Objectives of the advertising campaign
Question:
Discuss about the Client Proposal and Design Rationale System.
The client briefing procedure often feels like an overload or information comprising background information, variety of goals, audience insights and others that makes it immensely necessary for the agencies to distill the overall information into an actionable, measurable and clear plan. At times, when the agency fees are dictated by their performance level, it becomes necessary to get the clarity in the complex procedure (Halinen, 2012). However, establishing the objectivity of the business must be the top most priority. Moreover, implementation of an advertising campaign on the international media also requires a thorough understanding of the objectives of the campaign as well as target audience (Williams, 2014). The purpose of this report is to identify as well as define a new media brief from a client. The report focuses on the launch of a new ‘shower gel’ for both men and women, of a company named ‘Assure’. The proposal provides a new media strategy for the clients in order to meet all the requirements of the media brief.
The media brief indicates the objectives of the proposed advertising and the aim it is trying to accomplish. This clearly indicates the objective of the new product, why it is being launched in order to increases awareness regarding the brand, the overall budget and its target audience (Schauster, Ferrucci & Sharkey, 2015). However, the report focuses on the launch of a new ‘shower gel’ for both men and women, by the company named ‘Assure’.
Assure is an Australia based company which manufactures, distributes and produces beauty products and personal care stuffs life shampoos, beauty soaps, bath additives conditioners and others for both men and women. It is owned by ABC limited, an Australian conglomerate along with a market capitalization of around 40 billion Australian dollars and turnover of around 8 billion Australian dollars. The company is launched in the year 2010 and its unit selling proposition is the unique blend of nature as well as science. However, the company is going to launch its first shower gel, which can be used by both men and women. The product will be based on pure natural ingredients, which will suit all skin types. The pure blend of natural products like strawberries, black grapes, apple, jojoba oil, kiwi and others is all set to win the hearts of many people. The company has certified documents and reports from the government officials, which has managed to gain popularity in terms of faith and loyalty as well (Kelley, Sheehan & Jugenheimer, 2015).
The primary objective of the company is to persuade the target consumers in order to buy and use the new launch. The secondary objective is to create as well as characterize this new launch or the brand. The tertiary objective is to re-create a brand value of the product and convince the new set of consumers to buy and use it (Young, 2014). The product will be advertised in all media channels as well as press conferences will be held to aware the consumers and media personnel. The overall objective is to gain mass attention and popularity, which in turn, will increase the sale of the new product (Morais, 2014).
Assure and its Shower Gel launch
Creating an audience profile will let the marketers gain an understanding regarding the changing preferences, needs, demands and desires of the consumers. It will also give an overview of the consumers’ thought processes and behavioral changes. However, the marketers need to focus on whom they want to target, what they will communicate and who else need to know about the product (Turnbull & Wheeler, 2017). Taking the product into consideration, the target audience will be both men and women belonging to the age group of 20-70. A thorough research will explain the though process of the audiences, how they feel and behave in relation with the product category. Moreover, the company also focuses on its usage of natural ingredients, which will cater and grab the attention of many consumers (Samiha, 2013).
A budget planning will enable the marketers in gaining an understanding of the required resources and overall costs or expenses (Chandrasekhar & Raj, 2014).
|
Research resource requirement |
Strength |
Weakness |
Justify Research |
Estimated Duration and Cost |
|
Observation |
Observing the consumers’ behavior or attitude will assist in gaining an understanding of the consumers’ mindset. |
However, at times, it becomes challenging to understand the buying pattern of the consumers as various factors come into consideration. |
Observation research procedure is an easier method and cost effective. It enables the marketers to easily understand the pattern of purchase of the consumers. |
Cost effective but time consuming. |
|
Surveys |
Conducting online surveys among the audiences will allow the marketers in gaining their valuable feedback about the services, which in turn, will benefit the company, at large. |
At times, consumers feel irritated and show no interest in filling up the survey forms. Even, some consumers intentionally give negative feedback. Those are very challenging to understand. |
Carrying out surveys are however, easier to administer. It is cost effective, but depending on which mode the marketers are conducting. It helps in gaining a number of feedback from the respondents at one go. |
Minimal cost depending on the mode, which can be developed in less time span. |
|
Interviews |
Gives authentic as well as useful insights, better than surveys. Additionally, it captures the behaviors and emotions of the consumers. |
The collected information is entered manually, and therefore, it should be done carefully. There are chances of missing out valuable information. Sample size is limited and sometimes, the consumers may hesitate to talk |
Interviews are considered to be the most useful and authentic way of gaining valuable insights. Some consumers even feel special and valued. |
Cost is however, a major disadvantage in this. The company bears personnel costs. Technology usage may also require some additional investment. In addition to this, it is a time taking procedure. |
|
Media Option |
Attributes |
Justification of media |
Creative and Production services |
Justification for creative and production |
Time |
Estimated Cost |
|
Television |
Television has the power to reach a large group of people and at the same time the advertisements are repetitive. |
To reach the larger section of the society. |
Performers, copywriter, camera persons, director, producer etc. |
Professional experts will design the whole work in a creative manner. |
Four-Five months. |
$5000 approximately. |
|
Social Media and Websites |
Reaches a larger section of the society, mainly internet users. It can be watched by people anytime, anywhere. |
Wide number of users, interactive. |
Illustrator, Artists, Graphic Designer etc. |
Professional work. |
One month maximum. |
$100-$200 approximately. |
|
Posters |
Can target only the public on the basis of its placement. |
Simplicity, easier to understand, slogans only. |
Designers, Artists etc. |
Creativity |
One week maximum. |
$5000 approximately, depending on the placement and size. |
|
Newspaper |
Medium coverage as only the newspaper readers will see the advertisement. |
Easier to grab the attention of the newspaper readers and the older segment of the society. |
Designers, Artists, Creative writers etc. |
Professional as well as creative work. |
One month maximum. |
$500-$2000 depending on the size, geographical area, popularity as well as page location. |
A budget of around $300,000 needs to be allocated to the company for all the requirements. An overview of the expenses are prepared and given in accordance with the budget.
|
Research |
$20,000 approx |
|
Creative Production Fees |
$110,000 approx |
|
Advertising service fees |
$50,000 approx |
|
Media |
$15,000 approx |
|
Contingencies |
$40,000 approx |
|
Total Expenditure |
$235,000 approx |
The advertisers and marketers must be able to convince the consumers to buy the product. The marketers must make the consumers understand the differences between feature and the benefit of the product or services. They should stress on the unit selling proposition of the brand (Raj, 2012). The shower gel has rich features of natural ingredients which benefits both men and women, keeping the moisture of the skin intact and making it soft and smooth.
The advertisements should be creative; therefore, professional graphic and art designers must be hired for this purpose. Creative presentations with catchy tune and slogans will grab the consumers’ attention easily (Grahle & Hibbert, 2016). This should include consumer insights, description of the brand personality, memorable quotations, positioning tag lines, logo and the features. The idea of the brand and promotional offers must include in the client presentations. The company’s website should also contain a brief description of the product and promotional offers (Morshed, 2013).
Conclusion
To conclude, media briefs help in summarizing the client’s communication strategy and the advertisement campaign’s objectives. It should be circulated by the media agencies or clients to the media owners. The proposal of the advertisement should outline briefly the client’s objectives and what they try to achieve. Moreover, a media brief should comprise a combination of the advertising patterns or formats, depending on the circumstances. The report consists of a media brief of a shower gel product being launched by Assure Company. In addition to this, it also includes the procedures by which the advertisers can make the advertisement more catchy and attractive. Furthermore, a budget plan is also given which will help the marketers to measure the success in meeting it.
References
Chandrasekhar, K. S., & Raj, R. V. (2014). Direct marketing and importance of pitch processing. International Journal of Advanced Research in Management and Social Sciences, 3(2), 25-38.
Grahle, C., & Hibbert, P. (2016). 8 Everyday Creative Development Practices in Advertising. Knowledge and Practice in Business and Organisations, 103.
Halinen, A. (2012). Relationship marketing in professional services: a study of agency-client dynamics in the advertising sector. Routledge.
Kelley, L., Sheehan, K., & Jugenheimer, D. W. (2015). Advertising media planning: a brand management approach. Routledge.
Morais, R. (2014). In Pursuit of Strategy: Anthropologists in Advertising (pp. 571-87). Walnut Creek, CA: Left Coast Press.
Morshed, F. K. (2013). A study on how an advertising agency works & ensures client satisfaction in context of Ogilvy & Mather, United Kingdom.
Raj, R. V. (2012). Pitch process & it’s importance in advertisement. International Journal of Marketing and Technology, 2(11), 1.
Samiha, M. (2013). Client servicing at paper rhyme advertising limited.
Schauster, E., Ferrucci, P., & Sharkey, K. (2015). As seen on TV: How The Pitch depicts the advertising creative process. Journal of Advertising Education, 19(2), 18.
Turnbull, S., & Wheeler, C. (2017). The advertising creative process: A study of UK agencies. Journal of Marketing Communications, 23(2), 176-194.
Williams, E. J. (2014). English for marketing communications. Journal of Teaching English for Specific and Academic Purposes, 2(3), 371-378.
Young, A. (2014). Brand media strategy: Integrated communications planning in the digital era. Springer.
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