Effective Advertising Campaign Objectives, Budget, Schedule, And Advertisement Design

Specific Advertising Objectives

1. Define the objectives of your advertising campaign.

2. Outline how you will prepare the advertising budget.

3. Explain How you will Develop a Schedule. 

4. Create two different advertisements for the new product. Evaluate your two advertisements. Which one suits your needs better? Why?

In the framework of the existing study, Ahn and Lim (2012) asserted that the management of Bubs operating in the Australian market needs to conduct a lucrative design of the campaign that can lead the brand to attain its goal of the time-specific period. The management of the enterprise is planning to increase its revenue margin by 5% over the next eight months. Through the advertising campaign, Bubs is planning to tap on the majority of the parents expected mothers. According to James (2006), mothers that have been already purchasing the infant baby products have already generated loyalty towards the products of the existing enterprise. Hence, the Bubs is planning to tap on the pregnant women and generate a fresh base of the customers. Within the tenure of next five months, the brand is planning to expand its product reach amongst within the retailer shops to attain its depicted target. 

In the opinion of Küng (2008), an inference can be drawn that the objectives for the campaign require being measurable by the pre-agreed upon the standards. Therefore, the marketing unit of the specific organisation is planning to enhance the reach of its new products with a speculated time period. Within the tenure of the next eight months, the brand is planning to increase 5% of its revenue margin. Therefore, the expected margin can be attainable only when the distributors and the number of the wholesalers would be increased. 

The brand has taken several marketing initiatives to spread the product awareness amongst the women that are expecting babies within the next eight months. In the circumstance of the current subject, Nuttall et al. (2016) asserted that the design of the overall campaign requires being loud and catchy to grab the attention of the primary target customers. Since, the brand is planning to expand its distributors and the also formulating the strategies of penetrating into the territories that are already captured by the competitors. Thus, prior launching the product, the brand needs to create a buzz in the market, which would increase the excitement amongst the target customers. Masters et al. (2015) specified that before the conduction of the advertising campaign, the Bubs require initiating a test marketing approach before the target audience. Based on the feedbacks of the target audience Bubs can plan on the advertisement campaign of ‘Yum Hum’. 

Measurable Advertising Objectives

Bubs is a well-established brand in the Australian market. As per the statement of Ellis (2010), the enterprise has already developed its loyal base of audience, which signifies the fact that the resource strength of the enterprise is comparatively stronger. Therefore, the brand has already managed to distribute its older products both the online and offline marketing channels. The success margin of its previous products has already provided a thorough knowledge of the brand regarding the methods that can easily push the new product in the market and help the enterprise to increase its revenue margin by 5% within the tenure of the next eight months. 

The marketing measures like the traditional advertising platforms, PR (Public Relationship) portfolio, radio jingle, logo design and endorsement of the child specialist would be sufficient for the products to attain a success within the speculated time frame. Ferrell and Hartline (2010) determined that the brand is planning to increase its revenue margin by 5% over the period of next eight months, through the support of the new baby food products. The majority of the marketing actions are conducted under the ATL (Above The Line) platforms. Therefore, the chances of attaining the revenue margin with the speculated time frame.

2. Firstly, the design of the brand logo would be done. In the similar context, Kishore Kumar and Anand (2013) mentioned that the logo design is an essential part of the brand. It is highly significant for of the brands to design the logo that helps make a brand recall over the target customers. Therefore, the logo design tends to enact as the significance aspects in serving the above purpose. In the Australian market, a fresh logo design costs between the ranges of AU$ 600 to 1000 (Stokes et al. 2011). The design of the logo within the range of AU$ 600 is highly simple and generic. However, Bubs is planning to leave a significant impact in the Australian market with the new ‘Yum Hum’ product. Therefore, formulating the logo with a premium theme and with the standardised colour combination aspects might cost the brand with the total budget of AU$ 900. 

Secondly, a considerable figure would be invested in the radio jingle (Ridout, 2009). For the specific purpose, the brand requires investing a total budget of AU$ 6000. In the initial period, the jingle requires being created by the jingle producers. Moreover, an audio message needs to be recorder by a voice modulator. For the above purpose, the brand requires investing a total amount of AU$ 3000 (Fraze et al. 2007). The management has planned to ring the jingle on two popular radio stations for two consecutive weeks, and later the frequency of the ad would be reduced and continued for the tenure of 2 months. For the above effort, Bubs require investing a figure of AU$ 3000. Therefore, the total budget for the radio jingle would be AU$ 6,000. 

Achievable Advertising Objectives

Thirdly, the PR measures can be taken to market the campaign through the digital platforms. Moreover, the conduction of the campaign is planned to be done through the ATL channels. In the framework of the specific subject, Shim et al. (2011) asserted that the PR content would be developed in different channels like the traditional marketing channels and the online platforms. Therefore, for the particular action, the total investment would round up to the figure of AU$ 3,000. The professional content design can create a buzz amongst the target customers. Furthermore, besides the physicians’ prescription, the mothers also get inclined towards the verbal communication of the other prospects (Shah and D’Souza, 2008). Therefore, a professional content development in the majority of the marketing platforms can push the new products into the viral promotion.  

Finally, the marketing manager of Bubs has planned to initiate a physician endorsement. Since, the mothers present a typical attitude towards the food products of the children; therefore, the involvement of the child specialist into the ad campaign would be highly beneficial. In the Australian market, the physician endorsement cost between the average range of AU$ 10,000 to 50,000. Therefore, the marketing unit has planned to involve the physician only for 10 seconds in the commercialised ad. For the specific involvement, Bubs would invest a budget of AU$ 35,000. 

Hence, the total budget for the advertisement campaign would be AU$ 44, 900 

Campaign components	Budget
Logo design	AU$ 900
Radio jingle	AU$ 6,000
PR (Public Relationship) portfolio	AU$ 3,000
Endorsement	AU $35, 000
Total budget	AU$44, 900

 Table 1: Advertising budget

(Source: Self-developed)

3. Commercial advertisements: The mothers that have infants stay back home for the first six months. According to Struthers and Wang (2016), the mothersbasically prefers to spend the leisure time by watching the daily soaps. Therefore, it would be a wise effort to display the ad in the commercialised channels. The ads would be placed for the 20 seconds in the channels. The ads would be displayed in the afternoon and the evening viewing hours. In the afternoon time, the mothers have the tendency of watching television for maximum two consecutive hours. Thus, the timing would be from 1 pm – 3 pm. The evening time the t6arget audience prefer spending the maximum time in the commercialised channels, thus, at least the ad would be displayed for 4 hours. The display time would be between 7 pm – 11 pm. 

Radio jingle: The radio jingle is designed specifically for both the mothers and fathers. The mothers’ tuning time into the radio is highly freckle (Ferrell and Hartline, 2010). Therefore, it would be a complex action for the marketing unit of Bubs to place the jingle by figuring out the time when the mothers turn on the radio stations. According to Fraze et al. (2007), the Nova 919 and Hot Country FM 89.3 are the best-rated radio stations in Australia. Therefore, the marketing manager of the specific brand has planned to promote the jingle in the particular stations. Since figuring out the radio turning times of the mothers is difficult. Therefore, Bubs would be targeting on the fathers. The jingle would be tuned during the evening time when the business people return the home. The survey conducted by the previous researchers reflects that the majority of the business class prefer to listen to the radio stations while returning from office. Therefore, the jingle would be a 30 seconds composition, which would be tuned between 7 pm – 9 pm.  

Realistic Advertising Objectives

Digital platforms: The PR content would be developed after every two weeks intervals. The social networking sites like Facebook and Twitter would be the primary choice for the display of the ad campaign. The traffic of Facebook is greater than Twitter, therefore, initially the ad in the specific platform would be displayed after two consecutive days. After which the tenure would increase to 4 days and then twice in a week. In the Twitter, the marketing unit would be persistent in twitting the ad for once in a week. Moreover, the e-commerce sites that already make the B2C (Business to Customer) transaction would be approached by the brand to display the pop-up ads.  

4. The advertisements are designed influentially to attract the target groups. As per the opinion of Postellon (2008), it is crucial to make a campaign more compelling, for which a proper identification of the target group is necessary. This step helps any organisation to achieve a systematic approach of penetration. There is a need to inform the target groups about the product. So a tricky advertisement has to be prepared to influence the audiences (Masters et al. 2015).  To create an impact on the company two themes of advertisement are made. The first publication includes a female model who is promoting the product, where the uses are mentioned so that the utility can be inferred.  In the second case, the advertisement shows that a mother is visiting a doctor’s clinic to get information about a suitable food product for the baby. The doctor suggests the mother to use the Yum Hum regularly, which helps the baby to grow healthily. The contact numbers would also be included for a further gathering of information.

After a careful evaluation of the two advertisements, it is inferred that the second one is much better than the first one. The reason behind this rationale is that in the second case, the mother is visiting a doctor’s place which shows a systematic and clinical approach. The audiences would easily get fascinated by the suggestive nature of the advertisement by the physician. The parents found the product more authentic and safe for the kids. Modernisation has made the audiences smarter, enough to make a sharp judgement about the product as soon as the add comes into view. So conservative measures have to be undertaken so as to push the audiences to make an instant buying decision. According to the opinion of Zhang and Gao (2009), nowadays the focus is more concentrated on the value and quality, which is empowered by the doctor’s statement in this case. Market penetration is viable with an advertisement, which would have a positive, informative and reasoned impact on the target audiences (Shah and D’souza, 2008). Furthermore, the campaign also includes a clear call-to-action i.e. “call us facility”. Including a doctor in promotional activity attaches the relevancy, which is associated with an authority aspect. In addition to this, the reports are also evident that 61% of people would prefer to choose baby products that include doctors in the ad campaign. The discussions, which took place between the physician and the mother in the advertisement puts an emotional impact on the audiences. Additionally, the add also relates the target groups to the real circumstances that somehow fabricate a sense of relief to the parents.

Reference:

Ahn, S. and Lim, Y. (2012) ‘Design of commercial ads dissemination system in vehicular environments’, IETE Technical Review, 29(3), p. 248.

Ellis, N. (2010) Business-to-business marketing: Relationships, networks and strategies. Oxford: Oxford University Press.

Ferrell, O.C. and Hartline, M.D. (2010) Marketing management strategies. 5th edn. Boston, MA, United States: South-Western, Cengage Learning.

Fraze, J.L., Rivera-Trudeau, M. and McElroy, L. (2007) ‘Applying behavioral theories to a social marketing campaign’, Social Marketing Quarterly, 13(1), pp. 2–14.

James, T. (2006) ‘Baby steps to a profitable [baby feeding products]’, Manufacturing Engineer, 85(4), pp. 14–19.

Kishore Kumar, P. and Anand, B. (2013) ‘Green marketing: Theory, practice, and strategies’, Indian Journal of Marketing, 43(1), p. 54.

Küng, L. (2008) The Internet and the mass media. Edited by Lucy Kung, Robert G. Picard, and Ruth Towse. Los Angeles: Sage Publications.

Masters, K., Gibbs, T. and Sandars, J. (2015) ‘How to make an effective e-poster’, MedEdPublish, .

Nuttall, A., Kochenderfer, M. and Close, S. (2016) ‘Detection of hypervelocity impact radio-frequency pulses through prior constrained source separation’, Radio Science, .

Postellon, D.C. (2008) ‘Baby care products’, PEDIATRICS, 121(6), pp. 1292–1292.

Ridout, T.N. (2009) ‘Campaign Microtargeting and the relevance of the televised political ad’, The Forum, 7(2).

Shah, K. and D’Souza, A. (2008) Advertisement and promotions an IMC perspective 1st edition. New Delhi: India Higher Education.

Shim, J.K., Siegel, J.G. and Shim, A.I. (2011) Budgeting basics and beyond (Wiley corporate F&A). 4th edn. United States: Wiley, John & Sons.

Stokes, R., Quirk, the M. of, Blake, S. and Education, Q. (2011) Emarketing: The essential guide to digital marketing (4th edition). 4th edn. South Africa: Quirk eMarketing.

Struthers, A. and Wang, M. (2016) ‘Buzz agents in a teen-driven social marketing campaign: Positive campaign attitude leads to positive changes in health outcomes’, Social Marketing Quarterly, 22(3), pp. 218–235.

Zhang, X. and Gao, X. (2009) ‘An analysis of conceptual metaphor in western commercial advertisements’, Asian Social Science, 5(12).