MKTG2101 : Marketing Consumer Behavior : Theories of Advertising
Question:
- How you think the campaign will work to achieve advertising objectives—Draw on theories of how advertising works and judge whether the proposed objectives are reasonable. 20
- Creative strategy and tactics—Identify any creative devices or messages that are important to include and explain your reasoning.
- Selected media (noting that it could be a multi-media campaign)—Justify the choice of media and how those media might be used to maximise effectiveness.
- Appropriate target audience specifications—Identify whom the campaign is talking to and explain your reasoning.
- Effective media placement, including scheduling and timings—Describe how the campaign will be deployed/distributed in the market over the time period.
- How to evaluate campaign effectiveness—Specify methods and measures to identify success (noting limitations of the budget available).
- Other factors, e.g. regulation, links to other marketing activities, etc.
Answer:
Introduction:
Bega Cheese is considered to be one of the most popular Australian dairy companies that is well familiar because of its lots of dairy products. According to the government report, the company holds 15.7% of the Australian retail cheese market and intends to expand its market occupation more extensively (begacheese.com.au, 2018). In this context, the purpose of this report is to discuss the advertising strategy of Bega Cheesein order to facilitate an effective market expansion. The report puts emphasis on a specific product in the name of Vegemite that is one of the popular product of Bega Cheese. Moreover, the report also incorporates theories of advertising, and the choice of media that can be implemented. As a matter of fact, the target audience specifications and the advertising timeline are also incorporated into the discussion. Moreover, it can be argued that in the end the report will go through an evaluation and find out the other factors that are responsible to influence the advertising strategy intensely.
Discussion
Theories of advertising
Vegemiteis considered to be one of the major product that Bega Cheese has advertised as t
heir main product. In fact, the product itself has a tradition and is a household name in Australian market. Based on such reputation Bega Cheese wants to expand its sales up to 12%. In this context, there are several advertising theories that can be implemented for the growth in sales. However, the Mediation of Reality theory is seemed to be pretty relevant. According to Kerr et al. (2015) it can be argued that advertisements can be effective through the incorporation of media and environment. Furthermore, Venkatraman et al. (2016) argued that the advertisements are itself persuasive in nature and the involvement of media provides actions and fictions in the advertisement. In response to this Jung, Min and Martin (2017) opines that the role of media is to create an ambience or environment in order to make the advertise more factual and realistic. As a matter of fact, the incorporation of excitement and addiction makes the advertisement more attractive and appreciable to the target customers and as a result of that it helps to maximise the customers (Kerr et al. 2015).
Creative strategies and tactics
There are series of marketing strategies that are responsible to enhance the effectiveness of the advertisements. In this regard, there are three steps that must be followed by Bega Cheese such as the purpose of the advertising, the method and the tone and mood. The strategy should focus on perception and cognition of the customers (Heath and Feldwick 2008). Therefore, starting campaigns regarding the benefits of the health will be a great start for Bega Cheeseand it helps to maximise customers. Putting emphasis on the nutritional information will be an advantageous stance for the Bega Cheese. Moreover, it can be argued that Vegemiteis full of Vitamin B sources and the product contains no fat, sugar or animal content so that it is appreciable for both the vegan and non-veg eaters (begacheese.com.au 2018). In this context, Bega Cheese can put emphasis on the less contaminated and healthy food products. The campaign must have an anti-obesity orientation strategy. As per the government report, obesity is considered to be one of the most threatening health challenges that pushed the government to make some legal amendments but that are inadequate (Kennedy, Sharp and Hartnett 2017). Henceforth, it will become a strategic advertisement for the Bega Cheese.
Choice of media
Choice of media is considered to be an important aspect for the business organisations. In fact, for the food and beverages sectors it is considered a one of the major factor that decides the future sustainability of the companies in high competitive market (Lee and Hong 2016). In this context, as BegaCheesewants to increase the sales of the Vegemitetherefore it requires to follow the Mediation of Reality theory as its key advertisement strategy. This theory puts so much importance on the media marketing process. As a result of that social media can play a paramount role in order to generate more customer attractions. It can be asserted that with the advent of technological advancement, the social media marketing became an intricate part of the marketing strategies and most of the organisations opt for this method with the purpose to promote the products more easily and properly (Romaniuk and Sharp 2015). Furthermore, the social media marketing has less expenses but it can cover up a great number of people and Bega Cheesewants to exploit this advantage.
Target audience specifications
As far as the target audiences are concerned health cautious people are the main customers of the Vegemiteproducts. However, to enhance the sale it is important for Bega Cheeseto expand its target customers. In this regard, the company management is going to set the target for the small kids and their mothers. Casting more impetus on the family is the primary target of Bega Cheese because the company wants to ensure health and well-being for the customers from a nascent phase. According to Ashley and Tuten (2015) it can be stated that targeting the family will foster more sustainable advantages for the organisations. Moreover, Wu, Lee and Hsiao (2017) opined that it became very beneficial for the organisation to put focus of the family products and develop a better image through this practice. Therefore, the target audience of Bega Cheesewill be kids at the age of 4 to 10. Moreover, teenagers and the old people are also considered to be the target customers of Vegemiteproducts.
Scheduling and timing
|
Action |
Purpose |
Responsible person |
Time |
|
Creating a promotional page |
To initiate the social media advertisement |
The IT expert |
1 day |
|
Projecting a campaign idea |
To create a better marketing strategy |
The Marketing department The IT department |
3 days |
|
Planning the campaign |
To make an effective campaign strategy |
The Marketing department |
1 week |
|
Collecting the data |
To evaluate the social media strategy |
The IT department |
2 days |
|
Analysing the raw data |
To measure the effectiveness of the strategy |
The Marketing Department |
3 days |
Evaluation of the strategy
It can be argued that there are five elements of the promotional mix such as advertising, personal selling, sales promotion, public relation and direct marketing (Fill 2011). It is important to understand that the significance of advertising in penetrating the customer psychology. In fact, the public relation is also considered to be an important method to maximise the customers (Oladepo and Abimbola 2015). At first, it is essential to figure out how many people follow the campaign in social media and in which way they are reacting with this health related campaign. Perceiving an idea regarding reaction of the followers will deliver an insight into the purpose of the organisation. After that it is highly important to get a clear perception regarding the customer review in social media about the existing Vegemiteproducts. Customers’ feedback develops a clear understanding regarding the development of a new strategic plan further (Wijaya 2015). Moreover, the data generated through the social media can also foster information regarding the target market customers and what they think about the product. On the other hand, from the customers’ end this campaign should be an effective one.
Legal and regulatory factors
As per the Australian government regulation, it can be argued that there are the Food Safety Regulations outlined by the Food Standards Australian New Zealand. As per this regulation, every food and beverages companies are entitled to maintain the standards of foods and health concerns (Business.qld.gov.au, 2018) (Business.qld.gov.au 2018). Besides this, there are the Food Act 2006, the Food Production (Safety) Act 2000 and the Food Safety Regulation 2014. Producing safe food is essential as per the Food Safety Compliance because the customers expect such measures to be taken seriously. Therefore, it is very important for the food and beverages organisations to procure proper training and measures for the safety of the food products (Aana.com.au 2018). Therefore, any issues regarding the breaches of food safety will lead to ban on the business license of that organisation. The Australian government puts very strict regulations for the health and safety of the customers. Obesity is an important aspect for that. The country witnesses the ever escalating trend of obesity. As a result of that the Australian government is compelled to impose such measure to protect the health standards of the Australian people.
Conclusion:
It can be stated that the report puts focus on the role of the social media in promoting the Vegemite products of Bega Cheese. It can be stated that the social media marketing is considered to be one of the advanced promotional strategies that will provide an effective measure to the organisational context. Moreover, the report also encapsulates a time line so that it will be better to understand the role and effectiveness of the social marketing strategy. In the end the report discusses about the legal frameworks that pushes Bega Cheeseto initiate a strategic advertisement policy. Therefore, it can be concluded that the report is relevant and effective in order to measure significance of social media advertisement. From that point view the report is justified and keenly puts focus on the advertising strategies that can be beneficial for Vegemite products of Bega Cheese.
Reference:
Aana.com.au 2018. Code of Ethics. [online] Aana.com.au. Available at: https://aana.com.au/content/uploads/2018/07/AANA_Code-of-Ethics_July2018.pdf [Accessed 12 Oct. 2018].
aihw.gov.au 2018. Overweight & obesity Overview - Australian Institute of Health and Welfare. [online] Australian Institute of Health and Welfare. Available at: https://www.aihw.gov.au/reports-statistics/behaviours-risk-factors/overweight-obesity/overview [Accessed 12 Oct. 2018].
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), pp.15-27.
begacheese.com.au, 2018. Sustainability - Bega Cheese. [online] Bega Cheese. Available at: https://www.begacheese.com.au/environment/sustainability/ [Accessed 12 Oct. 2018].
Business.qld.gov.au 2018. Food and beverage industry regulations and compliance | Business Queensland. [online] Business.qld.gov.au. Available at: https://www.business.qld.gov.au/industries/hospitality-tourism-sport/food/food-beverage/regulations [Accessed 12 Oct. 2018].
Fill, C 2011. ‘Content: Credibility, Messages, and Creative Approaches’, Essentials of Marketing Communications. England, Pearson Educations Limited, pp. 375-400
Heath, R and Feldwick, P 2008. Fifty Years Using the Wrong Model of Advertising. International Journal of Market Research, 50(1), pp. 29-59.
Jung, J.M., Min, K.S. and Martin, D., 2017. The Role of Reversal Theory in Digital Advertising. Digital Advertising: Theory and Research, 124.
Kennedy, R, Sharp, B and Hartnett, N 2017. ‘Advertising’. Marketing: Theory, Evidence, Practice. Melbourne, Oxford University Press, pp. 466-473.
Kerr, G., Schultz, D.E., Kitchen, P.J., Mulhern, F.J. and Beede, P., 2015. Does Traditional Advertising Theory Apply to the Digital World?: A Replication Analysis Questions the Relevance Of the Elaboration Likelihood Model. Journal of Advertising Research, 55(4), pp.390-400.
Lee, J. and Hong, I.B., 2016. Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity. International Journal of Information Management, 36(3), pp.360-373.
Oladepo, O.I. and Abimbola, O.S., 2015. The influence of brand image and promotional mix on consumer buying decision-a study of beverage consumers in Lagos State, Nigeria. British journal of marketing studies, 3(4), pp.97-109.
Romaniuk, J and Sharp, B 2015. ‘Building Mental Availability’, How
Brands Grow Part 2, Melbourne, Oxford University Press, pp. 62-86.
Venkatraman, V., Dimoka, A., Pavlou, P.A., Vo, K., Hampton, W., Bollinger, B., Hershfield, H.E., Ishihara, M. and Winer, R.S., 2015. Predicting advertising success beyond traditional measures: New insights from neurophysiological methods and market response modeling. Journal of Marketing Research, 52(4), pp.436-452.
Wijaya, B.S., 2015. The development of hierarchy of effects model in advertising. International Research Journal of Business Studies, 5(1).
Wu, Y.M., Lee, P.M. and Hsiao, T.C., 2017. Searching for Target Audience Based on Facebook Demographics. Biom Biostat Int J, 6(5), p.001179.
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