Advertisement Management Report: QUT, Advertising Strategies

This report delves into the realm of advertisement management, employing Big W as a focal point to dissect the intricacies of advertising strategies within the retail sector. The study commences with an executive summary that underscores the significance of advertisement management and its impact on organizations. It then provides an overview of Big W, an Australian retail chain, and its advertising challenges. The report explores various objectives, including increasing sales, enhancing brand awareness, and adopting social media marketing. The target market and budget considerations are also discussed, followed by an examination of creative and media strategies. The report highlights the need for effective communication and the use of diverse media channels to reach the target audience. Furthermore, the report discusses the importance of ethical considerations, mandatories, and the use of trends in advertising. Part B of the report provides a deeper background of Big W, its advertising problems, and objectives. The report concludes with a discussion on the importance of advertisement management, highlighting the strategies employed by Big W to overcome its challenges and achieve its objectives.

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Running head: Advertisement Management
ADVERTISING MANAGEMENT

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Advertisement Management
Executive Summary
This study highlights the importance of the concept of advertisement management and the
impacts that the concept creates on the organisations. Moreover, different effective and
efficient advertising strategies have also been discussed in this study. On the other hand, the
impact of choosing the right entertainment medium to advertise or promote products has also
been added in this study.

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Table of Contents
Introduction................................................................................................................................3
Part A.........................................................................................................................................3
Part B..........................................................................................................................................7
Conclusion................................................................................................................................10
References................................................................................................................................12
Appendix..................................................................................................................................15

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Introduction
In this modern world, it is getting very important for every organisation to advertise its
products in an effective and efficient manner. The competition between the organisations is
increasing day by day and it seems that the company which has an effective plan in terms of
advertising is more likely to have an advantage. That is why each and every organisation is
trying to give importance to the concept of Advertisement Management. An organisation
definitely looks to make profits from the products, as a huge amount of money is being
invested in producing them. Advertisement is the only way in which an organisation can
increase the sale of its products and ensure that it is being as a viable option by the end
consumers. Additionally, over time, advertising can also help companies promote the value
proposition that their products offer in a manner that can spread the message amongst the
masses.
Part A
Background
The chosen organisation for this study to explain the importance of the concept advertising
management is Big W. The organisation is in Australia and the vision of the company is to
provide general merchandise products in a dedicated one-stop-shop of the country. However,
the organisation was not reaching its desired targets. The sales rate was decreasing drastically,
which was affecting the overall growth of the company. That is when the organisation was
looking for ways by which it can cope up with this dreadful situation. Any organisation will
definitely want to make profit, as it is investing a huge amount of money is being invested in
the production of its products. As the organisation Big W chain grew out of Woolworths
Limited's original Variety stores, which carried a small range of general merchandise
products. The organisation will have to make several creative strategies which can help it, to
promote itself. That is the only way by which the company can increase its sales rate;
otherwise the organisation will have to suffer with these kinds of situations for a long time.
Until people of Australia, cannot link themselves with the company, they will definitely not
become interested with the policies that the company offers to them.
Advertising Problem
The organisation was facing dreadful results in terms of its sales rate. The management of Big
W is following traditional word-of-mouth publicity that is limited within a specific region.

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Now, the leaders must apply digital platform as social media for online advertisement with the
help of Google. As mentioned earlier, the organisation does not sell any products to the
customers; it looks to bring different general merchandise products for different shops.
However, people of Australia were not able to connect or link themselves with policies which
were being made by the retail department store Big W and thus, the organisation was not able
to make profit. That is when the company thought, that if certain effective and efficient
strategies are undertaken, only then the organisation will be able to overturn its sales rate into
positive figures and results. Moreover, there are several competitors of the organisation Big
W within the same retail industry and the competitors were creating larger impacts on their
respective sales rate which in return was also affecting Big W sales rate to a great extent.
Moreover, for a retail department store it is very important to build a good relationship with
its customers (De Mooij, 2018). In this factor, the organisation Big W was also failing. That is
why the company wanted to make effective strategies in terms of advertisement and
implemented them in their general merchandise products.
Objectives
The objectives of the organisation Big W, to create effective and efficient strategies in terms
of advertisement were:
● To increase the sales rate and thus to make profits from their general merchandise
products
● To create a brand awareness among the target market of Australia
● To adopt social media marketing processes
● To develop creative strategy to increase revenue up to 45%
Target Market
It is quite obvious that as the organisation Big W comes under the retail industry, the target
market of the company is selected stores of Victoria, Queensland, Australian Capital Territory
and New South Wales. Now, the target market of an organisation is directly related to the
target customers of the same company (Díaz-Méndez & Saren, 2018). If the customers of an
organisation get interested in the retail products or of the company, only then the sales graph
of the business will increase. So, organisations will have to figure out its target customers first
and then it will start to gather knowledge about the market which it should mark as its target
market (Grewal et al. 2016).
Budget

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The management of Big W needs to focus on budget estimation for accomplishing selected
goals by analysing operational costs, salary structure, promotional activities and others. One
of the key factors that play an important role in the context of the different advertising
strategies undertaken by an organisation is its estimated budget to invest in the process. The
budget is analyzed and estimated by keeping the amount of profit that the organisation is
expecting to have in mind. As per the view of Amaldoss, Jerath & Sayedi (2015), the budget
will define whether the organisation will be able to create an impact with the strategies that
have been made. In other words, the budget of an organisation will define whether the
company will be able to overturn its results and thus will be or not will be able to achieve the
desired growth.
Creative Strategy
As early mentioned, the management of Big W needs to adopt social media marketing as
creative strategy to communicate with the consumers from diverse community. In the case of
any organisation, communication with its customers is very important. That is why each and
every organisation in this modern world is trying to bring and implement several strategies
which can help them to be in a good process of communication with its consumers. However,
in the case of the organisation within the retail industry, the chances of maintaining an
effective communication with the customers is very rare and infrequent (Hackley & Hackley,
2017).On the other hand, without proper communication strategies it is nearly impossible for
any organisation, to create an impact in the mindset of people. This is where; the process of
advertisement management helps organisations to a large extent. The organisation Big W was
facing similar issues until they realized that they need to create certain effective strategies in
terms of advertising or promoting its general merchandise products. The organisation
explained that despite being in the retail policy industry its name Big W was going against it.
If such kinds of scenarios appear for an organisation, where its name is going against itself, it
becomes even more important to implement creative strategies. That is when, the organisation
seriously started to think about certain creative strategies that can be undertaken keeping all
the factors in mind.
Media Strategies
The management of Big W needs to develop a cooperative relationship with local media to
advertise their latest products and services. In the modern and well developed world, there
are several mediums available for an organisation to advertise and promote its retail products.
However, before choosing any of the mediums it is always very important for all the

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organisations to figure which medium has the greater audience. The main objective of the
advertising procedure is to reach more and more people (Kelly, Jugenheimer & Sheehan,
2015). Thus it is quite obvious that the medium which has a large number of audiences will
certainly help an organisation to reach more and more customers. On the other hand, with its
increasing demand, the rate of advertisement will also increase. Thus effective media
strategies will also have to be considered by any organisation.
Mandatories
Complete information regarding product must be broadcasted as an ethical responsibility of
the company. To advertise in an effective manner, an organisation must follow the trends
which are attracting a large number of people. If an organisation creates or promotes its
products by linking them to the certain trends that the people are following, people will be
able to connect them with the products. As commented by Assaf et al. (2017), once a
connection of mind-set between a large number of people and the products of an organisation
is established, the company will see overturn in its sales graph in an effective manner.

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Part B
Background
As early mentioned Big W is owned by Woolworths Limited and operating 183 stores across
Australia that recently launched panty store in Rouse Hill. In the context of the organisation
Big W it was getting very important to create certain effective and efficient advertisement
strategies, which could help the company to overturn its sales graph. That is why the
organisation tried to implement those strategies in terms of promoting its retail products,
Moreover, as the organisation looks to create general merchandise products for the people of
Australia, is has not particular products which can be displayed in large banners of hoardings
and can attract people. So, the organisation needed to bring a few strategies which could help
it to advertise its different general merchandise products (Mas, 2017). The company was
trying to make people interested in their policies but was failing in this factor. If the people do
not get interested in the organisation’s general merchandise products, obviously the company
will not be able to get the desired results in terms of profit or sales graph. That is why, the
organisation Big W though the only way it can deal with this situation is to promote its
general merchandise products with the help of advertisements. Moreover, there have been
certain incidents where the organisation has found that people are not able to link themselves
with the organisation as well.
Advertising Problem
The management of Big W is currently applying word-of-mouth advertisement that covers
certain limitations. Due to the advertising problem, the profitability of the organization is
decreasing rapidly. The way of approach of the organisation Big W was quite right in terms
of implementing effective strategies in order to promote or advertise its products. This is
because, the organisation needed to build an effective communication process with the people
of Australia. Until the time, customers cannot link themselves with the products or policies of
an organisation, the chances of increasing the sales rate of the company will not increase.
Thus, the company’s idea was quite effective and efficient. On the other hand, organisations
within the retail industry have always faced a problem of infrequent communication with its
customers. Thus, it can be said that the only way organisations of the retail industry can deal
and find a solution with this problem, is to advertise its policies in different entertainment
mediums. Moreover, the organisation Big W also found that the people of Australia were not
able to connect themselves with the company’s name. Thus, the business was failing to create

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an impact on the mindset of its customers. So, it can be said that certain effective strategies in
terms of promoting the policies was a must do for the organisation Big W.
Objectives
The objectives of the organisation Big W were
● To adopt social media marketing for increasing sales rate by 30%
● To create a brand awareness among the different community of Australia by adopting
online advertisement
● To be more efficient in terms of marketing strategies, which the organisation did by
reducing the overall CPA by 7%
● To have a sustainable development in its sales rate, which the organisation got by
30.4%
Target Market
Previously, Big W targeted dedicated shops regarding general merchandise products but now
they targeting direct consumers as local citizen of Australia. It has already been mentioned in
this study that the target market of an organisation in the industry of general merchandise
products, will be the market that decides whether the companies of the same industry are
growing or not. Moreover, the target customers play an important role in terms of market
development (Rahman, Rodríguez-Serrano & Lambkin, 2019). In the context of the
organisation Big W, customers who are interested in general merchandise products are its
target customers. So, they will decide whether the organisation will be able to create an
impact on the market or not (Song et al. 2017).
Budget
In order to measure different operational costs, the management of Big W must focus on
budget estimation that additionally helps in error free balance sheet development. The
organisation kept quite a reasonable figure in terms of its budget for advertising. The
organisation found that people of Australia stays connected more to the television compared
to any other entertainment mediums. That is why the organisation Big W gave importance to
advertise more on television besides advertising on other mediums. In this process the
organisation got an estimated return of profit of $12.78 on each dollar they invested
(Allianz.com, 2019). Thus it can be said that the organisation was able to implement effective
strategies in terms of promoting its products in different advertising mediums. (Refer to
Appendix)

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Creative Strategy
As early mentioned, online advertisement can be considered as creative strategy of Big W that
could increase competitive advantages of the company. One of the major problems that the
organisation was facing was that people were not able to connect or link themselves with the
name Big W. So, if the customers are not able connect them with an organisation because of
its name, and then it will become impossible for the company to create impacts in the mindset
of the customers (Tackx, Rothenberger & Verdin, 2017). That is when the organisation
figured out an effective strategy of displaying or promoting its self-serve checkouts to create
a huge impact on the mindset of the customers. People started to link and connect themselves
with the general merchandise products. The objective of this unique strategy was to make
people aware of the factor that their services are full of ‘self-serve checkouts’ and that is why
they should become interested and give importance to the different general merchandise
products available. According to De Giovanni, Karray & Martín-Herrán (2019), if the
customers start to connect and link themselves with the products of an organisation, the
company will see drastic changes in its sales rate what happened in the case of Big W with
self-serve checkouts.
Media Strategies
It has already been discussed in this study that to promote the products an organisation must
take a few strategies in terms of choosing the right medium in which advertisements will be
done the most (Venkatraman et al. 2015). In the case of the organisation Big W, the company
found that people of Australia stay connected to television much more compared to the other
entertainment mediums. That is why the organisation got interested in investing more in terms
of advertising in television compared to other mediums. It helped the organisation immensely
to reach more and more people at a single time and thus helped to overturn its sales rate in a
very quick time (Weng & Huang, 2018).

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Figure 1: Competitor analysis over five years between 2011 and 2015
(Source: Allianz.com, 2019)
Mandatories
Apart from all the factors that play an important role in the advertisement procedure of the
organisations, there are quite a few other mandatory that every organisation must follow. If
there is any trend going in and people are staying connected to it, organisations must look to
use those trends in their advertisement (Woodside, 2016). In the case of the organisation Big
W, it unique strategy of making people connected with it by saying that their products are
accessible for self-serve checkouts, certainly helped the organisation to follow this factor.

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Conclusion
It can be concluded from this study, that the concept of advertisement management plays an
important role in terms of deciding the overall growth of Big W a retail department store. That
is why each and every organisation or company out there in this highly competitive and
developing world must look to undertake different strategies and procedures which can help
them to promote or advertise its merchandise products to a large number of people. Moreover,
from the study it can also be said that for any organisation it is very important to maintain a
good communication with its customers. This helps organisations to know the need and the
desires of the consumers and thus the organisations can make changes in their products and
policies as per the needs of the customers. Effective and efficient advertising strategies
certainly help organisation in communicating with the customers.