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Advertising Campaign - Case Study Example

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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…
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Advertising Campaign
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"Advertising Campaign"

Download file to see previous pages 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 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. ...Download file to see next pagesRead More
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