Advertising Campaign Report: Great Ocean Road Dairy Products Analysis

This report provides an analysis of Great Ocean Road's advertising campaign, focusing on its communication objectives and strategies. The primary goals include becoming a healthier beverage choice, enhancing self-sufficiency in milk production, and improving procurement and production processes. The report emphasizes the need for a comprehensive communication strategy, including the use of TV programs, leaflets, and brand-building advertising to boost brand image and product awareness. It highlights the importance of direct marketing for targeting and building customer relationships, as well as television advertising to inform consumers about milk products. Furthermore, the report underscores the significance of leveraging the internet to provide consumers with relevant information about product quality and benefits. The overall aim is to develop a successful advertising campaign that attracts a substantial customer base and expands milk production globally. The report also references relevant academic sources to support its findings.

Principles of Advertising
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Table of Contents
Communication objectives for the campaign..................................................................................3
References........................................................................................................................................5

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Communication objectives for the campaign
The objectives are as follows:
 To become the healthiest and resourceful beverage choice for customers
 To enhance self-sufficiency in milk production to serve benefits to the farmers
 To improve the procurement and production of milk (Kumar and Gupta, 2016)
 To offer better quality to the consumers in comparison with the rivals
Communication strategy helpful for Great Ocean Road to realize the opportunity
In order to realize the opportunity within the global market, Great Ocean Road must implement a
big communication strategy. The organization must make efficient use of the communication
media to achieve the above-mentioned communication objectives. To promote the campaign they
must use TV programs and leaflets that will help enhance its brand image. However, the
communication strategy will help inform the local farmers regarding the extensive utilization of
milk production. Moreover, it can be seen that in the last five years since the buyout by Saputo,
the marketing communication of the organization has been limited with no advertising (Key and
Czaplewski, 2017). Thus, the organization must create an advertising campaign with the help of
brand building advertising that will boost its brand image and product awareness. In order to
effectively communicate with the public, it must use effective advertising to inform people about
the current events of the firm.
To expand the milk production globally, the company must make efficient use of direct
marketing which is determined to be a communicative system of marketing that utilizes one or
more advertising media. As a result, it will be helpful for the Great Ocean Road to identify the
measurable transaction or response at any location. Direct marketing will lead to better targeting
and building a strong relationship with customers.
On the other hand, the company must also use television to make advertisement for milk
products such as no fat, low fat, full cream, cheese, flavored milk and many more. Great Ocean
Road must create an innovative advertisement to attract consumers towards their milk products.
The advertising campaign must be telecasted on the television to make customers aware of its
milk products to its customers and local farmers (Baack et al., 2016). It will help the company to

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become a resourceful and healthier choice for consumers and gain self-sufficiency within the
market.
Meanwhile, it has been observed that the internet is gaining a special place within the minds of
people. Thus, the company uses its website to store information related to the advertising
campaign. This will help the consumers to gain relevant information based on the the milk
products served by the firm. Consumers will also gain information about the quality and benefits
of the milk products delivered by the organization (Ashley and Tuten, 2015). The significant
benefit of internet communication is that it is directly related to the target market that helps in
understanding the needs of the consumers. Therefore, all these communication strategies will
help Great Ocean Road to develop a successful advertising campaign as well as attract huge
customer-base across the world.

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References
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology & Marketing, 32(1),
pp.15-27.
Baack, D.W., Wilson, R.T., van Dessel, M.M. and Patti, C.H., 2016. Advertising to businesses:
Does creativity matter?. Industrial Marketing Management, 55, pp.169-177.
Key, T.M. and Czaplewski, A.J., 2017. Upstream social marketing strategy: An integrated
marketing communications approach. Business Horizons, 60(3), pp.325-333.
Kumar, V. and Gupta, S., 2016. Conceptualizing the evolution and future of advertising. Journal
of Advertising, 45(3), pp.302-317.