ADV10001: Principles of Advertising Word/time limit: 3500 (+/- 10%) Weighting : 40% Requirements Your team will design and develop an advertising campaign strategy to address the specific needs of a...

ADV10001: Principles of Advertising

Word/time limit:3500 (+/- 10%)

Weighting: 40%

Requirements

Your team will design and develop an advertising campaign strategy to address the specific needs of a client.

The client and their advertising challenge can be found in theClient briefing information.

Client briefing information

The client: Harcourt Perry & Cider Makers (HP&CM)

Background

Harcourt Perry & Cider Makers (HP&CM), located in Barker’s Creek, Victoria are producers of fine fruit juices and more recently apple and pear ciders and vinegars. They have a retail outlet – The Little Red Apple - which is based on the Midland Highway between Castlemaine and Harcourt.

The company has a website which provides information on the company, product range and e-commerce functionality for wholesale purchases, list of stockists and information relevant for trade partners such as tasting notes and food certifications. Distribution of products is concentrated within Victoria in both country towns and Melbourne CBD. Other states have between 1- 12 stockists listed.

The owners have recently expanded their orchards with the objective of expanding their customer base into the consumer market. Consumption of ciders is rising and interest in using good ingredients for home cooking has been fueled by food-based reality television shows.

The company maintain two separate Facebook sites – for Harcourt Cider (960 likes) and The Little Red Apple (522 likes), however, these are underused with only occasional posts.

Harcourt Perry & Cider have approached your advertising agency and asked for an advertising strategy to be developed based on the following brief.

Key challenge

The interest in living a healthy lifestyle coupled with an appreciation of the environmental cost of ‘food miles’, i.e. how far food is shipped has risen over the past decade. Many consumers are also interested in reducing their alcohol intake so are looking for lower alcohol alternatives for a refreshing summer drink. Harcourt Perry and Ciders are a well-established brand with a long tradition of producing excellent ciders and fruit vinegars. The challenge is to encourage more people to ask for their ciders and vinegars by name.

Strategic response

Where are we now?

You will need to use primary & secondary market research to investigate, define and answer the points below. Secondary research on the various industry players can be sourced from the Swinburne library in particular IBISworld industry reports to uncover information on:

· the category

· key competitors

· target market.

Primary research will assist in uncovering consumer insights however secondary research in academic journals and online will help you explore key advertising and marketing concepts that are relevant to this brand.

What's the insight?

Use your exploration of these areas to define and articulate (a) the key problem and (b) the key consumer insight.

Where could we be?

Based on your research and insight, define the opportunity for the client.

How do we get there?

Outline a communications strategy that will help the client realise the opportunity.

This should include sufficient information on the client and the target audience plus a summary of the following:

· Key objectives for the campaign. These must meet SMART criteria and relate to the brand, not sales.

· Key success measures: how will the campaign be evaluated?

All recommendations must be supported by references to research (primary or secondary) and to key advertising and marketing theories and models.

Mandatories

· Strategic support for your recommendations. Provide the reason why to back up your thinking using both primary and secondary research.

· Reference all research sources correctly both within the report and in the listing.

Review the brief

The client brief is commonly used in advertising agencies as the basis for developing a campaign.

To review the client brief you will:

· carefully read through the brief

· conduct primary and secondary research to fully investigate the market

· use your research to recommend a strategy for an advertising campaign.

Ensure that you are clear about what the client wants and what their communication objectives are. It is also important to be clear when including suggested strategies for creative aspects and media, when you are outlining the recommended budget allocation, and when you discuss how the campaign will be evaluated.

You will need to supportallof your recommendations:

· creative strategy decisions

· media selection

· budget allocation

· evaluation with research findings

· concepts and models relevant to advertising.

Design and develop an advertising campaign strategy

When you develop your advertising campaign strategy, ensure that you address the specific needs of the client. This assignment is a written report and will be informed by the following points:

· understanding the company, market and intended audience

· a considered and well-researched approach that supports all of your creative ideas

· the ability to implement principles of effective and efficient advertising within your creative ideas

· planning budgets and timelines

· providing a solid justification for your recommendations

· using an overall budget of $2 million–$4 million

· demonstrating the use of primary and secondary market research to investigate and provide the reason 'why' to support your thinking

· the need to discern between what is a 'fact' and what is an 'insight'—insights are 'unidentified or unmet needs in the market and an improved way to satisfy an existing need'

· once uncovered, deciding how best to capitalise on insight(s) gathered, with the ultimate goal of helping the client resolve their challenge.

The report

Your final submission should be written as a communication plan. The aim is to ‘sell’ your idea to the client by presenting a creative advertising campaign strategy and by supporting the campaign with a persuasive rationale.

Rather than lengthy academic language, you will use business-style writing– clear and concise. Your report should be no more than 10 typed pages.

Note:This will not include a cover page, the reference list or the appendices.

You may choose to present your assignment creatively and include cover pages or other additional items as needed (while still keeping to an appropriate number of pages). Remember to remain within the maximum of 10 pages, not including appendices and references.

See theAssignment 2: Project formattemplate to gain clear details about how to present this advertising campaign.

Assignment 2: Project format

Executive summary (approx. 200 words)

Write a brief summary of what your report contains, including noting the company, the challenge and target market, and a brief point regarding your execution plan and why this would appeal to the company.

Introduction (approx. 400 words)

Write a short summary about your client’s situation (situation analysis), which outlines:

· include client information, product description, industry analysis including competitors, identify any trends and detail recent promotional activity.

Target audience profile (approx. 600 words)

· Who are they?

· What are their needs and wants?

· What key attributes may be evident in this market?

Objectives (approx. 300 words)

Detail key objectives of the campaign – what is the campaign wanting to achieve? Link this aspect to consumer attitudes or behaviour and any measures/key performance indicators as relevant. You may wish to present these as key dot points or under a list of themes to address.

Core strategic approaches (approx. 1000 words)

You will need to outline:

Your team's creative strategy

Your team's media strategy

Budget allocation (approx. 500 words, can include or be presented as tables or figures)

Use an overall budget of $2m - $4m.

Evaluative criteria and conclusion (approx. 500 words)

Outline key success measures for the campaign, and include key performance indicators. Summarise your report.

References

Include at least 5 research sources within your report. Ensure you reference all sources using Harvard referencing conventions, including both those you have used directly within your report and those used as background analysis or market research. References will not be included as part of the word count.

Appendices

You may also wish to include examples demonstrating your market research (e.g. articles or statistics/figures) and additional examples of advertising or additional sketches/samples of work to support your client brief and demonstrate your process – please include these as part of the appendices. Reference the specific appendix number within the report where relevant. Ensure that any appendices are clear and targeted - not just an attachment of all your notes or articles/websites you have used in research.

Please note

Please note that the approximate word counts are a guide only and you should use your judgement in regards to word counts and how best to present your Advertising campaign strategy, while keeping to within the word limit range. The word limits may vary depending on the number of images you use to communicate your message – as long as the message is clear, this is acceptable.