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Fast Track Couriers is a courier organization and the length of time the organization has spent in the market is evident from the fact that they have been operating within Sydney for the last 15 years. The business of Fast Track is just like any other courier service agency, related to delivering of medium to large size parcels across the metropolitan city. This task aims to take into consideration the objectives behind the creation of an advertising campaign and see how the objectives would be met by creating an advertising campaign.
The strategic goals of the organization are of expansion of business in the metropolitan area so that package deliveries ranging from medium to small help in increasing market share by a fair margin, thus helping them to develop an coherent approach to distribution management, utilize technologies like PDA devices and GPS and finally inspire and maintain a united and well-motivated workforce. A fleet of trucks would require to get expanded by 8 trucks within the financial year (Moriarty et al. 2014). There are certain human resource goals which would be required to consider through bringing forth developments in a professional manner to achieve the goals and promote perfect understanding of organization’s strategic goals in the first 3 months of the financial year, get rid of the problems of industrial relations in the financial year and also carry out negotiations with the different parties.
This task would co-relate the objectives of the organization with the advertising campaign and citing the importance of advertising campaign. An advertising campaign is prepared mainly to make people aware of the organizational goals and to make everyone aware of how they are going ahead in order to achieve those goals.
Fast Track Couriers Pvt Ltd carries out the communication with the employees through email for employees working in the main office premise through newsletter for drivers on a monthly basis. The organization provides information related to the set of policies and procedures through manuals that are kept in each of the trucks with driver manual (Novak-Marcincin, Modrak and Okwiet 2012). The staff working in office can get all the information through manuals kept in office premise. Drivers have always reacted negatively to any sort of change and have resisted against the norm on previous occasions and even threatened to go on strike.
The purpose of the advertising campaign objective would be to identify the opportunities and requirements that need to be met for bringing in desired changes by looking into the strategic goals, human resource goals and the operational goals. Advertising Campaign seeks to deliver the right messages to the right set of customers (Parente and Strausbaugh-Hutchinson 2014). They send out same messages by placing them in different types of media within the time frames, which are fixed and defined specifically for each media. For this, the level of competition which currently exists for Fast Track Couriers and the kind of opportunities that lie for them for expansion would be taken into consideration. Being the change management consultant, the advertising objectives would help the General Manager of Fast Track Couriers Pvt Ltd ascertain the kind of opportunities that exist and the requirements for change in the next financial year.
The objectives for the advertising campaign is to ascertain the opportunities which exist for Fast Track Couriers Pvt Ltd and the need for change in the next financial year to meet those requirements. The detailed objectives are mentioned below:
The purpose of this 2nd task is to prepare an advertising budget, which would be set up by Fast Track Couriers for carrying out their advertising campaign in a successful manner. Advertising Budget is the amount of money which an organization is willing to invest in different segments of media to run the campaign (Nichols 2013).
Fast Track Couriers have been operating for the last fifteen years in Sydney and during the time of establishment, certain policies and objectives were set up as usual. Now the company intends to explore the opportunities which exist and the changes they need to bring about within the organization. So the budget would be set up keeping in mind these objectives, which the organization aims to achieve through the advertising campaign (Kireyev, Pauwels and Gupta 2016). Budget helps to keep a track of the expenses which a company is making in order to frame the campaign and achieve the objectives through the campaign.
Budget for the advertising campaign by Fast Track Couriers would be ascertained through the amount set aside from the actual budget for running the business. The important thing for any organization would be to see that the budget ascertained do not exceed the expenses incurred for carrying out the advertising campaign. Determining the right media would also allow for determining the kind of expense they would have to incur.
The company, Fast Track Couriers Pvt Ltd has been carrying out their operations across Sydney for the last 15 years and now they intend to look for opportunities, where they could seek for expansion by targeting new customer segments and also wants to see if there is any need for bringing in changes for the organization in the coming year (Moriarty et al.2014).
The management carries out their communications with the employees in head office through emails and through printed newsletters for drivers. Necessary information related to policies and procedures are sent out by way of manuals, which are kept in each of the trucks as employee manuals. Now the management is considering to look for opportunities they can explore in other regions and also take care of any change which needs to be brought about to achieve their goal.
An advertising budget would depend on what kind of media would the company like to use for the campaign, the cost of running an advertisement in each of the media by keeping in mind the set amount and the amount they need to incur for carrying out any program or provide incentive to motivate the drivers.
All the related internal and external factors should be considered to take care of unforeseen circumstances
Certain amount should be set aside for development programs of the employees
The expenditure on each component of the campaign against the budget provided
Budget for this campaign is $8 million dollar:
Channel | Advantages | Disadvantages | Cost |
Television | Large Audience | High Production Costs | $3000000 |
Social Media | High Engagment, Low Cost | Time Specific | $1000000 |
Radio | Cost Effective | Creates Distraction | $2000000 |
Newspapers | Large Audience | Cluttering of Ads | $2000000 |
Total - $8000000 |
Percentage allocation for each resource:
Channel | Cost | Percentage of the total budget |
Television | $3000000 | 37.5% |
Social Media | $1000000 | 12.5% |
Radio | $2000000 | 25% |
Newspapers | $2000000 | 25% |
Total- | $8000000 |
The purpose of this 3rd Task is to develop an advertising schedule for Fast Track Couriers who has been operating in Sydney for the last 15 years. The company wants to seek for opportunities and bring in necessary changes within the organization as per requirement. The tasks 1 and 2 have dealt with the objectives of advertising campaign and preparation of advertising budget, through which a clear idea has been developed as to how the organization has planned to launch the campaign through various mediums (Eldering et al. 2014).
Now, the requirement is to find a proper scheduling of the advertisement in different mediums to find the right audience and send out the right message through them. Advertising Schedule is a way of measuring how the advertisements would be run, for what duration and in what time they run (Kodialam et al. 2012).
Fast Track Couriers, the courier company has been operating in Sydney for the last 15 years and the management wants to seek for opportunities and also wants to ensure if any change is required to achieve the organizational objectives (Napoli 2012). The first two tasks have determined the objectives of the campaign and prepared the advertising budget, now the budget prepared through allocation of specific amounts for each medium would be monitored to see which medium performs the best.scheduling are as follows:
To get maximum out of the message, Fast Track Couriers is trying to convey to their customers.
Scheduling of advertisements helps in segregating the target customers as per the demands (Kelley, Sheehan and Jugenheimer 2015).
The areas where people are more engaged in reading newspapers, advertisements for those regions would be covered through specific newspapers (Curd et al. 2017).
Viewership of specific programs in televisions would help put the advertisements in between, to attract maximum viewership and attention.
Social Media Channels can be appropriate medium for people of specific age groups, in particular time duration to get the interest of the customers in Fast Track Pty Ltd courier’s company’s advertisements (Van Datta and Poulin 2015).
Advertising Schedule for a 12 month period :
Media | Distribution | Month | Monitoring | |||||||||||
1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | |||
Television | Pictures and Message |
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| Customer feedback survey via emailSocial Media |
Pictures, Get Likes and Shares |
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Radio | Service Details |
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Newspapers | Advertising Message Pictures with Tagline |
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Nichols, W., 2013. Advertising Analytics 2.0. Harvard Business Review, 91(3), pp.60-68.
Kireyev, P., Pauwels, K. and Gupta, S., 2016. Do display ads influence search? Attribution and dynamics in online advertising. International Journal of Research in Marketing, 33(3), pp.475-490.
Moriarty, S., Mitchell, N.D., Wells, W.D., Crawford, R., Brennan, L. and Spence-Stone, R., 2014. Advertising: Principles and practice. Pearson Australia.
Reinartz, W. and Saffert, P., 2013. Creativity in advertising: When it works and when it doesn’t. Harvard Business Review, 91(6), pp.106-111.
Moriarty, S., Mitchell, N.D., Wells, W.D., Crawford, R., Brennan, L. and Spence-Stone, R., 2014. Advertising: Principles and practice. Pearson Australia.
Novak-Marcincin, J., Modrak, V. and Okwiet, B., 2012. Advertising Activity and its Importance in Management on the Example OF SME's Enterprise. Romanian Statistical Review.
Parente, D. and Strausbaugh-Hutchinson, K., 2014. Advertising campaign strategy: A guide to marketing communication plans. Cengage Learning.
Tabriz, S., 2016. Business Plan of Rapido Deliveries.
Eldering, C.A., Flickinger, G.C., Schlack, J.A. and Blasko, J.P., Prime Research Alliance E., Inc., 2014. Queue based advertisement scheduling and sales. U.S. Patent 8,789,091.
Kodialam, M.S., Lakshman, T.V. and Mukherjee, S., Alcatel Lucent, 2012. Advertisement scheduling in a packet-based media-delivery system. U.S. Patent 8,250,600.
Napoli, P.M., 2012. Audience economics: Media institutions and the audience marketplace. Columbia University Press.
Kelley, L., Sheehan, K. and Jugenheimer, D.W., 2015. Advertising media planning: a brand management approach. Routledge.
Curd, I., Kilday, I. and Atkin, R., Iheartmedia Management Services, Inc., 2017. Maximizing advertising performance. U.S. Patent 9,727,878.
Van Datta, G. and Poulin, M., Sony Computer Entertainment America Llc, 2015. Display of user selected advertising content in a digital environment. U.S. Patent 9,129,301.
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