Free

Advertising Campaign - Case Study Example

Comments (0) Cite this document
Summary
The University of South Australia is a modern and successful university with a rich history. It has various divisions like business, education, arts, information technology; and engineering. It is a major source of Australian higher education offshore…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER95.1% of users find it useful
Advertising Campaign
Read TextPreview

Extract of sample "Advertising Campaign"

INTRODUCTION The of South Australia is a modern and successful with a rich history. It has various divisions like business, education, arts, information technology; and engineering. It is a major source of Australian higher education offshore. International students make up for about 30% of its students as compared to the national average of 21 per cent. The university has been promoting its undergraduate marketing degree in Hong Kong. It needs to further promote it as the university has not yielded expected returns. The target audience is
1. Final year students of secondary schooling and their parents.
2. Those who have left school and consider a marketing degree a way to an exciting career.
3. Those who are working and consider a marketing degree helpful for their career.

The chief objective of the promotion is to double the awareness of UniSA'smarketing degree in Hong Kong in a year and increase the applications for the degree by 30 per cent.
STRATEGIES
The promotion should highlight the key benefit or unique selling proposition (usp) of UniSA that should immediately appeal to the target audience. That is to say it should tell the audience how the University of South Australia is different from its competitors. A perceptual mapping will prove beneficial in this regard to chart the target audiences' perception of UniSA compared with that of Harvard school of business. "Before you embark on an image advertising campaign, you need to know the type of image you wish to convey. A key component of your decision should be an understanding of your current image and your competitors' images. This knowledge can be gained through image research and perceptual mapping." (Perceptual mapping_deciding what image to project)




















Both the universities are doing well on the tradition attribute. So there does not seem to be any scope for promotion based on these attributes. As far as fame and reputation is concerned they are the lowest attributes in importance. So there should not be any concern regarding promotion based on these attributes. Now the real opportunity lies in the three most important attributes, that is, professional, casual and modern and employment opportunity. UniSA is positioned as a casual university which is very inviting, is very professional and provides ample employment opportunities for the students. Also diversity is an interesting attribute for promotion. So the campaign should be developed with a theme which centers on these features. That is to say the unique selling proposition of UniSA is its professional attitude, its modern outlook, job prospects and diversity.

RECOMMENDED MEDIA
Newspaper and magazines are the best media for this campaign. Keeping in mind the budget that is Australian $ 120000 and the product to be advertised, newspaper will be the best source to reach students and working people. The target audience is more likely to be influenced by this media. At the same time, widely read newspapers in Hong Kong like Apple Daily, South China Morning Post and Oriental Daily News should be chosen for advertising. Similarly the magazines chosen for this purpose should be frequently read by the people in Hong Kong. For example, magazines like Jessica Hong Kong,Elle Hong Kong and Sudden Weekly would be advantageous.

TARGET AUDIENCE
The campaign is targeted at the students of secondary schooling and the working people. Further the objective of the campaign is to double the awareness and increase applications. For this purpose, the target audience can be influenced in a number of ways. The initial step is to raise awareness of the brand. This could be achieved by regularly posting the ads in the paper and magazines. The size of the ads should also be large enough for them to notice. Secondly the key characteristics should be highlighted boldly in the campaign. There should be use of pictures which should immediately make the ad stand out from among the cluster of ads. By working on its usp, the campaign should influence those who plan to apply to other universities. By providing examples of how UniSA is helping the students to seek exciting careers, the campaign can strengthen the decision of those students who wish to apply. Finally the details of UniSA should be highlighted in order to generate quick responses. The address of the URL and other contact information must be clearly stated.

AIDA PRINCIPLE
In order to persuade the target audience to respond positively, the AIDA principle should be used. This stands for attention, interest, desire, action. (Pamela B., 2002, pp.31)

In order to grab the audiences' attention, the headline should be very strong. It is a significant part of the campaign which also provides a lot of information to the audience. The headline should be based on the usp of UniSA. Use of phrases like modern university, exciting career or a degree with a difference is going to speak a lot about UniSA. Next the campaign should arouse the interest of the audience so that they notice it. For this pictures or illustrations can be used. Again illustrations should speak something about the university. Their purpose is to highlight the characteristics of the university. This will want them to read on. Once the audiences are interested, they should feel that a degree from UniSA is more desirable. The main body of the campaign should highlight the benefits of a marketing degree from UniSA. Once they find the subject interesting and the message gets across to them, the campaign needs to provoke a response from them. Therefore the contact details should be very clearly stated.

A CREATIVE SOLUTION
The entire advertisement should use reflex blue color with a lot of white spaces and the UniSA logo. Next the headline should be bold and based on the usp of UniSA. For example:

"a modern degree, a modern university, a career guaranteed" or "be a professional before entering a profession"

or something which centers on the key features of UniSA.
Next comes the illustrations part. For this any of the photographs like "perspective" or "repetition" (can be used. These photographs will reflect the modern look of the university. The illustration should be large enough for the audience to be noticeable. Then the details of the marketing degree should be highlighted in the main body. The benefits of the degree, its application to contemporary issues, and its relevance in the marketing world are some topics that can be elaborated upon. At the same time the resulting employment opportunities should also be stated. For example:

"Gain professional employment when you graduate".
(Study at UniSA: Why study at UniSA 2007)

Further a brief history of UniSA, its diversity, its tradition, the benefits of studying there should be stated. For example:

"UniSA graduates are problem solvers and excellent communicators. They are
knowledgeable, can work collaboratively or autonomously and have an international perspective. They are committed to ethical action and understand the importance of lifelong learning".
(Study at UniSA: Graduate Qualities 2007)
Finally, the UniSA website or email address should be highlighted in the ad to generate responses.

EVALUATION
Once the campaign is ready, it needs to be evaluated. That is to say, it must be ascertained how the campaign will perform. For this the campaign should be judged on three points. First, is the ad on strategy Secondly, is there a real idea, and lastly, is it original. (Roderick W., 2000, pp. 111) If the campaign is based on the usp of UniSA and if it provides the audience with a new way of looking at it, the results are going to be positive.
The success of the campaign can be ascertained only by the increase in the amount of inquiries and applications for the degree.
The use of media can also be evaluated. It should be noted which newspaper or magazine generated the most of applications or inquiries. If a particular paper or magazine is generating more applications than it can be considered to reach the target audience effectively. At the same time if a particular magazine is providing very little applications, it points towards the fact that the campaign has not been successful in reaching the target audience. This information proves useful for further campaigns.
Reference List

Brooks, Pamela 2002, Writing Advertising Copy: How to Write Winning Copy that Boosts Response Rates and gets Results. Rowmark Ltd. Hampshire

White, Roderick 2000, Advertising. McGraw-Hill Publishing Company, Great Britain

Perceptual mapping_deciding what image to project 2005, viewed22 May, 2007,


Photography 6 February 2007, viewed 22 May, 2007,
http://www.unisa.edu.au/styleguide/photography/default.asp

Study at UniSA: Graduate Qualities, 6 February 2007, viewed 22 May, 2007,
< http://www.unisa.edu.au/study/default.asp>

Study at UniSA: Why study at UniSA 6 February 2007, viewed 22 May, 2007,
< http://www.unisa.edu.au/study/default.asp>Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Advertising Campaign Case Study Example | Topics and Well Written Essays - 500 words”, n.d.)
Advertising Campaign Case Study Example | Topics and Well Written Essays - 500 words. Retrieved from https://studentshare.org/business/1508212-advertising-campaign
(Advertising Campaign Case Study Example | Topics and Well Written Essays - 500 Words)
Advertising Campaign Case Study Example | Topics and Well Written Essays - 500 Words. https://studentshare.org/business/1508212-advertising-campaign.
“Advertising Campaign Case Study Example | Topics and Well Written Essays - 500 Words”, n.d. https://studentshare.org/business/1508212-advertising-campaign.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Advertising Campaign

Blue Advertising Campaign

...? "Blue" Advertising Campaign "Blue" Advertising Campaign Advertising aims at convincing people to purchase either goods or services by a certain brand. For any organization to make a sale, it has to conduct some form of advertising. Categorization of advertising mainly is on the intended results of the advert, which is how well the advert manages to convince people to purchase a particular brand and not the others. Thus, persuasive advertising aims at persuading people to purchase a product or service. For Blue commercials, the main aim is persuading pet owners to use their food to feed their pets. To consider an advert as successful, it must have achieved its purpose; in this case, persuading target market to purchase a product... or a...
8 Pages(2000 words)Case Study

Advertising campaign

...? Advertising Campaign Introduction An advertising campaign comprise of a cycle of advertisement messages that segment aparticular idea and theme. This impression and theme compose an integrated marketing communication (IMC). It is worth noting that advertising campaigns appear in diverse media across a precise time frame. The principal part of creating an advertising campaign is shaping a campaign theme. This is because the campaign theme is believed to set the tone for the specific advertisements and additional kinds of marketing communications that ought to be used. As a result, the campaign theme is the essential message that will exist communicated in the advertising activities. The campaign themes are frequently developed... ...
9 Pages(2250 words)Essay

Advertising Campaign

...Advertising campaign The aim of the present work is to analyze advertising campaign from the viewpoint of how advertising campaigns should be performed theoretically and main aspects they should account, and to create new improved advertising campaign. The object chosen for the present discussion is the Sheraton network of hotels, as the task for this paper was to choose an object out of hospitality/ tourism business. Sheraton's campaign analysis The last and the most recent Sheraton advertising campaign was launched on 10th of April, 2006. This...
9 Pages(2250 words)Case Study

Advertising Campaign

...Advertising Campaign How to sell a product – this is what advertising is all about. To achieve this goal, advertising agencies go to great lengths to study how a product entrusted to them by a client company could make it to the shopping list of its intended consumers. As first step, the advertising agency mobilizes its creative workforce to formulate an advertising plan on how the product would be presented and sold to the prospective consumers. The master plan for an advertising campaign consists of the following: 1) Objective – here, the agency sets its sights on the type of market...
5 Pages(1250 words)Essay

Advertising Campaign: Blackberry Bold

...The BlackBerry Bold Campaign Analysis The marketing campaign behind the recently released BlackBerry Bold has its share of hits and misses. Thecampaign, spearheaded by RIM and AT&T, launched several advertisements and commercials in an attempt to capture a cross band of consumers for their new product, but in doing so may have fallen short of its initial goal. The most well known commercial appeared on CNBC, and depicted a track runner running the 200-yard dash while engaged in his BlackBerry Bold. The marketing goal was to connect to the sports and athletic minded demographic. The commercial shows the runner’s legs moving at a supersonic speed while everything else in the commercial...
5 Pages(1250 words)Essay

Successful Advertising Campaign

... of the Advertisement is about the battle of the consumers mind. Company studies the commercial trend, those wholesome personality endorsers, its competitors, and the kind of philosophy that the company is trying to advance to promote its products and its brand. Noting all these influences, it is believed that one of the successful advertisements ever done are the products of Nike. The company used international marathon competition in promoting its sports wears’ products from shoes, shirts, shorts, and head caps. It has even controlled in total monopoly such advertisement opportunity and the craze “Just Do It!” marginalized Reebok shoes at the market. The adage gained consumer’s liking as something motivational, positive... , which wrapped...
2 Pages(500 words)Assignment

Advertising Campaign/ Communication plan

...with CarPlay system on it. In addition to the gift cards, we will adopt the celebrity effects, which will involve Hollywood stars using CarPlay on their cars. This will build credibility and trust among the customers. In addition, companies that sell the cars in which CarPlay is being installed will further provide information about the product. As customers visit the shops to purchase these cars and others supplied by the different companies, they shall inform the customers of the new product and this will not be paid for. Apple will benefit from this approach and as a result, the product shall receive more free publicity and exposure. Personal selling shall also be included in the advertising campaign...
8 Pages(2000 words)Research Paper

ADVERTISING CAMPAIGN

...that offers quality food for dogs and cats. The company designs all its advertisement campaigns in a manner that outlines its products to be of superior class for all pets. Purina Pet Care desires to establish a strong brand image so as to ensure that it is number one choice of all pet owners. Their target market is growing and young families who are inclined towards having more than one pet. In all Purina Pet Care’s advertisements main focus is pets and their owners. One of their recent campaigns had a tagline “a dog food you can rely on”. This statement clearly states that Purina Pet Care considers them to deliver superior quality dog food in America. A new...
3 Pages(750 words)Assignment

ADVERTISING CAMPAIGN

...Advertising Campaign The Smile of a Dog is a Sign of Success Objective: To inform the dog owners on how the “high-quality ingredients for outstanding nutrition and taste” being made by the Purina Pro Plan make dogs happy. Specific Objective: to ensure pet owners have made a step towards making their dogs smile. Budget: advertisement of this campaign will be through print ad. As a result of this, it will cost approximately $1000. Message strategy: majority of the pet owners do not know that the dogs that are often jovial are the most attractive (Astrid, 2013). Purina Pro Plan dog food constitute of ingredients that keep dogs healthy. Media strategy: the texts in the...
2 Pages(500 words)Assignment

International advertising campaign

...International Advertising Campaign: Illustration using Cisco Systems Inc. Competitive Position, Marketing Strategy and Marketing Mix Cisco Systems Inc. is the leading supplier of products and services used in computer networking all through the world. The product line associated with the organization includes the likes of remote access devices, switches, routers as well as internet service devices among others. The company has been engaging in constant innovation in order to improve its global competitive position. The Viking project that was aimed at implementing the high-end router is one of the endeavors that have helped Cisco attain such a state. As pertains to brand positioning, the company has...
5 Pages(1250 words)Research Paper
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Case Study on topic Advertising Campaign for FREE!

Contact Us