What is the campaign about?
This campaign is a sensitizing platform that provides the necessary information regarding the prevailing job market conditions. The campaign, dubbed “Life’s too short for the wrong job,” is a creation of the Jobsintown.de Company which runs an online recruitment website. The primary target for this campaign is that potential job seekers, particularly those living in urban areas and are in the job search.
Alternatively, some may be already employed but in fields that do not match their skills, knowledge, or potentials. The campaign targets all customers irrespective of income or education level.
The company has identified a gap in the job market which it wants to fill by playing the agency role involving the linkage of job seekers, their customers, to the relevant employers. This has enabled the company to meet the ever-rising demand for this kind of service.
What are the campaign’s objectives?
Like other promotional activities, this campaign ad is aimed at making the agency service available to the public. Although the Jobsintown.de Company is keen in making claims from this particular advert, it is indirectly inviting public critiques and confrontations. This is likely to occur when the services rendered do not live up to the anticipated benefits.
According to the class notes, any company that believes in putting its reputation on the line will always try harder than its competitors to fulfill its promises and maintain the reputation that it has already established with its clientele. The other objective of the company is to provide a wide range of services making the consumer to determine the ones that are in line with their needs.
The company wants to offer different services across people from different social class and occupation. For instance, the photography that shows a person who is probably seeking the laundry services from a dry cleaner while the other one is doing the hand washing depicts a reflection of the society where people are in different social classes.
There are those who are in need of certain services that are unaffordable to others hence the need to segment the market.
What is the campaign’s strategy? How would you describe it?
The company’s marketers have established that the best way to advertise and sell services is to ensure that there is satisfaction of genuine needs. In regards to this, the company has decided to use reflection advertising to reach its target audience. This choice not only makes the intended message special, but also unique.
As described in the class notes, the use of realistic images tends to be more appealing to people especially when the practicality of the claims forms the basis of the customer’s decision. The company has managed to keep its message and purpose simple. This is critical in the process of ensuring that effective motivation prevails.
The strategy adopted by the company will enable it achieve its goal of transforming the audience’s state of ignorance into a state of satisfaction. For that reason, the overall outcome will be good. Looking at the pictures given, it is evident that the company has strategized on how to show the problem to its customers and the corresponding action to be taken.
The campaign packages itself as the opportune moment to effect a change in their job search routine. The company has done an extensive market research and, for that reason, the campaign will gain much acceptance and support from the public.
Do you consider the campaign to be effective or ineffective? Why?
It would be very subjective to claim that the campaign is ineffective. However, some may find the ad to be offensive depending on the types of occupations highlighted. On the contrary, sometimes, the campaign ad offends in order to gain attention. Some of the pictures used in the ad are somehow disturbing in the sense that some certain fundamental issues such as hygiene are overlooked.
In respect to this, this campaign ad is some sort of distraction marketing where the products are not as offensive as they made be deemed to be from their advertisements. In as much as the campaign may seem to be offensive to some extent, it is not deceptive.
It would quite obvious that the consumers would turn against a service that exhibits deceptive advertising. For that matter the Jobsintown.de Company has played it safe in their campaign presentations.
Who is this campaign for? How does it relate (or not) to you?
The primary target for this campaign is those people who are already employed but in irrelevant fields. This campaign aims at realigning the skills, knowledge, and potentials with the relevant jobs. Additionally, the campaign is targeting a market segment that comprises of job seekers who have not yet found the kind of jobs that match their diverse skills.
Although this campaign targets a particular market segment, it has the spillover social benefits such as supporting the freedom of media, stimulating the development of new services, and providing a channel to disseminate information regarding social issues.
The statement “Life’s too short for the wrong job” is not only precautionary, but also educational especially to students who are yet to meet their career choices. The message derived from this campaign slogan is direct and straightforward.