Advertising Report: Marketing Campaign Analysis, Course Name

This report analyzes an advertising campaign, focusing on marketing strategies, media mix, and target audience. It discusses the use of quantitative and qualitative research methods to understand consumer behavior and the value proposition. The report suggests using web pages and outdoor ads for the media mix and a flexible work schedule to accommodate demand changes. The target audience is identified as the middle class and young generation. The segmented approach method is employed to understand and predict the potential consumers and increase sales. The report references key marketing publications to support its analysis and recommendations.

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Advertising
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Question 1:
The agency should utilize the quantitative and qualitative studies for the research. The
quantitative will highlights on the actual numbers to get the hard data on the purchase behavior
of individuals while the qualitative studies will look at the intangibles. This is more subjective
and it looks at understanding how individuals behave in a given way. Some of the steps I would
look take would to find out why a customer decided to the business with the organization,
finding out what the customer perception of the value proposition (De Mooij, 2013). Other things
would be understanding the kind of products the customer wants through surveys as well as the
basic traffic reporting.
Question 2:
The media mix which is would use for the campaign is the web pages media. The use of this
media carries a deeper content and is a more complex communication method than any other
media form. Moreover, the outdoor ads will give a quick punch of the information in regards to
the product which is being launched (Moriarty, Mitchell, Wells, Crawford, Brennan and Spence,
2014). The most effective schedule strategy will be flexible work schedule, this strategy would
enable the workers to accommodate to the changes in the demand. The market which will be
targeted are the middle class group segment and the young generation, since this is the group
which loves such kind of dishes.
Question 3:
The target audience for the stone and wood are the locals especially to the older consumers who
have limited money to spend on the alcohol and at the same time they want to participate in the
partying culture exhibited from the locals (Moriarty, Mitchell, Wells, Crawford, Brennan and

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Spence, 2014). Through the segmented approach method one is able to understand as well as
predict on the huge amount of the research which goes into the pinpointing the specific group of
the potential as well as the likely consumer to be able to further on the sales of the products they
have.

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References
De Mooij, M., 2013. Global marketing and advertising: Understanding cultural paradoxes. Sage
Publications.
Moriarty, S., Mitchell, N.D., Wells, W.D., Crawford, R., Brennan, L. and Spence-Stone, R.,
2014. Advertising: Principles and practice. Pearson Australia.