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Create a 8 page essay paper that discusses Marketing advertising report.building brand awareness for both Southeast Asian Laneway festival and existing local festivals, but she was unsure about the ex
Create a 8 page essay paper that discusses Marketing advertising report.
building brand awareness for both Southeast Asian Laneway festival and existing local festivals, but she was unsure about the exact marketing activities required to promote the brand. In such a context, the manager has asked the researcher to recommend suitable marketing and advertising strategy to promote the brand, thereby helping her to fulfill the proposed objectives. The manager has asked the researcher to focus on certain issues, while making recommendations such as, 1- propose strategic recommendations that can help Laneway Festival to address their current needs, 2- provide justification regarding functionality of proposed campaign, 3- illustrate look/feel of the proposed advertisement in order to specify how the proposed campaign would achieve success, 4- identification of target audience for the advertisement and 5- make broad media recommendation by addressing budget, time period and brief description of activities. As marketing personnel, the researcher will analyze the brief and try to locate anomalies present in there. In the next section, the study will conduct a brief literature review in order to understand arguments, presented by previous researchers, to identify the working pattern of advertising campaign.
In the book, “Confessions of an Advertising Man”, Ogilvy (1988) had stated the phrase, “If it doesn’t sell, it isn’t creative”, in order to highlight the importance of outcome while employing advertisement to promote brand. According to Ogilvy (1988), success or creativity of advertising campaigns can only be appreciated, if it is able to sell the product/service. Hence, advertising campaigns cannot be created only for the sake of creativity. Kawashima (2006) found that look and feel of advertisements changes with the background story of the brand, nature of target audience and divergence of marketing objectives. Grabher (2001 and 2002) argued that incorporation of creativity in advertisements can be done by experimenting with