Bounce Fitness Advertising Campaign Report: Semester 1, 2024

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Task 1
1. You are required to determine key objectives and to develop an advertising campaign to
optimize product or service marketing performance in response to an advertising plan. Prepare a
report to encapsulate the required information and knowledge to complete this task. Define
campaign objectives:
 Clarify Bounce Fitness’ advertising purpose and objectives from Bounce Fitness’ marketing plan.
Use measurable terms for the objectives for the advertising campaign.
 How do you make sure that your campaign objectives will be feasible?
 Discuss relevant legislation and the impact of each to Bounce Fitness’ advertising campaign.
 Discuss the legal and ethical considerations relating to this brief and how Bounce Fitness will
manage these areas of concern.
Demonstration/ observation checklist
Candidate’s name
Assessor’s name Svetlana Arutyunyan/ Andrey Loburets
Work activity Seek clarification on Bounce Fitness’ advertising purpose and business
objectives
Date
Defining the Advertising Campaign Plan
Name of company Bounce Fitness
Document administration
Version 1.0
Status Draft
Next review Next month
Document owner
(Student’s name)
Role Marketing Manager
Signature
(please place your
signature)

Date

1. Clarify Bounce Fitness’ advertising purpose and objectives from
Bounce Fitness’ marketing plan. Use measurable terms for the
objectives for the advertising campaign.
1.1 Purpose and business objectives (please refer to Creative Brief
for the Introduction of Corporate Fitness Programs file)
1.1
.1
Business’
vision
statement
Clarify Bounce Fitness aims to serve its fitness services
to different cities for helping people to enhance their
productivity, stay healthy, prevention from illnesses
along with effective advertising campaign for
developing its centres in Brisbane, Sydney and
Melbourne. Clarify Bounce Fitness states the vision
statement of providing innovative wellness programs
for the people with effective strategies and lower cost.
Clarify Bounce Fitness aspires to achieve growth in
market through targeting customers with its services
and seeking employee’s feedback (Vieira, et. al., 2018).
1.1
.2
Target market of the
Geograp
hic
Clarify Bounce Fitness aims to target market of city
centres of Brisbane, Sydney and Melbourne through
targeting the people of the market with the offer of
creative and innovative fitness program along with
lower cost for the fitness services provides by Clarify
Bounce Fitness to the customers. Clarify Bounce Fitness
choose the city centres as its new target market
through analysing the people fitness demand and
desires.

business
Demogr
aphic
Under demographic, Clarify Bounce Fitness states the
age factor, gender and different class or income level of
people of different geographic areas where Clarify
Bounce Fitness seeks to develop its business. As Clarify
Bounce Fitness sets the demographic of its services for
Brisbane with the age factor from 18 to 50 for both
male and female and it generally for the middle and
upper class people, while for Sydney Clarify sets the
age factor from 18 to 45 for both male and female and
its services is for lower and middle class people.
Moreover Clarify Bounce sets the age factor from 18 to
49 for both male and female along with services for all
the lower, middle and upper class people of Melbourne.
Clarify Bonus Fitness sets the demographic according
to the market demand and health conditions of the
people at different geographic areas (Heroux, 2017).
Behavior
al
While targeting market for business, Clarify Bounce
Fitness consider behavioral concept for identifying the
brand loyalty among the people of different geographic
areas or market regarding to the services of the
company. Clarify Bounce Fitness under behavioral
concept of target market identified that brand loyalty of
Brisbane is high, Sydney is in between low and medium
while Melbourne is in between high and medium.
Moreover under the behavioral concept Clarify Bounce
Fitness also identify the activities and personality of the
people in different market such as the activities of
Brisbane people includes leisure, fitness and work while
Sydney includes work and leisure and Melbourne
includes fitness and leisure as it impacts the marketing
and development of Clarify Bounce Fitness business
(Krivic, et. al., 2018).
1.1 The business’ Clarify Bounce Fitness states its uniqueness from other

.3
unique
selling
propositions
(provide a
summary)
fitness competitors in market through approaching
traditional endeavours for the health care of the people.
Clarify Bounce Fitness benefits people by providing best
fitness facilities with lower cost and the company also
conducts various wellness programs for the people.
Moreover Clarify Bounce Fitness also sets the objective
of serving the community with unique and distinctive
health programs and services with proper consideration
of safety of the customers.
1.1
.4
Marketing
objectives
To increase customer satisfaction through reflecting the
needs and desires of both existing and new customers
through analysing the outcome effectiveness.
Clarify Bounce Fitness sets the marketing objectives of
improving its sales in both the existing and new market
through improving its services and using new art
equipment and practices for improving the quality of
services for the customers (Čáslavová, et. al., 2015).
Clarify Bounce Fitness also set the marketing objectives
of serving the community at each centres with quality,
comprehensive, unique and distinctive health programs
and services for targeting customers.

1.1
.5
Advertising
brief review
(based on
the
company’s
marketing
mix)
Clarify Bounce Fitness through the campaign aims to help
people to become more productive along with effectively
dealing with health care crisis.
Clarify Bounce through advertising the company’s unique
services to the customers in both the new and exiting
market.
Spreading awareness about the unique and better quality
of services and fitness program among the customers
(Williams, 2017).
Providing preventive services to the customers for
improving the quality of customers life.
1.1
.6
Proposed
new
creative
requiremen
ts
Clarify Bounce Fitness identify the new requirement of
the customers regarding fitness equipment and services
by the employees.
Clarify Bounce Fitness met the new requirement of health
care programs for dealing with current economic and
demographic changes related with worse issues of health
care (Han, et. al., 2016).
Clarify Bounce Fitness expand the offer of traditional
approaches for health care issues to meet the new
requirements in the market.
Offering online classes related with fitness and health
care services for the customers.
Clarify Bounce Fitness also included new practices
according to the new requirements in the competitive
market.

1.1
.7
Illustrate
your own
creative
artwork for
an
advertisem
ent poster
for Bounce
Fitness that
would focus
on one of
its
advertising
campaign
objective to
ensure
positive
consumer
responses.

Please note: answers from Q 1.1.8 to 1.1.11 must relate to Q 1.1.7.
1.1.
8
In reference
to Q 1.1.7,
provide a
rationale on
why your
artwork
would be
able to
attract
positive
responses
from
customers?
The above artwork of Clarify Bounce Fitness would be
able to attract positive responses from customers as the
artwork represents the main concepts and components
that Clarify offers to the customers for meeting the
requirement of customers and providing better facilities
to improve the health of the customers such as body
workout with better employees services, professional
trainers for the customers help, motivational quotes for
customers such as be strong, you can and shape
yourself helps to effectively encourage and motivate
customers which leads to positive impact on customers.
1.1.
9
In reference
to Q 1.1.7,
provide a
brief
justification
on how
your
advertisem
ent would
meet ACMA
regulatory
requiremen
ts
The advertisement of Clarify Bounce Fitness would be
able to meet the ACMA regulatory requirements as the
content of the advertisement includes those factors
which represents the collective interest of the
community along with respecting the community
standards and needs of community. Moreover the
content of Clarify Bounce Fitness represents elements
related to helping the community to stay fit and healthy
and the advertisement also follows all the rules related
with publication (Chen, et. al., 2017).
1.1.
10
In reference
to Q 1.1.7,
provide a
brief
justification
on how the
advertisem
ent created
would meet
ACCC
regulatory
requiremen
The advertisement of Clarify Bounce Fitness would meet
ACCC regulatory requirements as the advertisement
undertakes the consideration of the policies and
priorities of ACCC such as enforcement action, market
studies, priority factor related with customers,
compliance activities, etc as the advertisement does not
interfere with the customer personal details and
priorities and the advertisement does not directly target
competitors and the advertisement also meet the safety

ts of the customers.
1.1.
11
In reference
to Q 1.1.7,
provide a
short
discussion
why your
advertisem
ent created
is able to
meet
ethical
(social and
cultural)
requiremen
ts
The advertisement of Clarify Bounce Fitness is able to
meet the ethical requirements as the advertisement
does not represent unwanted contents that disrupts the
ethical requirement and the advertisement represent
promotional values related with the health of the people
with proper conduction of customer code of standards
(Xia, et. al., 2016).
Management approval (Trainer please  over boxes)
Approved Not approved
Management Initials
(Trainer): Date
2. Performance metrics of Bounce Fitness advertising campaign
Review areas
Corporate Marketing
Plan Performance
Review
Evaluation
(What is your opinion on the Bounce Fitness’
marketing performance?)
Forecast Actual
Sales $540,860 $540,860
The sales of Clarify Bounce Fitness was able to meet
the forecast of its plan performance in the market
which represent that the marketing strategy of the
Clarify Bounce Fitness is effective in the competitive
market (Vieira, et. al., 2018).
Marketing expenses $24,600 $73,818 The marketing expenses of Clarify Bounce Fitness
was exceed by $49,218 which states the lack of the
marketing strategy to manage the marketing

expenses and that Clarify Bounce Fitness is required
to effectively manage its marketing expenses.
Website development $19,450 $17,300
The website development of Clarify Bounce Fitness
is unable to meet the forecast development which
states that Clarify is required to work on developing
the company website for attracting more customers
and meet the target development.
Success with target
segment last 3 months 103 151
The success of the target segment of Clarify Bounce
Fitness in the last 3 months is more than forecasted
which represent that communication strategy
efficiently impact the marketing of Clarify (Suni, et.
al., 2017).
Communication Strategy
Pamphlet 52 6
This represent that pamphlet are less preferred by
people as communication, thus pamphlet should be
avoided in communication strategy for marketing of
Clarify Bounce Fitness.
Website 47 78
This represent that people mostly prefer website for
communicating, thus Clarify should develop
communication with customers with website
services (Heroux, 2017).
Facebook ad 12 36
The facebook ad also highly influence the people and
seek their attention, thus Clarify should increase the
advertisement through facebook.
YouTube 32 21
YouTube has normal impact on the people thus this
communication strategy also should less used for
advertisement.
Special offers 8 6
The special offer also represents as impactful for
attracting attention of people towards the company.
Total 151 147 Thus the overall communication strategy represents
that people currently prefer online networking for
communicating with the company, thus Clarify
Bounce Fitness should target market with effective

communication with people through online sources.

3. How does Bounce Fitness ensure that its campaign objectives will be feasible?
SMART elements
Bounce Fitness’ marketing objectives
(How does the organization’s objectives relate to SMART)
Specific – ensure your objectives are
clear and outline what you are hoping
to achieve
(Refer to Business Plan).
The marketing objectives of Clarify Bounce Fitness is specific as it
aims to target the customers in different market with its unique
and innovative wellness programs for the customers with proper
health prevention. Thus the marketing objectives of Clarify Bonus
Fitness is simple and significant for targeting market.
Measurable - are your objectives able
to be measured?
(Refer to Business Plan).
The marketing objectives of Clarify Bounce Fitness also could be
measured through analyzing the effectiveness of the outcome
and feedback of the customers in the competitive market as the
analysis states the status of the Clarify Bounce Fitness in the
market.
Achievable - are the
campaign objectives
achievable for
everyone involved?
(Make your own
assumption on how
you wish to divide
the percentage for
each centers over
100%)
Centers
Target %
(Divide % appropriate to each center in terms of expected
performance)
Cairns (HQ)
Cairns could achieve the campaign objectives of Clarify Bounce
Fitness up to 90% as Bounce Fitness had its headquarters
situated in Cairns which extracts more attention of people.
Sydney
Sydney could achieve up to 80% of the campaign objectives as
the lifestyle of people in Sydney revolves around leisure, work
and fitness which enhance the expected performance of Bounce
Fitness in Sydney.
Melbourne
Clarify Bounce Fitness could achieve up to 70% of its campaign
objectives in Melbourne as the people of Melbourne prefer more
leisure over other activities which decreases the efficiency of the
Bounce Fitness performance in the Melbourne market.
Brisbane Bounce Fitness could achieve only 50% of its campaign objectives
in Brisbane as the people of Brisbane are more engaged with
work and leisure and gives very small amount of preference to