Telstra Advertisement Analysis: Print vs. Digital Campaigns

This report provides a detailed analysis of Telstra's advertising strategies, focusing on both print and digital campaigns. It begins with an introduction to Telstra, its services, and its position in the telecommunications industry, highlighting the competitive landscape. The report then identifies Telstra's target market, encompassing diverse demographics and technological preferences. The context of the advertisements is examined, considering the evolving messages and their effectiveness in attracting consumers. The analysis includes a specific examination of a 2012 print advertisement, "The Clever Australian," targeting enterprise and government audiences, and a 2016 digital campaign emphasizing innovation and magic. The report evaluates the strengths and weaknesses of each campaign, including their ability to resonate with the target audience and effectively communicate Telstra's brand values. The report includes copies of the advertisements and references for further research.

Running head: ADVERTISEMENT ANALYSIS
ADVERTISEMENT ANALYSIS
Name of the Student
Name of the University
Author Note

1ADVERTISEMENT ANALYSIS
Table of Contents
1.0 Introduction..............................................................................................................2
2.0 Target market...........................................................................................................2
3.0 Context.....................................................................................................................3
4.0 Telstra Australia print advertisement.......................................................................3
5.0 New and improved Telstra digital advertisement....................................................4
6.0 Copy of Telstra print advertisement.........................................................................5
7.0 New and improved Telstra digital advertisement....................................................6
References......................................................................................................................8

2ADVERTISEMENT ANALYSIS
1.0 Introduction
Telstra Corporation Limited or Telstra is the biggest Australian telecommunications
based company that has aimed at building and operating telecommunications based networks.
The different services that are offered by the organization mainly include, mobile access,
internet access, pay television. The company has a long history in Australia and has
originated in the market along with Australia Post (Telstra.com.au. 2019). The organization
was entirely privatised and has undergone a change based program in order to become a
customer focussed organization under the previous CEO, David Thodey. The Australian
Telecommunications services were mainly controlled by the government in the year 1901.
Telstra has started facing competition from an organization named Optus from the year 1990
(Telstra.com.au. 2019).
Telstra has been able to develop a leadership position in the telecommunications
based industry. However, the company hyas started facing major levels of competition from
organizations like, Vodafone and Optus. The development of proper advertisements and
marketing based communications in order to operate profitably in the industry within short
periods of time. The privatisation of Telstra is considered to be an important part of its
successful operations in the telecommunications based industry (Telstra.com.au. 2019). This
has led to the increase in competition from the organizations that are able to provide similar
types of services to that which are offered by Telstra. The development of effective print
advertisement is considered to be an important part the communication process that is to be
developed by the organization. The analysis will be based on two major print advertisements
that have been developed by the company in order to communicate with the consumers
(Telstra.com.au. 2019).

3ADVERTISEMENT ANALYSIS
2.0 Target market
The target market of Telstra is wide and the company aims to target the people who
belong to different age groups and able to use mobile phones as well. The different types of
people who are targeted by the organization include, farm workers, students, businesses,
school kids. The changes that take place in the choice and preferences of the customers
belonging to these age groups are able to affect the target market of Telstra in a huge manner.
The tech savvy people are also targeted by Telstra with the help of different types of products
and services that are provided (Batra & Keller, 2016). The services are simple and are able to
fulfil the demands and needs of the consumers in an effective manner.
3.0 Context
The context of the advertisements that have been developed by the organization is
based on the ways by which Telstra is able to reach the consumers with the help of proper
marketing based communication. The changes have continuously taken place in types of
messages that are developed by the organization in order to provide them to the consumers.
The effectiveness of messages is based on the ways by which they are able to attract the
consumers towards the organization. The print and digital advertisements of the organization
have been changed on a continuous basis keeping in mind the changes that have taken place
in the external environment (Dawes, 2018).
4.0 Telstra Australia print advertisement
Telstra had developed an innovative print advertisement in the year 2012 which is
based on the ways by which the company can ne develop an effective customer base. The
advertisement campaign of the organization was known as “The Clever Australian”. This was
an integrated campaign that was designed by The Monkeys, Sydney. The print based
campaign has been able to highlight some of the major and great thinkers in the country. The

4ADVERTISEMENT ANALYSIS
advertisement was targeted towards the Enterprise and Government audience. The prints have
pointed towards a website that aims at celebrating the achievements that have been received
by The Clever Australians (Gurau, 2015). The idea is mainly based on the fact that is related
to the methods that have been implemented while the celebrations of the sports and
entertainment based stars of Australia are going on. The people who are able to provide
growth opportunities to the country by implementation of major ideas (Hanssens & Pauwels,
2016). The levels of recognition that are provided to the people are also an important part of
the advertisement that has been developed by the organization. The campaign was not able to
target a larger group of consumers with the help of the message that has been provided by the
organization. The levels of effectiveness of the message that has been provided in the
advertisement are low (Kannan, 2017).
5.0 New and improved Telstra digital advertisement
Another major campaign had been developed by Telstra in the year 2016. The new
brand based campaign has been formed by the organization that aims at providing the
message related to the magic that can be increased in the lives of consumers. The
advertisement campaign was designed by The Monkeys and has aimed at highlighting the
ways by which people are able to thrive on the connected world (Key & Czaplewski, 2017).
The advertisement mainly features the quote “Any sufficiently advanced technology is
indistinguishable from magic.” The innovative processes that have been implemented by
Telstra and their effects on the individuals, different businesses and communities are the most
important part of the advertisement that has been developed by the organization (Kukar-
Kinney & Carlson, 2016). The advertisement campaign was highly successful in the ways by
which the intended message can be provided to the customers. The effect of innovations on
people and the communities and ways by which they are able to thrive are important for the
operations of Telstra. The services and products that are offered by Telstra have been

5ADVERTISEMENT ANALYSIS
featured in detail in the advertisement campaign that is designed by the organization
(Ramanathan, Subramanian & Parrott, 2017). Many important people have also been
included in the advertisement in order to attract more number of customers. The
advertisement was highly successful and was able to play a major role in the development of
an effective customer base. The campaign is able to feature visual artists like, Jessica Blush
in order to increase the effectiveness levels of the campaign in an effective way (Shankar et
al., 2016). The transformation of services that have been made by the organization is
considered to be an important part of the campaign that is developed by Telstra. The
marketing and media chief of the organization has stated that The Monkeys has been able to
play a major role in the proper brand evolution of Telstra that has taken place recently.
6.0 Copy of Telstra print advertisement

6ADVERTISEMENT ANALYSIS
7.0 New and improved Telstra digital advertisement

7ADVERTISEMENT ANALYSIS

8ADVERTISEMENT ANALYSIS
References
Batra, R., & Keller, K. L. (2016). Integrating marketing communications: New findings, new
lessons, and new ideas. Journal of Marketing, 80(6), 122-145.
Dawes, J. G. (2018). Price promotions: examining the buyer mix and subsequent changes in
purchase loyalty. Journal of Consumer Marketing, 35(4), 366-376.
Gurau, C. (2015, January). The Effect of Marketing Promotions on Customers' Cognitive
Biases. In The Proceedings of the International Conference" Marketing-from
Information to Decision" (p. 48). Babes Bolyai University.
Hanssens, D. M., & Pauwels, K. H. (2016). Demonstrating the value of marketing. Journal of
Marketing, 80(6), 173-190.
Kannan, P. K. (2017). Digital marketing: A framework, review and research
agenda. International Journal of Research in Marketing, 34(1), 22-45.
Key, T. M., & Czaplewski, A. J. (2017). Upstream social marketing strategy: An integrated
marketing communications approach. Business Horizons, 60(3), 325-333.
Kukar-Kinney, M., & Carlson, J. R. (2016). Consumers’ Perceptions of Online and Bricks-
and-Mortar Advertised Price Promotions. In Celebrating America’s Pastimes:
Baseball, Hot Dogs, Apple Pie and Marketing? (pp. 783-783). Springer, Cham.
Ramanathan, U., Subramanian, N., & Parrott, G. (2017). Role of social media in retail
network operations and marketing to enhance customer satisfaction. International
Journal of Operations & Production Management, 37(1), 105-123.

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Shankar, V., Kleijnen, M., Ramanathan, S., Rizley, R., Holland, S., & Morrissey, S. (2016).
Mobile shopper marketing: Key issues, current insights, and future research
avenues. Journal of Interactive Marketing, 34, 37-48.
Telstra.com.au. (2019). Telstra - mobile phones, prepaid phones, broadband, internet, home
phones, business phones. Retrieved from https://www.telstra.com.au/