Principles of Social Media Advertising and Promotion

This presentation discusses the necessary steps to build an advertising campaign for Toby Carvery, a British carvery chain brand, to reintroduce the company's brand to a younger audience. It covers identifying the target group, formulating objectives, designing the message, identifying specific social media platforms and tools, evaluating the advantages of adopting online methods, and evaluating the resources required and what needs to be measured after the campaign is executed. The subject is Principles of Social Media Advertising and Promotion, and the course code, course name, and college/university are not mentioned.

Principles of Social Media
Advertising and Promotion

Table of content
• Introduction
• Preparing advertising campaign
• Identifying specific social media platforms and tools
• Evaluating the advantages of adopting online methods in comparison to traditional marketing methods
• Evaluating the resources required and what needs to be measured after the campaign is executed
• Conclusion
• References

Introduction
An advertising campaign refers to a specifically designed
strategy of an organization the is executed across various
platforms in order to achieve the objective of increasing the
overall brand image as well as its awareness among customers.
In addition to this, advertising campaigning allows a business to
to enhance its sales and improve communication in the market.
For the following presentation Toby Carvery has been selected
which is British carvery chain brand and its trying to
reintroduce the company's brand to a younger audience.

Preparing advertising campaign
Discussing necessary steps to build the campaign:
There are various steps than need to be implemented in a structured and
systematic manner within a advertising campaign in order for it to be successfully. In
context to Toby Carvery, the camping has to be oriented to a specific age group in order to
achieve the intended purpose of the campaign. This makes it crucial that all steps of
advertising campaign are followed in an effective manner. Given below are the necessary
steps of Toby Carvery's advertising campaign:
Identifying group:
It is crucial for a business to identify its targeting group of customers in order for
the advertising campaign to be successfully. In context to Toby Carvery, the advertising
campaign will be oriented towards the age group of 18-28 in order to renovate the
company's brand image in the market and attract customers.

Formulating objectives:
The objective of an advertising campaign highlight
the main purpose for advertising and allow the business to have
an aim. In context to Toby Carvery, the objective of the
campaign will be based on attract young customers in the
restaurant through utilization of social media.
Designing message:
The design message outlines what the organization is
trying to promote through its advertising campaign. In contexts
to Toby Carvery, it campaign will be focused on attracting
young customers to its restaurants by promoting its operation on
social media in order to reach the younger target customer base.

Identifying specific social media platforms and tools
There are various tools that can be utilized in a advertising campaign which allows a business to
improve its advertising activities in an efficient manner. In context to Toby Carvery, social media and
other tools and platforms will allow the business to reach its target audience in an optimal way and
achieve desired results. Given below are specific social media platforms and tools that can be utilized in
the advertising campaign:
Social media:
Instagram:
This social media platform allows the ability to share picture and videos to others. In context
to Toby Carvery, the social media platform will enable the business to engage with a younger customer
base by sharing picture of its products and service in order to attract them to their establishment.
Twitter:
This social media platform helps in sharing view along with opinion to a audience. In context
to Toby Carvery, this social media platform can allow the business by engaging with them by
promoting of discount offers along with providing information related to the introduction of new
products.

Evaluating the advantages of adopting online methods in
comparison to traditional marketing methods
There are various advantages related to the utilization of online
methods in advertising an organization when compared to
traditional marketing and impact the overall performance of the
business. In context to Toby Carvery, the use of online methods
will allow the business to enhance its advertising operations as
well as improve brand awareness. Given below is the
advantages of online methods when compared to tradition
marking methods:

Bases Online methods Tradition methods
Price The overall price of online
advertising is relatively less when
compared to traditional methods.
The cost of tradition marketing is
high and requires a higher amount
of budget as it consist of various
components.
Reachability The reachability of online
marketing is enhanced by the
existence of social media platforms
and tools that increases its reach
relative to customers.
Tradition marking methods have
low level of reachability due to is
constricted nature.
Measurably It is easy for a business to measure
the overall performance of its online
marking operation due to various
online tools and KPIs.
It is difficult to measure the impact
of tradition making operation for a
business as their is relatively no
collection of data and customer
perception.

Evaluating the resources required and what needs to be
measured after the campaign is executed
In order to have effective advertising campaign it is crucial to
allocated various resource in an optimal manner. In addition to
this, the advertising campaign needs to be measure in a
structured manner in order to evaluate its performance. In
context to Toby Carvery, given below is its required resources
along with tools to measure the performance of its advertising
campaign Budget:
The budget is an essential part of a advertising
campaign as it allows a business to set a base line on how much
of financial resources will be used in order to enhance brand
image of the company. In context to Toby Carvery, the business
has allotted 50,000 ponds for its advertising campaigning which
will include cost of preparing and modifying the message of the
business along with establishing its online presence and
personal relations with the new target customer base.

Conclusion
From the above presentation it can be concluded that, in order for the advertising campaign of
Toby Carvery to be successful and emphasise on using online platforms such as Twitter and
Instagram in order to attract a younger audience. In addition to this, various tools need to be
required in order to measure the performance of the advertising campaign which will allow the
ability to take quick effective changes in the advertising campaign.

References


REFERENCES
Books & Journals:
Harvey, P. D. (2018). Advertising affordable contraceptives: the social marketing
experience. In Social Marketing (pp. 147-167). Psychology Press.
Landa, R. (2021). Advertising by design: generating and designing creative ideas across
media. John Wiley & Sons.
Merritt, J. L. (2021). Marketing Using Social Media: An Analysis of Course Enrollment
Data following a Social Media Campaign (Doctoral dissertation, Wingate University).
Sharma, S., & Singh, R. (2021). Advertising: Planning and implementation. PHI Learning
Pvt. Ltd..
Stead, M., & Hastings, G. (2018). Advertising in the social marketing mix: getting the
balance right. In Social Marketing (pp. 29-43). Psychology Press.