CADV4007: Optimizing Advertising for EasyGym: A Comprehensive Plan

This essay discusses suitable advertising strategies for EasyGym, focusing on the importance of promotion in making products and services widely known to consumers. It explores both mass media and digital advertising techniques, highlighting the benefits and channels for each. The essay emphasizes the role of advertising in creating awareness, maximizing profits, developing a strong brand, and introducing new products. It also touches on the AIDA model and the importance of creativity in advertising to persuade consumers and increase market share. The analysis concludes that EasyGym should focus on both mass media and digital marketing to acquire a competitive edge in the fitness industry, build consumer confidence, and maximize profits. Desklib offers a range of resources, including past papers and solved assignments, to support students in their academic endeavors.

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Table of contents
Introduction………………………………………………………………………3
Types of advertisement suitable for EasyGym………………………...…………3
Mass media advertisement……………………………………………..…………3
Digital advertisement……………………………………………………………...4
Role of advertisement……………………………………………………….…….7
Create awareness……………………………………………..…………………...7
Maximise profits…………………………………………………………………..7
Develop a strong brand…………………….……………………………………..8
Develop new products……………………………………………………………..8
Conclusion…………………………………………………………………………9

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Introduction
It is crucial for a business to develop a proper promotion strategy that will make the
products and services of the company widely known to the consumers. An advertisement is a
component of promotion which is used by the management to increase the market share of the
business. EasyGym is an organisation that aims at acquiring a competitive edge in the fitness
industry by offering quality services at the gym. Standardised services are used to make the
consumers have confidence in the company. In developing an appropriate advertisement
strategy, the management is required to consider the competitors and consumers preference in
the market.
Types of advertisement suitable for EasyGym
Advertisement strategies are required to consider the market performance to identify the
appropriate policy that will increase the number of consumers. Planning and positioning are
required in an advertisement to develop a plan that will offer a competitive edge for a company
(Fill, Hughes & De Francesco 2013). An advertisement is used by an organisation to develop a
proper brand that will boost income from production. It is essential for an entreprise to consider
the use of technology in developing an appropriate advertisement technique. Proper evaluation of
consumers makes it possible for a business to discover the appropriate advertisement plan to use
for advertisement.
Mass media advertisement
The mass media advertisement is used to capture all groups of people in the market for a
sustainable flow of business production. The technique to capture the mass population in the
market is identified as the best way of increasing the performance of a business. The

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management is required to identify the appropriate media to use that will provide a sustainable
flow of operations in the market. The mass media channel is supposed to offer a steady flow of
operations through an increased number of people viewing the advert. It is important to provide
detailed ideas to the audience to increase the popularity of the product in the market (Heath &
Heath 2008). The mass media channels that a business can use for advertisement include radio,
newspaper, magazines, and television. The mass media provides general information of the
product to the targeted consumers providing the required awareness in the market.
The management is required to have an insight of the channel that is used by most of the
targeted consumers. EasyGym is supposed to evaluate the radio, television and print media use
by the targeted consumers to use the channel that will increase the number of clients. The print
media and television is the most appropriate channel for EasyGym as it provides the potential
consumer with detailed visual information of services offered by the gym. The advertisement
technique implemented is supposed to provide a high expected return through an enhanced
market share (Ogilvy 2007). The management is required to track the return on investment to
identify the appropriate channel of advertising products and services to the market. According to
Yeshin (2011), the advertisement technique implemented by an organisation is supposed to assist
in increasing the market share in that industry. The mass advertisement is used in enhancing the
demand level of the company through the focus on the public using the various channels.
Digital advertisement
The digital advertisement is aimed at building a strong online brand in the market which
is vital for the achievement of desired production level. Digital advertisement requires the
management to have a proper understanding of the online market to acquire an increased number

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of potential consumers in the market. According to Smart Insights (2017), the common digital
marketing techniques include big data, marketing automation, content marketing, social media
marketing, mobile marketing, search engine optimisation, internet of things, wearable,
conversion rate optimisation, displays, and paid search marketing. The business is required to
have an understanding of the market trend for a steady flow of business operations in the
industry. Online advertisement is cheaper compared to the mass media advertisement and can
reach out to a large number of people. The increased number of people using the internet has
made digital marketing a proper way of making products and services known to the targeted
consumers. Smith and Zook (2016) state that an organisation is expected to develop a marketing
plan that is focused on effectively communicating the desired information to the targeted
consumers.
The AIDA model is used in coming up with a proper advertisement strategy to increase
the market share in the industry. The AIDA model considers, interest, attention, action, and
desire to increase the performance of an organisation (Wijaya 2012). The advert is supposed to
provide a positive image to the business that will make it deal with the competition. The modern
advertisement uses strategic communication to a certain consumer group using information that
is understood by the targeted consumers. The online market provides the business with a proper
platform to interact with consumers which is vital in continuously developing the products to
meet the different needs of customers. A good advertisement should focus on communicating the
products and services to the targeted consumers focusing on creativity (Rodgers& Thorson
2012). Persuasion of consumers is used to increase the production level of an organisation in a
specific industry. An advertisement should persuade consumers that the services of EasyGym are
the best in the fitness industry to acquire a high number of people willing to use the gym.

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Source: (Smart Insights, 2017)
Source: (Smart Insights, 2013)

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Role of advertisement
An advertisement is needed for a business to achieve the set objectives of production. An
organisation can understand the consumer behaviour in the market by evaluating the
performance in the industry (Vakratsas & Ambler 1999). The analysis of the external and
internal business environment is used in developing an advertisement plan that will increase
productivity. The short term and long term advertisement cycles are used by the business to
reinforce the purchasing behaviour of the potential consumers. The advertisement makes the
business to acquire the desired consumer loyalty through offering detailed information to the
targeted consumers to make the products and services popular in the market.
Create awareness
An advertisement is used by an organisation to create awareness to the consumers for an
increased production level in the market. The adverts are required to offer details of a quality
control process implemented by the organisation during the production process. Communication
to the targeted consumers is used by the business in acquiring the desired level of market share in
the industry. According to Jobber and Ellis-Chadwick (2016), the marketing strategy
implemented is supposed to consider proper segmentation and positioning of the products to
achieve the production objectives. An advertisement is a marketing principle which should be
considered by the top management in acquiring a steady flow of operations in the market.
Maximise profits
The advertisement channel implemented by a business is focused on increasing the
number of people willing to purchase the products and services from the company. EasyGym
will be acquiring the desired profit level in the UK fitness market by using an appropriate

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advertisement channel. It is essential for a business to focus on creativity to provide a sustainable
flow of operations in the market (Fill et al. 2013). An organisation is required to come up with a
creative team that is used to win the mind and hearts of potential consumers. The main aim of
advertisement is to increase the number of consumers using products and services of business
through the acquisition of prospects in the market. An advertisement strategy is supposed to have
a creativity theme that will make it appear different to other adverts in the market. The
management is required to identify the objective of an advertisement to increase the profit
margin from the advert.
Develop a strong brand
An organisation is required to develop a strong brand that will be recognised by the
consumers in the market. A proper analysis of the business environment assists in applying a
marketing plan that will offer a competitive edge in the market. The products and services of
business are known to the consumers by using advertisement channels that are easily accessed by
the consumers. EasyGym should use mass media and digital marketing strategy to increase the
production level of the company. The UK population use mass media in daily life operation
making it an ideal idea to use the technique for the services known to the consumers. Fill (2013)
states that advertising is used to popularise a brand for the consumers to identify the product
easily in the market. The logos and labels used by an organisation should be precise to make it
famous to the potential consumers.
Develop new products
An organisation that has developed a strong brand in the market can easily develop new
product lines that will boost the income level. The print or broadcast media is used by a business

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to meet a large number of consumers in the market. Online advertisement is implemented in
acquiring individuals that use the internet often through running of adverts on different
platforms. According to Fennis and Stroebe (2016), it is important to analyse the needs of
targeted consumers to develop products that will increase the market share.
Conclusion
It is evident that advertisement is needed by an organisation for a steady flow of
operations in a particular industry. The mass media and online advertisement are used by an
organisation to make the products well known to the consumers. EasyGym is expected to focus
on advertisement in acquiring a competitive edge in the fitness industry. The services provided
by the business should be of high quality to build consumer confidence and loyalty to the
company. An advertisement is used in developing a strong brand that is used to retain and
acquire consumers in the market for maximisation of profits.

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References
Fennis, B. & Stroebe, W. (2016) The Psychology of Advertising. London: Routledge. Fill, C.
(2013) Marketing Communications: Brands, Experiences, and Participation. 6th Edition. Harlow:
Pearson.
Fill, C., Hughes, G. & De Francesco, S. (2013) Advertising Strategy, Creativity, and Media.
Harlow: Pearson
Heath, C. & Heath, D. (2008) Made to Stick: Why Some Ideas Take Hold and Others Come
Unstuck. London: Random House.
Jobber, D. & Ellis-Chadwick, F. (2016) Principles and Practice of Marketing. 8th Edition.
Maidenhead: McGraw-Hill.
Ogilvy, D. (2007) Ogilvy on Advertising. Prion: London.
Rodgers, S. & Thorson, E. (2012) Advertising Theory. Oxon: Routledge.
Smith, P.R. & Zook, Z. (2016) Marketing Communications: Offline and Online Integration,
Engagement and Analytics. 6th Edition. London: Kogan Page.
Smart Insights (2013). The AIDA Model. [Online] Smart Insights. Available at:
https://www.smartinsights.com/traffic-building-strategy/offer-and-message-development/aida-
model/ [Accessed 20 Apr. 2018].
Smart Insights. (2017). Digital Marketing Trends for 2017. [Online] Available at:
https://www.smartinsights.com/managing-digital-marketing/marketing-innovation/digital-
marketing-trends-2016-2017/ [Accessed 20 Apr. 2018].

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Vakratsas, D. & Ambler, T. (1999). How advertising works: what do we really know? The
Journal of Marketing, pp.26-43.
Wijaya, B.S. (2012) The Development of Hierarchy of Effects Model in Advertising,
International research Journal of Business Studies 5(1), pp. 73-85.
Yeshin, T. (2011) Advertising. Hampshire: Cengage Learning.