Develop an Advertiseing Campaign
West Australian Institute of Further Studies
BSBADV60B DEVELOP AN ADVERTISEING CAMPAIGN
Carlos Alberto Mattos da Rocha Junior
Task 1
1.1
Define the purposes and objectives from marketing plan.
* Points Identified from this document: * Bounce Fitness is looking for the same or a better personal training service; * Better price than the competitors; * High qualified staff; * ADD ON Values; * Corporate clients; * Advertise in lifestyle magazines – principally at MS House;
So we can define the objectives: * To improve the company/brand image; * Build a loyalty with the clients and new ones; * To reduce the effect of competition and re-affirm the Bounce Fitness name in the market;
1.2
Use these to set the measurable terms for the objectives for the advertising campaign.
* The most effective to measure would be an item on the membership form for the new customers; * Analyse the attendance before and after the campaign to check the percentage variation in a daily basis.
1.3
Discuss any factors which may affect the consumer responses to the campaign including relevant legislation (such as anti-discrimination legislation, consumer protection laws, privacy laws, Trades Practices Act copyright) and the impact of each. Factors which may affect consumer responses may include: * age * culture * disability * gender * lifestyle * values
1.4
Discuss the legal and ethical considerations relating to this brief and how you will manage.
Considering the Australian Legislation, the campaign need to respect the anti-discrimination act, to attract all kind of people not considering any backgrounds, beliefs, colour, religion, or any other fact. As a multi-cultural country this should be implicit on the campaign to incentive the increase of memberships. The competition law needs to be respect, don’t putting any competitor or any other venue down, the idea is
BSBADV60B DEVELOP AN ADVERTISEING CAMPAIGN
Carlos Alberto Mattos da Rocha Junior
Task 1
1.1
Define the purposes and objectives from marketing plan.
* Points Identified from this document: * Bounce Fitness is looking for the same or a better personal training service; * Better price than the competitors; * High qualified staff; * ADD ON Values; * Corporate clients; * Advertise in lifestyle magazines – principally at MS House;
So we can define the objectives: * To improve the company/brand image; * Build a loyalty with the clients and new ones; * To reduce the effect of competition and re-affirm the Bounce Fitness name in the market;
1.2
Use these to set the measurable terms for the objectives for the advertising campaign.
* The most effective to measure would be an item on the membership form for the new customers; * Analyse the attendance before and after the campaign to check the percentage variation in a daily basis.
1.3
Discuss any factors which may affect the consumer responses to the campaign including relevant legislation (such as anti-discrimination legislation, consumer protection laws, privacy laws, Trades Practices Act copyright) and the impact of each. Factors which may affect consumer responses may include: * age * culture * disability * gender * lifestyle * values
1.4
Discuss the legal and ethical considerations relating to this brief and how you will manage.
Considering the Australian Legislation, the campaign need to respect the anti-discrimination act, to attract all kind of people not considering any backgrounds, beliefs, colour, religion, or any other fact. As a multi-cultural country this should be implicit on the campaign to incentive the increase of memberships. The competition law needs to be respect, don’t putting any competitor or any other venue down, the idea is
References: - www.comlaw.gov.au/Details/F2011C00027