Comprehensive Report on Developing an Advertising Campaign

This report provides a comprehensive overview of developing an advertising campaign, covering key aspects such as the definition and purpose of advertising, essential principles including duration, consistent positioning, simplicity, unique selling points, and flow. It also discusses crucial factors influencing advertising, like cultural, social, personal, psychological, and situational elements. The report further details the essential components of a successful campaign, including setting objectives, identifying the target audience, devising a strategy, setting a timeframe, and establishing a budget. It also defines the terms industry, services, products, and organization within the context of advertising, using TATA as an example. Finally, the report emphasizes ethical considerations in advertising, such as truthfulness, appropriate language, avoiding harmful products, responsible advertising to children, and refraining from defaming competitors, referencing the ABAC Responsible Alcohol Marketing Code, Voluntary Code of Practice for Motor Vehicle Advertising (FCAI), ACCC : Displaying Prices, ACMA : Commercial Television Industry Code of Practice, and ACCC : Internet Consumer.

Running head: DEVELOPING ADVERTISING CAMPAIGN
DEVELOPING ADVERTISING CAMPAIGN
Name of the Student
Name of the University
Author Note

1DEVELOPING ADVERTISING CAMPAIGN
Assessment Event 1.
Answer to Question Number 1 A
Advertising is a non-paid phenomenon that is undertaken by every organisation that is
planning to attract customers towards a specific product or service (Schudson, 2013).
Advertising plays a crucial role in convincing potential and loyal customers about a product that
the company intends to sell in a specific market (Kumar & Raju, 2013). The main purpose of
advertising is to create a proper demand and supply chain where customers are informed about
the products or services and the benefits of availing them. In this rapidly advancing life where
science and technology is evolving almost every day, proper advertising also helps companies to
build a good will among the potential an existing customer by keeping them informed about the
recent updates and releases of the company (Singh, 2013).. Advertising also help companies to
convey their organisational mission and vision through the medium of audio-visual
representation. Advertising about specific products and services also helps a company to
compete with their existing competitors in the market.
Answer to Question Number 1 B
The process of advertising are based on basic principles that are common to any industry.
Some of the most prominent principles of advertising are as follows:
1. Duration of the Advertising Campaign
Duration is an important factor by which an advertising is able to make an impact on the
minds of the customer (Narsimhan et al., 2013). Watching an advertisement too rarely will not
impact the audiences because they are not able to retain the product in their memory and can
only relate to it once they have a look of it.

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2. Consistent Positioning
Proper positioning of a product or a service is important to be made through the mode of
advertising because it provides an edge for all companies to create a unique identity of the
product or service they intend to sell (Sirianni et al., 2013).. A company can stress on the
convenience and benefits of a product rather than focusing on the price which provides a
platform for the customers to hang on when they plan to buy something similar to the product
being sold (Markham, 2013).
3. Simplicity
Simplicity is one of the most important principles of any advertising campaign because if
the audience cannot connect to the product or service easily then they would not waste their time
in trying to comprehend the meaning being the ambiguous presentation. (Skiera & Abou Nabout,
2013).
4. Addressing the Unique Selling Point (USP)
An advertising campaign should be able to be address at least three important selling
point of the product or service being advertised (Hackley & Hackley, 2017). Customers should
be able to connect to a product or service by the usefulness of the product or service easily and if
they are offered too many benefits then there is a chance of confusing the customer regarding the
purpose of the product of service.

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5. Flow of the Advertisement
Customers, should be able to identify an eye-pleasing advertisement in which all the
necessary selling points are addressed in such a manner that individuals are aware of what is
being sold and why (Mandan, Hossein & Furuzandeh, 2013). They should be able to connect to
the way an advertisement proceeds on screen, especially in case of a television commercial and
how the advertisement fulfils are the necessary requirements in informing the people how the
product or service is distinct from other competitors (Sivagamy, 2018).
Answer to Question Number 1 C
1. Cultural
A company must be aware of the cultural framework of their target audience and then
they should proceed with the kind of advertisements they intend to float in the market (De Mooij,
2018). An advertisement is composed of texts, colours and images and therefore, it is very
essential to be aware of the kind of response that will result from floating advertisements in
specific area where the elements of the advertising would be viewed from a negative manner.
1. Social
Family, reference group and social role are key factors that influence the buying
behaviour of individuals in a societal structure and companies must be aware of these factors
before they prepare an advertising campaign (Leiss et al., 2013).
2. Personal
Personal behaviour is one the most important factors that influence the purchasing
attributes of every individual and therefore, companies must be aware of the age, sex,

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occupation, economic conditions and lifestyle of their target audience before they float an
advertising campaign (Okazaki & Taylor, 2013).
3. Psychological
Psychological factors simply refer to the motivation of the customers to purchase a
commodity. Psychological factors are also strongly depend on the perception, beliefs and
experience a consumer has towards a specific product or service. (Bondrea & Mihaila, 2014).
4. Situational
Situational factors include the physical, social and time factors of individuals that decide
their will of purchasing commodities. Several companies have utilized these factors as key
moments in making their sales go higher (Danesi, 2015). For example; an individual would not
be willing to buy in a departmental store that is disorganised and locating the necessary
commodity becomes difficult.
Answer to Question Number 2
1. Objectives:
The objective of an advertising campaign can be explained as the desired goal a company or an
organization intends to achieve at the start of the advertising campaign. Objectives are basically
what the company expects the advertising campaign to perform in the market (Parente &
Hutchinson, 2014).

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2. Target Audience
Target audience comprises the section of people from whom the intended advertising
campaign is designed so that the people can be made aware of the utility of the product that
would result in an urge among the target audience to purchase the commodity (Jugenheimer,
Sheehan & Kelley, 2015).
3. Strategy
An advertising campaign can be introduced to the target audience in a number of ways.
The company must be aware of which strategies are needed to be used in order to make the
audience aware of what the company is trying to sell and why. Advertising strategy can also
referred to the most effective ways in which the target audience can me engaged in their day to
day life and companies can make use of the conventional mediums of mass communication or
they can also delve in the virtual lives of the customers (Drewniany & Jewler, 2013).
4. Timeframe
An advertising campaign is bound to be complete within a given time frame because if
the advertising campaign is stretched too long then it is expected to lose the impact that it has
created among the target audience (Kaliss, 2014). The company that is planning to release an
advertising campaign must have a concrete idea of how long will they be floating the campaign
on all the mass media sources

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5. Budget
Money is one of the most essential factor while planning an advertising campaign. The
word budget while making an advertising campaign refers to the amount of money that the
company will be willing to spend for the advertising campaign (Nichols, 2013).
Answer to Question Number 3
1. Industry:
The term industry from the context of advertising refer to the all the advertising agencies
that are doing with their clients in order to help them product their products and service. It can
refer to all the international as well as domestic firms doing business in the same market (White
et al., 2015).
2. Services:
The term services refers to the intangible aspect of an organisation that can only be
availed by their customers for which individuals are required to pay to the organisation that
becomes the source of earning for the organisation providing the specific service (Nakamura,
2015).. In the market of advertising the advertising agencies provide such services to their clients
in which they advertise the product or service provided by the organisation by highlight the
unique selling point of the organisation.
3. Products
The term product can be defined as the tangible commodities that the customers can
physically touch and purchase for their utility (Dehghani & Tumer, 2015). . The products are

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advertised in the best way possible because the hike in the sales of such tangible products results
in the growth of the sales figures of the company manufacturing the products.
4. Organisation
An organisation is the company with either provides the products or the services and
assigns the job to an advertising agency that would help the company in planning the promotion
strategy that can attract the maximum number of customers and yield higher sales figure.
(Venieris, Naoum & Vlismas, 2015).
For example;
The company TATA that is based in India can be consider as one example for this
question because it is a company that satisfies all the above discussed points. TATA, owned by
Indian industrialist Ratan Tata, is a leading company in the industry of automobiles, it also a
company that provides international airline services, TATA also is one of the leading
manufacturers of salt in India and as a whole all the points mentioned above makes TATA a
global organisation.
Answer to Question Number 4
1. Truth:
Companies that are advertising about a specific product or a service should always tell
the truth about what the product or the service has to offer. They should not mislead the audience
by making fake promises in their advertisements (Gui et al., 2015).

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2. Language
The language used in an advertising must be considered as an important aspect by the
company advertising their products and services. An advertising is open to all sections of the
population regardless of their age, therefore companies should not use any offensive language
that will have a negative effect on the target audience (Byun & Jang, 2015).
3. Harmful Products
Companies should not advertise any product or service that would have a negative effect
on health of the target audience.
4. Advertising Children
Advertising that intended to use a child for selling a product or a service should not be
showing children employed in hazardous tasks. Companies should also keep in mind the utility
of the product that is being advertised by a child.
5. Defaming Competitors
The advertising market is open to all companies who wish to promote their products and
services for better sales. Therefore, companies advertising the similar products or services should
not defame each other in order to convince their customer that their product is better than the
rest. (Garon, 2013).
Answer to Question Number 5
1. ABAC Responsible Alcohol Marketing Code
This code in Australia signifies that alcohol must be advertised in a very responsible
manner. It should not provoke or encourage an individual in Australia to increase the

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consumption of alcohol or even show any irresponsible or abusive behaviour of any individual
under the influence of alcohol.
2. Voluntary Code of Practice for Motor Vehicle Advertising (FCAI)
This code indicates to the automobile industry of Australia and how every company
dealing with automobile vehicles should advertise their products on the basis of ensuring the
importance of road-safety and there should be any indication in the advertisements that
encourage irresponsible driving techniques.
3. ACCC : Displaying Prices
This code deal with the consumer commission of Australia and according to this code,
every company that is selling a product in the market must clearly mention the accurate price of
the product and they should not mislead any consumer in terms of the pricing of the commodity.
4. ACMA : Commercial Television Industry Code of Practice
This code in an indication to the television channels of Australia and according to this
code all the companies must maintain strict quality standards of the television commercials being
broadcasted to their target audience.

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5. ACCC : Internet Consumer Guideline
Technology has become the strongest weapon for every company in the modern
generation and according to this code of advertising, no company is allowed to promote their
product or service using unethical standards, poor quality of standard and inaccurate prices.

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Assessment Event 2
Task 1
Answer to Question Number 1.2
The advertising campaign planned for Fitlife will ensure to attract more number of
customers that are keen to uplift their health standards by taking up fitness training from the
world-class trainers of Fitlife. Customers will also be able to avail the best fitness equipment and
services provided by the health clubs of FitLife. The campaign would be able to serve the
targeted audience in the estimated time, that is, six (6) months, keeping in mind the budget that
has been sanctioned by the organisation, that is, $ 600,000. The campaign would address off the
important products offered by FitLife and the advertising campaign would also keep in mind the
stiff competition of the market due to the presence of other organisations offering similar
products and services.
Answer to Question Number 1.3
The advertising campaign’s primary objective is to retain the current customers of the
organization and also to create a position of the organization in the mental framework of
potential customers. The campaign would also aim at creating a uniqueness of FitLife that would
be create a differentiating factor of FitLife as a brand from the prevailing competitors in the
fitness industry.
Answer to Question Number 1.4
The advertising campaign is primarily intended for consumers who are in pursuit of
seeking healthier life style plans. The advertising campaign attempts in articulating the
company’s vision and mission in such a manner that it would result in the behavioural response