Advertising Campaign: Concepts, Legislation, and Ethics - BSBADV602

This document presents a comprehensive solution to an advertising campaign assignment (BSBADV602). The assignment is divided into two assessments. Assessment 1 explores key advertising concepts, including definitions of industry, services, products, and organizations. It differentiates between promotion and place in the advertising mix, explains information and reminder advertising, and analyzes the consumer decision-making process. The solution includes an analysis of advertisement effectiveness and factors to consider when advertising in different markets, along with a case study on consumer behavior. Assessment 2 delves into advertising legislation and ethics, referencing the Australian Competition and Consumer Commission (ACCC) guidelines and the AANA Code. It defines misleading or deceptive conduct, puffery, and third-line forcing, and provides examples. The assessment also discusses the legality of promotional offers and analyzes banned advertisements, addressing ethical considerations in advertising to children. Overall, the document provides a detailed exploration of advertising principles, consumer behavior, legal frameworks, and ethical considerations relevant to developing and executing effective advertising campaigns.

ASSESSMENT COVER SHEET
Subject: BSBADV602 Develop an advertising campaign
ASSESSOR to
complete this section
RESULT IN EACH ASSESSMENT ITEM C
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m
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n
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Satisfactory Unsatisfactory Did not
submit
Assessment 1
Assessment 2
Assessment 3
Assessment 4
ASSESSOR to
complete this section
ASSESSMENT 1
Advertising concepts

Answer the following questions in your own words (50-100 words each)
1. Define the following terms:
a. Industry: This can be defined as the major activities that are involved in the processing of raw
materials. In other words, industry is the place where manufacturing of goods take place (Fair
trading laws, 2017). This is one of the major areas where people are concern about the
production of various goods.
b. Services: These are the actions taken in order to provide help to people. This is related with
indulging in some or the other kind of work for someone. In the broader context, services are a
set of system where supply of different public needs such as utilities (electricity and water),
transport and communications are provided.
c. Products: This can be defined as the way by which a substance or article is made for the purpose
of sale. Cloths, footwear, grocery and so on are some of the products that are produced in order
to fulfil the needs and wants of the common people.
d. Organisation: This can be understood as the way by which a group of people meet and work for
achieving a single goal (Third line forcing and commercials contracts, 2017). Their main aim is
to attain a particular objective for which the organisation has been established.
2. Explain the difference between ‘promotion’ and ‘place’ in the advertising mix.
Promotion and place are the two major elements of advertising mix- Advertising mix can be defined as the way
by which a company uses some combination of methods or techniques in order to advertise their services and
products. In order to make a difference between promotion and place in advertising mix, it is important to know
the basic idea behind these two terms. Promotion is one of the major techniques that is being used by a
company in order to promote their products. Place is another tool used by various companies in order advertise
their products.
3. What do you understand by ‘information advertisements’?
Information advertisement is one of the major concept of advertising strategies. This can be defined as the way
by which a company basically uses the technique of advertisement in such a manner that the consumer will not
only become aware about the product but also major features of the products can be displayed. It is important
for every company to use tremendous advertising techniques with the help of which they can reflect
information about the product and services to the customers. Organisation can use several medium of
advertising depending upon their target and objective.
4. What is the purpose of ‘reminder advertising’?
This is again a major marketing strategy used by several organisations (Schudson, 2013). It consists of sending
brief messages to the target customers having an objective to remind them about a service or products. If the
company have introduced some kind of theme in the existing marketing programs then they use reminder
advertising to make their target customers know about new features of the products and services. This type of
technique might be used companies in order to remind their products to customers base in order to promote and
sell products in market effectively.
5. Explain the first two stages of the consumer decision-making process in your own words?

Decision making is one of the core task of any organisation. It is essential for the company to take such
decision with the help of which they can achieve their aims and objective. The first step in decision making is
related with the idea where a person or organisation realise the need of taking decision upon some specific
issue. This is so far, the most important stage because until and unless an organisation is not concern about
making decisions, the company cannot move further in the market. Second step is related with gathering the
information. It is important for the company to collect some relevant information before making any decisions.
6. Do you think the following ads are effective? Complete the questions in the table below
ADVERTISEMENT What is the
purpose of the
ad?
What
product
features is
it
highlighti
ng?
Why is the ad
effective?
The purpose of
the ad is to
show that the
car is safe for
both the father
and his child.
In other world,
given car have
all the features
which will be
safe for the
family.
Its
highlightin
g the
features of
the
product
where the
son can
also use
car in
future.
This is
because
it’s safe
and away
from any
kind of
damages.
This ad is effective
because its
indicating the
current
requirement of the
customers. Using
safe and durable
products are all
that is in demand
by the consumer.

Purpose of this
as is to make
convey the
customers
about the
strongest truck
tyres.
Its features
can be
evaluated
from the
picture
that the
tyre is so
strong that
it can even
bear tons
of weights.
Ad is affective as it
is directly
providing the
information about
the tyres with the
help of which truck
can be used for
storing heavy
weights.
7. What factors would you need to consider when you advertise in different markets?
It is important to evaluate the effectiveness of different factors that are being used in order advertise in
different markets. As companies need to be sure about their plans upon which they are entering into different
market (Perlich and et. al., 2012). For the purpose of advertising and entering into the new market, I would
choose the following factors:
Economic factors
Social and Cultural factors
Political and Legal factors
Market attractiveness
Capacity of company
On the basis of above factor, advertising can be done in the most effective manner. As it is important for
the company to evaluate the religious and legal aspect of the country in order to make an advertisement.
8. Anna Smith was looking for a mobile phone. She wanted to buy a phone having a number of features,
including SMS, email, camera, video recorder etc. After doing lot of research she decides to go to Optus
mobile store to buy iPhone4S, as she has always used Apple products in past. She goes in looking at
details of iPhone 4S, which she had noted down on a piece of paper. She walks out of the store with a
Samsung Galaxy mobile phone. Use the theory about consumer behaviour to explain:
a. Why did Anna not follow through with her purchase decision to by an iPhone4S? What do you
think happened? In your answer refer to the theory on the ‘Consumer decision making process’
(See Stage 4, Page 11 in your Study Guide)
Anna has decided to buy an iPhone but as soon as she entered in the Optus mobile store, she
ended up buying a Samsung mobile phone. This explains the consumer behaviour of buying.
There can be two possible reasons for this. First may be that Anna wasn't aware about the
features of Samsung mobile and when she compared it with iPhone, she preferred Samsung over
iPhone. Second most obvious reason may be that the shopkeeper influenced her to buy Samsung
by showing her all the features of the phone.
b. What could Apple have done to make Anna purchase the iPhone4S at the store?

In order to make Anna buy the iPhone, apple needs to introduce some more innovative features
which are in demand from the side of the customers. For example, they must introduce the
concept of dual SIM.
ASSESSMENT 2
Legislation and ethics
This assessment has 2 parts
Part A: Read the ‘Advertising and Selling’ guidelines published by the Australian Competition and Consumer
Commission (ACCC) and answer the questions that follow
1. What is the main Act and Schedule that ensure that businesses trade fairly with consumers?
It is important to take decision in favour of customers in order to make them fairly treated by the businesses
(Parente and Strausbaugh-Hutchinson, 2014). That is why, government have taken several steps and made some
act and schedule to ensure the fair trade with consumers.
The competition and consumer act (2010)- It ensures that the activity that is held under trading must be fair
for both business and for consumers. This is also known as CCA.
The Australian competition and consumer commission- the main purpose of ACCC is to promote and
support god practices of businesses for making a fair and effective place of marketing.
2. Give TWO examples for each of the following in relation to advertising:
a. Misleading or deceptive conduct
It is not at all legal for a company to use any misleading or deceptive conduct of advertising.
Examples can be considered when a company showcase those features which are not at all
present in their product and services (Wymer, 2010). Second example can be considered when a
consumer goes to a store to buy a product but due to misleading advertisement by the retailers,
they end up buying the products which is not having the features required by consumers.
b. Puffery
Puffery can be defined as the way of exaggerating things. In terms of law, this term can be
evaluated on the basis of a promotional statement which mainly claims to express subjective
rather than objective view.
c. Third line forcing
It can be defined as an exclusive dealing (Moriarty and et. al., 2014). It involves the supply of all sort of
services and goods on a condition where purchaser will buy some goods and services from a specific third party
only.
3. Is it legal for a travel agent to give a customer a free night stay at a holiday resort on the condition that
they give the business the names of five of their friends and that these friends all buy their air tickets
from the business? Why or why not? Refer to the specific legislation in your response.
Yes, it is legal for the agent to provide a consumer a full stay of night at some holiday resort under the
condition that they will convince five of their friends in order to buy tickets from the business. As per the
Australian consumer law a agent is liable to provide an free stay to consumer in order to promote business
services.
Part B:

The company Roger David was asked to withdraw the advertisement shown below.
Also, the following advertisement -Oh, Lola! perfume advertisement, featuring Dakota Fanning, was banned in
Britain but not Australia
Refer to the ‘AANA CODE FOR ADVERTISING & MARKETING COMMUNICATIONS TO
CHILDREN; and answer the following questions:
1. Do you think this advertisement is appropriate? Why or why not?
AANA can be defined as the self-regulatory system for marketing communications and advertising. There is
code of ethics to establish such advertise with must be suitable for children (Middleton, 2011). Above
mentioned advertise is not at all good for children as it contains some mature content which might leave a bad
impression in the mind of children. Both the advertisements are not obliged with the the provision of AANA
code for advertising and marketing communications.
2. Which section of the ‘AANA Code for advertising and marketing communications to children’ may have
been breached by these advertisements? Explain the relevant breach in detail.
As per the AANA 2012 code of ethics, it can be concluded that the above advertisement has breached the code
of advertising and marketing communication to children.
In the David Roger advertising the girl is having flag in mouth which is insult to the country. Also the
bar-code is printed in girl body which against the legislation and girl can not advertisement as she is minor and
not aloud to go to club in minor age also.
Refer to the ‘AANA 2012 CODE OF ETHICS- PRACTICE NOTE’ and answer the following questions

3. Are the above advertisements acceptable according to the AANA 2012 Code of Ethics- Practice Note’?
Why or why not? Provide exact references from the Code.
According to AANA 2012 code of ethics, above advertisement is not at all acceptable. This is because there are
some practices that must be followed by the company in order to make an appropriate advertisement. In
advertisement of Oh! Lola perfume the pose in product advertisement is not obliged with the laws of AANA
Code for advertising and marketing communications to children’
ASSESSMENT 3
Develop an advertising campaign
This assessment has 3 parts
Part A: Theory questions
Refer to Section 3 and 4 in your Study Guide
1. Explain the Hierarchy of Effects models (100 words approximately)
This model was established in 1961 by Robert J Lavidge and Gary A Steiner. The idea behind this model is to
convey the fact that advertiser needs to make sure that customers will go through the six steps in order to buy a
product after seeing its advertisement. These stages can be represented as follows:
 Awareness
 Knowledge
 Liking
 Preferences
 Conviction
 Purchase.
2. What is the best media for reaching aged pensioners? Why?
The best media for reaching to the aged pensioners is the television (Khang, Ki and Ye, 2012). This is because
television is most likely to be used by the aged pensioners as it is one of the most popular medium of getting
information.
3. What are the three scheduling methods that are commonly used by advertisers?
Scheduling in terms of advertising refers to the various patterns of time upon which the entire advertisement is
successfully going to run. There are three types of scheduling. These are continuity, flighting and pulsing.
4. What methods of budgeting are used in small firms?
Small business budgeting is very essential so that business failure can be avoided. They can use zero based
budgeting, bottom up budgeting and top down budgeting.

Part B: Develop an advertising campaign
Your task:
1. Read the advertising brief below
Advertising brief
Name of the company: Smith Soft Drinks Pty Ltd
Product: Juicee (Fresh fruit juice)
Background: Smith Soft Drinks Pty Ltd (SSD) is a fruit juice manufacturer
that has been producing fresh fruit juice since 2002. SSD is based in Brisbane,
Australia. It had successfully launched its fruit juices in 2003 and had become
the Number 1 brand for fresh fruit juice in Queensland. Over the last 5 years,
its sales have begun to decline as a number of alternative brands such as Boost
and other smaller companies have flooded the market.
Key issues
1. Sales have declined by over 70% in the last two years
2. The market is very competitive
3. Companies with bigger ad budgets have taken a lot of market
share
4. Young people prefer soft drinks rather than fresh fruit juice
Define your message
1. Our juices are a very healthy alternative to soft drinks
2. They are freshly squeezed and contain 99% fruit
3. We sell a range of flavours, including orange, apple, lychee and
mango
4. Affordable price
5. Great for sports people as they contain a lot of nutrients
Target audience
1. Mothers with school going children in Queensland
2. Teenagers and university students
Perceived challenges
1. Strong competition
2. Limited budget
Budget
 $20,000
Campaign timing
Commence within 6 weeks
2. Develop an advertising campaign for the company (1000 words). Your advertising campaign
must include the following:
.a. Introduction (Write 3-4 sentences about Smith Soft Drinks and what they want you to do for
them)
Smith soft drinks (SSD) is one of the known fruit juice manufacturer. They are into this
business since the year 2002. It is located in Brisbane, Australia.

.b. What are the key features of the product that you will highlight in your advertisements to
attract the customers?
In order to highlight the key features of Smith soft drinks in advertising, given below are the major points that
can be included by the company in their advertisement.
Product is available at low prices- This can be the most innovative features of the product that must be
included in the advertisement. This is because affordable prices can attract a number of customers. Hence, this
will become one of the most appropriate features that should be highlighted in the advertisement.
It can be considered as the best alternative of soft drinks- people can prefer this product over any
soft drinks. This is because fruits are healthy for people (Kerr and et. al., 2012). That is why, this company is
comparing their product with soft drinks in order to convey this message to people that taking juice will be
healthy for people.
They are Freshly made and 99 percentage of fruits- One of the major feature of the above-mentioned
product is that the juice that is made by the company is purely fresh and they do not add any preservatives.
There will not be any harmful effects on the people.
There are so many flavours available in the juice, like apple, orange, mango and many more. Due
to this people can go for their favourite flavour. This will manage the taste and preferences of customers in fruit
juice.
It is rich in nutrients and thus sports people may find it most suitable for their health- In order to make
their adverting best, company needs to add all possible features that can attract the customers. Mentioning the
nutritional factors will surely grab the customer's attention and thus people will prefer their fruit juice over any
other soft drinks.
.c. Research and write the names of at least 4 other juice companies that are well known in the
market?
The other well-known companies of juice in the market are given below:
Mildura fruit juices Australia Pvt Ltd.
Real juice
Fruit Juice Australia
Mountain fresh fruit juices.
Above given names of the companies are very famous in the context of making juice. There is tough
competition among these companies (Huhman and et. al., 2010). They are trying hard to provide best fruit
juices to the customers. In this way, consumers are also getting best quality of juices.
.d. Target market
 What is the age group, gender, ethnic background, income etc of your target market?
The age group of the target market is the between 5 to 20. Gender can be both boy
and girls. Mothers who are having school going children and teenagers are the major
target segment.
 In which locations will you advertise ‘Juicee’? (What is the geographic area will
you cover with your advertisements? Remember you have only $20,000 to spend)
Advertisement can be done on television on the basis of given funds.
 What are the usual activities or hobbies of your target group?

The usual activities of the target group mainly consist of studying. Some of them
might be indulged in sports activities as well as they are mainly children and
teenagers that is why they are not earning and they seek to their parent in order to get
pocket money.
 What are the ‘needs’ of your target group?
In order to determine the needs of the target group, it is important to know the major age group people are
involved as the target group for the above-mentioned company. Mainly children and teenagers are interested in
taking fruit juices and that is why they are the target customers for the company. Needs of the target groups are
as follows:
Children needs nutritional foods in order to develop mentally and physically. That is why, it is required
by them to take such foods which is healthy in nature. This is the reason, the mentioned company is mainly
focusing upon making such products which can full fill the needs and wants of the teenagers and school going
children (Hanna, Rohm and Crittenden, 2011). It is also very essential
Another major need of the target market is to have some taste in the products they
are consuming. Parents are also concern about the health of their child and that is
why they will choose that product for their children which is having some nutritional
benefit. These are all qualities of foods served by the mentioned company.
.e. Which media options will you use? Give details of where exactly the ad will be placed and
why
In order to choose the media option, it is required by the company to use the most demanded
media of these days with the help of which they can grab the attention of their target market.
Social media, television, radio are the common and most effective media with the help of
which company can achieve its mission of advertising in the market.
.f. How many times will you display the advertisement and why?
(Hint: Example: If you say that you will put your Ad on TV, you need to say when, which
channel, and on which days of the week)
As there is a limited amount on the basis of which advertising can be done that is why, the
chosen platform for advertising is television. The chosen channels may be cartoon channels
or music channels. This is because these are the channels which is more likely to be viewed
by the children and the teenagers (Hall, 2014). The timings of telecasting can be done in
evening and morning. This will be the most suitable channels and timing on the basis of
which company can achieve its target of advertising.
.g. Will you produce the advertisements yourself or will you use a Creative and production
service? Why or why not.
It is better for the company to produce the advertisement by their own. This will surely save
their cost of creative and production services. This will be beneficial for the company in
order to utilise the cost which has been saved in order to invest in some other activities of the

company. This will improve the overall efficiency of the company's operations. It will be
further help in development new area in which the company can expand its business.
.h. Timelines
 What will be the timeframe for the project?
Task Number of days
Assessment 1 10 days will be needed to complete assessment 1
Assessment 2 12 days to evaluate various legislation and ethics
related with advertisement
Assessment 3 8 days to develop an advertising plan
Assessment 4 12 days evaluating the adverting campaign success.
 Are the 6 weeks allocated to the project realistic? Why or why not?
Yes, the 6 weeks of allocation to the project was realistic (Gee and Jackson, 2012). As I have
divided the time in such a manner that in the last day of assigned date, I can manage to
complete my project.
.i. Advertising objectives using the DAGMAR model
 Hints:
o Objectives must be very specific
o How will you measure the effectiveness of the advertisement: How will the
company feel that their $20,000 investment has returned good value for them?
What will they get after spending $20,000 on your suggested advertisements?
Objectives (be very specific)
What will your advertisement achieve?
e.g. My bill board advertisement outside the Logan
Shopping centre will create awareness of the Juice
brand amongst 1000 people in the Logan area within 3
months
What methods will you use to measure
whether your advertisement has met its
goal/ objective or not?
e.g. I will do a quick survey of 2000
shoppers at Logan Shopping Centre after 3
months. If 50% can remember the name of
Juice, I’ll know that my campaign has been
successful
My advertisement will let people know about the
Smith soft drinks.
I will use TV advertisements to promote
product.
My advertisement will let people enjoy the tasty and
healthy fruit juices
By deciding appropriate content and
message of the advertisement.
My advertisement will be helpful in telling the people I will do an online survey.

about the juice which is at affordable in price.
.j. Develop an advertising Budget in the table below
(Use the sample advertising costs given below to plan and calculate all the costs for all the
advertising activities)
SAMPLE ADVERTISING COSTS
Television advertising
 Prime time slots (5pm- 9pm): $6,000 for 30 seconds
 Other time slots: $3,000 for 30 seconds
Radio advertisements
 Prime time slots (7am- 9am and 3pm- 6pm): $2,000 for 30 seconds
 Other time slots: $1,000 for 30 seconds
Flyers (Printing and distribution)
1. One-page flyer (per 200 homes): $200
Google Ad Words
1. Pay per click: $500- $1000 per month average costs
2. Google Page 1: $5000 set-up fee plus $1000 per month (Starts becoming
effective after 6 months)
Advertising activity
(What type of advertising
will you use?)
Number of
times/ number
of spots
Total cost for the
advertisement activity
AUD$
Online advertising 20 days $10,000
Newspaper ads 30 days $1,000
Radio advertisement 15 days $500
Public speaking 10 days $500
TOTAL COST AUD$ 12, 000
.k. Your evaluation strategy
 When and how will you measure the effectiveness of the ads?
The effectiveness of the ad can be measured when the company see the results of
advertising in terms of market shares and public awareness about the company.
 How will you make sure that your advertisements meet legal and ethical standards?
In order to make the advertisement legal and ethical, I will make sure that all the
company must follow legislations norms and regulations fixed by government.