BSBADV602 Advertising Campaign Development: Australia Hardware

This report provides a detailed analysis of the advertising campaign undertaken by Australia Hardware. It begins with an introduction outlining the company's challenges in customer retention and the need for a new marketing approach. The report then delves into the background of the case, explaining the company's aim to generate revenue and achieve corporate governance through effective advertising. The core of the report focuses on the 'Beat the Drums' advertising campaign, breaking down its key components, including target market identification (hardware stores, mechanics, and DIY enthusiasts), the promises made (high quality, competitive prices, value for money, and effective customer service), the key messages, and the resources required (research, creative, and production). A significant portion of the report is dedicated to the advertising budget, detailing the allocation across various channels such as social media, TV advertising, radio, print media, out-of-home advertising, SEO, and PPC. The report concludes by summarizing the findings and emphasizing the importance of increased investment in advertising to promote the company's core values and attract new customers, ultimately aiming to enhance customer loyalty and drive revenue growth. The report uses references to support the claims.

Running head: AUSTRALIA HARDWARE CASE
Australia Hardware Case
Name of the Student
Name of the University
Author Notes:

1AUSTRALIA HARDWARE CASE
Introduction
Australia Hardware is a company that has been offering hardware related services and
tools in Australia. It has been found that the company has failed to attract its longtime
customers. Thus, the customer base of the company is not loyal. It has kept the company
from raising enough revenue with the help of which they could satiate the needs of the
stakeholder through which the company would able to achieve corporate governance. Thus,
the company aims to generate interest and draw customer towards the company through
marketing tactics. It has been found that a company is likely to generate favourable nature of
outcomes with the help of an advertising campaign that helps in increasing the exposure of
the company (Binns et al. 2017). The aim of the paper is to elaborate and analyze the scope
of the advertising campaign that is being carried out by Australian hardware. The paper will
outline the scope of the budget in terms of the need for the advertising, the key advertising
message, the target audience, the promise, message, resources and the budget.
Case Background
Utility derived from consumption of a product or service refers to the want satisfying
power of a commodity (Shahidehpour and Alomoush, 2017). Australian hardware is a
company that has been offering products that satiate the needs of the consumers who aim to
derive utility out hardware components and materials. The aim of the company is to gain
effectiveness in operations by offering products that not only help in satiating the needs of the
diverse consumers but also the diverse internal and external stakeholders associated to the
organization. Hence, it is evident that the company needs to develop a business model with
the help of which they can generate increased amount of revenue that can support the needs
of the diverse stakeholders associated to the company. Thus, the company aims to gain
effectiveness in operations by attaining a state of corporate governance. Corporate

2AUSTRALIA HARDWARE CASE
Governance refers to a state of operations of a company in which the company is able to
satiate the needs of all the stakeholders associated to the company (McCahery, Sautner and
Starks 2016).
It has been found that the company has been failing to address the interest of the
company in terms of achievement of customer retention. The long-time customers of the
company are not sticking to the company as a result of which the company has to focus of
attainment of new customers. Thus, it can be said that the company needs to develop an
advertising campaign with the help of which the company would be successful in
communication of the value proposition of the company to the existing and the potential
customers.
1. The Advertising Background
Advertising is a form of paid promotion that is carried out from the part of an
organization in aims to communicate the value proposition or motives of the company in the
industry that or the immediate market that they are operating in (Wojdynski 2019).
Advertising is the motive that would be adopted by Australia Hardware. The latter would be
carried out in the form of a campaign that will help in supporting the motives of the company.
There are various issues that assimilate to form an advertising campaign. Components such as
identification of the target market, the promise from the part of the company, the key
message that the company aims to convey to the consumer community, the resources and the
budget needs to be allocated in order to sustain the needs that are associated with the
development of a new advertising campaign. The current aim of the company is to undertake
the aims the mission to promote the core value proposition of the company. The advertising
strategy of the company is known as “Beat the Drums”. It can be interpreted that it is the
intention of the company to promote the core value proposition of the company with the help

3AUSTRALIA HARDWARE CASE
of advertising campaign. The main aim of the company is to ensure that they are able to
attract new customers and ensure that the present customers stay loyal to the company on
being exposed to the main value proposition that is offered by the company. Following are
the key components of the advertising campaign;
a. Target market identification
Target Market refers to the consumers to whom the products or services developed by the
company appeals to (Deng and Li 2018). In other words it can be said that identifying the
target market helps companies in identification of the strategies that would help the company
in development of strategies appropriate for consumers with a particular profile. Hence,
identification of the target market helps in identification of the specific consumers to whom
the products and services, and the appropriate strategies to convert them to actual customers.
The target market that has been identified by Australia Hardware helps them in developing
the strategies with the help of which they will attract the consumers and also satiating the
needs of the consumer community. Hence, it has been said that the target market for the
operations of the company should be identified and selected as that will help in gaining
favorable nature of outcomes in accordance with the campaign. It can be said that the
marketing campaign should be developed in accordance with the actual consumer to whom
the offerings of the company would appeal to. Hence, it can be suggested that the company
should be able to carry out market and marketing research with the help of which they can are
likely to identify the best measures in terms of selection of the target consumers. The
selection of the target market should be characterized by the selection of the most appropriate
consumer who would only be satiated with the help of the product or service offering by the
company. Following are the target customers of the marketing campaign;
 Hardware Stores: This is a B2B target market. The aim of the company is to gain
effectiveness in terms of offering services that help in not only satiating the needs of the

4AUSTRALIA HARDWARE CASE
hardware stores that can be found across the country but also in different localities. The
needs of the latter would be satiated with the help of solutions that not only appeal to the
end users but also to the hardware stores who acts as consumers. Thus, the hardware
stores are likely to generate high sales in terms of operations of the company in the
specific industry that they are catering to.
 Mechanics: hardware components are some of the main products that are consumed by
mechanics regardless of the stature of operations of the mechanics or the industry that
they operate in. Hence, the advertising campaign that has been devised should be
applicable for the said group of consumers.
 DIY hardware enthusiasts: With the change of time it has been found that there has been
a rise in the trend of DIY or Do It Yourself activities. People can out to take services from
professionals or experts or can choose to carry out the activities on their own. Thus, not
only helps in gaining developing a sense of affiliation with the work, it also helps in
generation of a feel good factor that is characterized by the generation of a feel good
factor which is derived once an individual is able to successfully tinker a problem.
b. Promise
There should be a promise that should be established while a company operates in
accordance with a specific motive of a company. Thus, the aim of the promise is to establish
a rapport with the consumer community. Australia hardware has established the following
promises in order to cater to the needs of the consumers;
 Promising high quality of the products and services that are offered by the company.
 Regardless of the income elasticity of a consumer, it is assumed that consumers are
rational. Thus, it is assumed that they aim to maximize the utility that they receive at
lowest possible prices. Hence, the products and services are promised in favorable prices.
Value for money is aspect that must be incorporated into the marketing plan.

5AUSTRALIA HARDWARE CASE
 Effective Customer Service: Effective after sales service helps in generation of
satisfaction that helps in retaining the consumers.
c. Message
The message that would be communicated to the consumer community would help in
converting the potential consumers to actual consumers. Furthermore, communicating the
motives of the company can help in carrying out activities that can help in generation of
favorable nature of outcomes in terms of communication of the value proposition of the
consumers in accordance with the campaign. Need recognition is a factor that must be
capitalized by a company when it comes to gaining favorable nature of outcomes in the
industry.
d. Resources
There would be certain resource requirements that is needed to be fulfilled in
accordance with the advertising campaign that has been propounded. The resources would
help in satiation of the motives of the company with respect to the advertising budget. Man
power that is employees or workforce, Capital and creativity are the sources that would be
required in order to effectively develop a competency in accordance with the advertising
campaign. Following is the key breakup of the resources that would be required to sustain the
operations of the organization;
i. Research Resources: insights regarding perceptions, brand awareness, reputation of the
company, attitudes of the consumers are the main requirements that will be needed while
the company is in operations. Thus, questionnaires with the help of which surveys will
help in identification of the above mentioned factors. Focus groups and interviews can
also help.

6AUSTRALIA HARDWARE CASE
ii. Creative Resources: Ideas and intellectual property in the form of ideas are the creative
resources that would be needed.
iii. Production Resources: Digital media, print media and TV advertising, photographs,
editors, copywriters will be the resources.
e. Budget
A budget refers to the allocation of capital that have been made in accordance with
certain aims of a company (Liang 2019). Thus, it can be said that special attention should be
invested in the same in order to gain favorable outcomes. Following is the budget that has
been developed for the marketing campaign. The Budget for the advertising campaigns
$500,000.
Activity Amount ($) Resource (%age)
Social Media Marketing 100,000 20
TV advertising 150,000 30
Radio adverts 60,000 12
Print media ads 20,000 4
Out of Home advertising 70,000 14
Search Engine Optimization or SEO 40,000 8
PPC of Pay Per Click Content 60,000 12
Total 500,000 100
Table: Advertising Campaign Budget (Source: As created by the author)

7AUSTRALIA HARDWARE CASE
Amount $
TV advertising Radio adverts
Print media ads Out of Home advertising
Search Engine Optimization or SEO PPC of Pay Per Click Content
Australia hardware should increase the allocation of the budget in the advertising and
promotional budget of the company. The company should communicate the needs to the
diverse stakeholders and thus, help in seeking approval regarding increasing the allocation in
marketing. There is likely to be high demand. From the above, it is evident that the focus of
the company in Digital Marketing. However, highest cost has been incurred in Traditional
Marketing mediums such as TV ads, print media ads and out of home ads. Traditional media
appeals to the masses and thus, is coupled with high expenses if compared to the digital
media expenditure.
Conclusion
Australia Hardware is a company that has been able to detect a problem in the form of
inability to retain existing customers. Hence, the aim of the company is to highlight the core
competencies of the company with the help of a new marketing budget. With concern for the
company sustainability and customer need recognition, Australia hardware has been able to
propose an advertising campaign that is likely to help realize the motives of the company.

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