University Advertising Campaign Report: Fitness Club Promotion

This report provides a detailed analysis of an advertising campaign, focusing on the promotion of a fitness club. The report begins by defining campaign objectives, including identifying the advertising purpose, main competitors, campaign strategies, and differentiation strategies. It then delves int...Read More

Running head: ADVERTISING CAMPAIGN
Advertising Campaign
Name of the University:
Name of the Student:
Author note:

1ADVERTISING CAMPAIGN
Table of Contents
Task 1: Define Campaign Objectives........................................................................................2
1.1. Identification of the purpose and objectives of the campaign.....................................2
1.2. Objectives of the campaign.........................................................................................2
1.3. Feasibility of the campaign objectives........................................................................2
1.4. Consumers’ behavioral factors affecting campaign objectives...................................3
1.5. Legal and Ethical requirements...................................................................................3
Task 2: Identify Resources and Budget.....................................................................................3
2.1. Research resource requirements......................................................................................3
2.2. Media Options.................................................................................................................4
2.3. Overall requirements.......................................................................................................6
Task 3: Develop the Schedule....................................................................................................6
3.1. Identification of the service providers.............................................................................6
3.2. Task Analysis Table........................................................................................................7
3.4. Evaluation of campaign effectiveness.............................................................................9
Task 4: Short Answer Questions..............................................................................................10
References................................................................................................................................18

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Task 1: Define Campaign Objectives
1.1. Identification of the purpose and objectives of the campaign
Questions:
 How are you going to identify the advertising purpose and objective?
 Who are the main competitors?
 How the content of the campaign will look and how it will sound like?
 What are the strategies of the advertisement campaign?
 How will it help in differentiating the company’s services from others?
 How the company will use the differentiation strategy in order to compete
with their competitors?
1.2. Objectives of the campaign
The objectives of the campaign are specific.
 The company has decided to conduct a campaign in order to accomplish their
goal of enhancing the number of visitors to their fitness club.
 Their mission is to raise awareness about fitness within an identified target
market.
 The purpose of the advertisement is to make the viewers aware of their club
and promote the brand.
1.3. Feasibility of the campaign objectives
The campaign objectives are feasible and can be implemented within the timeline. It
is important to ensure that all the objectives of the campaign re achievable and feasible. The
campaign goals can be achieved within the company’s budget, which has been allocated. The
budget will help in providing with the brief of original campaign. Additional research must

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be done before organizing the campaign and differentiation strategies can be implemented
(Armstrong et al., 2015).
1.4. Consumers’ behavioral factors affecting campaign objectives
Two demographic factors of consumer behavior affecting the outcome of the
campaign are; income level and education level of the consumer. Two psychographic factors
of the consumer behavior affecting the campaign’s outcome are; motivation and self
actualization needs. The advertisement can address these issues by doing a research on the
consumer behavior, their attitude and buying method (Boztepe, 2012).
1.5. Legal and Ethical requirements
The campaign meets the legal and ethical requirements as it builds the reputation of
the company in a fair as well as professional conduct. It fosters higher sales and business over
time. This consists of transparency, honesty and lessens the consumers’ rights risks.
However, it helps in developing a peace of mind by minimizing the complaints within the
business organization (Callaghan et al., 2012).
Task 2: Identify Resources and Budget
2.1. Research resource requirements
Research resource
requirement
Strength Weakness Justify Research Estimated
Duration and Cost
Observation Observing the
consumer
behavior will help
in understanding
the consumers’
attitude and
It becomes
difficult to
understand the
behavioral and
buying pattern of
the consumers as
Observation
research
procedure is an
easier method and
the marketers can
easily understand
Minimal cost but
time consuming.

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mindset. many factors
come into play.
the purchasing
pattern of the
consumers.
Surveys Conducting
surveys among
the consumers
will help in
gaining their
feedback.
Many consumers
show no interest
in filling up
survey forms and
some intentionally
puts negative
feedback.
Conducting
surveys are
relatively easier to
administer.
Cost effective but
depends on the
mode of survey. It
can be easily
developed in less
time span.
Interviews Gives useful and
authentic insights,
which is even
better than survey.
Information needs
to be entered
manually. Sample
size can be
limited. At times,
consumers may
not feel free to
talk.
Interviews are the
most authentic
way of gaining
useful insights.
Consumers may
feel valued and
special.
Cost is a major
disadvantage as
the company
needs to bear the
personnel costs.
Usage of
technology may
require some
investment.
Moreover, it is a
time taking
process.
2.2. Media Options
Media
Option
Attributes Justification
of media
Creative
and
Production
Justification
for creative
and
Time Estimated
Cost

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services production
Television Can reach a
large
number of
people at
the same
time,
repetitive.
To reach a
wide
number of
people.
Copywriter,
performers,
director,
camera
persons etc.
Professional
workers
will make
the work
more
creative.
Three-
Four
months.
$5000
approximately.
Social
Media and
Websites
Can reach a
wide
number of
internet
users, can
be seen
anytime
and
anywhere.
Interactive,
wide
number of
users.
Graphic
Designer,
Illustrator,
Artists etc.
Professional
work.
One
month.
$1000-2000
approximately.
Posters Can target
the public
based on its
placement
Simple in
nature,
slogans
only.
Artists,
designers
etc.
Creativity One week
or less.
$5000
approximately,
depending on
the size and
placement.
Newspaper Medium
coverage.
Can be
reached to
those who
Easier to
gain target
audience
Artists,
designers,
creative
writers etc.
Professional
and creative
work.
One month
or less.
$500-2000
depending on
the size and
page location.

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read
newspaper
on a daily
basis
2.3. Overall requirements
A total budget of $300,000 had been allocated for the overall requirements and
therefore, the estimated costs are being prepared in accordance with that.
Research $20,000 approx
Media $15,000 approx
Creative Production Fees $110,000 approx
Advertising service fees $50,000 approx
Contingencies $40,000 approx
Total Expenditure $235,000 approx
Figure: Estimated Budget for the overall campaign
(Source: Created by author)
Task 3: Develop the Schedule
3.1. Identification of the service providers
Service Providers Advertisement need Costs Reviews
Dejan Marketing Creative and
professional work, an
understanding of the
brand and consumer
$3000 approximately. Their mission is to
provide their clients
with effective services.

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behavior, demands and
needs.
Smart Traffic Professional
employees, affordable
solutions and
maintaining a customer
base.
$3000-4000
approximately.
Their work is
professional and smart;
their services are worth
an investment.
Epiphany Agency Better outcome, good
customer base, social
media followers.
$4000-5000
approximately.
Passionate and
craftsmanship,
professionals with
inquisitive minds,
simple yet beautiful.
3.2. Task Analysis Table
Key Task Action Task
Duration
Timing Predecessor Resources
Required
Cost
Promotional
activities
Keeping a
track of the
promotional
activities,
negotiating
with the
advertising
contracts,
developing
One
week.
One
month.
Media
attention.
Skilled
manpower,
financial
staff
members,
coupons,
pamphlets
etc.
$10,000
approx.

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pricing
strategies.
Ad tracking
device.
Detecting the
advertisements
, promos
detection,
matching with
other content.
One
week.
Six
months.
Tracking
the
customers’
behavior.
Ad
tracking
devices,
Automatic
content
detection,
monitoring
software,
skilled
manpower.
$5000
approx.
Tracking
consumer
behavior
Tracking the
consumers’
behavior by
conducting
surveys,
researching
and interviews.
Five
days.
Fifteen
days.
Noting
down the
changes.
Survey
questions,
skilled
manpower,
online
sources.
$50
approx.
Tracking
customer
interactions.
Interacting
with them,
conducting
interviews,
understanding
the
Five
days.
Fifteen
days.
Overall
monitoring.
Interview
questions,
personnel
conducting
interviews.
$1000
approx.

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psychological
factors
affecting the
buying
behavior.
3.4. Evaluation of campaign effectiveness
Key Tasks Key result area Metrics Rationale
Promotional activities It will help in
monitoring the
activities and
developing price
strategies.
Skilled manpower,
financial staff
members, coupons,
pamphlets, costs and
other resources.
For evaluating the
campaign
effectiveness,
conducting
promotional activities
will be beneficial.
Ad tracking devices Monitoring the
consumer behavior and
attitude.
Ad tracking devices,
Automatic content
detection, monitoring
software, skilled
manpower, costs and
other resources.
For evaluating the
campaign
effectiveness, ad
tracking devices will
be beneficial.
Task 4: Short Answer Questions
Answer 1
Principle Explanation
Know your audience Knowing the target audience helps in understanding which tools of

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marketing needs to be used.
Be in line with
organization’s marketing
objectives
Retaining current customers, increasing customer intake, developing new
and innovative marketing techniques.
Set clear objectives Providing quality services to the customers, value for money, encouraging
diversity, honesty and trust.
Establish the advertising
context
To understand the consumers’ behavior and attitudes.
Have a creative brief Creativity enhances the interest of the consumers.
Have a media plan Having a media plan helps in setting up the budget and resources required
to conduct promotional activities of the campaign.
Be brief with the
advertising content
Health consciousness, promoting fitness and services related to the
customers’ wellbeing.
Comply with relevant
legislation, regulation
and codes
Must comply with the statutory and administrative regulations, Australian
consumer law and regulations (Goh, Heng & Lin, 2013).
Answer 2
The key principle of advertising is to make people aware of a certain brand or
product. It appeals to the emotion as well as reason of the customers. The basic principle is to
grab the attention of the consumers by being interesting (Niazi et al., 2012). The
advertisement appeals to the viewers and they desire to buy the product. Once they are clear
about the product’s feature they perform the action, that is buy it. For instance; an
advertisement of a baby product will obviously be different from that of an insurance
company (Farahat & Bailey, 2012).

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Awareness
Knowledge
Liking
Conviction
Preference
Purchase
Cognitive
Affective
Conative
Answer 3
Figure: Hierarchy of Effects Model
(Source: Created by Author)
The customer after seeing an advertisement becomes aware of the products and gain
knowledge from various sources. Once the customer gains interest, he/she starts liking the
product, which will influence their preferences. The conviction stage is to create a desire in
the customer’s mind and he/she ends up purchasing the product. Cognitive is the thinking
stage, affective is the feeling stage and conative is the behavior stage (Buxton, Phillippi &
Collins, 2015).
Answer 4

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For optimizing the efficiency and effectiveness of the advertisements the theory of
encoding variability hypothesis is applied. It helps in understanding the psychology of the
target market, their behavior and other factors affecting their buying pattern (Hoyer &
Stokburger-Sauer, 2012).
Answer 5
The unit selling proposition strategy for advertising helps in distinguishing the
products from their competitors. It helps in defining the organization’s unique position at the
marketplace. Furthermore, it assists the company to stand apart from their competitors
(Claiborne & Sirgy, 2015).
Answer 6
Component Description of Importance
Advertising Context It is important to set an advertising context in order to send the right
message to the target consumers.
Advertising Objectives In order to retain the current members as well as increase the new
customers’ intake.
Target audience Setting the target audience helps in understanding the behavior of the
consumers and make the advertisement in accordance with that.
Stakeholders Develop strategies, implementation of processes; improve relationships and
carrying out the mission successfully.
Product market factors Reflects the buyer’s perception.
Creative requirements Helps in making the advertisement more creative and appealing.
Media requirements Brand recognition, publicity and acclamation.
Media vehicles Helps in reaching the target audience and getting their feedback.
Budget In order to achieve the marketing and promotional goals.
Product schedule Continuity, pulsing and flighting (Juster, 2015).

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Answer 7
Item Definition Example
Industry Industry refers to the activities concerned with raw
materials and their processing of the goods in the
factories.
A food industry.
Services Services can be referred to the production of an
intangible benefit, satisfying the customers’ needs.
Fast services by a
restaurant.
Products A product can be both service and item, in simpler
words, products are merchandises.
Foods and beverages in
the restaurant.
Organization A group of people working together having a common
goal or purpose (Mullen & Johnson, 2013).
Art Food Gallery
Answer 8
Requirement Explanation
Transparency Transparency provides the customers with authentic information.
Fairness Being clear and fair in advertising will give the customers an unbiased
view, which in turn will help in gaining faith.
Honesty It helps in building trust within the customer base.
Respect Respecting customers helps in engaging them and build a bond or
connection with them.
Privacy Privacy is a major concern. Advertisements should maintain privacy of
their consumers.
Non-maleficence Advertisements must not harm the consumers. It must not discriminate or
deceive the customers.

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Integrity It refers to the values or virtues of the advertisement.
Rights Advertisements have the right to promote the products; however, the
marketers must not misuse it.
Appropriateness The message of the advertisement must be specific and appropriate
(Hoekveld & Needham, 2013).
Answer 9
Principle Explanation of principle Examples on buying behavior
Cultural It refers to the perceptions, needs, behaviors
and attitudes of the consumers.
A person’s dress sense can get
influenced by his/her family
members or culture and he/she
would purchase dresses based on
that.
Personal Lifestyle, occupation, personality, self esteem,
age, economic status.
A middle class family will prefer
buying Toyota or Ford, but not
Porsche.
Psychological Motivation, perception, learning, attitude and
beliefs.
A person will buy food items to
meet the basic requirement, as
hunger acts as a motivating factor.
Situational Temporary conditions, additional products,
time, physical and social factors.
A mother will make different
purchasing decisions than a woman
who is single (Hawkins,
Mothersbaugh & Best, 2013).
Answer 10

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The principles of advertising can persuade and influence the buying behavior of the
consumers. The key principle of advertising is to make people aware of a certain brand or
product. It appeals to the emotion as well as reason of the customers. The basic principle is to
grab the attention of the consumers by being interesting. The advertisement appeals to the
viewers and they desire to buy the product (Cantallops & Salvi, 2014).
Answer 11
Provisions Planation
Age Discrimination Act 2004 It prohibits the discrimination in areas like employment,
accommodation, provision of products and services.
Disability Discrimination Act
1992
It states that people have accessibility to quality products and
services without any discrimination, including those with
disabilities.
Racial Discrimination Act 1975 Treating someone unfairly on the basis of their race, descent, color
and ethnic origin.
Sex Discrimination Act 1984 Discriminating on the basis of sex, orientation, gender and more.
Stereotypical advertisements affect it in a huge way.
WHS Act 2011 It promotes health, welfare and safety of the workers.
Competition and Consumer Act
2010
Consumers have the right to challenge against unfair
advertisements and take legal actions.
Copyright Act 1968 Rights of the creators of artistic and creative advertisements. If
someone copies any advertisement, it may affect it.
Fair Work Act 2009 Helps in enabling flexible arrangements and fairness at the work.
Designs Act 2003 It refers to the protection of someone’s work or craftsmanship.
Patents Act 1990 Fair dealing for the interest of the public.
Trade Marks Act 1995 Helps in identification of products and services from a particular