Advertising Campaign Report for Australian Hardware

This report discusses the advertising campaign for Australian Hardware Limited's new service of using tradies for renovation services. It includes the objectives, setbacks, research methodology, and legal and ethical requirements for the campaign.

RUNNING HEAD:ADVERTISING CAMPAIGN REPORT 1
BSBADV60Z
STUDENT NAME
COURSE
PROFESSOR
UNIVERSITY
DATE

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TABLE OF CONTENTS
ADVERTISING CAMPAIGN REPORT FOR AUSTRALIAN HARDWARE...................................4
INTRODUCTION.................................................................................................................................4
BACKGROUND OF THE STUDY......................................................................................................5
BANG THE DRUM CREATIVE ADVERTISING COMPANY.......................................................6
OVERVIEW FOR PREFERENCE.....................................................................................................6
ADVERTISEMENT CAMPAIGN OBJECTIVES.............................................................................6
Specific purpose for the campaign by the advertising company....................................................6
Communication objectives........................................................................................................................7
OTHER ADVERTISEMENT OBJECTIVES.....................................................................................8
EXTERNAL OBJECTIVES SET BACKS........................................................................................10
PRE-JUDGEMENT........................................................................................................................10
LANGUAGE BARRIER.................................................................................................................10
MANAGEMENT OF EXTERNAL OBJECTIVE SETBACKS......................................................11
Use of clear language.......................................................................................................................11
Use of a good advertisement approach...........................................................................................11
INTERNAL ADVERTISEMENT SET BACK.................................................................................12
Over expenditure on advertisement cost........................................................................................12
Poor management............................................................................................................................12
MANAGEMENT OF INTERNAL SET BACKS..............................................................................12
Lack of a clear budget.....................................................................................................................12
Poor advertisement strategies.........................................................................................................12
CONCERN ON FEASIBILITY OR ACHIEVABILITY OF ANY OBJECTIVES........................12
REPETITIVE BEHAVIOR................................................................................................................12
POSITIVE APPROACH.....................................................................................................................12
FACTORS THAT MAY AFFECT TARGET AUDIENCE RESPONSES.........................................13
QUALITY OF SERVICES.................................................................................................................13
GOOD PRICE.....................................................................................................................................13
LEGAL AND ETHICAL REQUIREMENTS FOR THE CAMPAIGN.............................................14
OBJECTIVE............................................................................................................................................14
LEGAL REQUIREMENTS................................................................................................................14
ACCEPTABLE BUSINESS............................................................................................................14

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ACCEPTABLE ADVERTISEMENT CHANNELS.....................................................................14
ETHICAL REQUIREMENT.............................................................................................................14
ADVERTISEMENT GOVERNING BODIES AND RELATIONSHIP IN OUR
ADVERTISEMENT CAMPAIGN.....................................................................................................14
Australia advertisement Board.......................................................................................................14
POTENTIAL ADVERTISEMENT RISK FROM LEGAL AND ETHICAL PERSPECTIVE....15
Legal perspective.................................................................................................................................15
Compliance with laws relating to new products............................................................................15
ETHICAL PRESPECTIVE............................................................................................................15
RESEARCH METHODOLOGY.......................................................................................................16
Use of questionnaires.......................................................................................................................16
Interviews.........................................................................................................................................16
Experimental study..........................................................................................................................16
PILOT TESTING............................................................................................................................17
RESEARCH FINDINGS.....................................................................................................................17
CONCLUSION AND RECOMMENDATION..................................................................................18
APPENDIXES.....................................................................................................................................19
ADVERTISEMENT TIMELINE AND BUDGET............................................................................19
References............................................................................................................................................21

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ADVERTISING CAMPAIGN REPORT FOR AUSTRALIAN HARDWARE
INTRODUCTION
The reality TV home renovation shows have become a favorite show for most of the adults
between the age of 35-50 years old (Sack, 2010). They have palatial houses that they stay with
their children and many of them have a desire to renovate their houses to be attractive as a result
of being inspired by the home renovation reality TV shows when contestants achieve remarkable
results of renovation of their homes (Bambach, 2015). Hence the home renovation business is the
best investment opportunity by the Australian Hardware Limited because of the opportunity to
supply renovation materials to the potential customers. DIY home renovators been the
competitor in the business, Australian Hardware Limited would not sell much because the DIY
home renovators might not be purchasing the renovation materials from the Australian.
Renovation needs various specific materials which are usually bought from the hardware. Blake
(2012) states that the Australian Hardware been among the very many hardware stores in
Australia has to do something extra to standout and attract a lot of customers who need
renovation. As a result, decides introduce a unique service through offering of experts who are
well acquainted with the materials which might be difficult to be installed by the customers and
they do all the renovation for the customers hence reducing the burden of the customers looking
for people to do the work. The new unique service of using Tradies is seen to be more promising
because they will also be renovating where the DIY home renovators might have made a mistake
hence winning the clients confidence.

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The Australian Hardware Limited wanting to make the make their new services known they
decided to seek the services of Bang the Drum Creative advertising agents who are well known
throughout the country. The hardware wants the advertising agents to launch an advertising
campaign throughout Australia creating awareness to the general public about their new service
and convincing the people that indeed Australia Hardware Limited is the company of choice to
purchase renovation materials from. And as a customer relations manager I had to do a research
on how the advertising complain will be successful.
BACKGROUND OF THE STUDY
Following a need to realize growth in business, Australian Hardware Limited which sells the
renovation materials had to look for a good way to increase its sales and dominate the market in
the whole country so as to remain the people’s choice at all times. DIY house renovators posed a
major threat in business because their services meant that they were able to purchase from any
hardware hence the Australian hardware had to be innovative to introduce service men who will
always help the people who purchase the materials from their company fit things that become
difficult and they would also offer their services where DIY home renovators never did their
best. Been a new service in the market, Australian Hardware Limited required Bang Drum
Creative advertising company to launch an advertising campaign for the creation of awareness
throughout Australia (Yahaya, Nawawi& Salin, 2017).

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BANG THE DRUM CREATIVE ADVERTISING COMPANY
The company mainly offer advertising services and it has offices in all the Australian capital
cities and furthermore it has got regional offices in Singore, Kuala Lumpur, New Zealand,
Malaysia and Auckland. It is transforming rapidly and it currently has over 300 workers with the
in house creative team comprising of the following: graphic designers, web designers, video
editors and voice over artists who all have various roles to play within the company’s success.
OVERVIEW FOR PREFERENCE
Bang the Drum Creative is a well-established advertising company which has achieved the
people’s trust due to its best advertising strategies (Niazi, Siddiqui, Alishah & Hunjra, 2012).
Most of the firms usually pay the company to advertise their various products and the
advertisement results is what make people to seek its services regularly. The company is very
popular and does advertisements for a variety of fields and this is the main why the Australian
Hardware Limited sought our services because Bang the Drum Creative is a professional
advertising company.
ADVERTISEMENT CAMPAIGN OBJECTIVES.
Specific purpose for the campaign by the advertising company
Bang the drum advertising company intends to attract a lot of people to purchase from the
Australian Hardware which is a well-established company because its well-recognized and
trusted name and further more their products are recognized as been of good quality and reliable.

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Communication objectives
To reach the target customers through: TV, radio, online platforms such as video
advertisement and last but not least through the social media.
The advert purposed to reach a majority of the target customers who may be watching the
home reality renovation TV show and in the process be able to see the Australian
Hardware advertisement the advert was designed in such a way that the viewers were
able to see houses that have been renovated by the tradies form Australian Hardware
Limited and the quality of work done left them to make a choice.
To win the customers’ trust to initiate good business through providing the people with
experts (tradies) who will help them renovate their homes using their purchased materials
from the Hardware. The advertisement of Australian Hardware Limited new service for
use of tradies was to be incorporated in home renovation reality TV shows where the
viewers would be able to get the message and make a choice.
To recapture previous customers who have gone to the competitors
Through the advertisement, the customers who were previously affiliated to Australian
Hardware Limited would be able to learn about the new service hence would be attracted
back.

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OTHER ADVERTISEMENT OBJECTIVES
To consolidate current customers to enhance their loyalty to the company.
The Hardware ensured that the renovation materials were of good quality offered at a
good price and furthermore using the best tradies who will satisfy the customers’ needs.
To engage with DIY home renovators who need help to finish a project
This a clear way of selling their new service through forming a partnership with an
established firm in the business hence with time the Australian Hardware would win the
customers confidence in the renovation services
To engage with DIY home renovators who have had a renovation failure and need
assistance to fix the disaster.
Through this action, the DIY home renovators would always recommend the Australian
Hardware to their clients in the case of a variety of renovation needs which are urgent
hence popularizing the Hardware new service
To take a duration of twelve months to ensure achievement of the desired outcomes.
A longer duration was preferred to ensure that the new service of the hardware was
popularized and it’s been used through continuous reminding the target customers that
Australian Hardware Limited is the hardware of choice for the best renovation services and
furthermore the home renovation reality TV show was gaining popularity and got new views
day in day out and been a place where the Australian Hardware service was advertised, the
advertisement campaign had to take a long duration

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To use a total budget of $6 million for the whole campaign
The advertising company had to incur a huge cost in the advertisement campaign due to
the duration of the campaign and the channels that were to be used in order to realize its
objectives.

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EXTERNAL OBJECTIVES SET BACKS
The following are some of the external setbacks towards objectives achievement by the
advertising campaign:
PRE-JUDGEMENT
The target audience may assume that all the hardware stores are the same hence not
reading the advert when it is a newspaper advert. This can be addressed by ensuring the
advert is on top of the headlines in the newspaper with capturing title and pictures the
work done by Australian Hardware tradies
LANGUAGE BARRIER
According to Douglas (2008) the advert should have presented in the language that
people can understand and if possible all local radios and television stations that
broadcast in various languages as per the tribes that exist in Australia should be used.
All the objectives were in line with the business ethics which require the provision of
quality goods and services to the consumers through the use of experienced tradies for the
renovation services and also the objectives set enabled the Australian Hardware to meet
the set objectives.

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MANAGEMENT OF EXTERNAL OBJECTIVE SETBACKS
Use of clear language
The company should use a language that is clear to all during the advertisement to
enhance consumers’ choice.
Use of a good advertisement approach
The company should apply attractive advertisement approach to capture the attention of
the viewers

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INTERNAL ADVERTISEMENT SET BACK
Over expenditure on advertisement cost
The company may use high advertisement costs and get low returns which may be a loss
to the business
Poor management
The company may not have good strategies to enhance the advertisement success
MANAGEMENT OF INTERNAL SET BACKS
Lack of a clear budget
The company should formulate a clear budget that may not affect its profit even if it
doesn’t get many customers after the advertisement.
Poor advertisement strategies
The company should develop appropriate advertisement strategies that would ensure a
positive impact of the advertisement campaign.
CONCERN ON FEASIBILITY OR ACHIEVABILITY OF ANY OBJECTIVES
REPETITIVE BEHAVIOR
The company should have continuous adverts since the market is usually invaded by new
consumers each day.
POSITIVE APPROACH
The company should have a belief that the advertisement shall work

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FACTORS THAT MAY AFFECT TARGET AUDIENCE RESPONSES
QUALITY OF SERVICES
The target audience are interested with the quality of services offered and I have been able to
establish this through there feedback after the introduction of tradies who have of great help to
our customers after purchasing materials and further got help with fixing.
GOOD PRICE
The target consumers for the Australian hardware are satisfied with the prices offered at the
hardware and furthermore they are not charged for tradies after sales services. This was
established from their feedback after research.

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LEGAL AND ETHICAL REQUIREMENTS FOR THE CAMPAIGN
OBJECTIVE
LEGAL REQUIREMENTS
ACCEPTABLE BUSINESS
Our company is registered to operate as per the legal requirements hence we have a right to
advertise our products.
ACCEPTABLE ADVERTISEMENT CHANNELS
The Australian hardware is using the acceptable media for the advertisement as per the
requirement by the law.
ETHICAL REQUIREMENT
Ethics prohibits false advertisement regarding the nature of products and services hence our
advertisement campaign was in line with the ethical requirements.
It is unethical to tarnish the competitors’ name to consumers in order to gain competitive
advantage hence our company related well with DIY who are our competitors in the renovation
business
ADVERTISEMENT GOVERNING BODIES AND RELATIONSHIP IN OUR
ADVERTISEMENT CAMPAIGN
Australia advertisement Board
This board was established to regulate advertisement conduct of various companies and it also
deals with consumers complaints in relation with the results of the advertisement. This body
assessed our advertisement campaign and awarded our company with a certificate of good
advertisement conduct.

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POTENTIAL ADVERTISEMENT RISK FROM LEGAL AND ETHICAL
PERSPECTIVE
Legal perspective
Compliance with laws relating to new products
The company may not comply with all the rules that govern the new products in the market due
to profit concern
ETHICAL PRESPECTIVE
The company might be unethical during service comparison by in directly intimidating the
services of the competitor.

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RESEARCH METHODOLOGY
A thorough research was done in the market so as to explore the available opportunities
and both quantitative and qualitative methods were used to gather the information that
was used to come up with the report findings (Saunders, Lewis & Thornhill, 2016). The
following research methods were used to support the advertisement:
Use of questionnaires
According to Berg & Lune (2017) the questionnaires were designed and was
administered to various people who watch the show and it sought to know the kind of
renovation services they need and also the researcher wanted to know their view of the
hard wares in Australia in order to create a unique brand of Australian Hardware Limited
so as to attract the customers.
Interviews
According to Cooper & Schindler (2014) the researcher had an opportunity to interact
with the target customers and was able to obtain their views concerning the new service
that was about to be introduced by the Australian Hardware Limited in the renovation
market. This purposed to know whether the Australian Hardware would be successful in
upon introduction of their new service in the market so as to attract majority of the target
customers.
Experimental study
The advertising company decided to use experiments to establish whether the new service
for use of tradies would be successful. The Australian Hard ware was advised to provide
their contact to the customer after the purchase of the renovation materials so as to
provide assistance where the customer experienced problems with renovation and indeed

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most of the people who purchased made calls and the tradies went and helped in fixing
various renovation materials and did it perfectly. The consumer behavior as a result of the
new service was compared with the behavior before the service was introduced.
PILOT TESTING
This is a test done in prior in order to establish the effectiveness of the questionnaires to be
administered to the respondents. It aims to address any ambiguous issues within the
questionnaires. After a pilot study, the researcher established that the target customers would
want to be clarified on the advantage of using tradies from Australian Hardware over using any
other expert. The researcher was able to reframe the questionnaire to ensure that all the doubts
and concerns were answered after the completion of the questionnaire by the respondents
RESEARCH FINDINGS
From the use of questionnaires, it was found that the target consumers were very happy with the
new service by Australian Hardware Limited for using the tradies to help in renovation and this
attracted many of them to the company. One of them quoted that the room was furnished in a
way that she had always been desiring (Hackley, 2010). The promise that the company had made
to the potential consumers were fulfilled because the company was able to provide high quality
by using the tradies for renovation at customers’ homes. And all the quality provided the best
services and with time the company became a monopoly out doing DIY home renovators who
had to quit.

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CONCLUSION AND RECOMMENDATION
For the success of any enterprise creativity and innovation is essential. The enterprise should try
to provide special services to stand out of other enterprises that provide the same services. Good
advertisement channels also should be used so as to reach the majority of the target population
within the shortest time.

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APPENDIXES
ADVERTISEMENT TIMELINE AND BUDGET
MONTH ACTIVITY COST
JANUARY Determination of strategies $60000
FEBRUARY Monitoring of the market
trends
$70000
MARCH Identification of partners in
business
$40000
APRIL Data collection $50000
MAY Data analysis $20000
JUNE Dealing with the findings $15000
JULY Engaging various tradies $500000
AUGUST Collecting customers feedback $20000
SEPTEMBER Measuring the performance of
DIY home renovators for gap
identification
$10000
OCTOBER Monitoring the progress $30000
NOVEMBER Analysis of campaign
strategies
$50000
DECEMBER-DECEMBER Actual campaign which took
one year.
$5000000

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References
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Blake, T. (2012). Three simple steps: A map to success in business and life. Dallas, TX:
BenBella Books.

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Cooper, D. R., & Schindler, P. S. (2014). Business research methods. New York, NY: McGraw-
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