Bsbadv602-Develop An Advertising Campaign Answers Assessment Answer
Answer:
Introduction
In this paper, a meat snack organization named as peperami is considered. It is launching a new product called as peperami bite. Now, there is a need to make ‘peperami bite’ a common name in the market. Stepwise activities are planned and an advertising campaign is prepared to take the idea of peperami bite to a wider audience (Elena, 2013). The brand mascot is The Animal which needs to be propagated so that the targeted population easily identifies the brand. Original, BBQ and hot are the three flavors for which advertising is needed. The market already knows about the brand but there is need o to create awareness for the new product. Challenge is to convince mum to rely on Peperami snacks for their children when they come home from school.
Situation analysis-
The opportunities and problems in the market are analyzed. It is observed that the market has many competitors and they are bringing new products according to exigencies of time. But the population is growing so there is potential for peperami to be a part of the game. Moreover, it is an older and trusted brand in the market.
Objectives of the campaign
Following are the objectives of the campaign:
- To create awareness regarding the peperami bite
- Increasing knowledge about the brand in general and the product in particular
- Increasing use of the brand among school children
- Creating a positive brand value
Desired effects of the campaign on targeted population
The children must find the product tasty and cost-effective so that they are able to persuade mums to use the product. They need to think that the product is exclusively made to serve their unique needs so they should change the diet plan and include the product in a regular diet. Advertising is to accomplish the acceptance of Peperami Bite as a well-prepared snack for children (Raudeliunien, Davidaviciene, Tvaronaviciene & Jouska, 2018). The objective of the state campaign is to increase the sale of Peperami Bite among school children and adults, within a span of 1 year. The campaign is measurable as it tends to achieve the quantitative target of selling 10000 products. The single most important thing to say is to add the healthy Perperami Bite in the regular diet of children to make them grow healthy (Frolova, 2014).
Consumer insights
The Peperami is a brand which fulfills its corporate responsibility and has a good record from an environmental perspective. It supplies the product to the needy and allows them to choose among various options depending upon their pocket size. It makes the products which are healthy and economically accessible for everyone. So there is a good image among customers which can be harnessed to reach the yearly target. The positioning tagline is to reach make the snacks economically accessible for everyone, including aborigines. The brand personality is embraced by every consumer and it lures the children trying the new product.
The significance of the advertising campaign
The advertising campaign will target the intended population and make the right products available for them according to their taste. To begin with, a celebrity mom will be hired to persuade the mums including the product in the diet chart of the children. In addition to this, the customers will be persuaded that environment hazard is negligible while preparing these snacks. That will create an environment-friendly attitude and result in an increase in sales (Reinartz & Saffert, 2013). The toll-free contact number along with website designing according to the taste of children will yield positive results.
Advertising campaign scheduling and budget
|
Serial number |
Action |
By when |
Expenditure |
|
1. |
situational and market analysis |
1st December, 2018 |
$ 20,000 |
|
2. |
Identification of targeted population |
10th December, 2018 |
$10,000 |
|
3. |
Hiring of advertising agency |
20th December, 2018 |
$ 50,000 |
|
4. |
Identification of objectives of campaign |
25th December, 2018 |
$1000 |
|
5. |
Identification of traditional and modern media channels |
10th January, 2019 |
$10,000 |
|
6. |
Advertising positioning |
31st January, 2019 |
$1000 |
|
7. |
Execution of developed plan |
10th February, 2019 |
$ 30000 |
|
8. |
Appraisal |
1st March, 2019 |
1000$ |
Total expenditure- $ 1,22000
References
Elena, P. (2013). A Case Study on the Influence of Public Advertising Campaigns in Child Education. Social and Behavioral Sciences, 2(2), 686-689.
Frolova, S. (2014). The Role of Advertising in Promoting a Product. Centria University of Applied Sciences .
Raudeliunien, D., Davidaviciene,V., Tvaronaviciene & Jonuska, L., (2018). Evaluation of Advertising Campaigns on Social Media Networks. Sustainability , 2(1), 34-39.
Reinartz, W. & Saffert P., (2013). Creativity in Advertising: When It Works and When It Doesn’t. Harvard Business Review, 2(3), 34-36.
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