ADVT7508 Group Report A Bite Of China Final SubmittedVersion
ADVT7508 FUNDAMENTALS OF ADVERTISING
Advertising Campaign Plan
——A Bite of China Food Festival
Group Members:
Weijing CHEN_42822583
Zhujun DAI_42776284
Tianyu WEI_43024508
Vaishnavi GOLLU_43446799
Xiao HUANG_43618895
Yingya LIAO_42428761
Due Date 27/10/2014
Weijing CHEN_42822583; Zhujun DAI_42776284; Vaishnavi GOLLU_43446799;
Tianyu WEI_43024508; Xiao HUANG43618895; Yingya LIAO42428761
Executive Summary
A number of festivals take place in Brisbane every year and most of them succeed in making their place in the market. A Bite of China being one of a kind festival in Brisbane till date and it differentiates itself from the other local Brisbane festivals. The intensity of advertising is planned to be rigorous and different from others in order to plant itself in the market.
Primary focus of the advertising campaign is to produce recognition and enthusiasm in the people who primarily can be easily targeted for the initial phase. Recognition may include only the festival name, location, date and logo. The second phase of advertising would be informative advertising which would provide all the main details and things to do in the festival.
According to these, the advertising campaign has set its main advertising objectives. The campaign uses two languages- English and Chinese to communicate its campaign message.
The advertising campaign would launch 9 weeks before the festival.
The advertising campaign encourages involvement of local stores, restaurants and universities to help advertise the festival. It thoroughly uses social media to communicate with the target market and also produce customer engagement on those platforms. The campaign makes use of a broad media selection to reach not only resident’s in Brisbane but also surrounding areas that include sunshine coast and gold coast. It mainly focuses on people who are aged from 1750 with basic education of all nationalities and those who can speak or understand English or
Chinese. Occupation has no limit.
It
Advertising Campaign Plan
——A Bite of China Food Festival
Group Members:
Weijing CHEN_42822583
Zhujun DAI_42776284
Tianyu WEI_43024508
Vaishnavi GOLLU_43446799
Xiao HUANG_43618895
Yingya LIAO_42428761
Due Date 27/10/2014
Weijing CHEN_42822583; Zhujun DAI_42776284; Vaishnavi GOLLU_43446799;
Tianyu WEI_43024508; Xiao HUANG43618895; Yingya LIAO42428761
Executive Summary
A number of festivals take place in Brisbane every year and most of them succeed in making their place in the market. A Bite of China being one of a kind festival in Brisbane till date and it differentiates itself from the other local Brisbane festivals. The intensity of advertising is planned to be rigorous and different from others in order to plant itself in the market.
Primary focus of the advertising campaign is to produce recognition and enthusiasm in the people who primarily can be easily targeted for the initial phase. Recognition may include only the festival name, location, date and logo. The second phase of advertising would be informative advertising which would provide all the main details and things to do in the festival.
According to these, the advertising campaign has set its main advertising objectives. The campaign uses two languages- English and Chinese to communicate its campaign message.
The advertising campaign would launch 9 weeks before the festival.
The advertising campaign encourages involvement of local stores, restaurants and universities to help advertise the festival. It thoroughly uses social media to communicate with the target market and also produce customer engagement on those platforms. The campaign makes use of a broad media selection to reach not only resident’s in Brisbane but also surrounding areas that include sunshine coast and gold coast. It mainly focuses on people who are aged from 1750 with basic education of all nationalities and those who can speak or understand English or
Chinese. Occupation has no limit.
It
References: Abs.gov.au,. (2014). 3218.0 - Regional Population Growth, Australia, 2010-11. Retrieved 16 October Advertising, Marketing | OLALA Blog (2013). Channel 9 – Estimated prices for TV Commercials. October, 2014 Baer, J., Webster, T., Gioglio, J., Ostroff, J., Baer, J., & Borum, P. et al. (2014). Convince & Convert Digital Marketing Advisors Belch, G. E., Belch, M. A., Kerr, G., & Powell, I. (2012). Advertising: An Integrated Marketing Perspective Blue Line Media (2013). Bus Advertising. Retrieved 09 October, 2014 from http://www.bluelinemedia.com/bus-advertising#description Brisbanetimes.com.au, (2012). Brisbane 's highest-rating radio stations revealed. Retrieved October 25, 2014 from: http://www.brisbanetimes.com.au/entertainment/tv-andradio/brisbanes-highestrating-radio-stations-revealed-20120508-1y9yg.html Brown, M. (2009). Using Web sites as Part of the Marketing Mix. Retrieved October 25, 2014 from: Brisbane.goodfoodmonth.com,. (2014). The Brisbane Times Good Food Month 2014. Brisbane.qld.gov.au,. (2014). Festivals in Brisbane | Brisbane City Council. Retrieved 15 October 2014, from http://www.brisbane.qld.gov.au/whats-on/type/festivals Carrillat, F. A., & D 'Astous, A. (2012). The sponsorship-advertising interface: Is less better for Commercial Radio Australia, (2011). Commercial Radio Listening Target Your Audience Effectively. 25, 2014 Gardyn, 2000, ‘Moving Targets’, American Demographics, October, pp. 32-4 Gfk, (2014) Hede, A., & Kellett, P. (2011). Marketing communications for special events. European Journal of Marketing, 45(6), 987-1004 Lee, C., Lee, Y., & Wicks, B. (2004). Segmentation of festival motivation by nationality and satisfaction Marketingcharts.com,. (2014). Chart/table from: How Popular is Instagram With Youth?. Retrieved 15 October 2014, from http://www.marketingcharts.com/online/howpopular-is-instagram-with-youth-42907/attachment/comscore-age-distributioninstagram-mobile-audience-may2014/ Nielsen, OzTAM & Regional TAM, (2014) 25, 2014 Nysveen, H., & Breivik, E. (2005). The influence of media on advertising effectiveness: A comparison of internet, posters and radio OzTAM, Nielsen & Regional TAM, (2012). Australians Love TV: View 100+ Hrs/month Across All Devices