Using Advocacy Ads in Direct Marketing Channels Report

Introduction

Jamey Fatal Al-Khaleej is an organization that contributes greatly to the development of society and has gained a certain popularity in the region (“About us,” 2002). Admittedly, the organization has helped many people find their place in society. However, there is still a negative perception of working as a servant or a waitress. One of the ways to influence this trend is to launch an advocacy advertisement.

Main body

The target audience of this advertisement is the group of females between 20 and 30. The central message of the advertising is as follows: young females can fulfill certain tasks to get life experience, certain empowerment, and help support their families. It is also necessary to tie this to the history of the organization as Jameyat Fatal Al-Khaleej has helped a lot of women achieve certain financial freedom. The major objective of this advertising is to attract young females to work as waitresses and servants, which will help the organization hire staff.

It is possible to exploit a number of media types to communicate the message. First, the Internet is the primary source as it is affordable and very effective (Belch & Belch, 2003). It is possible to create a video and a number of promotional images communicating the message. It is also possible to resort to direct mail as lots of young females have their e-mails. Furthermore, launching meetings and workshops in terms of the organization’s events can also be helpful as face-to-face communication is of paramount importance for the people in the region.

The preparation for the campaign will take up to a month though it is possible to complete this stage within two weeks.

1. The first meeting will be held to brainstorm the ideas and develop a specific plan with particular deadlines and responsibilities.
2. Developing the video as well as images can take up to a week. However, this process will not involve too much work as it is possible to use materials available as the organization has launched a variety of events. It is possible to interview several females who could articulate the importance of having a job and completing even ‘simple’ but crucial tasks like waiting. Images of females completing some tasks along with the benefits of such jobs (empowerment, experience, development, communication).
3. Another week is for placing the video and images on the World Wide Web and sending direct e-mails.
4. Alongside with development of the video and placing the materials, it is possible to develop certain promotional campaigns for the organization. Word of mouth is one of the most effective ways to spread the news in the region. Therefore, those who have already addressed the organization and achieved certain results will inspire others to join the organization.

Conclusion

This brief plan reflects the major points of the possible advertising campaign which can be quite inexpensive but effective. As far as the costs are concerned, it is possible to provide the following budget (which is preliminary, of course):

1. Development of the video – $1,000-1,500
2. Direct e-mail – $400 (for 300,000 e-mails which are enough for the first stage)
3. Development of images and placing – $500

The advocacy advertising campaign will be effective as lots of females face financial constraints and strive for changes. The message that waiting is one of the possible ways to become an effective member of society and deal with financial constraints can inspire a lot of females to start off as waitresses.

Reference List

About us. (2002). Web.

Belch, G., & Belch, M. (2003). Advertising and promotion: An integrated marketing communications perspective. New York, NY: McGraw-Hill.