Advertising Campaign Project: Summer Activewear for Working Women

This project outlines an advertising campaign for summer activewear, targeting working women seeking comfort and fashion. It identifies the target audience and proposes a 'fear of missing out' advertising appeal to create urgency. The project suggests using business and fashion magazines, social media, and the company website for media mix. It emphasizes legal and ethical considerations, including compliance with laws and avoiding misleading claims. The project references relevant academic sources to support its strategies. The campaign aims to leverage the trend of activewear in professional settings, offering solutions to customer needs and desires, and uses print and digital media to reach the target demographic, ensuring adherence to ethical advertising practices.

Advertising Campaign

About the product
Summer activewear products
Designed to use as a workout apparel and also casual
apparel.
Offers a sense of both comfort and fashion to the target
customers

BIG Idea
Will appeal to women to be a part of the new trend in the
society regarding wearing active wear to their work
destinations
Communicate the benefit of the new summer activewear
collection to the target customers
Create an urge among the modern working female
population to be part of the new revolution of wearing
activewear for work. (Lou 2017).

Advertisement appeal
The advertising appeal which can be used for the
advertising campaign of the company is fear of missing out
which will focus on communicating to the target audience
that they are missing out on addressing their various needs
and demands.

Rationale for Selection
It is considered to be appropriate in delivering the big idea
as it will create a sense of urgency among the customers for
purchasing the product of the company in order not to miss
out to the new trend or change which has been initiated in
the society.

Advertisement Technique
The advertising technique which can be used for the
advertising campaign is offering solutions to solve
particular problem or needs of the customers.

Rationale for selection
I will help in delivering the big idea as it will encourage the
target customers to try the products of the company in order
to solve their problem of not getting a sense of comfort and
style from the same clothing.

Media Mix Strategy
Print Media- Business Magazine and Fashion Magazine
Digital Media and Internet- Social media platforms and
Company website

Habits of target audience
Follows business and fashion magazines to gain idea
regarding new trends.
Making decisions based on popularity of campaign in
social media platforms.
Seek a sense of both fashion and comfort from their
clothing

Rationale for selection
 The working women and girls who have a hectic
schedule follows business and fashion magazines in order
to stay updated regarding the recent developments of the
fashion and business world. (Larreguy et al. 2016)
The target customers remains very attached to the internet
and social media platforms they can easily come across
the advertisement campaign of the company.

Legal and ethical considerations
Complying to all legal laws and legislation requirements
imposed by the government of the country.
Not making any false claims
Not developing misleading content
Providing evidence to support claims
Following ethical advertisement practices

Mandatory Inclusions
The advertisement campaign of the company will comply to
all legal requirements and restrictions which are laid down
by the government and will also comply with ethical
requirements by not making any misleading or false claims
regarding the benefit of the product and not playing with the
fear of the customers.

References
Larreguy, H. A., Marshall, J., & Snyder,James M.,,Jr.
(2016). Leveling the playing field: How campaign
advertising can help non-dominant parties. Cambridge:
National Bureau of Economic Research, Inc.
doi:http://dx.doi.org/10.3386/w22949
Lou, S. (2017). Applying data analytics to social media
advertising: A twitter advertising campaign case
study. Journal of Advertising Education, 21(1), 26-32,4.
Retrieved from
https://search.proquest.com/docview/1914440143?
accountid=30552