Advertising Campaign | Assessment 1

Running Head: ADVERTISING CAMPAIGN
ADVERTISING CAMPAIGN
Name of the Student
Name of the University
Author’s Name

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Executive Summary:
Advertising campaigns are an indispensable part of any brand communication and marketing
strategy, hence two very distinct industry brands one being Qantas and other being Boost Juices
has planned to device two exclusively innovative and effective advertising campaigns
incorporation the new or contemporary medium of communication along with the traditional
ones. Hence, this project report specifically highlights on two distinct ad campaigns and its
detailed analysis of how the ad campaigns would be executed and how exactly it impacts the
stakeholders of the respective companies.

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Table of Contents
Introduction:....................................................................................................................................4
Discussion........................................................................................................................................5
Advertising Campaign 1:.............................................................................................................5
The Advertising Problem:............................................................................................................6
Identification of the target market segment and understand how to best employee the chosen
media:..........................................................................................................................................6
Details of the Marketing Campaign Strategy:.............................................................................6
Relevance of the chosen media platforms to the target audience(s) identified...........................8
Control measures to be observed:................................................................................................9
Impact of social media advertising campaign on the brand:.......................................................9
Advertising Campaign 2:...........................................................................................................10
Chosen organization’s background analysis:.............................................................................11
The advertising Problem:...........................................................................................................11
Identification of the chosen market segment and its relevance:................................................12
Relevance of the chosen media platform among the target audience........................................12
Proposed plan for engagement campaign:.................................................................................13

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Control measures to be observed:..............................................................................................14
Impact that the campaign intends to achieve:............................................................................14
Conclusion:................................................................................................................................16
References:....................................................................................................................................17

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Introduction:
Advertising has always been a very persuasive tool for effective brand communication. It
is a paid form of non-personal representation of ideas and messages, through an appropriate
medium of communication (Parente & Strausbaugh-Hutchinson, 2014).
Qantas is a leading name in the international aviation industry, having an extremely
widespread network over 85 destination across the world. Therefore it is quite obvious that the
firm being a major global brand has numerous internal and external stakeholders to manage and
respond to. Thus Qantas to sustain its market position and specifically cater to its target audience
has planned to initiate an advertising campaign that would help the brand communicate
effectively with its internal as well as external stakeholders.
Now coming to the second brand, Boost Juices is one such consumer centric brand
securing a very strong hold in the Australian Market pertaining to food and beverage industry
sector along with its presence across varied other countries including India, Bangladesh, United
Kingdoms. However recently the brand is facing certain challenges in its market operations,
leading to a sizeable decrease in its market share with more competitors entering the intended
market segment and leading to reduced market share for the brand. Therefore the brand has
decided to strategies two different innovative and integrated marketing campaigns in order to re-
establish itself as a strong consumer brand in the food and beverage industry of Australia.
Therefore this report is exclusively meant to highlight on the two distinct advertising campaigns
that would be designed for Boost Juices and Qantas keeping in mind its present stakeholders and

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the current market demand of the consumers to help the brand sustain its image in the Australian
Market.