Objectives of an Advertisement Campaign

Discuss about the Relationship Approach Of The Marketing Management.

While developing an advertisement campaign, there are various ethical and legislative regulations which need to be abided by. One of them is the ethics related to Misleading and deceptive conduct (Armstrong et al. 2015). This refers to the criteria that need to be followed when a company is promoting the services or products, manufacturers. Under this criteria the company needs to ensure that the branding, quotes and other statements that are being used to represent the organization are not misleading or false. The component pricing which is displayed during the course of advertisement should not be different from the pricing that is actually charged.

The objectives of the advertisement campaign include various aspects like introducing a new product in the market, or re-launching of the same product, or even include setting up some promotional offers for the business (Baker and Saren 2016). The members of the organization need to be fully convinced of the reason why the organization will be undertaking such high costs to indulge in advertising. Once the members of the organization are convinced they can easily go ahead with the plan.

Advertising expenditures	March`18 Save Time On Research and Writing Hire a Pro to Write You a 100% Plagiarism-Free Paper. Get My Paper	April`18	May`18	Totals
Website advertising	$1,000	$1,000	$1,000	$3,000
Catalogs	$2,500	$1,500	$1,250	$5,250
Trade shows	$1,000	$850	$500	$2,350
Print media	$1,000	$1,350	$1,200	$3,550
Promotion	$500	$750	$500	$1,750
Radio	$650	$450	$300	$1,400
Publications	$1,200	$2,200	$1,000	$4,400
Training for advertising	$2,500	$1,500	$2,000	$6,000
Magazines	$800	$400	$800	$2,000
Total in Quarters	$11,150	$10,000	$8,550	$29,700
Total sales	$375,000	$400,000	$450,000
Advertising as a percentage of sales	2.973333333	2.5	1.9

Table 1: Budget for the campaign

The given budget has been prepared in order to see to it that all the advertisement campaigns are held successfully. The amounts are arbitrary in nature and selected based on secondary research.

Ethics play a very crucial role when considering the recruitment process when hiring people for the advertisement campaign. There exist various laws and legislatures which are compulsory to abide by in order to hire new people for the campaign (Bresler and Lubbe 2014). The professional who is responsible for hiring process, will be posting the ads for the campaign, should be objective oriented, honest and quite consistent. The job ads that will be placed will be according to the criteria set and should not be demanding anything extra out of the employees and make them work in favorable condition (Burns,  Bush and Sinha 2014). The Strategic Human Resource Management code of Ethics aims to provide a given set of Professional and ethical standards for the organization which then aim to provide a good framework for the Human Resource Professionals in the form of a guideline to help them through the recruitment and selection procedure.

There are various dilemmas faced by the HR professionals need to be solved by applying logic and hiring out spoken people for the purpose in order to ensure that the company has the best people employed

The Budget for the Campaign

Supplier collaboration can be defined as the development of abilities and capabilities for suppliers and customers alike. The primary purpose of the collaboration is to engage in consultation and negotiation for the purpose of reduced cost, improvements in the process, product innovation, products, services and others.  The result of the collaboration for both the parties is assumed to be good because it leads to a systematic manner of dealing with one another. The EBIT rate of the companies has also taken to be increased when the company has engaged in a successful collaboration with the organization.

Applying collaborative techniques to engage din external supplier consultation and negotiation:

• Collaborating in those areas where the company has strength. A company should only engage in collaboration with respect to those aspects where it has full confidence that it will achieve success.
• Very often there exists a win lose situation where the company might be facing certain unfavorable offers. The collaboration should be such that these win lose situations get converted to a win opportunity for the company and the profit is there. This can be done by using a proper benefit sharing model (Chernev 2018).
• The partners and suppliers with whom the business does regular business with must be capable enough to help the organization to achieve their goals and help the firm to achieve their full potential.
• They need to invest in the right people and infrastructure that will be able to conduct negotiation with the suppliers. The firm should also be having adequate infrastructure to deal with the company.
• The company should engage in a robust and long term performance management system to ensure efficiency in the long run.

Recently when organization out had launched a new plan with regard to the product launch, I had been provided with the responsibility of analyzing the requirements of the given campaign and manage the tasks and workload. I was very successful in managing the campaign team and kept a record of all the responsibilities of all the members in the given group. I had learnt a great deal from the experience.

When I was interning in organization ABC, I decided to analyze the complex issues which were being currently faced by the company using the goal setting criteria. I did it by analyzing the past performance of the team and setting the goal accordingly. As each month passed by I compared the actual performance by the set performance and this helped me to analyze where the lag was and how the lag could be improved (Foxall 2014).

It was an emergency in the given organization whereby I made the use of an online application available to make an urgent flyer poster for a client. The client required the poster in an hour and thus using the online digital poster making application I was successful in completing the order.

1. Visual consistency

The advertisements should consider the visual consistency aspect as it helps in creation of connection with the target market. The advertisements only have a few seconds to get the attention of the consumer and it should be such that the maximum crowd is attracted.

1. Campaign Duration

The duration of the campaign should be decided in the beginning stage. Even the duration of the campaign advertisement should be decided in the beginning itself.

1. Consistent Positioning

The position that the company aims to attain in the minds of the consumer should be decided in the very beginning of the development stage in order to set out the kind of advertisement which will be designed

1. Repeated tagline

Recruitment Process

The companies need to make a repeated tagline in order to ensure that the connection is built with the customers (Hollensen 2015). The imagery of the advertisement may change but the taglines need to remain the same.

1. Simplicity

Simplicity needs to be the basis of the advertisement. This is because simpler advertisements are much easy to remember and this helps the firm to establish long term relationships with the different customers.

1. Creating a flow

It must be able to increase the desire of the viewer.

1. Identifying the selling point

This is one of the most critical aspects of an advertisement. With this method the viewers will not be confused and will be able to focus on a single point

The following will be included in an advertising brief:

• The name of the company and a description of the year of establishment and the primary objective of the company must also be stated in the advertisement.
• The project needs to be summarized. This can be done using Facebook or Twitter pages
• Explanation of the objectives.
• Definition of the target audience

The target audience of the given advertisement needs to be recognized in order to help the company to relate to them easily (Keller and Kotler 2016).

• The budget also needs to be mentioned for the easy approval of the management
• The key stakeholders if the firm should be identified in order to enable them to assess the important aspects.
• The timing as well as the details of the message need to be identified

• Industry- An industry can be defined as the production of services as well as related goods within the realm of an economy. The revenue generated by the company or the group serves as a proper indicator of the particular industry (Kotler 2015). Hence if the organization is deemed to be working in several fields and has various sources of revenue then it is stated that it is working in different industries.
• Services- Services can be defined as transactions whereby the transfer of goods does not take place and just a benefit is transferred from one party to another. Public services are those which are used by the whole society as a whole.
• Product- A product can be defined as anything that is capable of satisfying the need of a consumer. When the retail industry is concerned products are generally known as merchandise. The products are manufactured in a factory and given to the consumers as finished goods.
• Organization- An organization can be defined as an entity which encompasses many people and such an institution generally has collective goals which are linked to the external environment.

The two ethical requirements relevant to the industry if advertisement is as follows:

• Deceptive conduct and misleading content

Whenever a product is being promoted it needs to be seen to it that the statement, branding and other related representation is not misleading in any sense (Meffert 2013).  If a particular pricing is being displayed it needs to be seen to it that the similar pricing remains and that the components offered in the advertisement are similar to that shown in the ad

• Bait advertisement

This refers to a scenario when a particular product is advertised at an extremely low price in order to create demand but sufficient supply is not available. This is illegal in the sense the business should not be selling the given product if it is aware of the fact that it will not be able to match up with the selling criteria.

The chosen organization is Apple and the product that will be discussed here is the Apple iPhone. The Apple iphone is a Smartphone which is available in various versions. The phone has a wide variety of features and its sleek design is very attractive for the consumers.

The primary purpose of advertising is to see to it to it that the message of the company gets conveyed to the given consumer (Ramaswamy and Mosher 2013). It helps to create a ground for the personal selling purpose and also helps in educating the people in order to enable them to make suitable decisions for the firm.

Consumer behavior can be described as the study of the manner in which the consumers tend to make the appropriate decisions with regard to the purchase of the given product and the service purchase.

Supplier Collaboration

The influences on the buyer behavior relates to the impact of various aspects of a particular advertisement that help a firm to attract the buyer and how the particular advertisements tend to have an impact on the behaviour of the buyer.

The consumer law states that the customers need to be protected at all costs and the advertisements need not be misleading in any manner so as make sure that the advertisement needs to have the whole picture in order to see to it that the purchase made by them is appropriate.

The code of practices

It states that all the advertisement must comply with the laws of the government and they should not be impacting public confidence (Rothaermel 2015). The advertisements must not be misleading and lastly they must be prepared with responsibility.

National standards affecting business operations

• Regulatory laws- These are certain standards that tend to have an impact on the business and its operations
• Business laws- These relate to the various laws of business operations
• Reporting laws- Laws relating to the finance of the business.
• Labor laws- These laws relate to how a business handles its employees.

To introduce a new product in the market.

Advertising Campaign

An advertising campaign consists of the following:

1. Establishment of the Marketing Plan

This is a critical step as it helps in identifying the goals of the organization and where it wants to lay the stress.

1. Creation of a Plan of Action

In this step, a plan of action is created for the company`s advertising campaign, whereby all the resource allocation plan and timeline of the tasks are presented.

Activity
Jan`18	Feb`18	Mar`18	April`18
Establishing the Marketing Plan
Creation of the Plan of Action
Budget Preparation
Choosing from the Advertising Options available
Target audience identification
Publishing the advertisement

Table 2: Timeline of the campaign

Resource Requirements:

• Office Space
• HR Team
• Marketing Team
• Capital based on the budget
• Extra expenses fund

1. Budget Preparation

In the given step, a budget is prepared in order to guide the strategy with the funds available for the advertisement.

Advertising expenditures	April`18	May18	April`18	Total
Website advertising	$100	$100	$100	$300
Catalogs	$250	$150	$125	$525
Trade shows	$100	$85	$50	$235
Print media	$100	$135	$120	$355
Promotion	$50	$75	$50	$175
Radio	$65	$45	$30	$140
Publications	$120	$220	$100	$440
Training for advertising	$250	$150	$200	$600
Magazines	$800	$40	$80	$200
Total in Quarters	$1115	$10,00	$855	$2970
Total sales	$37500	$40000	$45000
Advertising as a percentage of sales	2.973333333	2.5	1.9

Table 3: Budget for the campaign

The prepared budget is based on the secondary research conducted and the figures given are completely hypothetical.

1. Choose the Advertisement Options Available

In this step, the best advertisement option for the given budget is chosen.

1. Understanding Target Audience

In the given step, the target audience personality is analyzed and understood.

1. Conducting or Publishing the advertisement with a consistent message.

The advertisement with a consistent message is published for the target audience.

Hence, the above mentioned components form an essential part of the advertisement campaign for any selected organization. The budget and timelines may vary depending upon the requirements of the particular demands placed by the consumer.

References

Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction. Pearson Education.

Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.

Bresler, M. and Lubbe, I., 2014. Marketing management.

Burns, A.C., Bush, R.F. and Sinha, N., 2014. Marketing research (Vol. 7). Boston, MA, USA: Pearson.

Chernev, A., 2018. Strategic marketing management. Cerebellum Press.

Foxall, G., 2014. Strategic Marketing Management (RLE Marketing) (Vol. 3). Routledge

Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education Limited.

Keller, K.L. and Kotler, P., 2016. Marketing management. Pearson.

Kotler, P., 2015. Framework for marketing management. Pearson Education India.

Meffert, H., 2013. Marketing-Management: Analyse—Strategie—Implementierung. Springer-Verlag.

Ramaswamy, S.K. and Mosher, G.A., 2013. Marketing Management.

Rothaermel, F.T., 2015. Strategic management. McGraw-Hill Education.