Marketing Assignment Study Advertisement Campaign Analysis: Deakin Worldly Brand

Advertising campaign for Deaking Worldly Brand

Question??

Prepare an advertising campaign for Deaking Worldly Brand

Answer the topic frame is::

Executive summary

 The main focus of the paper is to understand the Deakin Worldly latest strategy of advertising campaign for re-branding.

The paper follows the structure of format in terms of the proper purpose, the need of the study and so on the other important information.

The paper introduce to present a research proposal that provides the information in terms of effectiveness of the latest introduced advertisement campaign undertaken by the Deakin University to promote its new Deakin “Worldly” Brand. To know about the effectiveness the propose research study focuses on all require key elements that helps to achieve the objective of the research study. Effectiveness can be measure through direct interaction with the respondents (potential and existing students). The propose research study also define the research methodology, research design, data collection research instrument, research period, sources of data to collect the relevant and required information that helps to understand the effectiveness and how the campaign shifting the attitude of potential and existing students of Deakin University. The paper divides into numerous sections that contain all the information of the Research proposal that introduce to measure the effectiveness of the latest advertisement campaign and attitude of potential and existing students. The Paper starts purpose of the Research proposal that provide aim of the proposed research proposal. In the further sections the paper covers key topics research design, research period, research instruments, research methodology, limitations and other required information. At the end the paper present a conclude report that summarize the whole discussion that’s provide quick overview about the paper.

 TABLE OF CONTENTS

1. Executive summary……………………………………….02
2. Table of contents …………………………………………………..03
3. Purpose of research plan and timeframe………………………………………….04-05
4. Type of study…………………………………..06-07
5. Target population and sample size………………………………..08
6. Sampling techniques………………………………………….09-10
7. Proposed budget…………………………………………..11
8. Potential managerial benefits………………………………………..12
9. Conclusion………………………………………13
10. References………………………………………………………14

 Purpose of research plan and timeframe

 The purpose of the research includes the understanding of the effectiveness of the re-branding strategy in the university. The major objective of this research is to understand and to find out the impact on advertising campaign that is used for re-branding and the impact of this in the potential and the existing students. Deakin University is playing an important role in reducing the great blights of the environment. They are continuously working with Victorian based company on energy efficient technologies and also they have cost-effective and energy efficient solutions. Thus to make the brand existence for long term, the research has been carried out in the university. Worldly is more than a world and according to the university, it will be more than ever before and it will carry the best approach to reflect in the path of education, in the university. This will also build great flexibility and high approach of experience.

Thus the new worldly has been developed and kindly designed by the agency known as “Cummins Ross” and it has been launched in the year 2012 on 10^th of June. (Deakin.edu, 2012)

This research will combine the focus of the student and also it will help to understand about the holistic approach. This is accessible to everyone and is creating a traditional focus on excellent way of teaching, research and development with the desire of new ways of development and new courses of delivery. This is more than just a word because it helps to describe the major vision of the entire paper. This is like an attitude that connects to the reflection of the major approaches and also about the connectivity of the people.

The university offers great approach of learning and thus it is creating modern facilities for all the students. It also is helping in terms of the unique atmosphere and thus it is playing a major role in inspirational atmosphere. It is also helping in the real world experience that offers great opportunity to increase the practical experience and to develop the skills in the work place. Flexibility will be the major focus of this study and also this will help to foster greater knowledge and strong innovation. (Deakin.edu, 2012)

Thus the research focuses on preparing the marketing and research plan for the proper understanding of the latest advertising in the Deakin University with regard to the attitude of students.

Therefore there are two different groups of student such as: 1. the existing student and 2. The potential students

The existing students comprised of students from the Deakin University and the potential students comprised of students who have high amount of potential to become the participants of the same university.

Both types of student matters a lot for successful completion of this research and this will be also very useful so as important to know and to describe about the important ideas of management and its strategies. Deakin University is highly committed for hard work and better research.

Problems occur in every situation and every organization. The major problem associated with the latest advertising campaign is that it is not that good and also it is irritating as per the respondents and other sources (secondary sources such as books, magazines, the websites of universities etc.)

The major problem towards this it that there is mismanagement of funds and also there is in-house and internal problems attached towards it. There is problem related with the buildings, campuses and education itself. The time frame to complete this research would be about 6 – 8 weeks.

 Type of study

 This section provide in depth information about the research design that addresses the key elements and fundamentals of the data collection. Research design provides complete information about the procedures to collect the data that use in marketing research activity, focuses on instruments that used to collect the data from the respondents, explain the relevance of the data that need to collect for MR (Marketing research).

The proposed research study on “Worldly” is conduct to collect and know about the existing and potential student’s attitude/ behavior that affect from the rebranding concept of Deakin University. The purpose of the research proposal discussed in the above section that provides complete information about the rational to proposed the research study.  The Deakin University launched its latest advertisement campaign for its rebranding; this study helps to understand the effectiveness of the advertisement on potential and existing students. To understand the and achieve the objective of the proposed research the research study uses descriptive research design that can be divide as a direct research because to understand the true and accurate information required direct interaction with the respondents.

To collect data and information from the selected respondents the proposed research study use descriptive research design. Descriptive research design is a systematic and scientific procedure that consists and conducts to observe and describe the behavior of the subject without any influencing factors.  As discussed in the above sentences that this research design consist direct interaction with the respondents so, to collect data from the respondents the researcher use numerous tools and techniques or research instruments like surveys, interviews. All the required data collect through direct interaction with the respondents. To conduct the proposed research study the researcher use survey and interview instruments that provides required data and information to analyze the effectiveness of the latest advertisement campaign of “Worldly” among the potential and existing students. To conduct the research the research study consist a structured questionnaires that design as per the research objective and use all the key elements that provides complete information about the effectiveness of the advertisement campaign. Respondents will be select as per convenience and represent the whole population. (Shuttleworth, 2008)

This proposed research study will be carried out through Surveys and interviews that contain self-administered questionnaires. The design structured questionnaires involves two categories 1. Close ended and 2.offered multiple choices. The questionnaire will be design and develop in order to collect information regarding numerous measure students to monitor the effectiveness of the introduced advertisement campaign to promote “Worldly”, discussed in the above among the potential and existing students. As discussed that the questionnaire will be into two parts – part A provides information and measure the importance and satisfaction among the respondents or in other words this section provides information about the experience and effectiveness of the advertisement whereas part B provides information about the selected medium and tool that used to promote or advertise the Worldly means effectiveness of the selected communication tool. Research work was carried out for 6-8 weeks. (Keller, 2000)

The proposed budget for the research activities have been discussed and described in detail in the above section. The details of activities are mentioned in the below diagram:-

Proper segmentation will be done by the company to make the brand stable and to measure its value so as performance. The strategy, the vision will be prepared by the company for the establishment and introduction of advertising campaign. This will help to measure the risk reduction and it will also require increasing the brand positioning. This will be possible with successful research, past data and information so that there will be certain good amount of results. There will be also the requirement on high profitability so as about the vision of the brand. The budget has been described in the above table with respect to surveys, interviews, promotion, research, other activities and the total budget will be 50000-60000 $. (Fifty to sixty thousand dollars)

Potential managerial benefits

 As in the above paragraphs and sections covers key objectives and define the purpose of the research study. The rational to propose the research study is to understand the behavior and reaction of potential and existing marketing advertisement campaigns that is used for rebranding “Worldly”. In the introduction the paper discussed about the Deakin University’s new marketing strategy that is rebranding with continue concept of “Live the future”. The reason of rebranding to communicate and focuses on the core value of the Deakin University that is the Deakin believe to facilitate the students to be open mind and to show their inner and outer skills, ability and knowledge in the world. The rationale behind the new marketing strategy “rebranding” to create the positive environment and also create the positive image in the target groups (Potential and existing students). In terms of monetary this also used to increase the number of application and strength that is indirect motive. The potential benefits for the managerial can be measure through study the expectation that they have from this marketing strategy and propose research study. Through propose the research study the researcher can identify the scope of opportunity and improvement areas that helps in the future steps to establish the successful and positive brand image in the mind of target group. (Berg & Mathews, 2007)

There are certain limitations also attached to it.

• Although the researcher have tried the level best to prepare this report an error free and bug free report, every work has been made to present the most responsible position with high accuracy. But there may be a little possibility of some mistakes in this report.
• The entire report is based on the data, findings, surveys and fact sheets that are based on the gathered information through these sources. Thus there might have some possibility that the respondent had provided the partial correct data facts and information.
• There were limitations in terms of respondents and the selected area was very limited, this might be one of the major constraints in this report.
• Availability of less time was also one of the major constraints.
• Limited respondents were selected so this cannot be treated as a whole population. (Madden, Fehle & Fournier, 2006)

 Conclusion

 To conclude, evidently it can help to know that the paper discussed about the major purpose of the research that describes about the main focus on the effectiveness of the re-branding strategy in the Deakin University.

The paper helped the reader to understand and to find out the impact on advertising campaign that is used for re-branding and the major impacts of this in the potential and the existing students of Deakin University.

In this paper, Deakin University plays a very important role in decreasing the great blights of the environment. The paper is continuously trying to provide the cost-effective and energy efficient solutions to the defined problems. Thus to make the brand existence for long term, the research has been carried out in the university.

There has been the discussion that worldly reflects more than a word, it will be more than ever before and it will carry the best approach to reflect in the path of education, in the university.

Thus the paper analyzed the important plans of budget and also majorly focused on the data collection, sampling tools and techniques and other methods for the gathering of data effectively.

Target population and sample size

The description of target group on the basis of study will be determined in such a manner that it says about the college & university students. Thus youth of today’s world will be the major target group for this research. The age group defined for the target group is about 18-25 years of age so that they can successfully focus on the approach of skills and can try to learn and experience about their subjects more practically and successfully. The sample size includes 500 people and all the respondents will be selected on the basis of suitability and convenience. Thus they are focused mainly on students.

The students that is the existing and the potential students are the major important resource and the part of this research. The international students also play an important role in this research. (Bencampbell.com, 2011)

 Sampling techniques and data collection

 The sampling techniques that will be used for the successful completion of this research will be based on certain important parameters such as:-

The research will be successful after the use of successful plans for collecting the data to complete the research on time with proper quality.

The sampling techniques are used for collecting the data through the sample size and other related factors. The sampling will be done on the basis of the convenience and proper suitability of the respondents so that there will be proper interaction and great details that will be provided by the respondents. Thus the selected sample would be chosen on the basis of proper survey tools and techniques, direct interaction and proper communication and also it carry huge advantage because it is easy to plan and organize along with it is very less time consuming and also is very fast and quick. (Reed, 2000)

Thus there are different types of methods included for collection of correct and appropriate data such as:-

• Surveys: This is the most popular method of collecting the data and identifying about the survey successfully. This includes the information of the selected respondents and also carries their own opinions about the latest advertising done by Deakin University for the rebranding strategy. There are two important types of survey known well as public survey and private survey. Private surveys are well known and described as the market researchers to determine and to identify the attitudes and preferences of the consumer. This results in the variety of purposes and also carries information about the identified target audience. Public surveys are important for public opinion with respect to media.
• Interviews: The personal interview or one on one direct interaction is the most important tool for collection of data because it helps in getting one major advantage to it about the higher amount of responses through the respondents. This also helps in the greater method of data collection. The interviewer asks direct questions to the participant and also it provides correct responses with better understanding of the questions. To avoid the errors and biases, the researcher will be well trained for asking the proper questions related to the program of research.
• Telephonic interview: This is the method of data collection carries less expenses. This also helps to understand about the low expected rate of responses.
• Self-administered questionnaire: This is also the most popular method of data collection techniques. It is the inexpensive method of data collection and also creates great attraction for the respondents. There is low response generally in the self-administered questionnaires and it might contain negative information as well but also there is a reason behind it because it carries misunderstanding in some of the questions. So, the questionnaire should be short if possible, it should be completed by the respondents easily and correctly. The questions should be written in the simple forms and also it could begin with the proper demographic profile with respect to great comfortability. Open ended questions provides great opportunity to the respondents so that they can express their ideas and views in a more expressive manner and also it will consume the right time of the respondents according to his own opinion. (Pathways.cu, 2012)

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