Topic:
Present and monitor an advertising campaign
Assessment Description
For the organisation outlined in the material provided, you need to monitor and consider the profitability of the advertising brief you submitted in the previous Assessment. You will need to write a report assessing and analysing the Targeted Audience, in light of the organisation and its products. This will include consideration of campaign viability, advertising ethics and constraints, as well as review effective profitability and outcomes that fit with campaign objectives.
Case Study: Bounce Fitness
You have been appointed Campaign Manager at Bounce Fitness. Recently membership numbers have declined and the Marketing Department is quite determined that a concise and customer oriented advertising campaign would be sufficient to return loyalty as previously experienced and may even exceed this.
They have suggested that you present your Advertising Brief directly to the Board of Directors and CEO.
Specifications
The assessment will be due for completion at a time specified by your assessor. Your assessor will be looking for evidence of knowledge effective advertising contents of advertising briefs, and knowledge of industry, services, products and organisation.
Your report should include:
• Campaign Overview
• Campaign Objectives and Purposes
• Bounce Fitness Marketing Plan the you refer to in your Brief
• Include your Advertising Brief from the last Submission
○ Budget, Constraints
○ Milestone document of the whole process including planning
○ Legal and ethical viability
○ SWOT Analysis
○ Cost Benefit Analysis
○ Your Targeted Audience
○ Competitive Analysis
○ Marketing Materials
○ Campaign Vehicle/vehicles and Schedules
• Action Plan in form of a Gannt Chart
• Communication Plan: Evidence of Consultation with:
○ Major customer
○ Vehicle Representatives
○ Marketing Management
• Your Presentation of the Advertising Campaign
• Your Recommendations
Using the information, you have been provided with use the below questions to help you to develop the report:
1. How did you determine that your campaign was legal and ethical?
2. How do you make sure that your campaign objectives will be feasible?
3. Refer to the Appendix 1 provided for key terms.
4. Discuss any factors, which may affect the consumer responses to the campaign including relevant legislation (such as anti-discrimination legislation, consumer protection laws, privacy laws, Trades Practices Act and copyright) and the impact of each.
5. What research resource requirements will you need for this campaign?
6. Defining a schedule for proposed advertising activities, which addresses all questions in this task.
7. Discuss the range of media options to be considered, stating what could be used, which you chose to use and why you made those choices.
8. How would you budget to use the media options that you chose? Why do you believe that the budget allocated is sufficient to meet the objectives?
9. How will you ensure that you do not run over budget?
10. Discuss why you are confident your timeline is accurate and meets the marketing plan requirements
11. Discuss your choice of service provider and why you made this choice. Include discussion on the different quotes you received, expertise, cost and availability to justify your decision
12. Present your completed advertising campaign to the class and assessor. You must consistently behave and present as if this were an actual presentation to the CEO of Bounce Fitness
