Advertising Principles Assignment: Chobani, Essendon, Salvation Army

This assignment analyzes advertising objectives for three different scenarios: Chobani's new oat-based yogurts, the Essendon Football Club's membership campaign, and the Salvation Army's promotion of second-hand furniture. The student explores consumer behavior models like Roy Morgan Value Segments and VALS network to understand target markets. The solution provides detailed advertising objectives for each scenario, explaining the rationale behind each objective. The assignment also discusses segmentation approaches and identifies the key target segment for the BCF brand in Australia. The student utilizes the provided resources to address the assignment brief effectively.

Advertisement Principles
10/6/2019
Student Details

Answer Three
The main motive behind establishment of organization is to sell its product or service to targeted
customers and making profits in return. The BCF is the organization that provides wide range of
services as well as products to its customers and making huge profits. In order to be successful in
the market the company also identified and influenced its target market (Moriarty et al., 2015 d).
It is just not impact to identify the target market, infect it is of equal importance to understand
and manage the selected target market effectively by the companies. Many models and theories
can help a company in identifying the behavior of the consumers worldwide or of its target
market (Moriarty et al., 2015 a). The most famous model is the model established by Roy
Morgan in the form of value segments that express the perception of customer and companies on
the basis of their values, believes, tradition, urge to buy product, its. In addition, another
framework can help a company in identifying the behavior of its customers is VALS network. It
helps in understanding behavior of customers on digital media platforms. The models and
frameworks that can help BCF in understanding the behavior of their target customers are
discussed briefly in following lines:
Roy Morgan Value Segments: These are the segments, which are based on value. A famous
scholar named Roy Morgan establishes these segments or framework of values. The value
segments distribute the types of customers in different segments. The bases of segments or
values are social awareness, young optimism, real conservatism, basic needs, something better,
etc. these all deals with the psychological factors and helps in understanding and identifying the
target market of BCF in Australia (Moriarty et al., 2015 e).
VALS Network: In this network with the help of some steps, the behavior of online customers
or the customers of online target market is analysed in effective and efficient manner. It consists
of many steps that in together can help BCF organization to deal with the psychological,
physical, etc behavior of online customers.
Process of Consumer Purchase Decision: The purchase decisions made by consumers depend
upon the series of steps that he or she takes before buying anything. It is not just a one-stroke
process, it involve right amount of time and knowledge.

Segmentation Approaches: There are some segmentation approaches, which can help a
company in distributing its market in various segments. These approaches monitor the behavior
if consumers and based on their behavior, needs, etc, they are divided in various segments.
Key Target Segment for BCF Brand
The in-depth analysis and through knowledge about the respective field can help the marketing
managers of BCF brand of Australia in establishment of most effective and efficient target
segment for their services as well as products (BCF, 2019). It is expected that the selected target
market segment for BCF brand can be the people between the ages of 20 to 45 as they are
considered most active and can get attracted towards the services BCF Company provides. The
parents in this age segment can also be targeted as an effective customer.

Bibliography
BCF, 2019. About Us. [Online] Available at: https://www.bcf.com.au/customer-service/about-
us.html [Accessed 6 October 2019].
Moriarty, S. et al., 2015 a. Advertising: principles and practice. 3rd ed. Pearson Australia.
Moriarty, S. et al., 2015 d. ADVERTISING’S ROLE IN MARKETING. In Advertising:
principles and practice. 3rd ed. Pearson Australia. pp.54-56.
Moriarty, S. et al., 2015 e. DEFINING AUDIENCES FOR ADVERTISING. In Advertising:
principles and practice. 3rd ed. Pearson Australia. pp.176-85.