire internal and external factor which can change the overall scenario in order to make proper advertising campaign is very important to make some different internal and external factor which can develop the marketing strategy.
- In order to make proper advertising campaign it is very important to determine all those factor by which it become possible to attract maximum number of audience. Apart from that is also important to identify the requirements of the customer.
- At the time of advertising campaigning another thing that need to be maintained is the legal and ethical requirements. All this approaches need to be focused in proper manner so that any kind of unpleasant situation can be avoided
Prepare the advertising budget
The main purpose of the advertising campaign is to attract major number of people and therefore the campaign procedure is organise in four different ways and that are
From the concept of demographic process it can be suggested that the advertising company focuses on different age group of people. According to the concept of demographic structure it can be suggested that it will depends over the religion, believe and many more. Here the focus age group is 35-50 years old customers. It is because between this age group people are specific about the choice and this kind of home renovation advertising will attract those entire customer.
According to the concept of Psychographic it can be suggested that is actually depends over the individual’s personality, opinions, values etc. Apart from that from the concept Psychographic it can be also be suggested that it is one of the qualitative methodology that are used to design the customer’s psychological approaches. Therefore at the time of maintaining proper advertisement it need to be specify and identify all those customer who actually follow new trends and at the same time they actually want to modify and renovate their homes. The main focus of this advertising campaign is to attract this customer (Mukherjee & Jansen 2014). Apart from that another target audience of this kind of advertising campaign is to attract young generation because usually young generation love to adopt new trends.
According to the geographic advertising marketing concept it can be suggested that advertising campening is also dependent over the geographical region. In some cases it can be seen that the environment is extremely adverse is some spaces and the communication medium is very low on those area. Therefore it is difficult for any kind of advertising company to attract these people. Apart from that the advertising campaign is mainly conducted and focuses on those people where environment is pleasant and easy communication is possible. With the help of advertising campaign it becomes possible to attract the customer and convince them to renovate their homes.
According to the behavioural trends of customer it can be suggested that taste of different customer is different and it depends on various factor such as their age, social background, environment. In most of the cases it can also be seen that buying trends is different of financially stable customer than a financially week customer. In case of this advertising campaign the company focuses on those people who are capable to perform home renovation practices and can afford the expenses (Hughes, Zhang & Maginnis 2014). Therefore at the time of making the advertising campaign the advertising company needs to clarify cost and expense so that customer can make clear decision. Apart from that social background and environment background is also related with the buying behavior of the customer. Therefore advertising campaign of the company is mainly focuses on that customer who can adopt new things and has good taste.
Promise
The main promise of Australian Hardware Ltd that are presented in the advertising campaign is Australian hardware company not just provide the tools and job in appropriate price for their customer hay also provide right tradie.
The Message
Main message that are conveyed by the advertising campaigns is to attract the target audience and increase the market share. Apart from that another thing that needs to be focuses of the messages is the brand value so that it became possible to increase customer base.
Resources
- 1. Research resources
- Market and customer research
- SWOT analysis
- Benchmarking of the business
- competitive advantage
- Licensing and regulations research
- Creative resources
- Designers
- Social media experts
- Planners
- Producers
- Artists
- Production resources
- Editors
- Advertising (digital, print and TV)
- Social
- Experiential & Events
Budget
1.In order to maintain proper campaigns it is very important for Australian Hardware to identify all those components by which it is possible to perform proper campaigns. In order to maintain proper campaigning is TV, Radio, and Newspaper. Magazine and social media and in store promotion plays most important role. With the help of TV and social media it is possible to reach out maximum number of people (Laferté et al. 2015). With the help of newspaper and magazine it is also possible to connect with certain number of people. All this components plays an important role for making a successful campaign for Australian Hardware Ltd.
2.In order to make proper advertising campening it is very important for any advertising company to check and identify all the resources that play most important role in order to organise the campaign in proper manner and at the same it will help in the time of budgeting. In case of Australian Hardware Ltd’s campaigning promotion all this resources play some effective roles and that are Market and customer research, SWOT analysis, Benchmarking of the business (Karande, Jiang & Zhu 2014). Some creative resource is Designers, Social, and Experiential & Events. Some production resource that plays another important part in case of organising advertising campening is Editors, Social, and Experiential & Events.
| Item | Cost |
TV
|
$600,000.00 $500,000.00 $400,000.00 |
Radio
|
$200,000.00 $400,000.00 $400,000.00 |
Magazine
|
$200,000.00 $200,000.00 $200,000.00 |
Newspaper
|
$300,000.00 $200,000.00 $200,000.00 |
| Newspaper
4. The Australian 5. The weekly Times 6. Koori Mali |
$300,000.00 $200,000.00 $200,000.00 |
Social media
|
$100,000.00 $100,000.00 $100,000.00 |
| Website
http://australianhardware.simulations.learn.com.au/about-us.html |
$200,000.00 |
In-store promotions
|
$200,000.00 $100,000.00 $201,000.00 |
Discounts
|
$10,000 |
| Agency Fees | $600,000.00 |
| Total Spend | $6000,000.00 |
1.In order to make campening bang the Drum Creative advertising company maintaining proper scheduling to organise the camping in proper manner. From the time line it can be suggested in the very first stage the advertising focuses on planning part. In this part or in this population the company actually create some planning ion which way the total campening will go through . after that they focuses on the research part and in this stage the advertising company mainly research all the things that are associated with the organisation (Hsu et al. 2015). Create some Swot analysis, benchmark analysis. After that the next part is creative scheduling and in this part the advertising company use their graphics designer, web designer to create some creative design.
2.From the mentioned time line it can be suggested that the advertising company perform their task in some specific manner and the company actually schedule their task with appropriate time period. From the time line it can be suggested that for making a pre-planning the advertising company acquired almost 3 months in this three months they also performed every kind of research which will the advertising company to make some critical analysis about the organisation (Tremblay, Tremblay & Isariyawongse, 2013).
3.In order to make proper campaigning the advertising company uses some service provider and they play major role in case of making campening program successful. In order to develop the advertising campening more attractive Bang the Drum Creative advertising company uses their web designer, graphics designer, video editors because with the help of this service provider they can design their campaigning program very attractively (Najafi, Valavi & Alahyari, 2014).). Apart from ht in order to organise this kind of campaigning programming various kind of legal complexity can arise therefore to avoid this kind of legal obligations they also used some professionals who can handle this.
- In order to maintain proper scheduling in proper manner the advertising company also use e all the components which are used to make the advertising campaign more attractive. In order to reach maximum amount of people the advertising company uses social media and TV channels so that they can make proper apple for the customer. Apart from that by maintaining this scheduling it will help the company to make some effective and realistic budget according to the expanse rate
5.According to the objective it can be suggested that it is very important for any organisation to clarify all these areas which can create difficulties at the time of making advertisement. Therefore proper justification and explanation need to be mentioned. Apart from that it can be suggested that with the help of this kind of approaches it is possible to outline those entire objective that can increase proper camping. In order to make proper advertising campaign it is very important to determine all those factor by which it become possible to attract maximum number of audience. Apart from that is also important to identify the requirements of the customer (Tucker, 2014). Apart from the target audience group it can also be suggested that with the help of this advertising campening almost 35-50 years old age group people get attracted. Apart from that it can also be suggested that with the help of advertising camping it is possible to target all those customer who want new things and love to makeover their homes.
From the discussion it can be suggested that Bang the Drum Creative advertising company is going to organise an advertise camping for the Australian Hardware Ltd. In order to make the advertising campening successful the compound plane different kind of activity and select specific customer group so that they can focus specifically. Apart from that in order to increase the customers the organisation uses different kind of media to reach maximum amount of people.
Media scheduling
| Type of Advertising | Cost | Media (Program/section of Print) | Timing | Reach | Frequency |
| TV | |||||
| ABC HD | $600,000.00 | Sport event | 6pm | National | 2 times |
| SBS | 500,000.00 | Discovery | 8pm |
National |
2 times |
| ABC News | $400,000.00 | News | 10am- 10pm | National | 5 times |
| Radio | |||||
| 2JJJ
2PNN |
$200,000.00 | Talk show | 4pm | National | 1 times |
| 1ART | $400,000.00 | Voiceover drama | 7pm | National | 1 times |
| 1ART | $400,000.00 | Promotional event | 8 am | National | 2 times |
| Social Media | |||||
|
|
$100,000.00 |
Promotional event |
Full day | worldwide | Full day |
| Tumblr | $100,000.00 | Promotional event | Full day | worldwide | Full day |
| $100,000.00 | Promotional event | Full day | worldwide | Full day | |
| Architecture Australia | $200,000.00 | Advertisement | Once in a day | National | weekly |
| The weekly Times | $100,000.00 | Advertisement | Once in a day | National | Quarterly |
| Koori Mali | $201,000.00 | Advertisement | Once in a day | National | Quarterly |
| Other (Events, etc) | |||||
| Promotion through print media | $200,000.00 | Advertisement | Once in a day | National | weekly |
| Online advertising | $100,000.00 | Advertisement | weekly | National | Quarterly |
| Point of sell
|
$201,000.00 | Advertisement | weekly | National | Quarterly |
Reference list
Hsu, J. K., Hui, V. W. N., Frantz, J. C., & Pang, E. C. K. (2015). U.S. Patent Application No. 14/734,473.
Hughes, C. J., Zhang, X., & Maginnis, P. B. (2014). U.S. Patent Application No. 14/563,858.
Karande, C. D., Jiang, X., & Zhu, Z. (2014). U.S. Patent Application No. 14/164,086.
Laferté, M., Therrien, F., Bélanger-Gravel, A., Lagarde, F., & Gauvin, L. (2015). Promoting physical activity among tweens in Québec: The WIXX multimedia communication campaign. WellSpring, 26, 1-4.
McKnight, D., & Hobbs, M. (2013). Public contest through the popular media: The mining industry’s advertising war against the Australian Labor government. Australian Journal of Political Science, 48(3), 307-319..
Mukherjee, P., & Jansen, B. J. (2014). Performance analysis of keyword advertising campaign using gender-brand effect of search queries. Electronic Commerce Research and Applications, 13(2), 139-149
Najafi, A. A., Valavi, M., & Alahyari, R. (2014). Evaluation of advertising campaign effectiveness-Case Study (Hamrah’e Aval Company). Asian Journal of Research in Marketing, 3(3), 98-111.
Tremblay, V. J., Tremblay, C. H., & Isariyawongse, K. (2013). Cournot and Bertrand competition when advertising rotates demand: The case of Honda and Scion. International Journal of the Economics of Business, 20(1), 125-141.
Tucker, C. E. (2014, September). Social networks, personalized advertising, and privacy controls. American Marketing Association.
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