Marketing assignment help: Advertising & communication

Task 1

(a).Advertising has become such an explicit and special field that it has its own procedures of operations, its own specialists seek opinion from their own different consequence not just in the field of marketing but also in total dimension of branding the product. Many advertisers want to launch their new product in the market. But they do not have a clear idea of advertising it in a way, which could be made available to the target customers. In this case, the media agencies come forward to benefit the advertisers by advertising their product effectively in the market. A Media agency is a professional firm that helps companies in communicating with their potential and existing customers. They also make sure to have a well defined target audience in order to make the advertisements reach the right person at the right place and at the right point of time (Sound Idea Digital, n.d).

• Maximum market exposure by offering expertise: As media agencies have flair to present the product in an effective manner, they know how to advertise a particular product in a successful and efficient way, so that it clicks the customer’s mind and make them think of that product. Likewise, they help an advertiser in placing the product rightly in the market and also ensure that reliable and wide range of the relevant data has been put into use to advertise it. A media agency is able to expose maximum market because they know where and what time the product is to be placed and also consider each and every aspect of the product while advertising. If an efficient media agency is selected by an advertiser, then it makes its best in designing and collecting the content of an ad for the product.

 Another benefit, it provides to an advertiser is to provide an experienced staff with the expertise in the field of marketing. Since the agencies’ focus is narrow and constricted, they are able to engender more productive results as compared to the company advertising the product itself. They are aware of the target market, therefore they know that what will make the product more valuable and what can grip the concentration of an advertiser’s potential customers. The agency further, offers a staff that comes up with fresh, unique and innovative new ideas to advertise the product. As an advertiser gets only one bill from the media agency for setting up the advertising campaign,  (Michelle, 2008).

• Cost Advantages: Although it may seem that to hire a media agency will be quite expensive, but on the other hand, it can save good amount of money on an advertisement placement. Therefore, the agencies can easily redesign the ads to present the product in more effective way while taking up a slighter amount of break and save an advertiser’s business money. If agencies create audio campaigns via radio, it becomes easy to plan and cheap to broadcast it. Moreover, media agencies also help in making specific and visible advertisements through newspaper. Advertisements printed in newspapers are quick to appear and drop great influence on regular news readers. These ads do not even cost high to an advertiser because a media agency has the appropriate designs and templates for printing.

Though, cost advantage can also be exemplified in terms of agency’s power to buy media. Firstly by analyzing the budget of overall ad campaign and its buying power, an advertiser determines the area of dominant influence and frequency wise cost per advertisements in newspapers, television, and radio or in any other media. On the basis of these terms, an advertiser identifies the best suitable media for its business, which is unquestionably cost effective (Affinion Group, 2012).

• Save time: A media agency can also save an advertiser’s valuable time. After hiring a media agency, an advertiser and the staff need not to utilize their time in making an advertising campaign to promote the product. Thus, a media agency helps in making the advertisers utilize their time to run the business instead of creating advertisements. (Ezine Mark, 2010).
• Brand Development: Finally, an advertiser gets benefited by hiring a media agency in developing its brand. Even in the case of experienced advertisers, brand development can be a complex undertaking. Besides, a media agency helps with a research that entails an advertiser to target the most effective market for its product. The agency’s experts and artists create or develop logos and design many more features, which is also a part of the advertising. It facilitates an advertiser to be easily recognized and in meeting the unique challenges of marketing (Ezine Mark, 2010).

 Task 2

(a). The audience for Chunky Cola beverage comprises of 12-20 year old males and females cola drinkers, who usually go to purchase their drinks from shops and cafes. To generate more awareness among its cola drinker customers and to reach the Chunky Cola audience easily and effectively, three appropriate media can be recommended and approached (Drypen, 2010).

• Electronic Media
• Print Media
• Digital Media

 These three types of media can be recommended to reach the well defined target audience of Chunky Cola. To pick the appropriate and specific media vehicle for each of these three Medias, an advertiser must take decision on what reach and frequency is required to achieve and meet its advertising goals. Specifically, to reach the audience of age group of 12-20 year old males and females, online advertising medium of electronic media should be taken into consideration because while picking up the suitable media for a particular business its relevancy and effectiveness is also measured.

Nowadays, youths are connected to the World Wide Web more than anything else. The countable figure of internet users is on a quick rise and it is used by group of all age and categories. Therefore, internet has become a key medium for communication, activity and is in the process of replacing the conventional entertainment, promo products, and instructive media.  It can be pointed out that internet advertising will provide a wider coverage to reach the specific audience globally. Related advertisements can be flashed on various websites over the internet in order to attract youths, as it is mostly used by them. Help of you tube videos, various websites, emails and sponsored ads can be taken to advertise Chunky Cola in a participative and efficient way (Carroll & Broadhead, 2007).

On the other hand, Chunky cola is containing rice pearls in it as per the Asian style tea drinks. Therefore, it becomes necessary to reveal the details of its ingredients and qualities to the target audience. Here, print media comes into the light to make the relevant information available to the addressees. Newspaper medium of this media is more reliable and convincing to support any business. It will also provide means to give detailed info of Chunky Cola. Newspaper provides the quick response from audience reading it. It is said to be the best suitable medium of advertising because specific sections of society and age groups can be targeted through this.

It has been recommended for Chunk Cola to reach its target audience because this media vehicle (newspaper) has the ability to deliver the message precisely and immediately. In addition, a newspaper is read by almost everybody; therefore it will help covering the local area highly. Generally, people read the newspaper, hold it, put aside it, write on it and cut the advertisements they like. So, it can be said that newspaper has the greatest possibility to reach the target audience (Affinion Group, 2012).

Furthermore, banners can be proposed and recommended as a media vehicle for digital media to advertise Chunky Cola. Basically, banners are used to draw attention of the people and persuade the readers to visit the origination of a new product in the market or a sale in their area. This is the best medium to approach large scale of target audience. People mostly notice the unique and innovative advertisements, so it is vital to set out the sale signs with the exact mix of color and graphics. To provide the full detail of the extension Chunky Cola, the company can choose the digital banner printing company that will have many effective design templates.

Outdoor Signs

(Source: English-Online, n.d)

Banner as a part of advertising has been recommended for Chunky Cola beverages because it is a new category of already existing product in the market. Therefore to launch a new product, promotional banner signs are most suitable as it delivers the results quickly. Additionally, the digital banner printing company can also be a partner in marketing efforts as it will help in communicating the real advantages and service offerings (DPSBanners.com, 2009).

 (b). Yes, it can be assumed that this new soft drink can take a lot of exposures to an advertisement to convince a potential consumer for trying it because this new drink “Chunky Cola” contains small pearls of rice, which can create an imaginary aspect of it in every consumer’s mind. Potential consumers can have different perspectives regarding this Asian styled pearl tea drinks before taking it. Therefore, having potential customer’s distinct aspects into consideration, company would have to go for more exposure in advertising it to provide the vital and reliable information about this new product.

Task 3

(a). According to Julie’s Paris tour business, some of the appropriate media can be recommended for improving her business

• Print Media
• Social Media
• Broadcast Media (ArticleSnatch.com, 2011).

With these Medias, Australia’s tourism magazines can be approached more easily to reach Julie’s target audience. The nature of travel business is quite complex to understand because it needs high level of specific information. Therefore, to reach its target audience, Julie should go for magazines medium of print media to promote her business. Magazines have the ability to communicate lengthy, complex and detailed information. Moreover, it also includes excellent colorful pictures and images along with the information provided. It is seen that people get attracted from the colored view and images of different places printed in magazines. Therefore, this media can be the best suitable to attract the tourists all over the world. It has been recommended as the suitable media vehicle because magazines have the long shelf life with a high ability to select and identify the audience. More benefits it offers in terms of its better quality and colorful ads.

Furthermore, Social media’s landscape is too vast to explain. It basically includes web-based and mobile phone based technologies which are used to convert message into interactive dialogues among individuals or a community. One specific media vehicle “direct mail” can be considered the best suitable to reach the target audience for Julie’s Paris tour company. The main advantage to take this as a medium of advertisement is that it consists of leaflets, brochures, catalogs and letters that can be mailed directly to the people. Moreover, a direct mail consisting full detail and related hyperlinks can also be sent in bulk simultaneously. By clicking over sent hyperlinks, people can view the locations of the particular places they intend to go and can also have an imaginary perspective before availing the tour offer. In sum, it also has the capability to provide the fast response as compare to any other media. This media vehicle has been suggested for Julie’s Paris tour because direct mail can be approached and viewed at any place through mobiles and laptops easily.

As she has targeted couples and individuals, then it is the best advertising medium in this framework. In contrast, it can be said that the target audience can be focused specifically by using direct mails, because there would not be any issues regarding advertising clutter and disorder. The additional benefits of direct mail medium of media are its cost effectiveness and measurable responses (Scripps Direct, 2004).

Besides, another media recommended improving Julie’s business is broadcast media, which also requires a specific media vehicle to be identified. For that, television can be the suitable and effective medium to generate and attract couples and individuals for international tour. But it needs to determine the reach and frequency of an advertisement to broadcast it on television. Advertisements shown on TV would leave a high impact and covers the high mass audience.

This is suggested to Tour Company because it delivers the message to the extensive audience and on regular basis which is required for complex nature of tour and travels business. Further, good audio and video impact can be drawn on the audience through television ads. In this case, the number of times the target audience sees and hears the message on TV also matters. The key part of taking it as media vehicle to advertise a particular product is that it characterizes local regional emphasis and cable audience availability.  Represent

(b). As Julie has her business in two cities, and she wants to improve her customer base in Australia, then it is important to know the best time to advertise the tours. Thinking of couples and individuals as her target audience, the best time to advertise the tours for them can be Valentine’s Day and up to two months prior to Christmas holidays. Valentine’s Day is the time when couples usually plan to go for a tour, where they can walk around and could enjoy their great time and moments. Therefore, Valentine’s Day should be considered an important time to advertise the tours and special packages (Traub, 2012).

Furthermore, individuals and couples would want to travel at Christmas time, because it is a festive season wherein the family wants to enjoy their holidays together in an exotic place. Thus, it is best to advertise two months prior to Christmas holidays. Further, during this season, there are plenty of options for attractive packages, which would attract most of the tourists on one hand and on the other hand, it will maximize the overall business profit. Moreover, tax return time and other holidays can also be considered by Julie to advertise her tour offers, because it can provide the customers with an affordable holiday package.

Task 4

(a). As per the campaign objectives, Natalie initiates to develop and expand hula classes which will create numerous new audiences for her existing business. On the one hand, this campaign will help Natalie in gaining brand awareness and on the other hand it will also increase the CDs sales. Further, more the people will be attached to its dance classes the more they will be convinced to come to the shop and to feel the Hawaiian tradition through music. In contrast it can be said that this campaign will help in creating its market attitude. Expansion of hula dance classes will develop the business activities and in turn also will provide sufficient profit. In addition, the campaign will also facilitate to establish the reputation of her shop. Therefore, the positive and the effective outcome can be expected on the basis of this campaign.

(b). Many media vehicles can be recommended for Natalie to reach her ‘My little grass shack’ audience. Few of them are as following (Media Morphosis, 2010):

• Digital Media
• Print Media
• Social Media
• Electronic Media
• Multimedia

All of the mentioned media can be approached by Natalie to meet her target audience, but it is important to specify the most appropriate media vehicle for each media. Since, ‘My little grass shack’ is a musical shop, so the best media vehicle to advertise would be ‘digital banners’ in terms of digital media. This class of media vehicles can be used to approach and reach the mass audience with the broad messages and flashes. It has been previously noted out that digital banners has the ability to deliver the message clearly through the animated images which are flashed on big screens along the road side. In this context, the target audiences for Natalie’s shop can be attracted by using banners as advertisement instrument. This media has been recommended to Natalie because as per her target audience of retirees, these flashes can be noticed easily.

Again to specify a particular media vehicle for print media, basic requirement arises to focus on target audience. Here, newspapers can be identified as the best suitable medium to advertise her shop because usually every retiree reads the newspaper regularly therefore, they can be targeted easily. Specific elements and products of her musical shop and type of music should be detailed through newspaper. It is recommended because to target the audience of 60 years and above age group are mostly connected with newspaper. They spend most of their time in reading the newspapers.

Furthermore, talking about the social media, blogs as the medium of advertisement can be recommended. A discussion or information site can be created through blogs by Natalie mainly targeting the retirees and the people of 60 years or above age group. This medium is good at targeting the people that are most likely to visit the site. It will provide a space to approach the retirees and will help knowing their ideas about particular goods and services offered in Natalie’s musical shop. Moreover, to promote it effectively, Natalie can also provide the information related to its traditional music and hula dance classes (ASME International, 2011).

It has been recommended for Natalie’s business to go for blogging because, marketing through this is affordable. An advertiser pays for only those advertisements which are to be shown to the people that are most likely to click on the ad. She can have an additional benefit through blogging by catering other information also which can be helpful for the target audience (Spijkstra, 2010).

Natalie aiming at improving her business needs more promotional events for her musical shop; in this case she can choose one of the electronic media vehicles for advertisement. Most appropriate medium for this will be radio because people generally use radio to listen songs. In contrast, it is the most effective medium to attract the people of 60 years or above age group. She can even select definite times of the day in which to advertise commonly, depending on the demographic which has been targeted. Advertising through radio has been recommended to Natalie because it radio has the most inexpensive price for advertising as they put less time frame for every advertisement. The additional benefit to advertise through radio is that it may be bought with extra enhancements like amplifiers, mega speakers and many more. Finally, it will tightly focus the advertising and will help in targeting the ideal customers (Fuchs, 2009).

As per Natalie’s target audience, the projectors can play a vital role to attract most of them. Projector is an interactive medium of multimedia, which attracts the attention and creates an emotional augmentation value. It is defined as the best medium of media because it includes, audio and video effects along with the valid and reliable information.

 (c). Advertisement needs to be shown at least five times in a magazine and for six-seven times to broadcast on the radio program, so that the maximum number of target audience could be approached. Moreover, it also depends on the frequency and page numbers that a magazine has.

Statistic representing the number of advertisers each month and the ad sizes each month.

(Source: Knarr, D 2012)

It has also been observed that mostly people glance over at the advertisement. Therefore, the frequency and number of advertisement varies from magazine to magazine. For this a data can be presented (Knarr 2012).

Task 5

Bryce runs a national tax and accounting business, which has offices in every state and has around $500,000 to spend on an advertising campaign. It aims to increase its market share of the home taxation services by 40% over the next two financial years and target the small businesses and home taxation services. By putting together a media schedule for Bryce’s advertising campaign, the main four issues can be discussed.

• The first key issue to be taken for the consideration is the type of audience targeted by Bryce to advertise his business. Then, the kind of services these target audiences want to avail from his business. For this, it mainly emphasizes to define its nature of business and client that are dealt with.
• Secondly, its main focus should be on the medium it will use to advertise effectively, as to the sort of media vehicles that should be approached to reach its maximum target audience within the estimated budget.
• Thirdly, considering and proposing the ways through which they can increase their market share. In this context, the past ideas and gaining strategies can be described to achieve the current objective.  New and innovative ideas can also be put through media schedule. Moreover, business with home taxation services and their requirement of services from Trust Zone should be defined.
• Finally, the timing and frequency of advertising is a key part to discuss for a media schedule because it is important to consider the number of times an advertisement is shown for people to remember it.

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