Introduction
Globally, there are large numbers of firms that compete to win the consumers’ loyalty, to dominate the business world. One of the major marketing aspects that have been emulated by firms is advertising. Advertising has been a major marketing tool that organizations adopt to face off their competitors in the market. This paper will keenly discuss an advertising campaign that will be used by Aquannella Company, a firm which deals with the production of bottled water. In addition, the paper will analyze the compliance of the company’s product with the codes of practice that regulates the Australian advertising industry based on the Commonwealth local and state council legislation.
An ethical advertisement
An ethical advertisement is legal and does not give untrue information to the consumers (Jhully et al, 2005, p. 68). AANA, which is an association of Australian advertisers, has emulated a code of ethics that is aimed at advocating for truthful, decent, and legal advertisements. An ethical advert emulates kindness, integrity, good quality, and fairness. An advertisement where a college student is displayed having a book and a ball pen with the display of the following words: – flexible, engaging, and insightful, is a good example of an ethical advertisement.
Advertising campaign of the Aquannella bottled water
To efficiently achieve the advertising objectives, Aquannella Company seeks to influence consumer fidelity through various advertisement media channels. First and foremost, I developed an advertisement slogan of which can be used even by the cheering group during football matches. My advertisement campaign emulates the
words water is life and equality. The adoption of this advertisement campaign is based on various factors. First it is easier for the consumers to remember the words. Secondly, it depicts ethical characteristics in that it does not portray deceiving information which makes some advertisement campaigns unreliable (Kilbourne 2000, p. 28). Apart from that, the Aquinnella Company will aggressively look into the aspect of consumer loyalty. Bearing in mind that loyal customers have a desire to make repeated purchases, the advertisement campaign is geared towards ensuring that more sales are made and the consumers’ loyalty is enhanced (Louw 2001, p. 56). Creating customer awareness is another significant marketing aspect which Aquannella Company is aiming at. In this regard, the company will in future emulate various strategies which would make the campaign reach high number of customers. For example, water is life and equality slogan will be engraved on big blocks along all the highways in order to enhance the publicity of the Aquannella bottled water. Similarly, the company will be sponsoring sporting events especially the ones whose theme is environmental conservation. By adopting such strategies the advertisement campaign will definitely reach high number of consumers (Lees1998, p. 31). During sports the company intends to provide bottled water to all the participating teams, sponsor the sports activities such as athletics through provision of tangible materials like printed T-shirts as well as first aid services in order to build consumer trust to outweigh the prejudice by other water bottling companies.
Execution of the Aquannella advertising campaign
Most people take pleasure in having free gifts, for instance the stipulation of Aquannella mineral water to both the spectators and the players in a football game, all the dehydrated consumers will be very indebted for the service. Apart from that, there are other advertising implementation methods that when used would enhance the consumption of Aquannella bottled water by the consumers. For instance, television and radio stations will organize for TV and radio programs for the whole family, during such programs, the company will device various ways to support the shows and have their adverts displayed during the commercial breaks (Livingston et al, 1994, p.57). In addition, printed burners and digital bill boards noticeably placed on buses, at the recreation parks, sports grounds and other leisure places to attract the concentration of the consumers who are thirsty will be some of the major ways of executing the advertisement. Similarly, there will be promotional gifts in the super markets especially during the festival seasons where one buys a bottle and another product and get a bottle of Aquannella bottled water for free. In addition, the long distance travelers will be targeted by the Aquannella Company as potential customers. In this regard, the company will engage in providing such clients with free Aquannella bottled water before they set off. In the same way, the company intends to print Water is life and Equality magazine which will entail the different strategies which the company has put in place to conserve the environment (Hodge and Kress1988, p.76). The magazine will also give adequate information to the travelers on how to conserve water and feeding on proper diet. By use of such techniques of executing my advertisement campaign Aquannella bottled water Company will not only achieve a competitive edge in the water market, but also it will create a strong positive product-customer relationship
Evaluation of effectiveness of the Aquannella advertising campaign
The advertising campaign of the Aquannella bottled water will be effective based on various factors. First, the sporting activities occur throughout the year which implies that the Aquannella bottled water will be able to regularly sponsor the sports. In this way, new customers will be aware of the existence of our products. Secondly, the use of the advertising media such as newspapers which are accessible by many people will make the advertising more effective (Habermas1989, p. 58). Thirdly, through sales promotions which were previously carried out, Aquannella Company realized that majority of consumers are interested in the bottle colour and shape while others were indifferent with the bottle shape or colour. In this regard, the company came up with different colours of the bottle but which were not similar to those of the competitors. Another factor which will make the advertisement more effective is the adoption of the e-marketing techniques. This will entail advertising through the social networking sites where a high number of consumers will be reached. Likewise, the adoption of the CSR (Corporate Social Responsibility) programs will make the company create a positive image to the eyes of the public thus generating more loyalty and trust. In turn, the company will make higher sales and sustainable profits (Fraser 2000, p. 34).The table below gives a candid information on the various codes of practice what they entail and the compliancy of the Aquannella advertisement with these legislations.
Conclusion
Based on the above discussion on advertisement strategies, it is precise to note that the effectiveness of the advertising media exclusively depend on various factors which firms cannot overlook. Use of simple advertisement slogan which portrays high level of ethics is one of the major aspects a company cannot overlook. In the same way, diversification of the advertisement channels will result to a higher customer awareness and high level of sales for the firms.
References list
Fraser, N. 2000. Rethinking the Public Sphere: A contribution to the critique of actually existing democracy. London: Routledge.
Habermas, J.1989. The Structural Transformation of the Public Sphere: an Inquiry into a Category of Bourgeois Society. Cambridge: MIT Press.
Hodge, R. and Kress, G. 1988 Social Semiotics. Cambridge: Polity Press. of Enlightenment.
Jhully, Sut, Leiss, William, Kline, Stephen, Botterill, Jacqueline. 2005. Social Communication in Advertising: Consumption in the Mediated Marketplace. London: Routledge
Kilbourne, J. 2000. Can’t Buy My Love: How Advertising Changes the Way We Think and Feel. London: Free Press.
Lees, L.1998. Images of the Street: Planning, Identity and Control in Public Space. London: Routledge.
Livingston, S and Lunt, P. 1994. Talk on Television: Audience Participation and Public Debate. London: Routledge.
Louw, E. 2001.The Media and Cultural Production. London: Sage Publications.