Marketing & Digital Communications
MKTG3019
Know the industry
Read 1 x article from one of these sites
before you come to the class
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Learning Objectives
LO1: Campaign Objectives
LO2: Campaign Brief
LO3: Campaign Strategy
What did you learn
from the video on
vUWS Module 5
LO1: Campaign Objectives
• Advertising is widely used to meet the campaign
objectives.
• Advertising consumes a major proportion of
marketing budgets.
• Characterised as impersonal and one-way
communication.
• Paid for by the sponsor and predominantly used to
build BRAND AWARENESS.
• Growth areas include digital advertising; e.g.
Facebook, Google and search engines, video content.
LO1: Campaign Objectives
Profit = Revenue – Expenses
Revenue = Price x Volume
Volume = Trial + Repeat
LO1: Campaign Objectives
The traditional view
• The traditional view rejects the use of sales
as a suitable advertising objective.
• Sales volume is the consequence of a host
of factors in addition to advertising.
• The effect of advertising is delayed.
• Sales cannot be accurately assessed.
LO1: Campaign Objectives
An alternative view
• advertising’s purpose is to
generate sales, or gain
market share
• sales measures are
‘vaguely right’.
• The goal of advertising is not
solely to generate awareness,
influence
• expectations, or enhance
• attributes, but rather to generate
• sales.
LO1: Campaign Objectives
A more recent approach
• A more recent view focuses on
accountability.
• Measurables include the traditional and
alternative approaches.
LO1: Campaign Objectives
LO1: Campaign Objectives
• Budget
2.
1. The 3. Funds
Competitor’s
objective available
activity
• Share of voice
(SOV)
• Share of market
(SOM
• Encoding
variability
hypothesis
LO1: Campaign Objectives
Percentage of sales: advertising budget as a
fixed percentage of past or anticipated sales
volume. (i.e. 2021 sales = $100,000, 20% of the
revenue from 2021 sales).
Objective-and-task method:
• establish marketing objectives
• assess communication objectives
• determine advertising’s role
• establish specific advertising goals.
LO1: Campaign Objectives
Affordability method: Only the funds left
after everything else is budgeted for are used
for advertising.
LO1: Campaign Objectives
Examples:
• To achieve 300,000 impressions on social media by the end
of the quarter. (awareness)
• To have 50,000 followers on social media by the end of the
year. (engagement)
• To increase website traffic to 10,000 visitors per week.
(conversion)
• To increase conversion rates by 3% on the website by the
end of the year. (sales)
• To increase sales by 10,000 units by the end of 2021.
• To attain 1,000 loyal customers by the end of the year.
(brand loyalty)
Class Activity – 5
minutes
Individual: Provide objectives
for your campaign
LO2: Campaign Brief
• Determines the parameters for the
campaign.
• The agreement between the client and the
agency.
• It determines the objectives, budget,
channels, and the MUST haves for the
campaign.
LO2: Campaign Brief
Informing
Persuading
Reminding
Adding value
Assisting other company efforts
Class Activity – 20
minutes
Individual activity.
Download the campaign brief
template under the Learning
Portfolio 2. Tutor explain the
brief.
The students are required to
complete the activity for a
LO3: Campaign Strategy
• Awareness vs image
• Volume ads vs quality of the communication
• Mass communication or one-to-one
communication
• Economic condition (reduce advertising
expenditure during recession)
• Competitor’s activity (new brand in the market =
large volume of ads) vs (an established brand in
the market = maintain similar volume of ads to
competitors)
Advertising Strategy
• Maintain status quo • Spend more on
• Most suitable when advertising
consumers have well- Neither • Most suitable for
established price- More cosmetics, designer
preferences elastic nor advertising- labels, home
furnishing
advertising elastic
-elastic
Both price
More price- and
• Price discounting elastic advertising
• Increase advertising
• Suitable when and/or discount prices
elastic • Suitable for: breakfast
branding switching is
high, consumer goods cereals, cars,
household appliances
LO3: Campaign Strategy
(Ad Spending & Budgeting)
James Schoer 1990
LO3: Campaign Strategy
• What are the ethical issues facing the campaign?
• ‘Ethics’ describes the belief of what is right or wrong;
what is morally acceptable.
• Ethical approaches that do not vary in the extreme (do not
cause extreme dissonance) can have a positive effect on
the brand.
• Social responsibility should be built into the branding
communications, rather than being an add-on.
• Coca-Cola undertook an education campaign into high
sugar intake.
Class Activity – 10
minutes
Ethics Activity:
Individually read the codes of ethics for AANA
Code for Advertising and Marketing
Communications to Children.
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Did Coles break AANA Code for Advertising and Marketing
Communications to Children?
Class Activity –30
minutes
Group Activity 2
Next Session:
Group Activity 3
Digital Media