Advertising Management for Promotion- MyAssignmenthelp.com

Question: Discuss about theAdvertising Management for Promotion. Answer: The advertising campaign has the following objectives- To make the customers aware that they should not be shy of revealing hemorrhoids as an ailment To make people aware about new hemorrhoids treatment ointment of XYX Pharmaceutical company To give periodic reminder about the product To persuade people to buy the product (Blakeman, 2014) These objectives will help in designing a suitable strategy for the advertisement campaign. The message would be communicated via a television commercial advertisement where a doctor would be making patients aware about the medication and persuading them to use it for immediate cure and relief (Rollins, 2013). Television is a very potent medium for creating a message for awareness and persuasion. Through a short Ad film customer can be easily persuaded to buy the product Target audience is the customer group to which the company wants to sell the product (Green, 2012).Target audience would be patients suffering from hemorrhoids of both genders for the middle income group in Australia. Awareness would be created through frequent television Ad campaign. The Ad campaign will contain message regarding the health issue and the remedy by using the product. It will also give information about application and usage and expected results. Additionally, the Ad campaign will try to explain how the problem can aggravate if no remedy is used(Parente, 2014). Therefore, through repeated and message oriented Ads message will be propagated. Media vehicle should be selected based on budget, product type, awareness level to be generated and the number of audience to be reached(Green, 2012). Print media, television media and social media are some of the media which can be used. However, as the company wants to reach patients of hemorrhoids across the country, television commercial advertising media would be most suitable as it has a large reach and both audio visual messages have a lasting impact on the customers. A fixed position is recommended for this advertisement campaign in weekly or daily health shows on TV and radio. A fixed position will help in giving repeat Ads to people who watch health shows for possible remedies for their ailments(Rollins, 2013). The reason is that a fixed position will help in keeping a watch on the advertising budget and also help in targeting the right type of audience. An advertisement budget is an estimate of all types of expenditure associated with the Ad campaign(Belch, 2014). Costs associated with it are payments to be made to media vehicle, payment made to Ad agency for making the Ad and payment made to the models used in the Ad campaign Following is a budget for an Ad campaign for for a period of one month. All amounts are in Australian Dollars. Advertisement Budget Item Amount (Dollars) Total budget for the Ad campaigned 10,000 Total Cost for Ads in three top health shows per week at three time slots 4,000 Total cost of Ad in health bulletin twice a week 2,000 Total Cost of hiring an Ad agency 4000 Table 1: Source: Made by author (2017) It is important to negotiate with media vehicle to determine position because there are many other firms vying the media vehicle to place their Ads. Therefore, there is a supply constraint leading to high price for prime positions(Parente, 2014). Therefore, it is important to talk and negotiate price and the position that the company wants for its product. Important factors while negotiating with media vehicle are price, position, frequency, time slot and length of the advertisement(Fennis, 2014). More prime the time slot more will be the price. Similarly lengthier the advertising the charges will be more. Frequency also affects the price that the media vehicle will charge; therefore, it is very important to keep these factors in mind. Major information to be discussed with media people while determining the advertising contract is the Ad message, the Ad length, the fact that the Ad should contain full description of the product and should persuade and influence the customer to buy it(Dahlen, 2014). The other information to be shared would be the choice of the media vehicle, the frequency and the position of the Ad. While formulating the media contract all legal regulations pertaining to pharmaceutical industry should be taken into consideration. As per law of the land, it should be mentioned in the contract that consumer wont be misled. Additionally, the price and the type of Ad campaign should be predefined in the contract in a legal manner(Mitchell, 2013). Ethically the company will make sure that consumer is given the right information and all details of the product are included in the advertisement. An Ad campaign can be monitored by keeping a watch of the media vehicle and cross checking whether they are airing the Ad in the stipulated position for the stipulated length of time(Hovland, 2014). Doing random checks will help in this assessment. Major things to monitor in an Ad campaign are, to see whether the Ad is being aired in the correct time slot at the stipulated frequency(McCabe, 2010). Another thing to monitor is whether the Ad is giving the correct message and whether it is having the right impact on the customer. An important thing to monitor is whether the Ad is generating interest of the customer. There are various legal issues connected with monitoring an Add camping. Only legal measures like monitoring the actual Ads should be practiced(Hovland, 2014). Payments as per legal system and predetermined contract should be made for monitoring. Monitorings should be done in an ethical manner after letting the media vehicle know of it. The advertisement campaign can be termed a success if the advertisement has had an incremental effect on sales(Hovland, 2014). The reason is that the basic aim of the advertisement is to increase the product sales through awareness generation. Another criterion is if the customers become more aware of treatments of the health problem and look for possible remedies. This is because the aim of the campaign was to persuade the customers to not shy away from the problem and take its treatment. Bibliography Belch, G., (2014) Advertising and Promotion: An Integrated Marketing Communications Perspective. New Delhi: McGraw-Hill Education. Blakeman, R., (2014) Integrated Marketing Communication: Creative Strategy from Idea to Implementation. Plymoth: Rowman Littlefield. Dahlen, M., (2014) Marketing Communications: A Brand Narrative Approach. Melbourne: John Wiley Sons. Fennis, B. M., (2014) The Psychology of Advertising. Sussex: Psychology Press. Green, J., (2012) Advertising. New York: The Rosen Publishing Group. Hackley, C., (2014) Advertising and Promotion. London: SAGE2014. Hovland, R., (2014) Readings in Advertising, Society, and Consumer Culture. New York: Routledge. McCabe, S., (2010) Marketing Communications in Tourism and Hospitality. New York: Routledge. Mitchell, A. A., (2013) Advertising Exposure, Memory and Choiceg. London: Psychology Press,. Parente, D., (2014) Advertising Campaign Strategy: A Guide to Marketing Communication Plans. New York: Cengage Learning. Rollins, B. L., (2013) Pharmaceutical Marketing. Burlington: Jones Bartlett Publishers.