ADVT7508 Group Report A Bite Of China Final SubmittedVersion

Topics: Advertising, Chinese cuisine, American Chinese cuisine Pages: 54 (9055 words) Published: April 19, 2015
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 includes fair budgeting which is affordable in order to make the festival a huge success and pass it to coming years. Activities to timely measure the campaign have been designed to keep a track on the reach and also to change or intensify the campaign if needed.

ADVT7508-Adertising campaign plan and analysis: A Bite of China Food Festival

1

Weijing CHEN_42822583; Zhujun DAI_42776284; Vaishnavi GOLLU_43446799; Tianyu WEI_43024508; Xiao HUANG43618895; Yingya LIAO42428761

Table of Content
Executive Summary ................................................................................................................... 1 Table of Content ........................................................................................................................ 2 1. Introduction ............................................................................................................................ 4 2. Positioning ............................................................................................................................. 5 3. Advertising Objectives........................................................................................................... 6 3.1 Communication objectives ............................................................................................... 6 3.2 Behavioural objectives ..................................................................................................... 7 3.3 Sales-oriented objective ................................................................................................... 7 4. Target Market......................................................................................................................... 8 5. Creative Strategy.................................................................................................................. 11 5.1 The Main Message:...

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