Topic
‘Fatty Cigarettes’- A Marketing Campaign
Instructions
- Present a detailed plan for an original communication campaign, clearly outline your rationale and creative approach
- for an existing cause or create your own. note, the cause need not be entirely original, but the campaign must be.
- Report must include:
- communication strategy: who, what, how (based on your research); spell out objectives, and provide rough resources and budget estimates
- target audience: describe your target segment in terms of the behaviour, attitude and lifestyle, and justify your choice of this segment
- creative approach: overall creative idea, message and tactics (execution)
- media strategy: explanation and justification for your media choices (min 2)
- effectiveness: provide an explanation of how campaign effectiveness will be measured i.e. how you will assess whether the campaign objectives were met.
- communication strategy: who, what, how (based on your research); spell out objectives, and provide rough resources and budget estimates
Answer Preview
British Heart Foundation ran a campaign dubbed ‘fatty cigarettes’ that intended to sensitize smokers on the adverse effects of smoking in 2004. However, the initiative did not solve the problem adequately. Therefore, a reinforcement strategy would be the ideal option to achieve specific objectives. A comprehensive marketing campaign plan would massively engrave the message to the target audience. The increased cases of smoking, especially among the youths, call for an adequate campaign that will blend an accurate communication message with specific media choices (Case et al., 2016). There is a need to explore the attitudinal and behavioral aspects of the smokers that trigger smoking; hence, choosing a media platform that has a broader outreach could be beneficial. Smoking is a considered a social issue that is deeply entrenched in society; thus, a detailed awareness campaign would help solve it (Terry-Mcelrath, 2005). In this case, the report will seek to offer to create awareness about the dangers of smoking, especially heart disease, by running a compelling marketing communication campaign. Refreshing the existing initiative and incorporating a new communication channel should be enough to make the campaign effective.
Word Count: 3400