Advertising Management Samples for Students †MyAssignmenthelp.com

Question: Discuss about the Advertising Campaigns and Management. Answer: Introduction Advertising campaigns are designed to involve a series of advertisements and other related promotional activities and place them in different forms of advertising media for reaching a desired target audience (Moriarty et al. 2014). This particular advertising campaign would be focusing on building up awareness regarding the product among the public to change their attitude towards haemorrhoids. The primary objective of this advertising campaign is to build up awareness regarding the product among the public to change their attitude towards The goal is to do so by accelerating growth and market share, influencing the buyers decisions, improve perceived value and supporting the selling and other forms of communication. The aim is to educate the customers regarding the product and keep it in public eye to retrieve any lost sales. The main way to communicate the product message to the buyers and create awareness among them so that they can get persuaded to buy the product is to effective marketing communication. Using of social media is an effective option, but the social media presence needs to be converted into sales. Engaging customers offline is equally important, with the help of physical advertising and different forms of information channels (Farahat and Bailey 2012). The targeted audience of this campaign can be segmented into two parts: primary and secondary. The main target audience of this campaign are the haemorrhoids sufferers, as they are the ones for whom this product has been launched and they are the ones who are in dire need of this. The millennials would be the secondary targets as they are more active on social media and can spread awareness among the older generation. The most successful way to create awareness about the product among the target audience is to first identify them from the existing audience and understand what they require. Identification of trends would be helpful on deciding the demographics and then identify the prospects so that branding efforts can be refocused. The campaign must have relevant content so that the targeted audience can be engaged and educated through it (Aaker 2012). The factors that govern the choice of selecting the media vehicle are: The nature and requirement element of the product in the market. Identification of potential marketfor marketing of the product. The distribution strategy utilised for advertising coverage. Deciding of specific and exact advertising objectives The method of selling the message. Available amount of budget for the campaign Maintaining competitiveness in media strategy and advertising The advertisement positions for products are important in determining how the product would be marketed to the target audience and what would be the frequency. In case of this advertising campaign, the advertisement position for the product would require a fixed position in which the ad would appear on a specific page on the newspaper, on a specific side, or get advertised everyday morning in the radio or television. The overall costs associated with this advertising campaign include advertising, magazine advertising, newspaper advertising, direct marketing, telemarketing, search engine optimization, pay per click marketing, email marketing and web content marketing (Johnson 2013). Breaking each medium would ask for an advertising budget like the following: Setup Process - Design + Production Setup Cost - $63,000 to $8 million Cost of Media - Average of approx. $342,000 per 30 second ad Cost to Continue - Cost of media + agency hourly rate Demographic Served Anyone suffering from haemorrhoids Definitive ROI Tracking? No Negotiating with the media vehicle is important as that helps in determining the advertisement positions. It is also significant in telling when and where media can be used so reach the actual desired audience. The negotiation helps in deciding the method that can be used for selecting the time and space for campaign message dissemination for attaining of marketing objectives. The factors that would be taken into consideration when negotiating with media vehicle are: Taking account of budget available Expected impact of any advertisement or any promotion Results achieved from undertaking of cost benefit analysisthat is related to different forms of advertisement media Reach of the campaign and its possible exposure Frequency of exposure Gross Rating Points (GRP) for determining the percentage of potential audience Impact of exposure Pattern of the message exposure The information that would be discussed with the media people when determining the media contract for advertisement would include company details, the product to be marketed and the general activity of the organization. The desire to engage the audience with which services would also be discussed. Clauses would be included that would make sure there is no illegality or unenforceabilityor voiding of any rules. Legal and ethical consideration to be taken into consideration when establishing final media contract would take care of reaching an agreement between the involved parties, by not just creating a durable agreement but also making sure the parties are legally bound and committed to the clause of the contract. It should be made sure that the contracts must abide by the law and have the potential to perform without abandonment or minus resorting to legal actions (Christians et al. 2015). Ways to monitor the advertisement campaign: Monitoring of business before the start of campaign Assessing results by asking customers, motivating them, monitoring enquiries and capturing information from them. Reviewing goals related to increase in enquiries and sales, improvement in business image, meeting of marketing goals, acquiring of positive feedback from customers All these would bring a strong position for setting new goals and strategies for the next advertising campaign. Things to monitor in an advertisement campaign: Goal tracking is the first thing to monitor in an ad campaign to make sure the campaign is on the right path. Google analytics tracking would be crucial to track and understand the drive of the traffic to the campaign Email marketing strategies would be required to track to see the detailed analyses of about the open and click through rate. Tracking Google AdWords would be helpful in making sure the ad is put in front of people. Tracking print ads with the help of distribution of coupons or promo codes would come back with the total amount of response garnered. Legal and ethical issues to take into consideration when monitoring an advertisement campaign are: Advertisers require to act carefully and ethically while carrying out any promotional activity. They need to make sure that their advertising has truth in it and is devoid of unfairness. Advertisers need to make sure that the advertising they are carrying out is comprehensible and not larger than life so that even children can understand what the campaign all about is. Making sure harmful products are not advertised Using ethical and legal tools to advertise Successful advertising campaigns must be a demonstration of the fact that customers love the product and it turns into a brand in itself. Summary Advertising campaigns are carried out to advertise any product, new or old, in the market to gain market share and growth. This campaign for haemorrhoids medication had an aim of doing the same, and by means of all these answers, the complete process of making sure of that is executed. References Aaker, D.A., 2012.Building strong brands. Simon and Schuster. Christians, C.G., Fackler, M., Richardson, K., Kreshel, P. and Woods, R.H., 2015.Media ethics: Cases and moral reasoning. Routledge. Farahat, A. and Bailey, M.C., 2012, April. How effective is targeted advertising?. InProceedings of the 21st international conference on World Wide Web(pp. 111-120). ACM. Johnson, J.P., 2013. Targeted advertising and advertising avoidance.The RAND Journal of Economics,44(1), pp.128-144. Moriarty, S., Mitchell, N.D., Wells, W.D., Crawford, R., Brennan, L. and Spence-Stone, R., 2014.Advertising: Principles and practice. Pearson Australia.