n this assessment task you will take on a role in the advertising department of a company and provide suggestions to management regarding an advertising campaign based on the brief provided.

Scenario

You are the newly appointed Marketing Coordinator at Bickford's Australia, managing brand and advertising activities for Bickford's Premium Juice products.

Bickford's Australia is a family business founded over 175 years ago that today employs more than 140 people. Manufacturing facilities are located in our very own South Australia. Bickford's portfolio of (non-alcoholic) beverages includes cordial, soft drink, juice, syrup, and water products.

Your boss, the Marketing Director, has identified the need to promote Premium Juices in a highly competitive and slowly declining category. She informally briefs you that the company would like to build awareness of Bickford's Premium Juice range and generate interest to attract new customers, particularly young females aged 18 to 32 years. She also wants to limit the campaign to focus on Victoria, where the juice category is declining most rapidly.

Your boss recently attended a marketing conference where some speakers stressed the importance of differentiating brands by building strong USPs and targeting a specific group of highly loyal customers. Your boss feels that Bickford's needs to work these strategies into the planning process and is seeking your advice on whether you also think this is necessary.

The budget for the campaign is $750,000, which includes creative development and media placement. In terms of media, your boss thinks that continuing to invest in outdoor is the best option.

Your boss sees you as knowledgeable about advertising, so she wants both your academic thinking and practical suggestions for Bickford's advertising. She asks you to provide feedback on her ideas and suggest alternative ideas if necessary, so long as they are well justified. These ideas will then be used to improve the brief that is provided to advertising and media agencies.

The following are areas where you might like to make suggestions:

• How you think the campaign will work to achieve advertising objectivesDraw on theories of how advertising works and judge whether the proposed objectives are reasonable.
• Creative strategy and tacticsIdentify any creative devices or messages that are important to include and explain your reasoning.
• Selected media (noting that it could be a multi-media campaign)Justify the choice of media and how those media might be used to maximise effectiveness.
• Appropriate target audience specificationsIdentify whom the campaign is talking to and explain your reasoning.
• Effective media placement, including scheduling and timingsDescribe how the campaign will be deployed/distributed in the market over the time period. 19
• How to evaluate campaign effectivenessSpecify methods and measures to identify success (noting limitations of the budget available).
• Other factors, e.g. regulation, links to other marketing activities, etc.
• Your assignment should represent a professional response to an employer and will be assessed on its realism (e.g., compelling language, clear structure). Your discussion must demonstrate rational thinking, flow well, and be delivered in a succinct manner that is supported with appropriate referencing. Because the document may be shared with different groups (e.g., board members, stakeholders, agencies) please avoid overuse of jargon and define/explain key terms and concepts; that is, don't assume any prior knowledge.
• Similar to a traditional report format, we do encourage you to use headings throughout your assignment. Hint: these could be based on the dot points above. However, please do not include an executive summary; we would prefer that you use the words to provide a fuller discussion in the body of the report. It is desirable that you include a short introduction to outline the purpose of the report and any relevant background on the brand and/or category (in brief).

The question is complete and indeed an open ended one. The answer is expected to be based on a fusion of research, application of marketing and advertising concepts along with linking that to the brand at hand. Thinking outside the box whilst pertaining to advertising concepts is the key to answering this question. As long as the answer has facts to back itself.

As I said, the question is complete and intends to measure the conceptual understanding of advertising concepts in a real world scenario. There is no direct answer. It is based on evidence based facts and advertising concepts and how you can explain it.