Principles of Advertising: Objectives, Media Planning & Value Segments

This report delves into the principles of advertising, focusing on setting appropriate advertising objectives for different scenarios, such as introducing new products, building brand awareness, and driving sales. It examines the importance of media planning, considering factors like target customers, budget allocation, and advertisement frequency, while also highlighting the advantages and disadvantages of media planning, including market research benefits and potential misleading claims. Furthermore, the report discusses the application of Roy Morgan Value Segments in understanding consumer behavior and tailoring advertising strategies to specific demographic groups, enabling marketers to effectively target their campaigns and maximize their impact. The assignment solution is available on Desklib, a platform that provides students with access to a wide range of study resources, including past papers and solved assignments.

Principles of Advertising
Introduction
Advertisement is the best way to make the customer be aware of the product and brands
available in the market. Advertisement target all type of people’s age, the mode of advertising
help to get the targeted customers (Hiebing and Cooper, 2003). Advertisers uses various media
type techniques and methods.
1. Range of advertising objectives
Chobani originally had a market of the natural yoghurt and now improving the product. The
advertising objective suitable for Chobani is;
 Introducing a product to the existing market, the aim is to let the consumers know the new
products and their advantages.
 Awareness of creation- this aims in attracting people’s attention to know the existence of a
product in the market.
 To build a brand- advertiser make the advert and ensure that the product is quality this
helps to add value to the brand and increase the sales.
The Essendon football club which has been losing members since 2013, an advertising
campaign is needed to;
 Create desire- this aims at making the members want to stay in the club even though the
club is losing.
 Call to action- with the mode of advertisement it makes the club change their action and
work to win.
The Salvo offers good quality items at a reasonable price around Australia. The appropriate
objective for this company is;
 To increase sales- the main aim is to increase buyers to the products.
 Positioning the product- it target at convincing people that product is good quality and
price is reasonable
2. Recommendation of the right mix of media campaign
Media planning is a design to make the maximum sales from all the marketing investment the
company makes. Media planning, one should consider several factors like, target customers
and the set budget. Media planning for 6 months the advertisement should reach the large
number of people in the set time. The frequency of the advertisement matters a lot since the

more frequent the advertisement the more likely to get buyers (Hollensen, 2010). Cost of
advertisement should also be considered. Successful media advertisement determining the well
the media outlet get to the targeted audience, this will determine if to change the strategy or
continue with the advert. Also the impact of the campaign, the biggest impact will make many
customers to make decision to purchase (Ingram et al., 2015).
Advantages of media planning
Market and competitive research- media planning involves a lot of research like marketing
research and competitive research which important information about other industries, products
and their services. This help in coming up with various strategies, budget and bidding to ensure
the campaign is well strategies and better than for other companies (Cravens and Piercy, 2006).
Changing trends- a good media planning helps the company always to remain on top of its
advertisement and overcome any negative change in market trends.
Save resources- it saves the companies resources by having a media planner than hiring many
marketing employees.
Disadvantages of media planning
Misleading claims about the product- the aim of advertisement is to catch many sales as
possible, they mostly create a misleading information about the product to impress buyers
(Aithal, 2016).
Encourage monopoly- big industries concentrate on advertisement making it hard for the small
companies to grow thus encouraging monopoly (Spurgeon et al., 2012).
3. Roy Morgan Value Segments
Help the advertisers to understand the consumer and also give idea how to make such adverts.
Segments describes the type of people in the society, this include;
 Essential needs- one is contented with whatever they have, with comfortable life and
always stay healthy.
 Adequate deal- this group of people want to have good security, make the work easier and
live a life free of stress.
 Traditional family life- ensures that there is respect, trust and care among their family and
be comfortable.
 Standard family life-shares love and affection to their family members, fulfill all the
household needs and protect their kids and also help them be successful

 Look at me- they enjoy life as much as they can avoiding any kind of responsibility, their
aim is to be popular and like the opposite gender.
 Ego driven- they are driven by how to be rich, want to be famous and earn respect.
 Real economist- concern with investment, where to get good returns.
 Young optimistic- want to be up to date with everything going on in their world.
 Real achievements- they strive to be powerful, get praises and attention
 Socially enlightened- they are determine to get better education, to know the latest
technology and enjoy their lives.
Using this segments by Roy Morgan market planner easily determines the type of consumers to
target.
Conclusion
Advertising objectives helps in determining the kind of consumer the advert should reach and
also the frequency of the advert. Market planning also is a crucial process it help the business
grow and build the product brand.

References
Aithal, P. S. 2016. Study On Abcd Analysis Technique For Business Models, Business Strategies,
Operating Concepts & Business Systems. International Journal In Management And Social
Science, 4.
Cravens, D. W. & Piercy, N. 2006. Strategic Marketing, Mcgraw-Hill New York.
Hiebing, R. G. & Cooper, S. W. 2003. The Successful Marketing Plan: A Disciplined And Comprehensive
Approach, Mcgraw-Hill.
Hollensen, S. 2010. Marketing Management: A Relationship Approach, Pearson Education.
Ingram, T. N., Laforge, R. W., Williams, M. R. & Schwepker Jr, C. H. 2015. Sales Management: Analysis
And Decision Making, Routledge.
Spurgeon, C., Ferrier, L., Gunders, L. & Graham, P. 2012. Young Citizens, Values And New/S Media.
Continuum, 26, 911-922.