Assessment I - Promotional Marketing

T-1.8.
1_v3
Details of Assessment
Term and Year 4, 2019 Time allowed 7 Weeks
Assessment No 1 Assessment Weighting 100%
Assessment Type Promotional Marketing Report
Due Date Week 7 Room 603
Details of Subject
Qualification BSB61315 Advanced Diploma of Marketing and Communication
Subject Name Promotional Marketing
Details of Unit(s) of competency
BSBADV602 Develop an advertising campaign

Unit Code (s) and BSBADV603 Manage advertising production
Names BSBADV604 Execute an advertising campaign
BSBADV605 Evaluate campaign effectiveness
Details of Student
Student Name Daniela Lutten Leitao
College AII Student ID 201837789
Student Declaration: I declare that the work submitted is my

own and has not been copied or plagiarised from any person Student’s
or source. I acknowledge that I understand the requirements Signature: ____________________
to complete the assessment tasks. I am also aware of my
right to appeal. The feedback session schedule and Date: _____/_____/_________
reassessment procedure were explained to me.
Details of Assessor
Assessor’s Name MICHAEL CIFTCI
Assessment Outcome
Assessment
Competent Not Yet Competent Marks /100
Result
Feedback to Student
Progressive feedback to students, identifying gaps in competency and comments on positive
improvements:
Assessor Declaration: I declare that I have conducted

a fair, valid, reliable and flexible assessment with this
student. Assessor’s
Signature: ___________________
Student attended the feedback session.
Student did not attend the feedback session. Date: _____/_____/________
Promotional Marketing, Assessment No.1 v1.2 Last updated on 11/06/2019 Page 1

T-1.8.1_v3
Purpose of the Assessment
The purpose of this assessment is to assess the student in the following Competent Not Yet
learning outcomes: (C) Competent
(NYC)
BSBADV602 Develop an advertising campaign
1.1 Clarify advertiser s purpose and objectives from the advertising brief and
use these to set objectives for the advertising campaign
1.2 State campaign objectives in measurable terms and identify nature and
extent of what advertising is to accomplish
1.3 Ensure campaign objectives are feasible, given constraints of time, budget,
product and market factors
1.4 Ensure campaign objectives take into consideration factors which may
affect consumer responses
1.5 Ensure campaign objectives meet legal and ethical requirements
2.1 Assess and specify research resource requirements for the advertising
campaign
2.2 Assess and specify resource requirements for range of media options,
creative and production services
2.3 Justify resources allocated to each component of advertising campaign and
ensure they are sufficient, in relative terms, to achieve campaign objectives
2.4 Ensure overall budget meets requirements of the advertising brief
3.1 Confirm campaign length and timing from the advertising brief
3.2 Identify service providers with required expertise and negotiate their costs
and availability
3.3 Base the choice of service providers on merit and value for money and
ensure selection meets legal and ethical requirements
3.4 Ensure time allowed in schedule to meet creative, media and production
requirements is sufficient to achieve advertising objectives
3.5 Include milestones for monitoring progress and expenditure against
budget, and for evaluating campaign effectiveness in the schedule
BSBADV603 Manage advertising production
1.1 Confirm timing and budgetary requirements for creative and production
work
1.2 Assess creative brief and identify factors that influence the production
process
1.3 Investigate and determine production processes to suit the advertising
brief, creative work and advertising medium
1.4 Determine specifications to suit both the advertisement and production
process
1.5 Schedule pre-production work to meet production and post-production
requirements
1.6 Plan a production schedule to meet requirements of advertising brief and
media plan
2.1 Identify suppliers for each element in production process
2.2 Assess suppliers in terms of their expertise and capacity to meet
production, budget and schedule requirements
2.3 Base choice of suppliers on merit and value for money and their capacity to
meet legal and ethical requirements
2.4 Brief and gain agreement from suppliers on production, schedule and
process requirements
3.1 Integrate management of all aspects of production process to meet
requirements of the advertising brief and schedule
3.2 Involve creative specialists in production process to solve creative

T-1.8.1_v3
problems and to advise on creative changes to ensure resulting advertisement

is consistent with objectives and positioning for the product or service
3.3 Ensure outputs from production process meet requirements of the
production schedule, creative brief and media plan and meet legal and ethical
requirements
4.1 Evaluate quality and cost-effectiveness of production processes and report
against requirements of the creative brief
4.2 Ensure evaluation processes are valid and measure quality against
standards established in the creative brief
4.3 Evaluate final advertisement in relation to requirements of the creative brief
BSBADV604 Execute an advertising campaign

1.1 Analyse creative brief and media plan, and determine factors affecting
implementation of campaign
1.2 Ensure strategy outlines implementation tasks and timelines, and includes
a contingency plan for dealing with omissions and errors
2.1 Confirm media plan and budget for implementation with client
2.2 Negotiate advertisement positions and price with each media vehicle in
accordance with client s requirements
2.3 Negotiate and agree on contingency factors and solutions with media
representative
2.4 Establish media contracts that meet legal and ethical requirements, and
requirements of the advertising campaign brief and schedule
3.1 Evaluate media performance against conditions of the contract, and identify
and analyse any variations
3.2 Apply provisions of media guarantees and make adjustments to media
schedules if necessary
3.3 Execute advertising campaign so it complies with the advertising schedule
and budget and meets legal and ethical requirements
BSBADV605 Evaluate campaign effectiveness
1.1 Ensure evaluation strategy defines standards and measurements to assess
effectiveness of advertising, and identify improvements
1.2 Establish a strategy which contains specific performance standards for
each element of advertising campaign, as well as overall outcome
1.3 Ensure strategy includes evaluation of legal and ethical standards
acceptable for advertisement/s
1.4 Include processes in strategy for correcting advertisement/s that do not
meet legal and ethical standards
2.1 Evaluate expenditure data to determine effectiveness of campaign in
relation to the budget
2.2 Evaluate media program to determine performance against media plan
objectives
2.3 Evaluate creative strategy in terms of copy content, creative execution and
effectiveness of the finished advertisement
2.4 Evaluate interactive effect of all elements in the advertising campaign to
determine overall effectiveness of the advertising campaign
3.1 Use results of evaluations of advertising effectiveness in analysis and
planning phase for subsequent advertising
3.2 Use expenditure information to improve the budget planning process
3.3 Use feedback on the advertisement itself to provide ideas for future
advertisements and to improve advertising copy
3.4 Use media performance information to determine whether alternative
media approaches would yield better results
3.5 Use differences between planned and actual accomplishments to define
problems to be addressed in next planning phase
Assessment/evidence gathering conditions

T-1.8.1_v3
Each assessment component is recorded as either Competent (C) or Not Yet Competent (NYC). A student
can only achieve competence when all assessment components listed under “Purpose of the assessment”
section are recorded as competent. Your trainer will give you feedback after the completion of each
assessment. A student who is assessed as NYC (Not Yet Competent) is eligible for re-assessment.
Resources required for this Assessment
 Computer with relevant software applications and access to internet

 Weekly eLearning notes relevant to the tasks/questions
Instructions for Students
Please read the following instructions carefully
 This assessment has to be completed In class At home
 The assessment is to be completed according to the instructions given by your assessor.
 Feedback on each task will be provided to enable you to determine how your work could be improved.
You will be provided with feedback on your work within two weeks of the assessment due date. All other
feedback will be provided by the end of the term.
 Should you not answer the questions correctly, you will be given feedback on the results and your gaps
in knowledge. You will be given another opportunity to demonstrate your knowledge and skills to be
deemed competent for this unit of competency.
 If you are not sure about any aspects of this assessment, please ask for clarification from your
assessor.
 Please refer to the College re-assessment for more information (Student Handbook).

T-1.8.1_v3
ASSESSMENT SUMMARY
Read all the instructions below before attempting the assessment task. Assessment tasks are tools
used to determine if you have the knowledge and skills to complete tasks to industry standards within
the workplace. Your trainer/assessor will help you throughout this task and it is your responsibility to
provide enough evidence to justify a competent decision by the trainer/assessor. If you do not
understand the questions or what is required, ask your trainer/assessor for assistance.
You are to complete all tasks by the due date and assessments must have a coversheet attached. If
you think you do not have enough time to complete the tasks by the due date, discuss with the
trainer/assessor the reasons of why you cannot submit on time. Assessment tasks submitted late may
not be accepted by your trainer/assessor, leaving the learner with a Not Yet Competent (NYC) result.
WRITING YOUR RESPONSES

When answering questions, ensure that your answers are detailed enough for the assessor to draw a
conclusion that you have the knowledge and/or skills to demonstrate competency. Handwritten
answers will not be accepted. When producing reports, ensure that your assessment contains the
cover page, table of contents, page numbers, reference list, ensuring that your answers thoroughly
match the questions asked. Answer all questions in your own words to avoid plagiarism. Plagiarism is
copying someone else’s work or ideas and saying that it your own work. Sources of work must be
properly referenced, outlining the source of your ideas. Penalties may include having to resubmit the
assessment task again
ORGANISATION CONTEXT
You may wish to use your own organisational context or use the simulated organisational scenario
mentioned in this assessment. However, you must ensure that you follow the structure and complete
all the tasks and sub-tasks of this assessment.
Note: The simulated organisational details used in this assessment have been sourced (and to some
extent paraphrased) from the organisation’s website and other relevant documents of the
organisation. The information used here is solely for educational purpose.

T-1.8.1_v3
SIMULATED SCENARIO
ORGANISATION: COCA-COLA
Winning the design Grand Prix at Cannes, two D&AD Yellow Pencils for design and
advertising, plus the 2009 Emmy for an Outstanding Commercial. Most recently, it has been
recognised, once again, as the top performer in Best Global Brands 2009, the annual report
from brand consultancy Interbrand.
As the world’s most valuable brand, Coke comes in at $68,734 million, some three per cent
higher than a year ago. This is no mean feat in a year when the global credit crunch and
recession hit the brand, leading consumers to cut back on almost every area of spending –
including eating and drinking out. Coke has held its pole position for ten years, staying
ahead of other famous brands such as Toyota, Disney, McDonalds, Marlboro and Intel.
Quite simply, there is no other brand like it.
The report credits Coke’s success as being due in part to, “its edgy campaigns that continue
to push boundaries.” “We’re enormously proud of winning these awards,” says Pio
Schunker, senior vice president for Creative Excellence, Coca-Cola, North America. “They
are testament to the power of creativity and how it can reiterate Coke’s position as a

T-1.8.1_v3
leadership brand at every touch point with consumer – from advertising and packaging, to
cups, vending machines and trucks.”
Keeping a big brand great – especially in creative terms – requires constant vigilance and a
determination to change. Over the years, Coke has undergone various metamorphoses with
the launch of brand extensions. While Diet Coke and Coke Zero are spectacularly successful
others – like New Coke – were not. However, with the turn of the millennium, while Coke’s
international sales were doing well it was facing some new challenges – especially in its
largest market of North America.
In recent years, the US carbonated soft drink market has gradually shrunk according to data
published by Beverage Digest, the US trade magazine. From 2001 to 2006, Coke saw US
sales drop. The reasons for this are complex but include consumer concern about the impact
to health and weight from drinking sugar-laden drinks.
There was also a feeling that Coke had lost its way. Around 2003, the company conducted a
large research project called, ‘The Big Dig,’ which revealed that consumers had a, “deep-
down love for the brand, but it wasn’t as top of mind.” Meanwhile, in the creative world, The
Coca-Cola Company had a reputation for commissioning great work for its core brand only
for the internal approval process to dilute it to the point of being insipid. Alert to these issues,
in 2003, Steven Heyer, then president and chief operating officer and Esther Lee, then chief
creative officer, established the Creative Excellence team.
In autumn of the same year, Schunker joined the team following a 15-year career in
advertising. “Coke had become wallpaper in the US,” he says. “It had a potent, latent equity
that we had to release. Our job was to contemporise the brand, reinterpret it to a new
generation and make it culturally relevant.” To achieve that, he sought new creative partners.
He wanted independent agencies who were passionate about creativity not group profits. He
also wanted people who shared his own view about the brand and who understood how to
take a business strategy and translate it into creative work.
Advertising agency Wieden + Kennedy was working on brands within The Coca-Cola
Company’s extensive portfolio when Schunker approached them. He recalls his first
encounter with creative partner Dan Wieden. “He said to me, ‘Look I’m not pitching for the
Coke business, I’m just interested in the brand. You’ve got to go back to what it stands for
and that’s simple goodness.’’
While many clients would bristle at direct criticism of their brand, Schunker agreed with
Wieden’s assessment. He offered the agency the advertising account but Wieden and his
team were wary. “We thought Coke’s management would never agree to the kind of creative
work we thought they needed,” says Hal Curtis, creative director at Wieden + Kennedy. “And
we didn’t want to compromise.”

T-1.8.1_v3
However, Schunker was persuasive. He explained about the new Creative Excellence team,
their sponsorship by senior management and the corporate determination to re-establish the
brand’s legendary status.
Wieden + Kennedy signed up and, in conjunction with its Amsterdam office, worked on a
new communications platform – that drinking Coke provides a small moment of happiness.
This became the tag line, ‘The Coke Side of Life.’ It appeared on, ‘Video Game,’ one of the
TV ads’ that re-launched the brand in 2006. The ad was a positive spin on the game Grand
Theft Auto. After drinking a Coke, the anti-hero is transformed, doing kind acts and creating
happiness. “We wanted the brand to simply be itself to consumers, to bring a little bit of
happiness
Watch The Coke Side of Life Campaign in this Youtube link:
https://www.youtube.com/watch?v=EVmGFR3WMIM
Following the campaign’s successful launch in the US, it was extended globally. “We
gradually learned that, ‘The Coke Side of Life’ did not always translate well in other cultures,”
explains Curtis. “So we evolved it to the, ‘Open Happiness’ campaign.” It plays on the
universal theme of happiness, now associated with opening a Coke. This campaign – which
launched in January 2009 – remains current in the US and elsewhere.
Having established a new, successful platform for Coke, Schunker wanted to review the
packaging. He approached Turner Duckworth in San Francisco. David Turner, partner, also
expressed strong views about the brand. “The identity had lost its clarity, become cluttered

T-1.8.1_v3
and uninspiring,” recalls Turner. “For example, it included unnecessary details such as
bubbles when everyone knows Coke is a carbonated drink.”
But, like Wieden, Turner was reluctant to take on the job. “Coke is the ultimate brand
project,” he explains. “But it was such a big job, would require huge resources, could take a
long time, demoralise staff and damage our creative reputation”. Schunker started putting
the counter arguments, then showed Wieden + Kennedy’s positioning work, plus ‘Video
Game’ and the aspirations for the pack. “Everything was exactly right for the brand,” Turner
comments. “They were simplifying Coke, taking it back to its core values and then
expressing those in highly creative and refreshing ways. I could see we would all be in
agreement.”
In fact, Wieden + Kennedy’s work laid the foundation for Turner Duckworth’s development of
the graphic identity. The design consultancy stripped out every superfluous element such as
the over-worked ribbon and bubbles. By simplifying the design, they emphasised the
importance of each element – the ribbon, the newly refined Coca-Cola script, and the
famous red, now reformulated to make it brighter and bolder.
“We’ve emphasised the positive and authentic qualities that make Coke a great brand,”
notes Turner, “and, by doing so, we’ve kept the brand packaging true to its heritage while
also making it very modern.
Turner Duckworth’s designs – for which it won a D&AD Yellow Pencil – have been applied to
everything from bottles and cans, to cups and trucks. Although the designs were intended for
the US, David Butler, global vice president for design, saw their potential. As a result, global
brand guidelines were created as part of an ongoing process to improve the packaging
elsewhere.
In the US, one of Wieden + Kennedy’s most outstanding ads and for which it too won a
D&AD Yellow Pencil, is, ‘It’s Mine.’ This was commissioned as a Super Bowl spot for 2008

T-1.8.1_v3
that would also air first on TV and then in cinemas. Around 90 million viewers in the US
watch the game on CBS, a far bigger audience than for any other television programme.
More than half the audience who watch the Super Bowl do so as much for the commercials
– many of which are specially commissioned – as for the game itself, according to a survey
by Harris Interactive Inc.
The aim was to create a spot of monumental proportions that would match the importance of
the Super Bowl game. ‘It’s Mine’, is set against the backdrop of the Macy’s Thanksgiving
Day Parade in New York. Huge balloons of Underdog and Stewie (from the TV show ‘Family
Guy’) tussle over a giant Coke bottle balloon only to have the balloon of Charlie Brown pop
up and claim the bottle. It is a heart-warming, witty tale shown in epic scale, comprising
some of America’s best-loved fictional characters as well as its most famous.
Wieden + Kennedy and Turner Duckworth continue to work on Coke and, encouraged by
Schunker, have developed a close relationship. “There have been times over the last few
years when their work has inspired us and vice versa,” explains Curtis. “Generally, we agree
on how to move forward. It’s a good partnership.”
The agencies also have good relationships with Schunker. “He values design. He gives you
the authority to challenge him,” explains Turner. “At the same time, he nurtures you as an
agency not just a service.” Curtis agrees. “Pio believes wholeheartedly in the power of
creativity,” he says. “He’s passionate about it.”
So, given all this praise, what has been the most difficult aspect of working on Coke? All the
major players found the client approval process painfully lengthy. Turner thought his worst
fears were being realised when, after eighteen months, none of his work had made it to
market. Just as he was wondering whether to quit the account, a Turner Duckworth
designed aluminium bottle launched. “It created a real buzz in the market,” he says, “and
people started blogging about it. That was a turning point for us and the people at Coke.”
The risk for everyone involved in the approval process was that the new creative platform
would fail – hence they required more time to sign off work. “I imagine we weren’t the first to
recommend simplifying Coke’s message,” explains Curtis, “and we were quite aware it would
be a difficult task to make it stick.”
So why did it work this time? “We had brilliant agency partners,” states Schunker. “We had
the Creative Excellence team championing design, and senior management supporting
everything.”
Interestingly, after ‘The Coke Side of Life’ campaign and the first new packaging were
launched, the approval process became faster. This was because the work was cumulative,
building on an established and, clearly successful, platform.
If Schunker were to do it all again, he would run the whole project faster – in theory. “Yet I
know that’s not possible,” he states. “You just can’t with a big corporation. In retrospect, I
realise I had to earn people’s trust to get them to accept our proposals. I was asking them to

T-1.8.1_v3
sign up to multi-million dollar changes that would have an impact for years. Who was I to do
that?”
Arguably, one of the Creative Excellence team’s greatest achievements has been internally.
“We’ve helped people understand that, unlike a brand such as Apple, we’re not changing the
product,” Schunker explains. “It’s the communication that must alter and stay on its
proverbial toes so that we continually refresh the brand and consumers continually reassess
it.”
But has Coke’s creative renaissance had an impact on the bottom line? “It’s difficult to claim
a cause and effect relationship between communications and turnover,” says Schunker,
“when there are so many other factors at play such as distribution, price and promotions.”
Nevertheless, in July 2009, the Financial Times reported The Coca-Cola Company’s chief
executive officer Muhtar Kent, as being encouraged by the company’s performance in North
America. A representative for Coca-Cola has also said that when business goes well for
Coke there is a halo effect on the whole Coca-Cola portfolio of products including Diet Coke,
Coca-Cola Light and Coca-Cola Zero.
Changing the direction of a big brand, enthusing consumers and increasing sales are all
enormously difficult. Can it really be achieved through a new communications platform and
resulting creative work? Ex-Wall Street analyst Emanuel Goldman, now a beverage-industry
consultant believes clever advertising and more marketing dollars can halt a decline in sales,
even as consumers are trying to cut back on sugary drinks. “You get ads in front of people
over and over again and it sticks,” notes Goldman. “They start wanting a Coke.”
Schunker is tight lipped about the details of Coke’s future creative direction but he does
promise, “pleasant surprises and some pretty good stuff.” If the scale of the change thus far
is anything to go by, it should be worth watching.
Note: You may select your own organisation in the assessment tasks, subject to agreement
with the assessor.

T-1.8.1_v3
Structure, Template and Marking Criteria for the report:
1. Develop an advertising campaign brief (5 marks)

2. Purpose and objectives for the advertising campaign (10 marks)
3. Determine your target audience (5 marks)
4. Prepare the advertising campaign budget (10 marks)
5. Develop an advertising campaign schedule (5 marks)
6. Complete the tables (15 marks)
 6a) Campaign execution
 6b) Timeline of implementation
 6c) Contingency plan for campaign
7. Describe in detail the production process of the campaign (10 marks)
8. Evaluate and select suppliers (10 marks)
9. Evaluate Advertising Production (5 marks)
10. Legal and Ethical Requirements (5 marks)
11. Discuss the following to demonstrate knowledge (10 marks)
12. Conduct a Meeting (10 marks)

T-1.8.1_v3
TABLE OF CONTENTS PAGES
Develop an advertising campaign brief
Purpose and objectives for the advertising campaign
Determine your target audience
Prepare the advertising campaign budget
Develop an advertising campaign schedule
Complete the tables
Describe in detail the production process of the campaign
Evaluate and select suppliers
Evaluate Advertising Production
Legal and Ethical Requirements
Discuss the following to demonstrate knowledge
Conduct a Meeting
Reference and Appendix

T-1.8.1_v3
TASK 1: Develop an advertising campaign brief (5 marks)

Your brief will include the following sections:
 A cover page
 an introduction (which will provide an introduction to your organisation and an overview of the
brief you are creating and the client’s requirements)
 a brief recap of what the client has asked for in the original creative brief
 an overview as to why your organisation is the best for the client’s requirements
The Advertisment Agency X created presents a briefing for a New Campaign for Coca Cola
for 2020. The briefing will contain all the requirements to be followed by the campaign, and also all the
creative approach. Information about the organisation will also be provided and presented.
Coca-Cola was established in Atlanta, USA in 1892. Since its creation, the organisation has
been widely recognised for providing refreshing carbonated beverages to consumers across the
globe. The franchise is the world’s biggest company in the Beverage Industry, dominating 48% of the
global market share. It has cultivated its brand image throughout the past century, providing a variety
of 160 variations of beverages within a market consisting of 200 Countries, and more than 10,000 soft
drinks from Coca-Cola are consumed every second of every day on average.
The organisation has experienced some logo changes over the years, as well as 50 different
slogans for its campaigns. Even with some many changes and reinventions, Coca Cola is always the
top choice of the customers and has always been able to keep the mindshare high.
The products are widely available at stores, super markets, grocery stores. The distribution is
intensely operated making available for everyone to buy the company’s products anytime and
anywhere.
Considering all the history and strength of the brand, the New Campaign for 2020 will be
developed. The role of this campaign for Coca Cola is reinforcing their position in the market following
the “one brand” strategy for global communication. Keeping up with this line of communication is an
important requirement since it extends the global equity and iconic appeal of original Coca-Cola
across the Trademark, uniting the Coca-Cola family under the world’s number one beverage brand.
The campaign will last 7 months, form January to July, and have a budget of $4 billion.
Using this strategy, we will be reinforcing that Coca Cola is for everybody from everywhere,
anytime, all the time. Keeping the campaign slogan “Taste the Feeling” it is also a requirement to be
followed since it connects to the idea that Coca Cola is a simple pleasure that makes everyday
moments more special. Talking about special moments and sharing happiness, the campaign will
bring the health habits of life to focus, showing that the Coca-Cola products can be part of this way of
life as well. This will be the focus of the global campaign. In the Australian market, there will be a
parallel campaign to introduce the new products recently acquired by the company: the Organic &
Raw Trading Co’s Mojo Kombucha. Following the same idea and creative approach, the Australian
campaign will bring the “new products” into focus showing that Coca-Cola is definitely going to be
even more present in these healthy and happy moments.
Finally, the Agency X would be the best choice for the client’s requirements because it has a
real passion about being creative and exploring everything that a creative campaign and ideas can
provide. How to transform all the planning and strategy in a creative and exhilarating idea is the main
point to create a campaign for a company like Coca Cola.
Also, the whole team will be invested into collaborating to the success of the campaign. Being
a small agency, with not so many employees and clients, the company will be able to be 100%
dedicated to create and develop this campaign.

T-1.8.1_v3
Task 2: Purpose and objectives for the advertising campaign (10 marks)
 state each of the campaign objectives as a quantifiable measurement, outlining what the
advertising should accomplish for each objective
 outline any internal or external factors that may prevent the campaign objectives from being
achieved and how this can be managed to ensure the objectives are achievable
 highlight any concerns regarding the feasibility or achievability of any of the objectives
The main objectives for the Coca Cola company are to be globally known as a business that
conducts business responsibility and ethically and to accelerate sustainable growth to operate in
tomorrow’s world.
Last year, Coca-Cola generated 69% of the sales of unit for sparkling soft drinks. But, the
increase of healthy habits has considerably reduced the consumption of soft drinks worldwide. So, for
the year of 2020, the company wants to increase the ingesting of its products in 20% worldwide, and
5% in the Australian market. For that, the company will increase the investment in advertising,
focusing electronic and print ads, and have a special investment in the Australian market.
Also, it is one off the company’s goals to offer products at maximum outlets, more suitably to
be present universally at each and every store in all part of the world. With that, the company plans to
improve its supply chain, supplying the “new products and make sure that the customers will have
access to it is essential.
Keeping the first place in the market has always been a goal. For the next six months, Coca-
Cola wants to be the leader of the beverage industry in the Australian market.
Recently, the organisation bought a coffee company, Costa Coffee, to try and enter a different
market, focusing on different habits. But, more and more, people are trying to consume more natural
and healthy drinks. At the beginning of 2019, Coca-Cola acquired Organic & Raw Trading Co’s Mojo
range, a brand involved in the kombucha market. With that, the company plans to meet the global
health needs and dominate 20% of the market share of healthy drinks by the end of 2020. Connecting
this new acquisition with the Coca-Cola brand will be showed in the campaign. Now the customer can
also taste and feel even healthier with Coca-Cola.
Comparing with another companies and brands, Coca-Cola has low product diversification.
Where Pepsi has launched many snacks items like Lays and Kurkure, Coca-Cola is lagging in this
segment. It gives Pepsi a bit of leverage over Coca-Cola. That is why the company has to focus now
on the different products they are investing like the coffee industry and, especially the healthy
beverages.
Carbonated drinks are one of the major sources of sugar consumption. It results in two grave
health issues: obesity and diabetes. Coca-Cola is the biggest manufacturer of carbonated beverages.
Many health experts have prohibited the use of these soft drinks. Creating alternatives to the
customer that now wants to follow another lifestyle is the key. Coca-Cola can continue to be part of
the happy moments of their lives and also help them enjoy and be more health.
Another recent problem the company has been facing it the water usage. Coca-Cola has
faced many criticisms over its water management issue. Many social and environmental groups have
claimed that the company has a vast consumption of water in water-scarce regions. Besides, people
have alleged that Coca-Cola is polluting water and mixing pesticides in water to clear contaminants.
Caring for the environment is a big deal nowadays, the customers respect brands that take the planet

T-1.8.1_v3
and all negatives impacts into consideration before producing and selling a product. Coca-Cola
already started a campaign over recycling materials, now they have to consider this water problem, or
this can became a real problem in the company’s future.
Competition is always a concern to any company, being direct or indirect. Although direct
competition from Pepsi is clear in the market, however, there are many other companies that are
indirectly competing with Coca-Cola, especially after the company acquisition of Costa Coffee, as
Starbucks, Tropicana, Lipton juices, and Nescafe.
When defining objectives for a marketing plan, there are always a few concerns regarding the
achievability. One of them is the competition. Pepsi is the number one competitor of Coca-Cola;
always fighting directly with the company to “steal” is market share and become the number one in
the market. So Pepsi’s reaction and response to the new campaign can be a problem. Also, how the
company in entering a new market, healthy products, there are other competitors well established and
settled in the market that may be a concern. It may take a while for the customers to stop seeing
Coca-Cola as just a brand for soft drinks, but also a brand who cares about their health and lifestyle.
TASK 3: Determine your target audience (5 marks)

 Who are your target audience and consumer
 Outlined any internal or external factors which may affect consumer or target audience
responses
Coca Cola’s target is very wide. The company targets every person in the world who likes
sugared or sweet soft drinks. No matter who they are they find them and make them their customers.
Targeting any age, sex, race and lifestyles, Coca Cola wants to bring the customers together.
But for that the organisation ends up focusing more in a specific type: the youthful target.
The organisation target can be classified as people who are open-minded and love new
things. They like travelling and learning from different experiences and cultures. Internet is their main
way of communication, sharing a lot on Facebook, Instagram and Twitter; and also it is a great
lifestyle for them segment like to have fun as much as possible, like challenges and variety, going to
new places, pubs, clubs. They are well informed about trends and buy trendy goods, also save up
and have the best choices.
Regarding shopping habits. They like buying new things, but when they do, consider every
aspect of the product. The target looks and values the packaging and the quality of the product, and
also the price and brand.
People with healthy habits are also part of this target. Seeing that this is a market that Coca-
Cola is aiming to enter and grow with this campaign, this target is essential. The focus will be in the
Australian market, with people from both sexes, and with ages between 20 and 50 years. Living all
across Australia, the target cares about their health and their daily habits regarding food, drinks and
exercise. Their goal is to have a good quality life, being able to enjoy every moment with their loved
ones.
So this would be their primary target. But, as mentioned before, Coca-Cola has always
reinforced and restated that their products are for everyone, all ages, all races, sexes, etc. Everyone
can drink they beverages, so the company always makes sure to say it and share it in their
communication and campaigns. Normally the ages would be concentrated between 15 to 30 and 30
to 50.

T-1.8.1_v3
The brand’s core desire is to delver the best experience to the customers. The strategy is
doing things right, making them happy. Coca-Cola communicates with its customer giving the
message of the desire of purity, goodness. The brand speaks about complete trust, dependence. The
idea of a Promised Land is the perfect messages for the company’s communication. Within all these
years and all relationship that was built, Coca-Cola has conquer a grand amount of loyal customers.
However, a few internal and external aspects can affect this happy relationship that the
company has with the customers. Coca-Cola is the current market leader in the Beverages Industry,
but Pepsi closely follows it. There is a difference in flavour between the two brands, that normally
goes in Coca’s favour, but it is another difference that may influence the customers to pick Pepsi or
even another brand: price. These two brands are in a brand war since the beginning. Especially in the
USA, their advertising war and direct response to each other is well known by the public.
Regarding the price, Pepsi is still able to maintain its price a bit lower than Coca’s, what may
make a big difference when the customer is at the sales point deciding which brand to pick. Of
course, as said before, Coca-Cola has a great portion of loyal customers, but there are also those
customers that want to drink cola drinks, and the two best’s of the market are Coca and Pepsi. So,
when they have to decide which one to take home, the pricing may be a huge contributing factor.
The last few years, people have been worrying about their health and their habits. What they
drink or eat became extremely important, and that is why people are looking for healthy alternative
drinks and food. While the customers are swapping sugary drinks for waters and teas, which are
better for their health, Coca Cola is not making a big effort to move in that direction.
Over the last few years, obesity has become a major problem in society, what created a huge
response from people. Carbonated beverages are one of the major reasons for fat intake and Coca
cola is the largest manufacturer of carbonated beverages. The company has to respond to these new
market necessity by creating a product the healthy public will respond to. Diversification is the answer
here. The organisation has to improve its offers in the health and food business.
Following the new healthy era, it is also the sustainability. People are trying to avoid the
consumption of plastic, seeing all the movements to change the selling and usage of the plastic
straws. Referring to that, Coca-Cola has brought back its glass bottles. Also, the company has just
launched in Australia a new campaign to promote its new commitment to reduce plastic waste and
packaging by making its bottles out of recycled plastic.
Now, there is another important factor to consider. When the customers go to the
supermarket to buy their food and drinks for the month or to a restaurant to enjoy and celebrate, they
may look for cola and soft drinks. Normally there will be only two options: Coca or Pepsi. If there is
only one that is the one the customer will get it. Concluding: the supply chain is a very important
factor. Changes in established laws may prevent Coca Cola from distributing drinks. Accounting,
taxes, internal marketing, and changes in labour laws can affect Coca Cola in this way. Also, the
transportation costs always rising. There will always be possible improvements in this area. Thus
Coca cola should keep strict watch on its supply chain and keep improving to bring the cost down.

T-1.8.1_v3
Task 4: Prepare the advertising campaign budget (10 marks)
Having completed the identification and clarification of the objectives for this campaign, you now need
to prepare an advertising budget for the campaign based on the campaign objectives. You will have
to:
 provide an explanation of the expenditure on each component of the campaign against the
budget provided by the client
 outline each of the resources required and allocate a percentage of the total budget for each
resource
 include a graphical representation of the overall budget for the campaign
 provide reasoning as to why the total amount of money for the campaign is required
For the campaign, a few components and resources will be necessary. Everything will start
with the Research. A specialized research company will be hired to deal with the researches focused
on the health market that Coca-Cola wants to grow into, and another dedicated to the general soft
drinks market to measure the products consumption. Recalling that the researches will happen
considering the worldwide market for Coca-Cola, and also the Australian market focusing on the
health drinks. Considering the budget provided, for this resource it will be necessary to use around
10% of the budget, consisting into $400 million. There will be two companies working on the research
process: the Nielsen, for the global research market, and Roy Morgan for the Australian Market
research.
The Agency responsible for the planning, creation and development of the campaign will be
Agency X. The Agency will be taking care of the whole campaign, but it will focus on the Australian
Market part of the campaign. The global campaign will be responsibility of the partners as Ogilvy and
Wieden & Kennedy. The budget for Agency X, will be around 20%, around $800 million. For the other
partners will be reserved 10% ($400 million) of the budget for the support in the campaign.
The ads and commercials are going to be produced by another company that it will work
together with the agencies. While the agencies will create the storytelling and brief of the commercial
and ads, the company will put everything in action as hiring the location, actors, make up and
costumes, directors, photographers, everything involved in the production for the Australian
commercial and ads and the global campaign. The Good Oil will be the company responsible for
these productions. The budget used for that will be 7,5%, $300 million.
After creating and producing the ads and commercials, it is time to serve them to the media
platforms. There will be electronic and print ads for this campaign, involving open and private TV
channels, Radio, Social Media, Outdoors, Bus stops, and Magazines. Nowadays, the advertising
expenditure has grown on the digital platforms, being followed by TV, Magazine and Radio. For Coca-
Cola, even being a big brand, it is important to always be in the main channels to react the public. So
all that will have an investment of 25% of the budget, consisting in $1billion.
Since a “new product” will be associated to the Coca-Cola brand, the public relations must
start pumping the public and media about it. So for the Australian market, that will be the pioneer with
the introduction of the health products and market, there will be held some PR events to inform about
it and create some buzz. This new idea of entering this market and the reasons for it will be stated.
For that matter, the budget will be 5%, $200 million. The company responsible for that will be Neon
Black.
Continuing with the “new products”, it is important to take care of the distribution factor. Every
store, supermarket of retail shop that sells Coca-Cola products must have the kombucha. And also,
all the retail shops for health products and suppliers that sell drinks to cafes or bar also must contact

T-1.8.1_v3
and ensured to distribute the Coca-Cola products. Also, is very important to reassure the global
distribution of Coca-Cola’s products. So this will be another partnership with the international
agencies to make sure the supply chain of Coca-Cola still going, as it should for the campaign. For
this supply chain, the necessary budget will be 15% of the total, consisting in $600 million.
After and during the whole campaign, it is important to always measure and evaluate the
results and how everything is going. The Agency X will hire professionals and have a department to
this matter, what will result in a separate budget for this activity. The budget will be another 7,5%,
$300 million.
Graphic 1: Campaign Budget. Values in Million and Billion.
Coca-Cola has always been known for its commitment to advertising spending. In 2017, the
company spent $4 billion in advertising. A high number, which was increased by the year of 2018,
becoming $5.8 billion.
Following the pattern off expends, for the campaign of 2020, the budget should stay around
$8 billion, consider that a number near to $7 billion was invested in 2019. However, the campaign will
happen within the first semester of 2020, so the total budget will be around $4billion.
This budget is perfect for the purposes of the company. Coca-Cola is a huge company that
will have a global campaign and also a separated and direct campaign for the Australia market in the
period of six months. Following all the history of campaigns and investments in advertising made by
the company, this budget will be adequate.

T-1.8.1_v3
Task 5: Develop an advertising campaign schedule (5 marks)
Having completed the advertising budget for this campaign, you now need to prepare an advertising
schedule for the campaign based on the campaign objectives and budget. You will need to discuss:
 confirm the length of the campaign, from initial research

 produce the advertising schedule using Excel, MS Word or appropriate software, including:
details on research components, creative, media and production requirements; milestones for
monitoring progress against budget and scheduling requirements; and a key in the schedule
to explain what each of the elements are
 how and at what point in the scheduling these will be measured for effectiveness
 Discuss steps, which will be taken if objectives are not met at any of the milestones.
The campaign length will be 7 months. There will be 1 month and a half of research and
preparations and production, and around 5 moths of action and insertions. The global campaign will
happen during the 5 months, but the campaign focus in the Australian market will be during the
summer and autumn, beginning of winter, finishing at the end of June.
So the exact dates for the whole preparation and production process and the insertion and
action will be from January of 2020 until end of July 2020. Six months of the campaign will be
dedicated to measuring effectiveness and feedback from the customers, especially regarding the
Australian Campaign.
CAMPAIGN SCHEDULE
MONTHS/2020
January February March April May June July
The discoverof the proble, definition of

the solution, gathering methods,
Research creation and application creation of questionaries, test of the
research, application of the research,
analyse results and recommendations.
Meetings with the customers,

evaluation of the research results,
understanding of the briefing and
objectives, creation of the creativity
Planning and creativity production
approach, media choices,
of the campaign
development and production of the
advertsing and commercials.
Collaboration with international
agencies.
Public relations planning and events

for the Australian market for the
insertion of the Kombucha products
Pubic Relations
in the Coca-Cola brand, create
awarness of this porducts in the
customers minds.
Insertion for the print and electronic

ads regarding the Global Campaign.
Radio: March/ TV: April to July/
Global Campaign
Magazines: April to June/ Bus Stop:
May to July/ Outdoor: May/ Social
Media: March to July.
Organisation and execution of

meetings and agreements for the
Distribution distribution of the Kombuchas in the
Australian market, suppliers visits,
supply chain process.
Beginning at the end of February.

Insertion of the print and electronic
ads regarding the Australian
Campaign for the health market.
Australian Campaign
Radio: March/ TV: March to June/
Magazines:May to June / Bus Stop:
March to June/ Outdoor: May/ Social
Media: February to June.
Keeping track of all the responses

online, in the sales point and sales of
the products before, during and
after the campaign. Keep track with
Feedback and Response Analyse the suppliers and how much they are
saling, how often and how fast. How
the products are "behaving" in the
sales point. Social Media constant
interaction and responses.
Schedule: Attached at appendix.

T-1.8.1_v3
During 10 months, the campaign will be evaluated and measured for effectiveness and
results. A great number of tests will be held to evaluate if the campaign will meet its objectives and
create the results expected by the company.
There are many different tests and techniques to evaluate advertising effectiveness. Test
depends on the aspects to be evaluated. Some of them are the Pre-test and Post Test, that implies
the testing of the message before and after is published, the Communication and Sales Effect Test,
that measures the communicability of the message, the Experimental and Survey Test that involves
testing advertising effect by conducting test by manipulating independent variable, and the Message
and Media Effect Test in which, while message test involves measuring clarity, contents, believability,
action of the message, the media test measures effectiveness/ suitability of one or more media. Some
will be used to evaluate and monitor the campaign.
Having a good team and good reaction plan is essential if the objectives are not met at any of
the milestones. It is necessary to have people really dedicated to make the job work, no matter what,
so they can work even harder to fix any problems that come along the way. Having a great planning
also involves premeditating and that some problems may happen, therefore the solution was already
analyzed and it will be ready to be used in case of need.
Task 6: Complete the tables
6A) Campaign execution (5 marks)
Complete the table to identify areas of your campaign execution plan. Examples are given below and
will not be counted as part of your answer:
Campaign Position Responsibilities
Public Relations PR Manager - Discuss with the marketing manager for

the approval of PR, focusing on the
Health Products and its relations with the
brand
- Discuss with the media regarding PR
- Release the public relation campaign
Distribution Campaign Assistant Manager - Organize the distribution of the
Kombucha to the same venues where all
the products of Coca-Cola can be found,
focusing on the Australian Market.
- Studying the best options to distribution
that c an be compatible with the supply
chain
New Campaign Campaign Manager/Agency - Start with the new campaign and the
media ads and commercials
- Supervise the activities related to the
production and serving to the media
Reinforcement on Sales Point Sales representative - Visiting the sales points and talking with
the employees and supply owners
- Reporting the sales increase or
decrease and keep contact with all the
suppliers
Reinforcement Advertising Campaign Manager/Agency - Monitoring Social Media for feedbacks
and responses
- Create and generate responses to the
customers on Social Media to keep
interaction

T-1.8.1_v3
6B) Timeline of implementation (5 marks)
Complete the table to identify timeline for implementations. Example is given below and will not be
counted as part of your answer:
Campaign Message Objective Start Time Finishing

Time
Periodical Feedback Jan/2020 July/2020

meetings with
international
agencies
Facility production Production Ensure the production Jan/2020 Feb/2020
of commercial and is happening as it
ads should and it will be
finished on time and
with the quality
expected.
Meetings with Insertion Programme and Feb/2020 March/2020
media and serving ensure the insertion of
of ads and the ads in the right
commercials frame and time
globally and in the
Australian market.
Visits and meetings Distribution of Make agreements with Feb/2020 March/2020
with the drinks Coca-Cola new suppliers to
suppliers products include and keep the
Coca-Cola’s products
in their catalogue to
supply to cafes and
retail shops
Periodical visits to Sales and Ensure the sales and Feb/2020 July/2020
the sales points distribution distribution of Coca-
Cola’s products are
happening as they
should.
6C) Contingency plan for campaign (5 marks)
Complete the table to outline your contingency plan and risks. Example is given below and will not be
counted as part of your answer:
Contingency Plan
Company name: Agency X
Person developing the plan
Name: Daniela Lutten Position: Campaign Manager
Risk identified: Identify your risks in this section

T-1.8.1_v3
Strategies/activities to minimize the risk By when By whom
Lacking the improvement in the consumption of Coca- July/2020 Manager

Cola products by 5%
Variation reports to identify the sales of the kombucha September/2020 Assistant Manager
products over 10%
Keeping track of feedbacks and online responses and March/2020 Social media Manager
interactions
Keeping track of the distribution and suppliers sale of May /2020 Assistant Manager
the products within the time frame
Task 7: Describe in detail the production process of the campaign (10 marks)
 Discuss your production process in detail (such as how the research, target audience and
market behavior analysis, media selection and execution is carried out)
 Discuss factors that may influence the production process stated above
After the first meetings with the client and discuss about the briefing, the first step is to hire
the research company and give them a brief of what we need to know, what we are looking for it to
know. The research company will evaluate the briefing and create the questionnaires and tests
focusing on the healthy lifestyle and the Kombucha products, all related to the Coca-Cola brand and
its relationship with the customers. After all the research and questionnaires application, there will be
and analyze and recommendation of what to do and how to proceed considering the results.
Wth all this new information provided by the researches, Agency X, with the help from the
international agencies will create the creative approach and planning of the campaign. All the
objectives must be align with the message that will get to the customer, and how will they receive this
message. A lot of secondary research and understanding of the client, its relationship with the
customers and how they normally spread their message must be done.
Having the goals and objectives defined, it is time to think about the target. Who are they?
Where are they? How do they live? All the aspects of the target must be analyzed to define who
would be the best target for this campaign. Normally, Coca-Cola targets everyone everywhere, but
always with a primary target in mind. Defining which are they and how they are connected to the
brand and the objectives is essential.
After the planning and construction of ideas and definition of the target, it is time to decide
where to insert the message. Coca-Cola has a history off using TV commercials, and being very
strong at it. Also, for the last few years the expenditure in the media has involve mostly TV,
Magazines, Radio and Social Media. Following that pattern and who to target, comes the where.
Which medias are the best to reach the target market for this campaign? Where are they? What do
they watch, read and do? Open television channels are definitely involved. Selecting some closed

T-1.8.1_v3
channels that may target the public more specifically is also important. Channels direct to people
included in the age group, as movie, series, music channels are part of it, and also channels
regarding health lifestyles are included. For the magazines, the best seller that fits the target must be
chosen. One main magazines and another for the health market, to focus on the kombucha, must be
enough. Social Media will involve the pattern: Facebook, Instagram, Youtube, Twitter. Using Google it
would also be a good tool for this campaign, Google has many tools that can support the marketing
and make the brand grow and be more visible. Radio would involve two of the most listened music
radios of the area where the public can be easily reached. Remembering that there will be a global
campaign and an Australian campaign, so everything is applied for both. Another tool the will be used
are the outdoors and bus stops. These are not on the top of the list of expenditure for media, but the
have been bringing good results to support the main campaign and main medias.
So, after deciding the medias, it is production time. Hiring the production company to develop
the two main commercial, one for the global campaign, one for the Australian campaign, and also to
support in the development of the print ads. It is an intense work to meet the briefing and storytelling,
and to transmit the message and reach the public. Deciding the location, actors, costumes, makeup,
directors, photographers, and edition, all demands a lot of work and dedication.
For the Australian Campaign, it is very important to make the customer aware there is a “new
product” connected to the Coca-Cola brand, and that Coca-Cola has been caring more and more
about their quality of life and their health. For that, it will be hired a Public Relations company, and in
partnership to it will be plan events around the world and Australia, being the Australia the focus at
the moment, to initiate this “conversation” with the customer. Where to make this events and how to
carry them is very important to attract the attention of the target and make them aware that now there
is a Kombucha there is also from Coca-Cola. The connection with the brand here makes a difference,
since the public probably consumes or used to consume any of the products from the brand.
With the kombucha entering the game, it is important to make sure that the customer will find
the product, and then but it. Creating a good distribution plan with the biggest supermarkets in
Australia (Coles, Woolworths, ALDI and IGA), placing them in the best spots, and making agreements
with café and retail shop suppliers is essential. After that, it will be important to continue the work in
the sales point keeping track of the sales and how the customers are reacting to the products.
Before, during and after the campaign, keeping track of feedback and the public reaction is
essential to see if everything is working and will work out. Evaluating the conjunction of the work that
was planned, in the time frame and how everything is being delivered and received by the public
makes a difference in the final results of any campaign. The Agency X will have a special team
responsible for looking into it for a period of 10 months, 1 month before, 7 months during and 2
months after.
This is a very long process that may be influenced bay may negative factors. It is impossible
to have everything that was planned to occur exactly right and the exact time frame. This work is
make by people, and people sometimes make mistakes. When a company depends on suppliers, the
work is a little bit out of their hands, extra use of the budget or a late delivery may happen. Also, is
quite possible that the client will not approve every detailed that was planned and ask for some
changes. All these changes and meetings to get to an agreement, and waiting for an approval may
delay the final work.

T-1.8.1_v3
Task 8: Evaluate and select suppliers (10 marks)
 Identify suppliers required for the production process of your advertising campaign.
 Assess and discuss each of the suppliers in terms of their expertise and ability to meet the
production budget, production and schedule requirements (such as; their merit, value for
money and ability to meet legal and ethical requirements).
 Write a letter informing your selected suppliers that have been hired. Include the result of the
negotiation in the letter along with the schedule.
Production Company:
The Good Oil will be responsible for the production of the campaign shooting and directing.
With an extensive portfolio, Good Oil produced heaps of content not only in Australia but in the United
States and New Zealand as well. Renowned company selected for this new Coca Cola campaign will
be costing to the budget $300 million, fair price to be paid to a company that big.
PR Company:
Neon Black, the company responsible for Public Relations, has the role to introduce to the
Coca Cola family the Kombucha and explain to the public how that merge will change the way people
see Coke products non-healthy and manage internal and external crisis during the campaign. Their
portfolio is packed with big clients such as, Disney, Nickelodeon, Glad, Krispy Kreme, Target and
many more. That will be their first time with Coca Cola, which chose them due their experience and
years in the PR market.
Research Company:
Nielsen and Roy Morgan are in charge of the research to be done before any of the other
steps can actually start. Nielsen is the company that is responsible for the worldwide research,
renowned company with years of market experience and Coca Cola’s as clients for years, Nielsen
plays an important role being able to get all the important data that its client needs to launch their new
campaign flawlessly and have the profit to fill the outcomes of this expensive process.
Roy Morgan on the other hand, is responsible for the research in Australia. Known as the biggest
research company in Australia. Since Coke is now with Kombucha drinks, Australian market must be
consulted about it in order to establish selling spots, where to invest more and etc. Both companies
represent $400 million of the total budget, considering their market consolidation; it’s the price to be
paid to get the job done properly.
Partner agency:
Ogilvy and Wieden & Kennedy are the partner agencies in this project. Renowned agencies,
they have solid experience with Coca Cola for years and know well how the company like their
campaigns and marketing stuff. The agencies expertise will help Agency X to achieve their objective
with Coca Cola Co. For the agencies help and support, it will be paid to them $200 million each.
Letter
To whom it may concern,
This letter is to advise you that your company has been hired to be the supplier to the campaign for
Coca-Cola 2020. The campaign will have the duration of 7 months, within all of you will participate in
some stage to create, develop and bring the expected results. Nielsen and Roy Morgan are in charge
of the research. The time frame will be around 1 month and a half in January, and the result of the
negotiation regarding the price for the service is $400 million. The Good Oil will be responsible for the
production of the campaign shooting and directing. According to the negotiation, the budget for that
end up at $300 million. Neon Black, the company responsible for Public Relations, has the role to

T-1.8.1_v3
introduce to the Coca Cola family the Kombucha and explain to the public how that merge will change
the way people see Coke products non-healthy and manage internal and external crisis during the
campaign. The negotiation resulted in the budget of $200 million. Last, the two partner agencies that
have been chosen were Ogilvy and Wieden & Kennedy. The two companies have been partners with
Coca-Cola for many years now, so nothing less than making a new partnership with you guys again.
The negotiation for the budget was settled at $400 million for both.
We will be expecting private contact from each one of you to further discuss budget and schedule.
Anyway, the whole schedule campaign is attached to the email.
Regards,
Campaign Manager.
TASK 9: Evaluate Advertising Production (5 marks)
 Discuss how you will evaluate the quality and cost effectiveness of the production process
and how you will compare this against the original creative brief
 Discuss how you have ensured that the evaluation processes are valid and how you can
measure the quality
To understand the results of your advertising, you must first monitor the company before a
campaign begins. Since Coca-Cola works selling its products via retail shops, supermarkets and
suppliers, knowing if there was a significant increase in sales once the campaign begins can help to
evaluate it success.
Monitoring how many enquiries were received by email, website or phone can also tell how
customers prefer to contact the company. As an example, it is possible to discover that the customers
like to search online or visit your website first, before buying the products. This is invaluable
information to use in the next advertising campaign.
Advertising may take time to generate results. To monitor if the company is achieving the
results, having a direct marketing sent to the customers, asking how they feel about the company and
the “new product”, monitor the enquiries from customers just after a new advertisement is published.
Is also important to compare the results of the advertising with the initial goals, and figure
whether the advertising has reached or exceeded the expectations. Measuring if enquiries and sales
have increase, how is the brand image, has improved? The marketing goals have been met, How is
the customers feedback? What is the online response to the campaign and products? Everything
must be evaluated.
There are also different tests and techniques to evaluate advertising effectiveness. Test
depends on the aspects to be evaluated. There are many, some of them are the Pre-test and Post
Test, that implies the testing of the message before and after is published, the Communication and
Sales Effect Test, that measures the communicability of the message, the Experimental and Survey
Test that involves testing advertising effect by conducting test by manipulating independent variable,
and the Message and Media Effect Test in which, while message test involves measuring clarity,
contents, believability, action of the message, the media test measures effectiveness/ suitability of
one or more media.
Among the several testes and techniques, the communication test and the sales effect test
are the most relevant and efficient seeing the success of the campaign depends on how far
advertising has influenced knowledge, attitudes and preference of the target. In the same way, a
sales increase is the ultimate aim of all marketing efforts.

T-1.8.1_v3
Now, to ensure that the advertisment is able to effectively communicate, it is necessary to

apply another round of tests. The direct rating test is there to ask the consumers to rate
advertisements. Message contents, message clarity, and coordination, knowing how to evaluate and
read the messages, its helps to improve how to reach them with it. Another interesting test is the
Laboratory Test. Conducted in laboratory with necessary equipment’s is used to measure consumers’
physical reactions in terms of heartbeat, blood pressure, perspiration, etc., to an ad.
While the correspondence impact test estimates imparting capacity of the advertisement, the
business influence test estimates promotion's capacity to impact deals. Promotion must influence
deals decidedly. Truth be told, publicizing's business impact is hard to test since deals are affected by
numerous components other than advertising, including product’s features, price, availability, and
competition.
The Historical Test that includes relating past sales to past advertising, corresponding the
advertising expenditures using advance statistical techniques. The outcomes can uncover how far
commercial was viable in creating or increase sales. The test can be utilized for various items, regions
and advertisement media, or all in all. It is also possible to do an Experimental Test, with is conducted
to assess the impact of advertisement on sales. Instead of spending the same percent of sales for
advertisement in all products, the company spends different percentage of sales for advertisement.
All these tests and techniques will be used to evaluate the quality of the process and results
of the campaign. As mentioned previously, it is important to analyze the whole campaign, before
during and after to have a better overview of the results and how good and efficient was the
advertising.
TASK 10: Legal and Ethical Requirements (5 marks)
 Outline the various ethical requirements required to follow in the advertising industry
 Identify and give an overview of key provisions of relevant legislation, codes of practice and
national standards affecting your operations.
Ethical Requirements
According to the Institute for Advertising Ethics (IAE), there are nine ethical principles to be
followed by the advertisers.
The first principle says that advertising, public relations, marketing communications, news,
and editorial all share a common objective of truth and high ethical standards in serving the public. It’s
essential for the industry to accept that advertising is a message that must be treated with ethics and
accuracy as the information shared in the editorial information, as the news. Advertising is extremely
important to consumers and to the market. And, of course, the consumers want and expect
advertising to have and follow high ethical standards.
The second principle affirms that advertising, public relations, and all marketing
communications professionals have an obligation to exercise the highest personal ethics in the
creation and dissemination of commercial information to consumers. It is simply following the first
principle. If the message must follow the ethical standards, the marketing professionals also have the
obligation to exercise and practice the same ethics. One principle depends on the other.
Third principle involves the aspect of how clear the message must be. The advertisers should
clearly distinguish advertising, public relations and corporate communications from news and editorial
content and entertainment, both online and offline. This is an ongoing problem where the

T-1.8.1_v3
differentiation between commercial communications and news/editorial and entertainment does not
exist. If consumers are unaware the “news” they are viewing is actually advertising, this constitutes in
misleading and unethical practice.
The forth principle Advertisers should clearly disclose all material conditions, such as
payment or receipt of a free product, affecting endorsements in social and traditional channels, as
well as the identity of endorsers, all in the interest of full disclosure and transparency. The mais
concern here is the importance of the transparency by the advertisers about the conditions for
creating online endorsements, for example through social media. Mostly it is not clear whether people
are endorsing by themselves, or if they are being compensated by a brand. The anonymity of the
online world requires extra efforts for practicing ethics.
Fifth principle is about how the advertisers should treat consumers fairly based on the nature
of the audience to whom the ads are directed and the nature of the product or service advertised. This
is mainly focused on the advertising direct to children. Children are more vulnerable and susceptible
to certain contents than adults, being easily misled. Children’s understanding depends on the manner
in which the ad is designed and disseminated.
Sixth principle regards the behavioural advertising, an online marketing innovation that
promises great benefits for advertisers and consumers by delivering advertising relevant to the
consumers’ interest. Consumers are segmented via their computers or cell phones according to their
interests and online activities, such as the ads they click on. Advertisers use this data to direct more
relevant ads to the consumer, what helps to cuts down the costs —and also elevate the effectiveness.
Considering that, the advertisers should never compromise consumers’ personal privacy in marketing
communications, and their choices as to whether to participate in providing their information should be
transparent and easily made.
The Seventh principle is quite simply: the advertisers should follow federal, state and local
advertising laws, and cooperate with industry self-regulatory programs for the resolution of advertising
practices. It is essential to the professional and the companies to follow the laws and codes created to
improve the advertising practices.
Eighth principle is more focused on the professionals. The Advertisers and their agencies,
and online and offline media, should discuss privately potential ethical concerns, and members of the
team creating ads should be given permission to express internally their ethical concerns. It is
essential that to improve advertising ethics, all the professionals involved must practice the highest
ethical standards.
The Ninth and last principles simply says that the trust between advertising and public
relations business partners, including clients, and their agencies, media venders, and third party
suppliers, should be built upon transparency and full disclosure of business ownership and
arrangements, agency remuneration and rebates, and media incentives. Building trust with the clients
is critical to any business success and to retaining and growing the business partnership.
Legislation
When creating and communicating a message to the customers in order to sell a product or service it
is important to follow some laws and codes. As said previously, is one of the ethical requirements of
advertising. The most important ones are:
False or Misleading:
About products or services:
A person must not make a false or misleading representation:

T-1.8.1_v3
- That the products are of a particular standard, quality, value, grade, composition, style or model or
have had a particular history or particular previous use;
- That services are of a particular standard, quality, value or grade;
- That the products are new;
- That a particular person has agreed to acquire goods or services;
- That products or services have sponsorship, approval, performance characteristics, accessories,
uses or benefits;
- With respect to the price of products or services;
- Concerning the availability of facilities for the repair of goods or of spare parts for;
- Concerning the place of origin of products; concerning the need for any products or services;
- Concerning the existence, exclusion or effect of any condition, warranty, guarantee, right or remedy.
Misleading conduct as to the nature of products or services
A person must not, in trade or commerce, engage in conduct that is liable to mislead the public as to
the nature, the manufacturing process, the characteristics, and the suitability for their purpose or the
quantity of any products or services.
Bait Advertising
A person must not advertise products or services for supply at a specified price if:
There are reasonable grounds for believing that the person will not be able to offer for supply those
products or services at that price for a period that is, and in quantities that are, reasonable, having
regard to the nature of the market and of the advertisement; and if the person is aware or ought
reasonably to be aware of those grounds.
Pricing: Multiple pricing
A person must not supply products if the goods have more than one displayed price and the supply
takes place for a price that is not the lower, or lowest, of the displayed prices.
Safety standards
A safety standard for consumer products of a particular kind may consist of such requirements about
the following matters as are reasonably necessary to prevent or reduce risk of injury to any person:
- The performance, composition, contents, methods of manufacture or processing, design,

construction, finish or packaging of consumer goods of that kind;
- The testing of consumer goods of that kind during, or after the completion of, manufacture or
processing
- The form and content of markings, warnings or instructions to accompany consumer goods of that
kind.
Information standards
Information standard for products or services of a particular kind may:
- Make provision in relation to the content of information about products or services of that kind;
- Require the provision of specified information about products or services of that kind;
- Provide that information of a specified kind is not to be provided about products or services of that
kind;
- Assign a meaning to specified information about products or services.

T-1.8.1_v3
Direct Marketing
- Electronic messages not solicited must not be sent;

- The messages must contain information about the organisation or individual who authorised the
sending;
- Unsubscribe function must be available in the electronic message;
- Address-harvesting software must not be supplied, acquired or used;
- An electronic address list produced using address-harvesting software must not be supplied,
acquired or used.
TASK 11: Discuss the following to demonstrate knowledge (10 marks)
 Outline the four key principles of effective advertising which you have followed
 State 2 key importance of ethical advertising
 Which law will you follow to avoid the false and misleading claims to consumers
 Under Australian Consumer Law, will it be legal for you to involve bait advertising in your
campaign
 Explain why you may choose to adopt emotional strategy in advertising
 State key provision of Spam Act 2003 and why it would be an unwise strategy to use
 What key provision of Privacy Legislation Applies to direct marketing
Four Key Principles
ADVERTISE IN THE RIGHT PLACES
Choose the advertising platforms that are most relevant to the target audience and create ads for
each media is one the secrets to transmit the message. For this campaign, the right places were
chosen, creating a direct path between the brand and the public.
APPEAL TO EMOTION AND REASON
To create an effective advertisement, it is essential to understand why people buy products and
services. There are certainly logical reasons at hand based on the customer’s needs, but most
consumers also base their purchases on emotional reasons. The most successful advertisements
simultaneously appeal to a customer’s rational and emotional sides.
COORDINATE YOUR ADVERTISING EFFORTS
To increase customer awareness about the product, coordinate the marketing efforts so that each
advertisement clearly reflects the company and brand. By using the same idea from the television
commercial in a magazine ad or on a website banner, customers will become more aware of what it is
being sold and they’ll be more likely to remember the brand when they are on the sales point, ready to
buy..
MAKE PEOPLE STOP AND PAY ATTENTION
First, advertisement should make people stop what they’re doing and pay attention. Most consumers
view advertisements as interruptions and automatically ignore the messages. An effective
advertisement is interesting and also informative, staying in the customer’s mind after they have
moved on. Coca-Cola has a history as a company and by having very well produced and catching
advertisments.

T-1.8.1_v3
Avoiding false and misleading claims to consumers
To avoid the false and misleading claims to consumers, it is essential to follow the Australian
Consumer Law Section 29, which says that a person connected to a business must not make a false
or misleading statement about the quality, value, price, any characteristics, connections, availability or
origin of a product or service.
Being transparent with the consumers within the entire life cycle of a product or service is extremely
important to keep the ethical standards of the law. View Graphic 3 in appendix.
Bait Advertising
Under Australian Consumer Law, bait advertising is legal. However, it is illegal to do it when the
products or services are advertised for sale at a discounted price, and they are not available in
reasonable quantities and for a reasonable period at that price. In that case, the bait advertising is
considerate a sort of false and misleading claim.
“Australian Consumer Law Section 35:
A person must not, in trade or commerce, advertise goods or services for supply at a specified price if:
(1) There are reasonable grounds for believing that the person will not be able to offer for supply those goods or
services at that price for a period that is, and in quantities that are, reasonable, having regard to:
(a) The nature of the market in which the person carries on business;
(b) The nature of the advertisement;
(c) The person is aware or ought reasonably to be aware of those grounds.
(2) A person who, in trade or commerce, advertises goods or services for supply at a specified price must offer
such goods or services for supply at that price for a period that is, and in quantities that are, reasonable having
regard to
(a) The nature of the market in which the person carries on business;
(b) The nature of the advertisement.”
Font: Federal Register of Legislation, 2019.
Emotional Strategy
Emotional marketing tells a story that connects audiences with brands in a personal, and
human way. As new media channels, devices, and platforms emerge, they ensure that people have
plenty of access to brand stories. What’s more, there are now a host of ways for companies to convey
their identity and vision, making emotional marketing much simpler. When used correctly, emotional
marketing strategies help companies to differentiate themselves in a challenging environment,
bringing passion and focus to a corporate entity. However, if you want to have the right impact on
your audience, you’ll need to make sure that your campaign feels authentic and honest.
Coca-Cola has a history of using emotional marketing, and have been having amazing results
with t. Following that path to make the campaign is essential.
With regards to understanding passionate intrigue in promoting, researchers have discovered

that positive feelings are bound to persuade us to share, retweet, and connect our companions, than
negative emotions. This means that marketers can improve their brand reach simply by highlighting
positive news or using words that appeal to the “happy” part of the brain.
Studies show that emotionally charged events create powerful memories in people’s minds. In
turn, these memories motivate us into taking action. Strong emotions in advertising may drive us to

T-1.8.1_v3
make an expensive purchase or donate money to a cause. Not surprisingly, the goal of marketers
everywhere is to tap into the emotions of consumers in order to make sales.
Building trust and connection, creating a necessity that is what makes the emotional
marketing so powerful. Making their happy or even sad, humans are moved true they’re emotional,
and normally to purchase any product or service, people are mostly emotional and not rational. View
Graphic 2 in the appendix.
Spam Act 2003
The key points of the Spam Act 2003 are:
- Electronic messages not solicited must not be sent;

- The messages must contain information about the organisation or individual who authorised the
sending;
- Unsubscribe function must be available in the electronic message;
- Address-harvesting software must not be supplied, acquired or used;
- An electronic address list produced using address-harvesting software must not be supplied,
acquired or used.
So, being direct, the Spam Act 2003 made it illegal to send or cause to be sent, unsolicited electronic
commercial messages with an Australian link. This includes email, SMS and MMS messages.
This act just reassures the importance of having respect for the customers, and always being honest
and transparent with the information that a company or person is communicating, and which actions
are been taken to keep their privacy.
That is why the practice of sending electronic messages without following the Spam Act must not be
followed. To avoid making the unethical move, it is very important to ensure consent before sending
these messages/advertisements, always identify the company, service, product or individual of the
message and give the customers the option to choose if they want to keep receiving them or not: the
unsubscribe function.
Direct Marketing and Privacy Legislation
In the Privacy Legislation, the Section 7 is dedicated to the Direct Marketing. The section 7 was
created to ensure that if an organisation holds personal information about an individual, the
organisation must not use or disclose the information for the purpose of direct marketing.
An organisation can only use or disclose sensitive information about an individual for the purpose of
direct marketing if the individual has consented to the use or disclosure of the information for that
purpose.
This APP 7 avoids that the direct marketers use the personal and sensitive information of the
customers without restraint, what was a concern for them. Now, the law protects them, and their
information can only be used if authorised. Also, the organisation may always allow an individual to
request to not receive direct marketing material.

T-1.8.1_v3
TASK 12: Conduct a Meeting (10 marks)
 Once you have completed the above tasks, conduct a meeting with ‘the client’ – this may be
your assessor, to present your brief so far. With the purpose of clarifying the campaign
objectives and to explaining any ethical or legal requirements for the campaign based on the
objectives, prepare a presentation based on information you have included in the report.
 Conduct a 5 minute presentation to your assessor. Your presentation shouldn’t exceed more
than 10 slides.
Attach your presentation with the report. Your assessor will be looking for the following evidence:
● described and explained the contents of the advertising brief
● clarified the advertiser’s purpose and objectives
● stated the objectives in measurable terms
● explained what the advertising is to accomplish
● determined the feasibility of the objectives based on factors such as budget, product and
market conditions
● outlined any internal or external factors that may affect consumer or target audience
responses to the campaign
● ensured that the objectives meet legal and ethical requirements.
Assessors checklist – Task 12 (For assessor’s use only)

Marks allocated Marks received
In undertaking this assessment, did the student
Described and explained the contents of the advertising brief

1
Clarified the advertiser’s purpose and objectives 1
Stated the objectives in measurable terms 1
Explained what the advertising is to accomplish 1
Determined the feasibility of the objectives based on factors such as budget,

product and market conditions 1
Outlined any internal or external factors that may affect consumer or target
audience responses to the campaign 1
Ensured that the objectives meet legal and ethical requirements. 1
Completion of the presentation within the timeframe and limit of slides. 1
Over all communication skills 2
Total marks received

T-1.8.1_v3
SOURCES AND REFERENCES USED
1. http://www.comlaw.gov.au
2. https://www.oaic.gov.au
3. https://www.forbes.com/sites/steveolenski/2017/12/12/5-factors-that-can-make-or-break-your-
marketing-strategy/#672ee62f51e4
4. https://www.coca-colacompany.com/our-company/about-coca-cola-journey
5. https://pestleanalysis.com/pestle-analysis-of-coca-cola/
6. https://kenyayote.com/coca-cola/
7. https://www.coca-cola.co.uk/stories/coca-cola-goals-for-2020-water-women-wellbeing
8. https://www.campaignlive.co.uk/article/eight-principles-making-ad-winner/1216900
9. http://www.aaf.org/_PDF/AAF%20Website%20Content/513_Ethics/IAE_Principles_Practices.
pdf

T-1.8.1_v3
APPENDIX
Include any attachments, facts, figures, pictures, diagrams, brochures, web screenshots, etc that you
have used in your assessment. Put a title for every attachment.
CAMPAIGN SCHEDULE
MONTHS/2020
January February March April May June July
The discoverof the proble, definition of

the solution, gathering methods,
Research creation and application creation of questionaries, test of the
research, application of the research,
analyse results and recommendations.
Meetings with the customers,

evaluation of the research results,
understanding of the briefing and
objectives, creation of the creativity
Planning and creativity production
approach, media choices,
of the campaign
development and production of the
advertsing and commercials.
Collaboration with international
agencies.
Public relations planning and events

for the Australian market for the
insertion of the Kombucha products
Pubic Relations
in the Coca-Cola brand, create
awarness of this porducts in the
customers minds.
Insertion for the print and electronic

ads regarding the Global Campaign.
Radio: March/ TV: April to July/
Global Campaign
Magazines: April to June/ Bus Stop:
May to July/ Outdoor: May/ Social
Media: March to July.
Organisation and execution of

meetings and agreements for the
Distribution distribution of the Kombuchas in the
Australian market, suppliers visits,
supply chain process.
Beginning at the end of February.

Insertion of the print and electronic
ads regarding the Australian
Campaign for the health market.
Australian Campaign
Radio: March/ TV: March to June/
Magazines:May to June / Bus Stop:
March to June/ Outdoor: May/ Social
Media: February to June.
Keeping track of all the responses

online, in the sales point and sales of
the products before, during and
after the campaign. Keep track with
Feedback and Response Analyse the suppliers and how much they are
saling, how often and how fast. How
the products are "behaving" in the
sales point. Social Media constant
interaction and responses.
Campaign Schedule

T-1.8.1_v3
Graphic 1: Campaign Budget. Values in Million and Billion
Graphic 2: Emotional, Combined and rational response.

T-1.8.1_v3
Graphic 3: how often people trust in advertising?

T-1.8.1_v3
Presentation

T-1.8.1_v3

T-1.8.1_v3

T-1.8.1_v3

Assessment I - Promotional Marketing

Încărcat de

Informații document

Drepturi de autor

Formate disponibile

Partajați acest document

Partajați sau inserați document

Opțiuni de partajare

Vi se pare util acest document?

Este necorespunzător acest conținut?

Drepturi de autor:

Formate disponibile

Assessment I - Promotional Marketing

Încărcat de

Drepturi de autor:

Formate disponibile

T-1.8.

BSBADV602 Develop an advertising campaign

Student Declaration: I declare that the work submitted is my

Assessor Declaration: I declare that I have conducted

Promotional Marketing, Assessment No.1 v1.2 Last updated on 11/06/2019 Page 1

Purpose of the Assessment

Promotional Marketing, Assessment No.1 v1.2 Last updated on 11/06/2019 Page 2

problems and to advise on creative changes to ensure resulting advertisement

BSBADV604 Execute an advertising campaign

Promotional Marketing, Assessment No.1 v1.2 Last updated on 11/06/2019 Page 3

Resources required for this Assessment

 Computer with relevant software applications and access to internet

Promotional Marketing, Assessment No.1 v1.2 Last updated on 11/06/2019 Page 4

WRITING YOUR RESPONSES

Promotional Marketing, Assessment No.1 v1.2 Last updated on 11/06/2019 Page 5

Promotional Marketing, Assessment No.1 v1.2 Last updated on 11/06/2019 Page 6

Promotional Marketing, Assessment No.1 v1.2 Last updated on 11/06/2019 Page 7

Watch The Coke Side of Life Campaign in this Youtube link:

Promotional Marketing, Assessment No.1 v1.2 Last updated on 11/06/2019 Page 8

Promotional Marketing, Assessment No.1 v1.2 Last updated on 11/06/2019 Page 9

Promotional Marketing, Assessment No.1 v1.2 Last updated on 11/06/2019 Page 10

Promotional Marketing, Assessment No.1 v1.2 Last updated on 11/06/2019 Page 11

Structure, Template and Marking Criteria for the report:

1. Develop an advertising campaign brief (5 marks)

Promotional Marketing, Assessment No.1 v1.2 Last updated on 11/06/2019 Page 12

TABLE OF CONTENTS PAGES

Develop an advertising campaign brief

Purpose and objectives for the advertising campaign

Determine your target audience

Prepare the advertising campaign budget

Develop an advertising campaign schedule

Complete the tables

Describe in detail the production process of the campaign

Evaluate and select suppliers

Evaluate Advertising Production

Legal and Ethical Requirements

Discuss the following to demonstrate knowledge

Reference and Appendix

Promotional Marketing, Assessment No.1 v1.2 Last updated on 11/06/2019 Page 13

TASK 1: Develop an advertising campaign brief (5 marks)

Promotional Marketing, Assessment No.1 v1.2 Last updated on 11/06/2019 Page 14

Promotional Marketing, Assessment No.1 v1.2 Last updated on 11/06/2019 Page 15

TASK 3: Determine your target audience (5 marks)

Promotional Marketing, Assessment No.1 v1.2 Last updated on 11/06/2019 Page 16

Promotional Marketing, Assessment No.1 v1.2 Last updated on 11/06/2019 Page 17

Task 4: Prepare the advertising campaign budget (10 marks)

Promotional Marketing, Assessment No.1 v1.2 Last updated on 11/06/2019 Page 18

Graphic 1: Campaign Budget. Values in Million and Billion.

Promotional Marketing, Assessment No.1 v1.2 Last updated on 11/06/2019 Page 19

Task 5: Develop an advertising campaign schedule (5 marks)

 confirm the length of the campaign, from initial research

The discoverof the proble, definition of

Meetings with the customers,

Public relations planning and events

Insertion for the print and electronic

Organisation and execution of

Beginning at the end of February.

Keeping track of all the responses

Schedule: Attached at appendix.

Promotional Marketing, Assessment No.1 v1.2 Last updated on 11/06/2019 Page 20

Task 6: Complete the tables

6A) Campaign execution (5 marks)

Campaign Position Responsibilities

Public Relations PR Manager - Discuss with the marketing manager for