Essays on Successful Advertising Campaign and Creative Brief Case Study

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  The paper "Successful Advertising Campaign and Creative Brief" is a great example of a Marketing Case Study. On a daily basis, thousands of advertising campaigns run through different platforms. The core reason for advertising is to ensure that the target audience receives information to trigger them to react in certain stimuli in a certain way.   Communication adopted in these adverts is crafted with certain perspective in the mind. The discussion, therefore, focuses on the case study on a campaign in Alabama in 2000. In this campaign, the client was the paper Allied Industrial, Chemical and Energy Workers International Union (PACE).

The reasons or problems that triggered PACE to launch a campaign was to protest against the decision of Imerys to withdraw their recognition and implementation of new terms and conditions of employment at its former plant (Metal) where PACE has represented its workforce (Brown & Chang, 2004). Therefore, PACE was against the changes in its policies when it went into a merger with other companies. PACE was therefore concerned about these changes of policies. Workers have their rights and they should be respected.

Some of the companies make amendments in their policies to get an opportunity to exploit their employees something that goes against the union laws. Overview of the agency It is important to hire an agency that can help to develop some of these campaigns especially if it is less costly and if the company has nobody that can help them in designing the campaigns. The work that goes into this process of development of the campaign is enormous. A high level of creativity is required to come up with appropriate strategies that can help to convey the message and influence the audience to accept the message (Conrow & Andy, 2000). Various groups of people and agencies helped to ensure that the campaign succeeds.

Alabama AFL-CLO helped in coordinating and publicizing the disputes experienced among members. Furthermore, another firm Bowater and Georgia pacific paper mills in the neighborhood helped in organizing the campaign in the locality (Brown & Chang, 2004). The company as well used the services of Joe Duncan one of the civil rights activists and the local union president of PACE to help in widening the coalition of the black community.

Using these persons and entities was very important in helping PACE to solicit support. These individuals and entities had the capability to exert their influence to the members; they as well had enough knowledge and skills to come up with appropriate strategies to ensure that PACE succeeds in its initiatives (Heery, 2001). The organization employed marketing and communication strategies in this campaign. It employed different strategies such as the use of print and electronic media to ensure that it reaches the target audiences.

The objectives of overall communication and marketing were to ensure that people access to information. It aimed at informing the stakeholders on the importance of defending the rights of the workers (Cohen & Steve, 1999). The company as well wanted to make sure that people were aware of its next course of action with respect to the actions taken by Imerys.

References

Brown, E., & Chang, T. (2004). PACE International Union vs. Imerys Groupe: An Organizing Campaign Case Study. In: Labor Studies Journal, 29(1), 21-41.

Cohen, L., & Steve, E. (1999). Defending workers’ rights in the global economy: The CWA experience. In Which direction for organized labor?, edited by B. Nissen. Detroit: Wayne State University Press.

Conrow, T., & Andy, B. (2000). Definition of strategic campaigns. Strategic Research for Labor Educators, 27, no. 1-23.

Greven, T., & Russo, J. (2003). Transnational “corporate campaigns”: A tool for labour unions in the global economy? In The IIRA, 13th World Congress. Berlin.

Heery, E. (2001). Learning from each other: A European perspective on American labor. Journal of Labor Research 22(2), 307-320.

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