BSBADV602 Develop an Advertising Campaign

In response to the Bounce Fitness Simulated Business Corporate Marketing Plan (provided), you will develop a report.

• Defining the campaign objectives and preparing an advertising budget, which addresses all questions in this task.
• Defining a schedule for proposed advertising activities, which addresses all questions in this task.
• To demonstrate knowledge in defining campaign objectives and preparing advertising budgets.
• Present your completed advertising campaign to the class and assessor. You must consistently behave and present as if this were an actual presentation to the CEO of Bounce Fitness.

The report focuses on developing an advertising campaign for the organization Bounce Fitness Australia.  Advertising is the best way to communicate to the consumers. By developing the advertising campaign, the firm informs the customers about the brands available in the market as well as the variety of products available to them. The report includes an advertising an campaign based on the business corporate marketing plan provided. The report highlights the effectiveness of the proposed advertising campaign with required budget and critical path analysis.

Defining the purpose and objectives from the marketing plan

The purpose of the campaign is to inform the customers about the new products that organization is supposed to introduce in the market.

Advertising plays a significant role in today’s dynamic environment. Advertising campaign helps the firm to communicate with the customers through different channels An advertising campaign is developed to achieve different result such as a convenient message that reach the target audience. The campaign helps the firm to learn their competition as well as plan accordingly to deal with the level of competition. In addition, the demand for the product keeps on coming through advertising.  

Objectives

• To effectively meet the needs and demands of the consumers
• To build a strong brand image
• To enhance the growth and market share
• To enhance the perceive value
• To support selling and other means of communication

Assuring that campaign objectives will be feasible

The campaign objectives are feasible as the organization Bounce Fitness has gained the popularity due to its highly effective services. The firm provides services for a complete fitness as well as wellness program. The high range of services provided by the professional fitness trainers helps to firm to gain the trust of customers. As the firm has already developed a large customer base, the implementation of advertising campaign objectives will be feasible. In addition to this, Bounce Fitness is one of the largest fitness firms in Australia and the annual report indicates that firm has gained the highest revenue in the sector. This makes the process to easy to implement.

Discussing the factors, which could affect the consumer response to campaign including the relevant legislation

While developing the advertising campaign, the firm must be aware of the potential factors such as government regulation, taxation, the privacy laws and others that could affect the campaign. The consumer protection 2011, Australia has been introduced for the protection of consumers. The firm cannot trade the service or sell any product that is harmful or not effective for the consumers. All goods must be sold before the mandatory date based on test result of the products. However, the fitness industry is largely self-regulated and it is subject to some particular regulations across all jurisdictions in Australia. However, these regulations are majorly related to the consumer protection laws as well as the industry specific fair trading regulations.

Discussing the legal and ethical consideration related to this brief

The firm must consider the legal and ethical context while developing the advertising campaign.  The advertising campaign should be based on three different elements truth, honesty and compliance to the policies. This means the firm should not demonstrate any content in the advertisement that damages the cultural and religious beliefs. Even, the organization cannot copy the content from anywhere if the firm does not have the copyright. If other organizations have used the content in the advertisement; thus, Bounce Fitness cannot copy the similar content unless it has the copyright.

Resource requirements for the campaign 

In order to implement the advertising campaign, the firm requires the financial resources, human resource and technological resources and others related to products. As the purpose is to enhance the quality of service, the firm has to hire professional fitness trainers who have years of experiences in health and fitness. On the other side, to promote the campaign in the social media platform, the firm has to make large investment.

Discussing the range of media options 

In the era of advanced technology, the digital media proves to be more effective than the print media. However, it is necessary to choose the appropriate platforms to promote the campaign. Based on the current social media marketing strategies of competitors in health fitness sector in Australia, the firm should select the digital media. The digital media marketing provides the effective media channels like Facebook, YouTube, Twitter, Netflix and many more. The digital media has been selected for the advertising campaign as it has reaches the wide audience.

Budget for using the media options 

The budget allocated for the campaign is sufficient as the firm seek for the growth and brand image in a competitive market. Thus, the firm should have to make this investment to reach the target audience. In Australia, there are many fitness organizations providing high quality of services. Thus, to remain competitive in the market, it has to make the investment on the above-mentioned element.

Timeline is accurate and meets the marketing plan requirements

The timeline set for the campaign meets the marketing plan requirements as each of the tasks take 14-15 days. As the firm is running the operation in a large market, it has to conduct the market analysis considering all relevant elements such as competitor’s strategies, market trends, customer demands and others. Therefore, analysis should be time-consuming.

Discussing the choice of service provider 

In order to promote the campaign different media options have been evaluated. However, based on the requirements and target audience, the digital media platform has been selected. The digital media channels mainly includes the social media tools like YouTube, Facebook, Netflix, where the access of users is comparatively high than other platforms.

Determining the campaign is legal and ethical 

The proposed campaign is legal and ethical as the fitness is supposed to be applied on the young adults who do have the wish to stay fit and healthy. The campaign does not tarnish any culture and social ethics. The proposed campaign did no copy any content from anywhere.

Bibliography 

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