Power Energy Advertising Campaign Analysis

This assignment tasks students with analyzing a proposed advertising campaign for Power Energy. The analysis focuses on key areas such as defining product awareness goals, identifying the target audience (sportspeople and fitness centers), outlining evaluation metrics to measure campaign success (increased sales compared to previous years), and developing contingency plans in case the initial media schedule proves ineffective (pre-launch or seasonal advertising). Students must draw upon marketing principles and best practices to provide a comprehensive and insightful analysis.

Running head: PROFILE INTERNATIONAL MARKET
Profile international market
Name of Student
Name of University
Author Note

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PROFILE INTERNATIONAL MARKET
Table of Contents
1. Defining media requirements.................................................................................................2
1.1 Identifying characteristics of target audience...................................................................2
1.2 Analysing product market factors....................................................................................3
1.3 Analysing creative requirements of advertising message................................................3
1.4 Identifying media merchandising requirements...............................................................4
1.5 Confirming media budget and identifying legal and voluntary constraints.....................4
2. Selecting media vehicles........................................................................................................5
2.1 Identifying merits of media vehicle alternatives..............................................................5
2.2 Evaluating alternate media vehicle with other media vehicles.........................................5
2.3 Selecting media vehicles that target audience..................................................................6
2.4 Selecting media vehicles that meet creativity..................................................................6
2.5 Ensuring media vehicles comply with legal requirements...............................................7
3. Determining media schedule..................................................................................................7
3.1 Ensuring duration of media schedule meet advertising brief requirements.....................7
3.2 Determining distribution of messages..............................................................................8
3.3 Creating media schedule...................................................................................................8
3.4 Developing alternative media schedule............................................................................9
3.5 Determining testing schedule for media plan...................................................................9
4. Producing media plan...........................................................................................................10
4.1 Creating media plans that define requirements for advertising brief.............................10

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Executive summary..............................................................................................................10
Situation analysis..................................................................................................................10
Marketing strategy................................................................................................................10
Customer analysis.................................................................................................................10
Product benefits and unique selling proposition..................................................................10
Pricing strategy.....................................................................................................................11
Competitive analysis............................................................................................................11
4.2 Specifying recommended media and vehicles...............................................................11
Media strategy......................................................................................................................11
Media scheduling..................................................................................................................11
4.3 Ensuring media plan contains budget allocation............................................................12
Budget...................................................................................................................................12
4.4 Identifying impact of advertising...................................................................................12
Advertising analysis.............................................................................................................12
Product awareness goals.......................................................................................................12
Target audience....................................................................................................................12
Evaluation campaign............................................................................................................12
Reference..................................................................................................................................13

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1. Defining media requirements
1.1 Identifying characteristics of target audience
In order to determine the target market of an organisation, it is important for managers
to formulate a plan that can extract the tastes and preferences of the individuals. The use of
media planning is important in this regard. Target audiences can be determined based on the
characteristic of the product as well as the people of the society1. In this regard, an example
can be obtained based on identifying target audience from advertising brief. An organisation
such as Power Energy manufactures drinks for sports people. Hence, the advertising brief for
such a company can be as:
Client name: Rhian Stewart, Marketing Manager, Power Energy
Project name: Energy drinks launch
Prepared by: John Allen, Media Planner, Power Energy
Campaign objectives: The energy drinks can help in maintaining fitness and remain
energised throughout the day. The advertising brief is to promote the importance of the
energy drinks for the people.
Target audience: The target audience for this product is the sportsperson. Apart from this,
Power Energy also collaborates with fitness centres of the region.
Media strategies: The promotion is made in sports channels that available in the respective
television networks. Apart from this advertisement and hoarding boards will be placed in the
city to attract audiences within the 9th of next month.
1 Katz, Helen. The media handbook: A complete guide to advertising media selection, planning, research, and
buying. (Taylor & Francis, 2016).

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Estimated costs: $4 million
1.2 Analysing product market factors
Reach refers to the number of times an individual is exposed to the advertisement
campaign after a certain period of time. On the other hand, a frequency is the number of
times an individual is exposed to the advertisement2. The reach and frequency objective of
Power Energy is to promote the energy drinks on television at an interval of 15 minutes. In
the case of Power Energy, the market factors that determine the reach and frequency of the
product include the advertisement message characteristics that prevail in the media along
with the product life cycle. The product lifecycle helps to determine the longevity of a
particular product.
1.3 Analysing creative requirements of advertising message
Creative element Requirement Example
Message Written in print mode in
order to deliver a clear
understanding of the product
The importance of remaining
fit
Action The features of the products
are shown along with
ingredients used for
manufacturing3
Power Energy can show the
way by which people can be
energised
Use of media Use of television as well as
print media in order to
2 Kelley, Larry, Kim Sheehan, and Donald W. Jugenheimer. Advertising media planning: a brand management
approach. (Routledge, 2015).
3 Aaker, David A., and Alexander Biel. Brand equity & advertising: advertising's role in building strong
brands. (Psychology Press, 2013).

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promote the product
1.4 Identifying media merchandising requirements
The merchandising requirements of media include the manner in which products that
are available for sales are displayed in a manner that attracts customers to purchase. This is
an important promotional method as the attractive nature of a product in terms of colour
combinations used and the features make it easier for customers to purchase the products4. In
the case of Power Energy drinks, the merchandising of the products need to be done in the
fitness centres for people to gain a better understanding of the type of product. The
requirement for such merchandising includes the involvement of skills sellers that can
convince customers in purchasing a product.
1.5 Confirming media budget and identifying legal and voluntary constraints
The media budget methods that are normally used include the affordable method as
well as the objective and task methods. The affordable method is a top-down method that is
decided by the senior executive e department along with the Chief Financial Officer. On the
other hand, objective and task method determines the budget keeping the objectives of an
organisation. In this case, the objectives are defined along with specific tasks. In this regard,
the legal and voluntary requirements that are required to be kept in mind include legal
regulations of Australian Competition and Consumer Commission (ACCC)5. This ensures
that a healthy market is established within the market by practising fair trade. The voluntary
constraints that need to be followed are the Australian Advertising Standard Bureau that
defines the code of ethics. This includes ensuring certain rules and regulations that need to be
4 Moriarty, Sandra, et al, Advertising: Principles and practice. (Pearson Australia, 2014)
5 Galician, Mary-Lou. Handbook of product placement in the mass media: New strategies in marketing theory,
practice, trends, and ethics. (Routledge, 2013).

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maintained while creating the advertisement such as refraining from ethical or racial
comments.
2. Selecting media vehicles
2.1 Identifying merits of media vehicle alternatives
Every media vehicle has certain advantages and disadvantages that pose a question in
the minds of the media planner6. These doubts are answered based on the manner in which
media vehicles used for promotion are compared to other media vehicles. In the case of
Power Energy, the media groups used for promoting energy drinks include the print media
and broadcast media. The media vehicles include advertisement via hoarding and newspaper
along with television broadcast. The merits of these media vehicles include:
Media vehicle Merits
Newspapers It provides a longer lifespan for the
advertisement of a product and it can be
passed from one person to another. This is
best used providing intensive information
about a product.
Television The advantage is that it covers a large span of
people. It is a combination of sight, sound
and action that attracts people.
2.2 Evaluating alternate media vehicle with other media vehicles
There exist three steps to choose the correct or an alternative media vehicle for the
promotion of products. These include creating the advertisement, distributing the
6 Percy, Larry. Strategic advertising management. (Oxford University Press, 2016).

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advertisement and promoting the advertisement. Every media vehicle has unique
characteristics that differentiate one from the other. For example, the use of internet as a
source of media vehicle provides an intrusive message to the people. This media vehicle
includes the entire characteristic that is required for attracting target audience. These
characteristics include creative message, colour of the product, action level and images7. The
media vehicles used by Power Energy include advertisement via newspapers and television.
While promoting via television can be as effective as internet promotion, promotion via
newspaper may miss out on certain characteristics. These include inability to use sound and
action level required for promotion. Hence, internet promotion can be used by Power Energy.
2.3 Selecting media vehicles that target audience
The alternative media vehicle that can be used is the internet. In this regard, the target
market of Power Energy can be approached by using social media sites. In the modern day,
this promotional media vehicle is important in order to reach a wide number of people. The
users can be made attentive and interactive involvement with the target customers can be
done. However, there is an unsegmented profiling of the customers as accessibility to internet
is not found in every region. The requirements of the media are met by the internet use as it
covers all the characteristics that are require for effective promotional plan. The
merchandising requirements can also be fulfilled keeping in mind the budget of the company.
Internet advertising requires spending of $100 as compared to $180K used for television
promotion.
2.4 Selecting media vehicles that meet creativity
The use of internet can also meet the requirements based on the reach and frequency
of the business. This is because the number of people that use in the internet amounts to over
20 hours per day. This increases the chances of viewing an advertisement at least three times
7 Mamoon, Zafor. "Choosing Advertising Media." (2014) 2(2) Journal of Research in Marketing 143-150.

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per day. In this regard, the product life cycle also increases bringing about an opportunity for
people to understand the product in an effective manner. The images, actions, sounds and
colour used in the internet meets the creativity requirement needed for a successful promotion
of products8. In this regard, the objective of Power Energy can also be kept in mind while
budgeting for the media coverage required for promoting energy drinks.
2.5 Ensuring media vehicles comply with legal requirements
The legal requirements that the managers of Power Energy need to keep in mind is the
fact that racial or ethical contents are not used while promoting the energy drinks. Internet
can be a source by which animations regarding creativity can be created and applied.
However, the animations or the normal promotional plan of the company need to be such that
it respects the legal requirements of Australian Competition and Consumer Commission9.
However, following the code of ethics as mentioned in the Australian Advertising Standard
Bureau needs to be compiled. Use of abusive languages, provocative colour that denotes any
political party cannot be used for promotional techniques.
3. Determining media schedule
3.1 Ensuring duration of media schedule meet advertising brief requirements
The requirements of advertising brief include completing the promotional campaign
within a month keeping in mind the budget of the company. Hence, the scheduling of the
promotional campaign needs to be done at a time that provides proper exposure to the people.
The media planner of Power Energy needs to indulge in continuous advertising of the
product. Continuous advertisement includes sustained and repetitive media campaign that the
8 Tuten, Tracy L., and Michael R. Solomon. Social media marketing. (Sage, 2014)
9 Ashley, Christy, and Tracy Tuten. "Creative strategies in social media marketing: An exploratory study of
branded social content and consumer engagement." (2015) 32(1) Psychology & Marketing 15-27.

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people can view at a constant rate10. This helps in getting the advertisement of the product to
the people in an effective manner. Hence, continuous advertising can also help in improving
the revenue of the company. This is useful to remind people continuously about a particular
product.
3.2 Determining distribution of messages
The distribution of messages needs to be done based on the manner on the scheduling
of the promotional campaign. The continuous advertisement of products of Power Energy is
done at every interval that is taken between sports. This can be done in television as well as
in the giant screen of the stadiums. The distribution of the messages needs to be such that it
reaches all the segments of people in an appropriate manner. In this regard, the media cycles
used by Power Energy can help in maintaining the uniformity of the messages. Newspapers
and televisions are some of the useful media cycles that help in reaching the people of all
regions11. In this regard, the manner in which internet as a media cycle cannot be used for
continuous distribution of messages to the people.
3.3 Creating media schedule
Creating media schedule is one of the most important areas for a media planner.
Without proper media schedule it can be difficult for any organisation to develop a proper
promotional plan for its products. In this regard, Power Energy uses continuous advertising
method in order to reach the target audience.
Advertisement place: Sports channels on respective television network
10 Yang, Yanwu, Daniel Zeng, Yinghui Yang, and Jie Zhang. "Optimal budget allocation across search
advertising markets." 2015 27 (2) INFORMS Journal on Computing 285-300.
11 Armstrong, Gary, et al, Marketing: an introduction. (Pearson Education, 2015).

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People promoting the product: Famous sportsperson involved in different sports of the
country
Budget: $4 million
Number of advertisement: Interval of 15 minutes
Size of advertisement: In the case of promoting the product via print media, a half page of a
newspaper is required. Whereas in the case of television the broadcast of the advertisement
needs to be 30 seconds long
Placement of advertisement: The advertisement needs to be placed between every short
interval that is given in various sports. For example, during half-time in a football game
Length of the campaign: The length of the advertisement needs to be 30 seconds
3.4 Developing alternative media schedule
The schedule developed earlier may cost over the budget of $4 million. Hence, it is
necessary to create an alternative media schedule that can be contained within the allocated
budget12. At times the media schedule needs to be such that it costs lesser than the actual
budget cut. In this regard, some of the traits that need to be maintained include
Number of advertisement: The interval can be increased by 5 more minutes
Size of advertisement: Newspaper print can be given in a small location within the paper in
the advertisement column instead of a separate page.
Placement of advertisement: Can be done only during halftime break rather than in every
interval
Length of the campaign: The length can be reduced to 15 seconds
12 Hollensen, Svend. Marketing management: A relationship approach. (Pearson Education, 2015).

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3.5 Determining testing schedule for media plan
The testing schedule of the media plan includes evaluating the responses given by the
people. This includes analysing the time people have viewed the product launch. The testing
schedule also includes selecting an alternative media plan such as seasonal advertising and
pre-launch advertising13. These methods can be compared with the scheduling technique used
by Power Energy. Successful campaigning of the products can help in increasing the sales of
energy drinks. Hence, continuous improvement of media plans is done in order to ensure that
the Power Energy drinks are promoted in an effective manner.
4. Producing media plan
4.1 Creating media plans that define requirements for advertising brief
Executive summary
Power Energy is an energy efficient drinks company that aims at promoting energy
drinks in the market for sportspeople. The promotional campaign used is the advertising of
the products through print media and television.
The target audience of the company are sportspeople with an allocated budget of $4
million. The tactics used for promoting the energy drinks is a continuous advertisement.
Situation analysis
Marketing strategy
The element of marketing mix used is a promotion of energy drinks. The marketing
objective is for increasing the sales of the products by targeting customers that are involved
in sports.
13 Scott, David Meerman. The new rules of marketing and PR: How to use social media, online video, mobile
applications, blogs, news releases, and viral marketing to reach buyers directly. (John Wiley & Sons, 2015).

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PROFILE INTERNATIONAL MARKET
Customer analysis
People residing in various parts of Australia can use the drinks in order stay fit. Not
only sportsperson but people aiming to lead a healthy life and are involved with fitness
centres can also use this product14. The product usage level of these is prescribed in the bottle
of the product.
Product benefits and unique selling proposition
The benefits of the products include maintaining the fitness level among individuals.
The selling proposition includes new ways to maintain the profitability of the organisation.
Pricing strategy
The pricing strategy for Power Energy includes pocket-friendly prices of the energy
drinks. This is mainly because the fitness centres mostly do not have excess amounts to pay
for high-quality products.
Competitive analysis
Competition in the market arises from the legislation of the country. Power Energy
needs to comply with the legislation of Australia in order to maintain a successful business in
the market.
4.2 Specifying recommended media and vehicles
Media strategy
The media vehicles that need to be used by Power Energy can include the use of the
internet. The company use television as well as print media in order to promote the energy
drinks in the market. Use of the internet can help the company to reach people effectively in a
creative manner.
14 Pulizzi, Joe. Epic content marketing: How to tell a different story, break through the clutter, and win more
customers by marketing less. (McGraw-Hill Education, 2014).

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Media scheduling
The production requirements for the promotion of the products include proper
television channels along with dates that are useful for the effective promotional campaign15.
The availability and allocation of broadcasts need to be done based on the type of sports in
which it is being broadcasted.
4.3 Ensuring media plan contains budget allocation
Budget
The media plan that is required for the promotion of the products includes television
and newspaper. The budget for television cost about $1 million. On the other hand,
promotion using newspaper and hoardings include $3 million.
4.4 Identifying impact of advertising
Advertising analysis
Product awareness goals
The product awareness goals include knowing about the product and its effectiveness
on the health of an individual. Power Energy needs to provide such information on the
products.
Target audience
The target audience includes the sportspeople aware of the brand along with fitness
centres in the regions.
Evaluation campaign
The advertisement goals can create results that are measurable by increasing the sales
of the company. The evaluation measures include analysing the performance of the previous
15 Maehara, Takanori, Akihiro Yabe, and Ken-ichi Kawarabayashi. "Budget allocation problem with multiple
advertisers: a game theoretic view." 2015 In International Conference on Machine Learning 428-437.

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year with this year16. However, in case of failure of media schedule, contingency plans
include pre-launch advertising and seasonal advertising.
16 Peers, Yuri, Harald J. van Heerde, and Marnik G. Dekimpe. "Marketing budget allocation across countries:
the role of international business cycles." 2017 36(5) Marketing Science 792-809.

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Reference
Aaker, David A., and Alexander Biel. Brand equity & advertising: advertising's role in
building strong brands. (Psychology Press, 2013).
Armstrong, Gary, et al, Marketing: an introduction. (Pearson Education, 2015).
Ashley, Christy, and Tracy Tuten. "Creative strategies in social media marketing: An
exploratory study of branded social content and consumer engagement." (2015) 32(1)
Psychology & Marketing 15-27.
Galician, Mary-Lou. Handbook of product placement in the mass media: New strategies in
marketing theory, practice, trends, and ethics. (Routledge, 2013).
Hollensen, Svend. Marketing management: A relationship approach. (Pearson Education,
2015).
Katz, Helen. The media handbook: A complete guide to advertising media selection,
planning, research, and buying. (Taylor & Francis, 2016).
Kelley, Larry, Kim Sheehan, and Donald W. Jugenheimer. Advertising media planning: a
brand management approach. (Routledge, 2015).
Maehara, Takanori, Akihiro Yabe, and Ken-ichi Kawarabayashi. "Budget allocation problem
with multiple advertisers: a game theoretic view." 2015 In International Conference on
Machine Learning 428-437.
Mamoon, Zafor. "Choosing Advertising Media." (2014) 2(2) Journal of Research in
Marketing 143-150.
Moriarty, Sandra, et al, Advertising: Principles and practice. (Pearson Australia, 2014)

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PROFILE INTERNATIONAL MARKET
Peers, Yuri, Harald J. van Heerde, and Marnik G. Dekimpe. "Marketing budget allocation
across countries: the role of international business cycles." 2017 36(5) Marketing
Science 792-809.
Percy, Larry. Strategic advertising management. (Oxford University Press, 2016).
Pulizzi, Joe. Epic content marketing: How to tell a different story, break through the clutter,
and win more customers by marketing less. (McGraw-Hill Education, 2014).
Scott, David Meerman. The new rules of marketing and PR: How to use social media, online
video, mobile applications, blogs, news releases, and viral marketing to reach buyers
directly. (John Wiley & Sons, 2015).
Tuten, Tracy L., and Michael R. Solomon. Social media marketing. (Sage, 2014)
Yang, Yanwu, Daniel Zeng, Yinghui Yang, and Jie Zhang. "Optimal budget allocation across
search advertising markets." 2015 27 (2) INFORMS Journal on Computing 285-300.