Advertising Management

Running head: ADVERTISING MANAGEMENT 1
Advertising Management
Student’s Name
Institutional Affiliation
Date of Submission

ADVERTISING MANAGEMENT 2
Target Corporation Ad Brief
Part A
1. Background
1.1. The Brand
Target Corporation Australia (TGT) sells numerous brands, however, some of the most known
brands are in line of clothing, homewares, cosmetics, consumer and fitness electronics, as well as
general electronics.
1.2. Competitors
Some of the most prominent companies that directly compete with Target are WMT (Wal-Mart
Stores) and COST (Costco Wholesale) (Screen Australia, 2014).
1.3. Buyer Analysis
The operations of Target involves digital retailing. The corporation uses numerous channels to
ensure that their goods reach buyers. In general, Target deals mostly with women, but also sell
male and children stuffs. The company harnesses the opportunity associated with the fact that the
Australian consumers do not prefer to go for online retail products even with technological
improvements because they are afraid of counterfeiting (Screen Australia, 2014).
1.4. Advertising
Target is primly positioned on the Australian retail-marketing segment. It therefore, targets
corporate audience, which includes more than 5,450 individuals in the country. The company has
put aside a marketing budget that would ensure that the company attracts more customers while
offering more value-oriented products as well as being geared towards reaching for customers
that are cost-conscious (Sisson, 2013).
2. Advertising Issues
Retail companies, Target included, faces the challenge of reaching for customers that are poorly
motivated by local products. Such a case means that the marketing techniques used by Target
and the rest is ineffective. Since Target Corporation, as a retail company in Australia, uses
ineffective marketing strategies, revenue generation remains stagnated.

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3. Objectives
This advertisement paper intends to:
- To increase the awareness of Target’s brands by 50% by the end of 2019.
- To increase customer’s perception on Target’s brands by 50% come 2020.
4. Target Market
4.1. Target
Target Corporation target shoppers that are fiver years younger than those of Walmart are.
Therefore, the company is able to make a revenue of approximately $12,000 more on every
household. Most shoppers at Target are white with Hispanic background (Swinburn, 2016).
4.2. Consumer Insight
Target wishes to lead Walmart and Costco in customer experience. Apart from that, the company
is also passionate about strategizing how to increase client advocacy and loyalty (Swinburn,
2016).
5. Budget
The table below shows the projected media budget for Target to commence by December 2018.
Walmart Costco Target
Celebrity Advertisements 15,000,000 8,000,000 11,955,000
Television & Radio Ads 0 0 1,823,000
Gifts and Product Promotions 0 0 1,000
Social Media Adverts 0 0 2,522,000
Banners and posters 0 0 576,000
Promotion and social Events 0 0 539,000
Magazines & Newspapers Ads 12000 1,000 165,000
Grand Total 15,012,000 8,001,000 17,581,000
6. Creative Strategy
According to Target, the biggest test is ensuring that the advertisement of its brands involves a
timeless and resonates process with customers (Woolworths, 2014).
6.1. Creative Statement

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The creative statement for Target is “The beginning of Brilliance”. The statement also forms the
basis of the company’s ad campaign.
7. Media Strategy
Target will connect with its customers via social media platforms like Facebook and Twitter.
However, the products will as well get advertised in magazines, radio stations, and TV stations
(Swinburn, 2016).
7.1. Media Mix with % budget Allocation
Media Percentage %
Celebrity Advertisements 68
Television & Radio Ads 10
Gifts and Product Promotions 0.006
Social Media Adverts 14
Banners and posters 3.3
Promotion and social Events 3.1
Magazines & Newspapers Ads 1.594
Total: $17,581,000
7.2. Media Scheduling
8. Mandatories