ADV10001: Advertising Objectives Report for Marketing Campaigns

This report analyzes advertising objectives for three distinct case studies. The first case examines Chobani's introduction of oat-based yogurts, recommending objectives focused on attractive pricing, creative marketing tactics (80% online, 20% offline), and effective distribution channels to reach their existing target market. The second case addresses the Essendon Football Club's need to regain members lost due to a drug scandal, emphasizing objectives that rebuild brand image, highlight membership benefits, and increase brand awareness. The third case focuses on the Salvation Army's promotion of second-hand furniture, suggesting objectives that maintain product quality, offer reasonable prices to build goodwill, and select strategic locations to attract customers. The report provides detailed explanations for each objective, supported by relevant marketing principles and academic sources.

Advertisement Principles
10/6/2019
Student Details

Answer One
Case one(Objectives):
a) In order to promote oats based flavored yoghurt, the Chobani Company must position the
product in the market by offering attractive prices, with influential discounts (Moriarty et
al., 2015 b). The price is considered one of the main positioning strategies of the
company that in turn can fulfill the productive positioning objective of the yoghurts in the
market.
b) Chobani Company must opt for attractive as well as creative marketing tactics by keeping
the proportion of offline marketing to 20 percent as well as online marketing or digital
marketing to 80 percent. The share of online marketing is more as today digital
marketing is considered as the best source to reach a wide range of customers in short
period of time and influencing them on a large level (Chong et al., 2016).
c) The objective of the company, while launching the oats based yoghurt in the market must
includes the ways of choosing effective distribution channel, as this ultimately can help
the company in proper distribution of products to end consumers as well as to different
wholesalers and retailers.
Case two (Aims of Advertising Campaign):
a) The most basic aim of newly launched advertising campaign of Essendon Football Club
must be to reach to their existing target market and recreating the image of their company
in their minds by reminding them about the benefits they are getting by being the member
of the club.
b) The advertisement campaigns must focus on generating the penetration about the service
they are providing in the market (Moriarty et al., 2015 a). They should influence the
market segments by promoting their services on the larger levels than before.
c) Advertising campaign of Essendon Football Club should focus on spreading the benefits
involved in the services provided by the club as well as about the awareness of their
branded services. The brand awareness is must in order to reestablish the company in the
market. It can help the company in clearing its image of drug scandal by increasing the
awareness of the quality services the company is providing and can provide to its existing
as well as future customers (Ryan, 2016).

Case three (Objectives)
a) Salvation Army named company in Australia must consider marketing or promotions its
one of other important objectives. This can help the company in reaching to a big target
market with influential offers (Jackson & Ahuja, 2016).
b) The company should maintain the quality of its products even if they are second hand.
The quality with reasonable price can help the company in building up its goodwill in the
market. The quality factor can help Salvation Army company in getting competitive
advantage over other products.
c) The objective of Salvation Army must also include the effective place where the
company chooses to sell its products to various customers. The place plays a very
important part in attracting large number of buys for the product (Correia et al.,
2015).Window shopping also plays a big role in the promotion of the products, which can
be possible if the company chooses an effective place where people can reach easily
without involvement of great amount of efforts.

Bibliography
Chong, W.K., Bian, D. & Zhang, N., 2016. E-marketing services and e-marketing performance:
the roles of innovation, knowledge complexity and environmental turbulence in influencing the
relationship. Journal of Marketing Management , 32(2), pp.149-78.
Correia, A., Gnoth, J., Kozak, M. & Fyall, A., 2015. Marketing places and spaces. 1st ed.
Emerald.
Jackson, G. & Ahuja, V., 2016. Dawn of the digital age and the evolution of the marketing mix.
Journal of Direct, Data and Digital Marketing Practice, 17(3), pp.170-86.
Moriarty, S. et al., 2015 a. Advertising: principles and practice. 3rd ed. Pearson Australia.
Moriarty, S. et al., 2015 b. BRANDS AND THE ADVERTISING CONTRIBUTION . In
Advertising: principles and practice. 3rd ed. Pearson Australia. pp.130-34.
Ryan, D., 2016. Understanding digital marketing : marketing strategies for engaging the digital
generation. 4th ed. Kogan Page.