Cover sheet for submission of work for assessment UNIT DETAILS Unit name Principles of Advertising Cur day/me SWIN BUR . NE . UNAVERSITY CH Thursday, 2:30p.m-4:30p.m Unit code ADV10004 Ansigretient na 2 Due dine 25/10/2019 Name of lecturer/teacher Anne Matton Tutor/marker's name Nagia Centurion ---- STUDENT(S) Given Name(a) Jing Xian 101 205789 Chai Yang Yangfanfan 101767513 Andrew Emmanuel Bouvier 100593364 Davis 102118536 DECLARATION AND STATEMENT OF AUTHORSHIP Student ID Number(s) 1. I/we have not imperionated, or alowed myself/ourselves to be impersonated by any person for the purposes of this askesimand. 2. This atimssment is my/our original work and no part of it has been copied from any other source except where de acknowledgement is mada. 1. No part of this assessment has beest written for mul/us by any other person except where such collaboration has bout authorised by the lecturer/teacher concumed. 4. ly/we have not previously submitted this work for this or anty other cours/unit. 5. I/we give permission for my/our misesmert ripome to be reproduced, communicated, compared and archived for plagiarism detection, benchmarking or educational purposes. Være understand that: . Plagaram is the presentation of the work, idea ur creation of another person as though & na your own. It is a form of cheating and is a very serious academic offenor that may lead to exclusion from the University. Plagarised material can Iu drawn from, and presented it, written, graphic and visual form, including electronic data and oral presentations. Plagueim occurs when the svigin of the material und a not appropriately citeit. Studient signature/s Vws declare that V/we have read and understood the declaration and statement of authorship. Rather information mating to the penalties for plagiarism, which range hom a formal caution ta espahion from the Lintversity i contained on the Current Students Capien af this form can be downloaded from the Stadant Forms web page at www.wwinbume.adam/studentformu/ | PAGE 1 OF1
ADV10001 Assignment Task: Develop the strategy for an advertising campaign in response to a client brief Prepared by: Chai Jing Xian (101207789) Emmanuel Davis (1012118536) Andrew Bouvier (100593364) Yangfanfan Yang (101767513) Prepared for: Great Ocean Road (GOR) Table of Contents 1.0 Situation Analysis 4 1.1 Client Information 4 1.2 Product Description & Recent Promotional Activity 4 1.3 Industry Analysis & Trends 9 1.4 Competitor Analysis 11 1.4.1 Direct Competitors 11 1.4.2 Indirect Competitors 13 2.0 Target Audience Profile 14 3.0 Communication Objectives 18 4.0 Budgeting Approach & Suggested Media Allocation 19 5.0 Recommended Creative Appeal and Execution 20 6.0 Campaign Evaluation 21 7.0 References 22 1.0 Situation Analysis
1.1 Client Information Great Ocean Road (GOR) is a dairy brand which produces cheese blocks, milk and flavoured milk. The products are produced by the oldest and top dairy processor in Australia, called Warrnambool Cheese and Butter Factory Company Holdings Limited (WCB), which is part of the Dairy Division of Saputo Inc (a Canadian dairy company). WBC has produced dairy products for more than 125 years. It is located along the south-eastern coast of Australia, which is between