BSBADV602B Develop A Advertising Compaign SLR

Topics: Advertising, Advertising agency, Budget Pages: 14 (5218 words) Published: April 16, 2015
Australian College of Vocational Studies

BSBADV602B Develop a Advertising Campaign

BSB60207 Advanced Diploma of Business

Student Handout BSBADV602B Develop a advertising campaign
Implemented: December 2014 Review date: November 2015
Version: 1.1
Course: BSB60207 Advanced Diploma of Business
Responsibility & © Copyright: The Australian College of Vocational Studies

Australian College of Vocational Studies

The advertiser’s purpose and objectives from the advertising brief are clarified and used to set objectives for the advertising campaign We begin to find out client before planning an advertising campaign. Before undertaking an advertising campaign, an advertising agency should be able to answer two key questions:  Why are we advertising?

 What are we advertising?
On the face of it these seem like two fairly obvious questions. But they are significant in planning an advertising campaign and are set out in the advertising objectives. Advertising is a very expensive promotional tool. So careful consideration about “Why” and “What” can pay dividends. In order to develop an effective advertising campaign, you need to gather the right information. In this section, we will provide you with an overall overview of the types of information that you will require to create briefs and advertising strategies.

Advertise
The following may be good reasons why a business is advertising:  To create awareness, customer interest or desire in a brand or product  To raise sales
 To maintain or build brand loyalty
 To assist in the launch of a new product
 To change customer attitudes
 To build the company or brand image
 To reduce the effect of competition
Flick through your favourite magazine and look at a selection of the ads contained within. Think about the reasons why the ads were placed — look for the objective that the advertiser is hoping to achieve. Don’t forget that some adverts aim to achieve multiple objectives. By gathering information about why your client actually wants to advertise and what their overall objectives are, you are in a much better position to develop a campaign that actually addresses their needs.

An advertising objective is simply a specific communication task that the advertising hopes to be able to achieve. Put simply, these objectives fall into three main categories each of which may be used in a campaign — that is often an advertising campaign will aim to achieve multiple tasks.

Student Handout BSBADV602B Develop a advertising campaign
Implemented: December 2014 Review date: November 2015
Version: 1.1
Course: BSB60207 Advanced Diploma of Business
Responsibility & © Copyright: The Australian College of Vocational Studies

Australian College of Vocational Studies

a) To inform: e.g. tell customers about a new product
b) To persuade: e.g. encourage customers to switch to a different brand c) To remind: e.g. remind buyers where to find a product
Let’s now look more at advertising objectives and what they may be aimed at achieving. Advertising goals are communication objectives aimed at accomplishing certain tasks within the overall marketing program. It is very difficult to assess the success of an advertising program unless specific and measurable advertising objectives have been set.

When you ask most companies what they hope their advertising will achieve they will give you an answer along the lines of “raise my sales” or “increase my market share”. But if you think about this you will realise these are not actually advertising objectives, they are marketing objectives. Advertising alone cannot raise sales or increase market share, advertising is simply a part of the overall marketing program which will work towards achieving these goals. So you need to examine exactly what effect it is that you want your advertising to have, within a given timeframe. So let’s look at an example of the difference between the two.

Let’s imagine that you have been asked to...
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