Target audience
Discuss about the Advertisement Campaign for Australian Hardware Ltd.
The main purpose of this assessment is to formulate a advertisement campaign for Australian Hardware ltd which is engaged in the business of home renovating materials and servicing for the business. The management of the company has introduced an innovative approach to maximize the sales of the business (Grieselhuber et al., 2014). The business will be supplying renovating materials and also providing services for implementing the materials in houses. The advertisement campaign will be identifying target customers for the business and also discuss the message and idea of the advertisement campaign (Toebes, Lawler & Chou, 2013).
The target audience of the advertisement campaign will be the general household people who are looking for renovating houses for domestic purposes. The business will also be targeting renovation projects of office premises as well. The target audience of the business will be middle class as well as high class individuals who are looking for proper furnishing of homes at reasonable prices (Atazky & Barone, 2013). The advertisement campaign which is planned by the management of Australian Hardware Ltd will all the business to reach out to its target audience and thereby in the process increase the overall sales of the business.
The promise of the advertisement campaign was to retain and attract new customers for the business so that overall sales of the business. The main purpose of the advertisement campaign was to reach out to a wide range of customers through the media of television, newspaper and other printed journals. The promise was to provide better quality of services along with renovating materials in a single stop (Moriarty et al., 2013). The management of the company anticipates that the same will be increasing the overall revenue of the business.
The message which will be circulated by the advertisement campaign is that the business is providing hardware materials for renovating houses along with service men who will be installing the materials and renovating the homes of customers. This will facilitate the customers who are purchasing materials from the business can use the services of the service men for installation of the materials at home.
The resources refer to the different resources which are use by the management of Australian Hardware ltd for the purpose of formulating an effective advertisement campaign for the new innovative services which the management of the company will be introducing (Tucker, 2014). The various resources which is used for the purpose of formulating an appropriate advertisement campaign are given below:
Promise of advertisement campaign
In order to collect appropriate information about market conditions and taste and preference patterns of the customers, research was conducted by the management of Australian Hardware Ltd. In order conduct the research effectively the management has adopted both qualitative and quantitative methods for the purpose of collecting of data. Some of the techniques which are used by the business for the purpose of conducting the research are questionnaire, interviews, experimental study and pilot testing. The purpose behind adopting the techniques which are provided above was to analyze whether the introduction of the new service bring about more customers to the business and thereby improve the revenue which is earned by the business (Jugenheimer, Sheehan & Kelley, 2015). The experimental study which is conducted will be showing the behavior of potential customers in response to the new service which is introduced by the management of Australian Hardware Ltd. The use of questionnaire shows that a majority of the target customers of the business were satisfied with the service which was introduced by the business. The research resources shows that the promise of the business to provide high quality work is introduced by the company.
The creative resources which are to be considered before formulating a proper advertisement campaign refers to the use of technicians, artist or servicemen for ensuring that the services which is provided by the business are appropriate. The management of the company can also use the services of DIY home renovators in order to further develop and improve the services which is provided by the company. This will increase the scope of the business as the management will be able to complete pending projects with ease and the use of the services of DIY home renovators will attract more customers to the business of Australian Hardware ltd. In order to bring about creativity in the advertisement campaign, the management has hired Bang the drum advertising company which has specialize advertisement agents which will effectively promote the service which is introduced by the business of Australian Hardware ltd.
The physical resources which are used by the management to formulate an appropriate advertisement plan for promoting the new service of the company are generally the media which issued for promoting, tools which are used, magazines, papers. The management of the company has taken the services of Bang the drum advertising company for advertising the service. The physical resources in this aspect includes the medium which is used for the promotional activities of the business which is television, printed medium such as newspaper (Parente & Strausbaugh-Hutchinson, 2014). The service which is being advertised by the management of Australian Hardware ltd has to be copyrighted as the same has been developed by the business through innovative practices. The physical resources which is used for the purpose of formulating advertisement plan is also important is an important consideration which determine the overall success of the advertisement campaign. The physical resources also include the images which are used in printed media of advertisement.
Advertisement message
As per the budget which is prepared, the management has allocated significant expenses which are related to formulating a successful advertisement campaign. The first step is formulation of appropriate strategies which the business intends to follow for which the estimated cost of the business $ 60,000. Then the management needs to conduct an effective market survey for analyzing the needs and changes in taste and preference pattern of the business. The market survey will allow the business to get to know the behavior of the consumers as well to some degree (Yuan, Wang & Zhao, 2013). The cost which is allocated to the market survey and analysis is shown to be $ 70,000. The data collection process and the analysis of the same is estimated to be costing around $ 70,000 in total. The process of data collection and data analysis is useful for identifying the potentials which the business has in the market and with the help of these techniques the management of the company will be able know whether the company will be able to establish and earn revenue from the new service. In addition to this, the management will be able to measure the pre-advertisement period’s buzz among the customers of the business. The there is the process of linking with various trade persons and agents to fix a deal which will be costing the business a $ 50,000. Then there are other petty activities which the management needs to undertake before implementing the advertisement campaign. The management needs to monitor the plans which were initially developed by the business. After all the process is completed, the management can move forward with confirming the advertisement campaign. The management however, needs to accurately estimate the costs which each activity will be needing in order to prepare a budget for the same.
The various expenses which are incurred by the business in formulating an appropriate business plan is to ensure that the message as intended by the company gets to the public and the impact of advertisement can attract customers for the business (Collins, 2014). On the basis of materiality of the expenses and percentage of the expenses which are considered to be important are expenses which is needed for setting deals with tradies and also with DIY renovators. In addition to this, the expenses which the management of the company incurs on monitoring the plans which are prepared by the business for advertisement campaign.
The total amount of money which is anticipated by the management of the company to the advertisement campaign is a sum of $ 50,00,000. This suggest that management of Australian Hardware ltd intends to spent heavily on the promotion of new service due to the fact the fdata which is collected and analyzed revealed that majority of the customers are happy with the new service which the business will be providing.
Conclusion
Thus, from the various sections which is discussed above and analysis of the budget and advertisement campaign prepared by the business, it can be said that the advertisement plan of the management is a sound one and the management should carry forward with the campaign. The overall benefits are assured for the business as the research conducted reveals that the customers are happy with the services which is provided by the business.
Reference
Atazky, R., & Barone, E. (2013). U.S. Patent No. 8,560,385. Washington, DC: U.S. Patent and Trademark Office.
Collins, R. J. (2014). U.S. Patent No. 8,700,462. Washington, DC: U.S. Patent and Trademark Office.
Grieselhuber, R., Bartell, B., Zlotin, D., & Mann, R. (2014). U.S. Patent No. 8,838,560. Washington, DC: U.S. Patent and Trademark Office.
Jugenheimer, D. W., Sheehan, K., & Kelley, L. D. (2015). Advertising media planning: a brand management approach. Routledge.
Moriarty, S., Mitchell, N. D., Wells, W. D., Crawford, R., Brennan, L., & Spence-Stone, R. (2014). Advertising: Principles and practice. Pearson Australia.
Parente, D., & Strausbaugh-Hutchinson, K. (2014). Advertising campaign strategy: A guide to marketing communication plans. Cengage Learning.
Toebes, J., Lawler, B. P., & Chou, G. T. (2013). U.S. Patent No. 8,380,562. Washington, DC: U.S. Patent and Trademark Office.
Tucker, C. E. (2014). Social networks, personalized advertising, and privacy controls. Journal of Marketing Research, 51(5), 546-562.
Yuan, S., Wang, J., & Zhao, X. (2013, August). Real-time bidding for online advertising: measurement and analysis. In Proceedings of the Seventh International Workshop on Data Mining for Online Advertising (p. 3). ACM.
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