BSBADV602. Develop an Advertising Campaign

Running Head: BSBADV602
Develop an Advertising Campaign
Name of the Student
Name of the University

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Table of Contents
1. INTRODUCTION.......................................................................................................................3
a. Brief of the Campaign..............................................................................................................3
b. Introduction of the Company...................................................................................................3
2. OBJECTIVES..............................................................................................................................3
a. Advertiser’s Purpose and Objectives for the Campaign..........................................................3
b. Clarification with Client on Areas of Creative Brief...............................................................4
c. Accomplishment for Given Objectives....................................................................................4
d. Barriers to the Campaign Objectives.......................................................................................4
e. Managing the Barriers to Achieve Objectives.........................................................................5
f. Factors Affecting Target Audience’s Responses.....................................................................5
g. Legal and Ethical Requirements Affecting Campaign Objectives..........................................5
3. TARGET AUDIENCE................................................................................................................6
a. Description of the Target Audience.........................................................................................6
b. Overall Message to be Conveyed to Target Audience............................................................7
4. RESOURCES..............................................................................................................................7
a. Resource Requirements...........................................................................................................7
b. Creative Resources Required...................................................................................................7
c. Production Resources Required...............................................................................................7
5. BUDGET.....................................................................................................................................8

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a. Total Amount of Money Allocated for Campaign...................................................................8
b. Resources Required and Budget Allocation............................................................................8
6. APPROPRIATE MEDIA............................................................................................................8
a. How to Create the Ad..............................................................................................................8
b. Selection of Service Providers.................................................................................................9
c. Advertising Venue...................................................................................................................9
7. MEDIA SCHEDULE..................................................................................................................9
8. EVALUATION.........................................................................................................................11
Bibliography..................................................................................................................................13
Appendix........................................................................................................................................14
Appendix 1: Gantt Chart............................................................................................................14

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1. INTRODUCTION
a. Brief of the Campaign
The campaign is for the Australian Eurovision Song Contest, 2019. Since the Australian
participation in the contest have been announced, there have been moderate response from the
people of the country but the ticket sales have not been satisfactory. As a result, at the current
situation, the revenue gained is not sufficient and it may affect participation of the country in the
contest. Hence, this campaign aims to advertise Australian participation in the event such that
more people of the country purchase tickets and visit the contest venue during the contest.
b. Introduction of the Company
Yango is a digital marketing specialist company that operates in various parts of the
country. The company conducts various advertisement campaigns through the utilisation of
digital media and also additionally other forms of advertisement like printing billboards, leaflets
and others. Yango has been handed over the responsibility of conducting the advertisement
campaign for the Eurovision Song Content 2019 in Australia.
2. OBJECTIVES
a. Advertiser’s Purpose and Objectives for the Campaign
Purpose of the advertiser is to utilise various digital advertisement techniques to conduct
the advertising campaign for the Australian participation in the Eurovision 2019.
The objectives for the campaign are as follows.

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 To garner more interest among Australians regarding Eurovision Song Contest
 To promote Australian participation in the contest so as to effectively boost the
ticket sales of the event
b. Clarification with Client on Areas of Creative Brief
The client has specified various creative areas that need to be focused on while
conducting the event advertisement campaign. The creative areas will include images of the
participants representing Australia, participants from previous years, details of the event and
others. All these requirements and creative brief areas have been mutually agreed with the client.
c. Accomplishment for Given Objectives
The given objectives need to be accomplished within the limitations of budget and time.
The advertisement campaign should be able to attract as many people of the country as possible
that will boost the ticket sales for the event.
d. Barriers to the Campaign Objectives
In addition to opportunities, there are also certain barriers to the objectives of the
campaign. Some of these barriers are as follows.
Lack of Interest: The main barrier to the campaign objectives is the lack of interest from
the people to visit the Eurovision Song Content. While there are huge numbers of music fans
residing in Australia, they may not be particularly interested in Eurovision.
International Venue: Another major barrier to the objectives of the campaign is the
location of the venue. The Eurovision 2019 will be hosted in Israel, which is thousands of miles

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away from Australia. As a result, many of the customers will not consider purchasing tickets and
visit the venue during the contest.
e. Managing the Barriers to Achieve Objectives
In order to achieve the objectives and the targets of the campaign, the barriers need to be
managed. Following are the methods to manage the barriers.
Promotion of the Cause and Growth of Australian Music: Australia participates in
various music contests including Eurovision and also there are huge numbers of music fans in
Australia. The campaign should target these categories of people and ensure they watch the
entire advertisements before gathering more and more customers to purchase tickets to the
contest.
Discounts, Offers, Tour Packages: Since travelling and staying abroad during the content
is significantly expensive, the company is suggested to provide various discounts, offers and tour
packages in Israel. This will help the company to gather more customers who will be interested
to purchase tickets for attending the event.
f. Factors Affecting Target Audience’s Responses
Audience responses regarding an advertisement are affected by various factors as listed
below.
 The type and nature of the advertisement
 The message sent through the advertisement
 Exposure of Australian participation in Eurovision 2019

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g. Legal and Ethical Requirements Affecting Campaign Objectives
In any type of marketing process, there are certain legal and ethical requirements that
need to be followed. These requirements are described as follows.
Legal Requirements: There are certain laws that govern the advertisements published by
various companies. It is important to fulfil these legal requirements before publishing the
advertisements in the campaign. Some legal requirements require the organisation / advertiser to
ensure the advertisement does not contain hate speech, targets any particular individual or
organisation that might hamper their reputation, is suitable for all age groups and not only adults
and others.
Ethical Requirements: The main ethical requirement of any advertisement campaign is to
ensure there is no obscenity, vulgarity, political message, hate speech or others. On the other
hand, the advertisement should ensure it is suitable for all ages of people and it delivers the right
message through attractive visuals.
3. TARGET AUDIENCE
a. Description of the Target Audience
The target audience for this advertisement is the music loving people of Australia who
regularly visit music concerts and other music related events. Although the campaign will be
conducted on the entire population of the country, the specific target will be the music lovers.
Eurovision is a very prestigious event where music competition is undertaken and the music
loving population of the country might be interested to visit the venue and watch the musical

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competition. With more advertising, more and more music fans will be interested and purchase
tickets for the event.
b. Overall Message to be Conveyed to Target Audience
The message to be given to the specific target audience is the participation of Australia in
the contest and how winning the content will increase the Australia’s prestige in the world of
music. In order to support the musicians participating in the contest, fellow countrymen must go
to the venue and cheer for them throughout the event.
4. RESOURCES
a. Resource Requirements
There are a certain number of resources required in order to execute the advertisement
campaign. These resources include human as well as materials and will play very important roles
in the project. The main primary resource is the campaign manager who will plan, manage,
execute and control the campaign. Other than him, there are two different categories of
resources: creative and production.
b. Creative Resources Required
The creative resources include the artist who will design the advert, design paper, pen,
colours and others. The artist will have to develop the designs of the adverts on paper and will
hand over to production.
c. Production Resources Required
The main production resources include the production manager who will utilise hardware
and software to graphically represent the designed adverts.

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Other resources will include marketing personnel for conducting the campaign, social
media handler for social media based campaign and others.
5. BUDGET
a. Total Amount of Money Allocated for Campaign
The total amount of money allocated for the campaign is $100,000.
b. Resources Required and Budget Allocation
The resources required and budget allocation is shown in the following table.
Resource Budget ($)
Campaign Manager 10,000
Artist 2500
Production Manager 2500
Social Media Manager 2500
Marketing Stuff (2) 4000
Software 25,000
Paper, Pen, Colours 2000
Marketing Costs 47,000
Other Costs 4500
TOTAL $100,000

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6. APPROPRIATE MEDIA
a. How to Create the Ad
The ad will be first designed on paper in the form of sketch. Due to the use of sketch,
several changes can be made within the design. When the design is finalised, the final sketch will
be forwarded to production manager to develop the graphical representation of the approved
design. In case of billboards, the graphical form of the ad will be printed and exhibited in the
large billboards.
b. Selection of Service Providers
The service providers for the project will be selected after detailed background check and
the cost they demand for the work. The costs should be minimised as suitable but at the same
time, it is to be ensured that the quality of work is not compromised.
c. Advertising Venue
While detailed advertising campaign will be conducted throughout the course of the
duration using billboards and social media, one main event day will be conducted at the Sydney
Opera House. This is the most suitable venue for promoting the Eurovision as the Opera House
has got huge numbers of music fans coming from all parts of the country.
7. MEDIA SCHEDULE
The media schedule is posted as follows.
WBS Task Name Duration Start Finish
0 Advertisement Campaign for Eurovision Song Contest 24.5 days Tue 02-04-19 Mon 06-05-19
1 Initial Team Meeting and Discussion Regarding 5 days Tue 02-04-19 Mon 08-04-19

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Campaign
1.1 Conduct Meeting with Client to Understand Campaign
Requirements
0.5 days Tue 02-04-19 Tue 02-04-19
1.2 Discussion of the Ticket Sales Requirement and Target
Audience
0.5 days Tue 02-04-19 Tue 02-04-19
1.3 Consider Advertisement Options for the Event 0.5 days Wed 03-04-19 Wed 03-04-19
1.4 Consider Digital Media for Advertisement 0.5 days Wed 03-04-19 Wed 03-04-19
1.5 Conduct Survey on Target Audience Regarding their
Interest in Music
0.5 days Thu 04-04-19 Thu 04-04-19
1.6 Study the Trend of Australian People Visiting Abroad for
Music Events
0.5 days Thu 04-04-19 Thu 04-04-19
1.7 Develop Project Proposal for the Project 0.5 days Fri 05-04-19 Fri 05-04-19
1.8 Documentation of the Proposed Methods of Campaign 0.5 days Fri 05-04-19 Fri 05-04-19
1.9 Submit the Proposal for Review and Approval 0.5 days Mon 08-04-19 Mon 08-04-19
1.10 Receive Approval to Proceed 0.5 days Mon 08-04-19 Mon 08-04-19
2 Design of Ad and Review 6 days Tue 09-04-19 Tue 16-04-19
2.1 Assign Creative and Production Team to Work on the Ad 0.5 days Tue 09-04-19 Tue 09-04-19
2.2 Review the Ad Design Sketches and Changes 0.5 days Tue 09-04-19 Tue 09-04-19
2.3 Discuss Regarding the Adverts 0.5 days Wed 10-04-19 Wed 10-04-19
2.4 Hire Team to Post Adverts on Billboards 0.5 days Wed 10-04-19 Wed 10-04-19
2.5 Graphical Design of the Adverts 0.5 days Thu 11-04-19 Thu 11-04-19
2.6 Printing of Certain Adverts on Paper 0.5 days Thu 11-04-19 Thu 11-04-19
2.7 Preparation of Graphical Posts for Social Media 0.5 days Fri 12-04-19 Fri 12-04-19
2.8 Final Discussions Regarding the Adverts Developed 0.5 days Fri 12-04-19 Fri 12-04-19
2.9 Forward the Designs to the Management for Approval 0.5 days Mon 15-04-19 Mon 15-04-19
2.10 Receive Approval Based on the Samples 0.5 days Mon 15-04-19 Mon 15-04-19
2.11 Ready to Proceed to Further Designs 0.5 days Tue 16-04-19 Tue 16-04-19
2.12 Go Ahead for Project Planning and Campaign Execution 0.5 days Tue 16-04-19 Tue 16-04-19
3 Project Planning for Advertisement Campaign 4 days Wed 17-04-19 Mon 22-04-19
3.1 Define the Scope of the Project 0.5 days Wed 17-04-19 Wed 17-04-19
3.2 Determine the Objectives for the Launch Event 0.5 days Wed 17-04-19 Wed 17-04-19
3.3 Determine Budget with High Level Accuracy 0.5 days Thu 18-04-19 Thu 18-04-19
3.4 Estimate Number of Guests for Final Campaign Day 0.5 days Thu 18-04-19 Thu 18-04-19

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3.5 Develop the plan for the final day 0.5 days Fri 19-04-19 Fri 19-04-19
3.6 Post Billboard Adverts at Various Locations 0.5 days Fri 19-04-19 Fri 19-04-19
3.7 Post Campaign Adverts in the Social Media 0.5 days Mon 22-04-19 Mon 22-04-19
3.8 Conduct Detailed Campaign for the Eurovision Event 0.5 days Mon 22-04-19 Mon 22-04-19
4 Final Day Advertisement Campaign Preparations 4 days Tue 23-04-19 Fri 26-04-19
4.1 Rent Sydney Opera House 0.5 days Tue 23-04-19 Tue 23-04-19
4.2 Decorate the House 0.5 days Tue 23-04-19 Tue 23-04-19
4.3 Installation of ticket counter for Eurovision 2019 0.5 days Wed 24-04-19 Wed 24-04-19
4.4 Arrangements of Seats of the Guests 0.5 days Wed 24-04-19 Wed 24-04-19
4.5 Set up projectors and display devices 0.5 days Thu 25-04-19 Thu 25-04-19
4.6 Set up various promotional banners and decors 0.5 days Thu 25-04-19 Thu 25-04-19
4.7 Installation of Facilities and Important Amenities for the
Guests
0.5 days Fri 26-04-19 Fri 26-04-19
4.8 Finalise the Event 0.5 days Fri 26-04-19 Fri 26-04-19
5 Execution of the Final Day of the Campaign and Closing 5.5 days Mon 29-04-19 Mon 06-05-19
5.1 Entry of the Guests at the Venue 0.5 days Mon 29-04-19 Mon 29-04-19
5.2 Conduct Detailed Promotion of Eurovision 0.5 days Mon 29-04-19 Mon 29-04-19
5.3 Handover Leaflets to Guests Regarding Past Eurovision
Contests
0.5 days Tue 30-04-19 Tue 30-04-19
5.4 Conduct Interactive Sessions with the Guests 0.5 days Tue 30-04-19 Tue 30-04-19
5.5 Provide Snacks and Drinks 0.5 days Wed 01-05-19 Wed 01-05-19
5.6 Clean the Venue Post the Event 0.5 days Wed 01-05-19 Wed 01-05-19
5.7 Review the Campaign 0.5 days Thu 02-05-19 Thu 02-05-19
5.8 Finishing All Wage Related Payments 0.5 days Thu 02-05-19 Thu 02-05-19
5.9 Documentation of the Campaign 0.5 days Fri 03-05-19 Fri 03-05-19
5.10 Study Ticket Sales Post the Campaign 0.5 days Fri 03-05-19 Fri 03-05-19
5.11 Stakeholder Sign Off 0.5 days Mon 06-05-19 Mon 06-05-19
5.12 Project Closing 0 days Mon 06-05-19 Mon 06-05-19

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8. EVALUATION
Once the advertisement campaign ends, it will be required to evaluate the success or
failure of the campaign. There are two main methods to determine if the project has been
successful.
 Increased ticket sales for the Eurovision Content (realisation within 1 month)
 Increased number of advertisement contracts from various entities (realisation
within 3 to 5 months)

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Bibliography
Ascarza, E., Ebbes, P., Netzer, O. and Danielson, M., 2017. Beyond the target customer: Social
effects of customer relationship management campaigns. Journal of Marketing Research, 54(3),
pp.347-363.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Haider, A.A., Zafar, A., Khalid, A., Majid, A., Abdullah, M.A. and Sarwar, M.B., 2019.
Marketing Management.
Watrobski, J., Jankowski, J. and Ziemba, P., 2016. Multistage performance modelling in digital
marketing management. Economics & Sociology, 9(2), p.101.

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Appendix
Appendix 1: Gantt Chart
Figure 1: Gantt Chart of the Project

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(Source: Created by Author)