Advantage Advertising

Elena Davey (BMA329 UTAS)Advertising and Marketing Coordinator- Arnott’s Tim Tams campaign

Advantage AdvertisingSuite 3, 110 Collins StreetHobart 7000TAS

Advantage Advertising Where bolder, better brands are built

• Advantage Advertising is a full-service advertising agency with a keen focus on integration and delivering results for clients.

• Our areas of expertise include: - Outdoor, radio, print, broadcast, digital and direct

marketing - Strategy and research - Design - Brand transformation

Our work

Basic problems and campaign issues

• Adriano Zumbo Tim Tams: key concerns - the target market lacks brand awareness due

to insufficient exposure

- consumer’s brand knowledge is hindered by inadequate integration of marketing messages

- brand promotion and other marketing communications are undermined by underprovided point-of-purchase materials.

• Overall objectives: - improve consumer’s awareness of Zumbo

branded Tim Tams

- achieve communication synergy

- implement incentives to stimulate purchase behaviours

Revised communication strategy

Advertising Digital marketing

Sales promotionPoint-of-purchase communications

Media Selection

Media strategy: rationale

• Advertising: - improve brand awareness - enhance consumer recall

• Digital marketing communication: - increase brand knowledge - establish communication synergy - shape consumer expectations

Rationale cont.

• Point-of-purchase communications - promote the sale of goods - inform consumers - encourage purchase behaviours

• Sales promotion - reinforce advertising - stimulate buying behaviour - neutralise competitor’s advertising and sales

promotions

Media channels

• Free-to-air television: - high level of market penetration - audio/visual elements to create excitement,

enhance recall and achieve impact

• Social media websites: - ability to reach target market - accessibility through technological platforms - facilitates consumer engagement

Media channels cont.

• Arnott’s corporate website: - facilitates communication synergy for a range of

stakeholders - informative

• Price reductions or price bundling - added value for customers - reinforces positive brand image - attracts trial users and encourages repeat

purchases

Media channels cont.

• Visual stimuli (posters; displays; eye-level shelf space)

- increase brand exposure - inform/remind consumers - support other marketing communications - influence unplanned purchase behaviours

Closing remarks• Summation: - our company proposes a fully integrated

campaigned designed to transform the brand using paid media that optimises the effectiveness of every communication touch-point

• Contact: - edavey@advantage.com.au - (03) 6234 1100 - 0487 142 879