Analysis of Two Advertising Campaigns: Qantas & Boost Juices Report

This report provides a detailed analysis of two distinct advertising campaigns designed for Qantas and Boost Juices. The first campaign focuses on Qantas, aiming to enhance brand communication with both internal and external stakeholders through a strategy emphasizing customer feedback via social media and internal employee engagement. The second campaign, for Boost Juices, addresses the brand's need to regain market share through a dual approach, incorporating social media and television advertising to target a broad audience, with a specific focus on younger demographics and new product launches. The report outlines the advertising problems, target market segments, media platform relevance, proposed campaign strategies, control measures, and anticipated impacts on brand image and revenue. It emphasizes the importance of strategic brand messaging, media channel selection, and the measurement of campaign effectiveness. The Qantas campaign, titled 'Flying with care and comfort,' aims to reinforce the airline's commitment to quality and service, while the Boost Juices campaign seeks to revitalize the brand's appeal through innovative marketing techniques.

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Executive Summary:
Advertising campaigns are an indispensable part of any brand communication and marketing
strategy, hence two very distinct industry brands one being Qantas and other being Boost Juices
has planned to device two exclusively innovative and effective advertising campaigns
incorporation the new or contemporary medium of communication along with the traditional
ones. Hence, this project report specifically highlights on two distinct ad campaigns and its
detailed analysis of how the ad campaigns would be executed and how exactly it impacts the
stakeholders of the respective companies.

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Table of Contents
Introduction:....................................................................................................................................4
Discussion........................................................................................................................................5
Advertising Campaign 1:.............................................................................................................5
The Advertising Problem:............................................................................................................6
Identification of the target market segment and understand how to best employee the chosen
media:..........................................................................................................................................6
Details of the Marketing Campaign Strategy:.............................................................................6
Relevance of the chosen media platforms to the target audience(s) identified...........................8
Control measures to be observed:................................................................................................9
Impact of social media advertising campaign on the brand:.......................................................9
Advertising Campaign 2:...........................................................................................................10
Chosen organization’s background analysis:.............................................................................11
The advertising Problem:...........................................................................................................11
Identification of the chosen market segment and its relevance:................................................12
Relevance of the chosen media platform among the target audience........................................12
Proposed plan for engagement campaign:.................................................................................13

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Control measures to be observed:..............................................................................................14
Impact that the campaign intends to achieve:............................................................................14
Conclusion:................................................................................................................................16
References:....................................................................................................................................17

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Introduction:
Advertising has always been a very persuasive tool for effective brand communication. It
is a paid form of non-personal representation of ideas and messages, through an appropriate
medium of communication (Parente & Strausbaugh-Hutchinson, 2014).
Qantas is a leading name in the international aviation industry, having an extremely
widespread network over 85 destination across the world. Therefore it is quite obvious that the
firm being a major global brand has numerous internal and external stakeholders to manage and
respond to. Thus Qantas to sustain its market position and specifically cater to its target audience
has planned to initiate an advertising campaign that would help the brand communicate
effectively with its internal as well as external stakeholders.
Now coming to the second brand, Boost Juices is one such consumer centric brand
securing a very strong hold in the Australian Market pertaining to food and beverage industry
sector along with its presence across varied other countries including India, Bangladesh, United
Kingdoms. However recently the brand is facing certain challenges in its market operations,
leading to a sizeable decrease in its market share with more competitors entering the intended
market segment and leading to reduced market share for the brand. Therefore the brand has
decided to strategies two different innovative and integrated marketing campaigns in order to re-
establish itself as a strong consumer brand in the food and beverage industry of Australia.
Therefore this report is exclusively meant to highlight on the two distinct advertising campaigns
that would be designed for Boost Juices and Qantas keeping in mind its present stakeholders and

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the current market demand of the consumers to help the brand sustain its image in the Australian
Market.

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Discussion
An advertising campaign consists of various elements like: a strategic brand message
that the company wants to convey to its target audience, a definite brand appeal that the
company wants to create among its customers, along with choosing specific media channels that
would be most appropriate for communicating the brand message to the particular audience
along with ascertaining a specific duration for which the advertising campaign would function
(Min, Martin & Jung, 2013). The very effectiveness and success of any advertising campaign
genuinely depends on how well all the ingredients are well arranged and incorporated in the right
manner to give away the desired brand message or set the desired mission and vision of the
brand.
Therefore the first advertising campaign is for Qantas airlines, specifically highlighting
on communicating its brand message to its two most important stakeholders that is the customers
and its employees.
Advertising Campaign 1:
Qantas airlines specifically aims to retain its brand position in the market along with
particularly catering to its two most important internal and external stake holders which include
the employees and the customers

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The Advertising Problem:
Qantas necessarily implements both online or the new media platforms along with
electronic advertising as well as various internal communication channels like common portal
and internal staff communication strategy. Thus, the specific advertising problem addressed here
by the firm includes construction of an appropriate advertising strategy that would focus on the
needs of both the internal as well as external stakeholder’s needs. Therefore the advertising
campaign is named as Flying with care and comfort. This advertising campaign is both an
online initiative along electronic advertising campaign .
Identification of the target market segment and understand how to best employee the
chosen media:
The chosen market segment exclusively comprises of those consumers who are very loyal
to the brand rather chooses Qantas over any other particular aviation brand. Therefore to be more
precise the target audience of this advertising campaign comprises of those customers who
specifically look for premium quality services ad are located in the tire one cities (Weinstein,
2013). Along with this the campaign also aims to enhance the work performance of the
employees by acknowledging their performance and guiding them to improve their services.
Details of the Marketing Campaign Strategy:
Flying with care is an advertising campaign which aims at re-emphasizing the fact that
Qantas always values quality and concentrates on delivering the best service to its customers.
Hence the campaign is aimed at bringing in valuable feedback from the customers through their

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social media platforms where the customers would be encouraged to share their personal travel
experience with Qantas and what valuable suggestion it holds for the brand. This social media ad
campaign will also be electronically advertised to reach out to a broader market segment along
with another separate section of the campaign specifically meat for the internal publics of the
organization rather to be more precise the employees. Flying with care is also an initiative
towards improving employee motivation. Hence the advertorials contain short transcripts of
interviews were the staffs and employees share their own experience of working with Qantas
along with video clips on how meticulously the organization’s staffs are trained under utmost
care and guidance (Homsombat, Lei & Fu, 2014). Thus this flying with care campaign is
basically a brand image enhancement initiative undertaken by Qantas by identifying the needs,
wants and expectations of its two major internal and external stakeholders.
Relevance of the chosen media platforms to the target audience(s) identified.
The chosen target market segment is the customers who belong to an affluent socio-
economic class and hence and easily avail air travel. These customers are no doubt very well
updated with the social media channels along with other mass communication media as they
constantly seek to know what the current market position of their brand is (Zhang & Lin, 2015).
Therefore Qantas chooses to inform these customers through an omni channel communication
strategy. Now coming down to the next stakeholder that the brand intends to communicate which
is the employees. Choosing social media over any other medium is basically due to its interactive
nature. The employees can directly communicate with customers to understand their level of
satisfaction and how the customers can suggest improvement in employee performance. Along

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with social media electronic advertising has also been identified as a potential brand
communication channel to help the brand expand its target market segment.
Control measures to be observed:
Qantas being a well-established brand, cannot afford to risk its image at the cost of
innovation and experimentation. Hence the social media ad campaign initiative requires strict
monitoring of all the responses provide by the consumers along with proper content regulation.
The employees must be given proper training regarding their responsive strategy and must be
made aware of how their behavior directly impact the brand’s reputation and its position in the
service industry it operates.
Impact of social media advertising campaign on the brand:
Every advertising campaign must be undertaken with a view of achieving certain specific
goals. These goals need to be specific, measurable, achievable, realistic and definitely time
bound (Jobs & Gilfoil, 2014). Therefore this social media marketing campaign along with the
electronic advertising channel adopted by Qantas particularly concentrates on reaching its target
audience in a more objective manner. Thus, the ROI of this advertising campaign can be
measured in terms of:
1. The increased popularity of the brand among its target audience which is the loyal
customer segment

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2. Increasing the brand recall value by increasing the brand visibility through constant
communication through their social media channels.
3. Direct impact on the sales revenue of Qantas airlines
4. Assisting the brand to stretch its business across globe by targeting population through
social media communication across geographical boundaries.
5. Emphasizing on building employee morale and motivation as the organization recognizes
its employees as a significant asset for the company’s growth
Advertising Campaign 2:
As already mentioned that brand Boost Juices wants to regain its lost position it can
employee the previously employed media vehicle however in a better and innovative manner.
Thus, Boost Juices can use social media tools in designing its marketing campaign along with
incorporating television commercial as a part of their brand communication strategy (Gensler,et
al. 2013). Boost Juices wants to particularly cater to the younger population who are much more
aware of the new range of products that are constantly coming in the market along with targeting
specific age groups like elderly, the children with specific product classification (Menzies & Orr,
2014).
The second advertising campaign of Boost juices is meant for a more generic crowd than
targeting to a specific section of audience or in other terms niche marketing techniques.
Therefore the chosen media for communication this advertising campaign is television.
Television as an audio-visual medium is identified as a very effective mass communication tool
The mass reach that television has is unbeatable compared to any other medium and bearing the

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advantage of both being an audio as well as a visual medium, the effectiveness of the
communication message is no doubt very much profound and the duration is quite long.
Boost Juices in order to rebuild its brand image along with launching certain new product
range has opted television after a profound research and analysis and decided this medium to be
their second communication channel for their advertising campaign. Therefore a greater analysis
of this decision making can be undertaken as follows:
Chosen organization’s background analysis:
Boost Juice is the leading fruit juice retailer based in Australia and they are having their
presence across different countries such as India, Bangladesh, Brunei, Vietnam and the United
Kingdom. Boost Juice is founded in 2000 in Adelaide and currently they are having their stores
in more than 450 locations across the world (Allis, 2013). However recently with an increase in
the number of competitors in the food and beverages industry, the company is facing strict
competition and seems to lose its significant market position. Therefore the company
stakeholders and shareholders are of the opinion to re-launch the brand and regain its lost share
of market appeal. The major stakeholders of the company includes: employees, managers,
directors, customers, suppliers, government and competitors. Each of these stakeholders has their
own significant contribution towards building up the brand image of the organization. As the
target audience of the brand ranges from 15-50 years of age group, therefore television is no
doubt a very effective medium compared to any other medium because of its wide reach and
universal appeal.