Principles of Advertising: Segmentation, Targeting, Message and Media Mix Design

This presentation covers the principles of advertising including segmentation analysis, targeting strategies, message strategy design, media mix design and advertising measurement methods. It also includes the design of advertising print posters and promotional mix design. The presentation is relevant for the course BA4UK98O Principles of Advertising.

Principles of Advertising

Content
 Introduction
 Segmentation analysis
 Targeting strategies
 Targeting issues
 Message strategy design
 Promotional mix design
 Media mix design
 Design of advertising print poster
 Advertising measurement methods
 Conclusion
 References

Introduction
To promote the new business idea in the market a business must
implement an efficient advertising is required. As it helps in
creating a better infrastructure for the internal management that
will ensure the success of the new product of the company. With
the help of advertising campaigns, business organization
promotes the goods and services by utilizing the different types of
mediums.

Segmentation Analysis-
The primary process of the market campaign is related
with achieving complete knowledge about the market. It
will show the basic features through which company will
analyses the various ways that support in identifying the
right market for Westfield

Targeting Strategies-
It is connected with the decision regarding the selection of the
customers in the given market. In this Westfield will analyses
and evaluate the wants of the consumers, after this company
will find the suitable ways through which it will become easy
to achieve this target in the given interval of time.

Targeting issues-
Some complexities which may face by Westfield
while targeting their relevant market. It could be
related to the competitors either at domestic
level or global, these are the main obstruction
which surely affect the working of any business
institution. There are some competitors in the
market who seeks varieties of methods to attract
the customer and gain their loyalty towards
themselves.

Message strategy design-
It is a framework of five elements which are mentioned below-
 Emotional
 Unique Selling Proposition
 Generic
 Positioning
 Brand image
 Pre-emptive

Promotional mix
design-
 Advertising
 Direct Selling
 Sales Promotion
 Public Relation

Media Mix Design-
It is one of the famous media of promotion
which a company can utilize to advertise their
new products or services in the market. For
the promotion of their shopping stores,
Westfield can apply this in their advertising
campaign as it will support them to reach the
large number of the customers and can inform
in better way about their offerings and
schemes.

Design of an advertising
print poster-
To design a poster of the shopping mall, Westfield
must develop some creative and innovative thoughts.
As this poster will help in grasping more and more
individual to come their mall. Firstly, company should
develop the objective for which they are preparing their
poster, like Westfield wants to design a poster for its
new shopping mall

Advertising
measurement methods
 Pre-test and post-test-
 Experimental and survey test-
 Message and media effect test-
 Communication and sales effect test-

Conclusion
This presentation has gone into a detail discussion regarding the
advertising campaigns which an organization conduct to inform their
customer base about their new offerings with the help of different
platforms. Such campaigns help in ensuring the success of the
business and how effectively it can operate in near future. It includes
various components such as promotion mix, techniques and tools,
which in combination helps in building better promotional strategy
for the firm.

References
Books and journals-
 Silva, F.A.G., Alvaracín-Paula, M.E. and González, H.N.A., 2020.
Estimation of the causal effect of tourism advertising campaign All You
Need is Ecuador on digital exposure. Communications in Statistics: Case
Studies, Data Analysis and Applications, 6(2), pp.247-269.
 Asada, A. and Sanderson, J., 2020. Supporting sacrifice or condemning
belief: consumer reactions to Nike's advertising campaign featuring Colin
Kaepernick. International Journal of Sport Management and
Marketing, 20(5-6), pp.334-355.