ADVT3509 Reflective Critique PDF

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ADVT3509 Reflective Critique. Learning Reflection abcdjhbcsbjdhvbjfh...

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ADVT3509: Advertising Management

Reflective Critique

Name: Hanh Trang Nguyen Student Number: 45548240 Word Count: 1287

Advertising theme - Workshops and Guest Speakers As we are familiar, setting advertising objectives is the key stage of the advertising planning process (Lee et al., 2015). The process should include implementation, evaluation and control. Advertising objectives are not only expression of management consensus, but also guidance for budgeting, creativity, media strategies as well as providing standards against which campaign results can be measured (Molina-Castillo et al., 2020). Brand awareness remains the most popular type of advertising objectives since the need for the target audience to identify the brand enough and stimulate brand purchase decision (Katsikeas, 2014). Brand awareness should be the foundation for brand attitude. During the process of planning and developing an advertising campaign, setting SMART objectives is the first and fundamental step as it analyses the past performance as well as the future trends (Keller & Thackeray, 2011).

Identifying the target audience is crucial as it is impossible to reach everyone at once. Understanding the target audience or your brand’ potential buyers is imperative to boost sales, create a successful and insightful campaign as well as improve brand loyalty (Venzin, 2016). Target Audience should be chosen based on general traits, domain specific or brand specific to develop a customer journey and brand persona. Selecting the target audience is the basis for developing objectives for communication and promotion strategy (Kali, 2017). Throughout the course, we had the opportunity to use various methods to identify the target audience such as PESTEL, VALS, etc. We also learnt how to use moodboard and build “a day in the life” technique to connect closely with consumers.

After “Discover” and “Explore” the brand, “Direct” or Creative strategy should be formed for the campaign pitch. If the previous stages are considered as “planning” only, then the creative strategy should involve implementation and tactical activities. Big Idea, or the idea behind an idea attempts to convey and communicate with their target audience. Big Idea also pushes brand boundaries and resonates with the consumers. A big idea should generate from an insight that the brand draws from the target audience and enable it to convert into a campaign idea, along with specific appeals and techniques to execute (Liu & Trefler, 2020).

Due to the theory of customer centricity, customers are considered as the core element of any campaign (Charles, 2012). Research on potential consumers and their needs and insights are essential for developing creative strategy and advertising ideas. Throughout the course, we had the chance to discover methods to uncover consumer insights, along with the process of combining customers' insight with a single-minded proposition to generate

advertising ideas. Laddering is another technique to discover customers’ hidden thoughts and motives. Based on these research results, marketing and advertising efforts are optimized as the brand has a closer look at their decision making process, their buying trends and habits, etc.

Reflect on A2 Advertising Campaign assessment

Our advertising campaign assessment aims to increase tourism visits and booking, change Australian stereotypes about Australian cities, and raise the desire to travel domestically by showcasing the unique aspects of each city. We also identified clearly the SMART objectives to help guide our goals and Settings to better complete the Campaign through the step-bystep strategy, in a certain period to achieve certain results. Identifying the objectives and goals of the campaign assists us in choosing the most appropriate creative strategy and communication channel. For example, for the Relevant goal, in order to achieve the broader goal, we decided to utilise the Internet to our advantage, and the various social media platforms, supplemented by offline campaigns, to reach, attract, and influence our target audience to travel domestically. We divided the campaign into three stages within the span of three months with specific aims for each period. For phase 1, raising brand awareness is our ultimate goal. For phase 2, in order to eliminate the Australian stereotypes of Australian cities, we decided to generate interest and change consumer attitudes. The last phase focuses on amplifying the influence of the campaign and collectively building consumer confidence.

According to our Client Brief, the main target markets of this Campaign are Young Families and Empty Nester. We also managed to build a customer persona, which was based on a person who fits the profile of our target market. Through this customer persona, we have a better understanding of our target consumer in order to create a most effective strategy to get in touch with them. Our persona is identified with a real name, hobby, living standard and social status to best predict their purchase habits. Customer Persona and Target Audience are important findings for the next phase - discovering customer insights and generating advertising ideas. Key insights are then broken down from interviewees and form consumers’ traits such as price-sensitive, curious or valued memories, which are effectively used to form communication strategy. This can be seen as a circular process and customers are the foundation of the whole campaign.

Our big idea was identified as “Take off from Australia, to Australia”. Based on the insights, we successfully develop tactical activities that align with the idea behind. As any new

campaign will require a hook or theme for people to recall, share or act upon (Toubia & Netzer, 2017). Our Big Idea aims to focus on the “Australian cities” element as our key visual. This element not only links to our campaign objectives and SMART goals, but also has maximum relevance with customers’ insights and maximum impact on overall campaign problems. As the name of the big idea “Take off from Australia, to Australia”, our campaign celebrates Australian cities’ beauty and repositions them as highly desirable travel destinations. We broadcast the image of Australian cities on various media channels with different approaches and from different angles. Our advertising strategy was developed as a series of videos and photos that capture “the best moments you can find when travelling to cities”. Overall, the element in our Big Idea acts as a key visual and key message that the whole campaign ideas and creative strategy will tackle and extract from.

During the Advertising Campaign assessment, the most important theory is generating the Big Idea since it connects the brand’s problems and our strategy to solve these issues. Generating a well-executed big idea also optimises marketing and advertising efforts. A good big idea also has to simplify brand’s positioning and inspire customers to “touch” the brand (Batra & Keller, 2016). Big Idea is crucial in our campaign since it needs to resonate with customers to motivate “purchase” intention. Since our goals are eliminating stereotypes of Australian cities and encouraging domestic travel, Big Idea has to be both “outward expression” of the brand DNA - Australian cities and also the first connection point to customers to change their attitudes towards Australian cities.

Evolution of your understanding of advertising The Research Insight Report and the Advertising Campaign Pitch gives me a deeper insight into how to practice advertising theories and how an advertising problem can be approached and resolved. The provided assessment reflected the whole advertising planning and executing process. Personally speaking, I had a clearer view on the flow of the advertising planning and executing process. Advertising is not just increasing brand awareness and creating brand image as I previously defined, but the process involves multiple stages and purposes and the most fundamental step is setting campaign objectives and SMART goals. The models and theories I have acquired from this course will be the guidance for every future advertising pitch. For example, key consumers’ insights should be generated from both quantitative and qualitative research, such as the laddering technique, rather than only from interviews or surveys. According to Hanson & Grimmer (2007), consumer research should be based on both quantitative and qualitative methods to be effectively reflected.

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