UNDERSTANDING ADVERTISING

Understanding Advertising

Executive Summary

The pizza market of Australia is amongst the most competitive marker of the world because; it is dominated by multinationals organizations like Pizza Hut and Domino's Pizza (Dunn, 2012, pp. 1). When talking about the year of 2007, it has been noticed that Domino's Pizza and Pizza Hut has reduced the size of the pizza. They did so in order to get the competitive advantage in the market and to attract numbers of customers by giving cheap rates. On the other hand, BBS was hired by Eagle Boys Pizza to improve the advertising campaign of the company and introduce new marketing strategies to overcome the market. The Pizza Chain came up with a “31 New Menu Items - Each One Delicious” campaign. The purpose of this campaign was to restore the relation that people with having the meals they enjoyed with their families. Additionally they partnered with cinemas to offer pizzas with movies. The company was focusing on developing more channels in order to develop their market, and offering consumers more variety. The main objective of the company was to reach to more and more customers with these strategies.

Eagle Boys Pizza3

Target audience and Policies4

Advertising Strategies used4

Advertising Objective used6

Advertising Strategy used and Comparison with Competitors6

Recommendation6

References8

Understanding Advertising

Eagle Boys Pizza

There were several focus groups when advertising was planned and, Publicis Mojo Brisbane used at that time to attract the number of customers. Focus groups noticed that size of the pizzas of the major chains was reducing but toppings were becoming sparse. Focus groups noticed that they had ripped off and also felt offended because the chains were responsible as they make the change secretly and they hoped that no one would notice.

In order to add more significant to the advertising campaign, samples of pizzas from different chains of Domino's Pizza and Eagle Boys were collected from entire Australia (Dunn, 2012, pp. 1). These samples were then analyzed by the food scientists in laboratories (Singh, 2012, pp. 131-137). This research proved that the size of the pizza of Eagle Boys was 10% large and thick as compared to other pizzas. BBS also focused at that time to analyze the stakeholders to identify two audience groups that were Generation Y (Young Adults) and families.

BBS set the strategy that new media was the proper communication channel to target the young adults. In order to achieve this strategy media strategy highly focused on heavy online coverage in order to see click counts on links to Eagle Boys availability on Youtube, Facebook and www.fullsizelargepizza.com.au (UPM, 2011, pp. 833-839).

Now, families were focused through a consumer media campaign through the prime television programs like A Current Affair and The Today Show. Several FM radio stations and print media were focused with key decision makers.

Target audience and Policies

Pizzas are the favorite among Australian generation and defining the exactly target audience is not an easy task. Pizzas are considered as the social food because it is consumed in a shared ...