The paper "Advertising the Laneway Festival in Australia" is a great example of a marketing case study. The laneway music festival presents new and revered music to its customers; the Festival strives to present live concerts of the current urban music. Its settings in the streets make it unique to other music festivals. The festival began in 2004 in the Caledonian lane of Melbourne. It has since grown to be staged in several locations across Australia. The current campaign objective is meant to double the awareness of the LaneWay music festival in Australia for the coming 12 months.
According to the DAGMAR theory proposed by Colley in 1961, advertising goals should be set in such a way as to make sure that the effects of advertising are measurable (Doraszelski and Markovich 2007). The marketing objective of any advertising plan plays a great role in determining the success of an advertising campaign. The laneway festival advertising objectives are not vague and therefore are unlikely to be unsuccessful. By setting a period of 12 months as the period which they will achieve the marketing objectives of doubling awareness Laneway ensure their objectives are time-bound.
Secondly, measurability of advertising-income is ensured by the setting an objective of doubling awareness of the laneway festival in the Australian and South Asian market. According to advertising objectives should be measurable, specific and realistic. According to Arens, Weigold and Arens (n. d.), the overall objective of an advertising campaign is to increase the sales of a firm, but advertising cannot shoulder all the responsibility of increasing revenue for a company. Marketing plays a greater role in increasing sales revenue and it is their ultimate duty to ensure growth in sales margins.
The advertising Pyramid is one of the instruments used to set appropriate marketing objectives for any product. The levels of the Advertising Pyramid enable the setting of effective advertising goals. At Level one advertising goals are meant to create awareness of a product (Assmus, Farley, JU and Lehmann 1984). Awareness objectives are set where a product has no prior visibility in the market. Similarly, Laneway has set their advertising goals as doubling awareness in South Asia and part of Australia where people do not know about the festival.
Other levels of the advertising pyramid that are used to determine marketing objective are the comprehension level, the conviction level, the desired level and the activity level. Target Audience, Customer insight and Targeting According to Darrel (1976), for a product to be successful in the market, it cannot be purported to target the whole market. The Laneway music festival is targeted at the 18-24 years old demographic group who constitute the largest number of concert attendees in Australia. This demographic group is particularly interested in the young and fresh artistes who present their act in the lane fare festival.
The Festival strives to provide an offering to this specific market segment by presenting to it a differentiated product offering. Key campaign messages and offers Any campaign messages should be based on who the messages are targeted and what it is supposed to communicate to them. Any advertising message for the campaign is likely to reach many different audiences.
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