Advertising for Campaign for Hemorrhoids - MyAssignmenthelp.com

Question: Discuss about theAdvertising Managementfor Campaign for Hemorrhoids. Answer: Introduction An advertising campaign has to be created for a medication product for haemorrhoids and the awareness about it has to be created in public so that people and their attitudes can be changed for such a problem. According to Nordqvist (2017), Haemorrhoids which is also known as piles are the swollen veins in the lower part of anus and rectum. The irritation and blooding causes when these vessels are stretched. This becomes very unpleasantly for the sufferer. It is found that the condition is worse is pregnant women and the problem also increases with ageing. The demographics of the problem clearly states that chronic diarrhoea can cause Haemorrhoids and in the people who have continuous sitting for long hours. It is also genetic in some people and it can also occur because of obesity and lifting heavy objects. The symptoms of Haemorrhoids include bleeding, itching, lumps or swelling in anal area. Haemorrhoids can be external and internal and it can be diagnosed by the physical examination by doctor or a digital rectal test. There are some existing medicines for the problem and includes ointments, pads and other lotions to relieve itching. There are some surgical and non-surgical treatments a vailable to prevent and cure Haemorrhoids. The trend shows that the number of people suffering from haemorrhoids doubled between 2008 and 2013 and it affects 75% of the people throughout the life (Haemorrhoids Authority, 2014). The company is ready to launch and promote the product for which an advertisement campaign has to be designed so that awareness for the product can be created among public. An advertising campaign is a set of activities which are used to share a single idea and theme. Various media channels are used here to share a message for the treatment of Haemorrhoids and the details about the medication launched by the company. The objective of this advertising campaign is to share the information about new medicines manufactured by the company and to make people aware. It is to communicate the benefits of the medicine and to persuade customers to switch to this medicine for better medicine. The message for medicines could be communicated through various media channels to the sufferers and to persuade them to buy the medicines for relief from Haemorrhoids. These messages should be communicated to the target audience who are either the existing patients of Haemorrhoids or the ones who might get the problem like the people getting aged, pregnant ladies, the ones who have problem of constipation or other potential customers (Riss, et al., 2012). To create awareness among the target audience, first of all, the audience will be identified and then appropriate media will be selected for spreading the information and raise awareness about the medication. The appropriate media might be the digital media, print media or other options. Different factors have to be considered while choosing the appropriate media for spreading the information and running the advertisement. These factors are time, cost or complexity of the message which is to be spread. Also, the distance between the target audience and the company also matters when media channel is been selected. For e.g. person sitting overseas cannot be reached through pamphlets and local newspaper advertisements. They have to be addressed through digital media (Kelley, Sheehan and Jugenheimer, 2015). Fixed position should be adopted for this advertisement. It means that running the advertisement on fixed channel of television at a fixed time and during the show or on the same position in the newspaper daily/ weekly, on same page number. It is because it is something related to health and fixed positions will be decided as per the suitability of the people suffering from Haemorrhoids. For e.g. the advertisements can be published weekly in the health page of a newspaper. It will be memorised by potential customers easily and the company can easily make its place in the market. It will create an ease for the people to identify the details and information whenever they need to. There are different costs which will be associated with this advertisement campaign of medicines like printing costs, content cost, and graphics and designing cost, cost for generating the information and designing the advertisement (Parente and Strausbaugh-Hutchinson, 2014). A budget is prepared below which shows different costs of advertising campaign of medicines: Activities of advertisement campaign Costs Designing of advertisement $1400 Media of advertisement Newspapers $2000 Social media $50 (Basic fee) Television $4000 $6050 Content cost $450 Total $7400 It is important to negotiate with the media vehicles like newspapers, television and social media to get the specific schedule and rates on which advertisements can run. This will not hamper the budget of the campaign and will be profitable to the organisation. There are factors which should be taken into consideration while negotiating for media vehicle. These factors are the media rates, successful rate of media, competitive pressures, target of advertisement campaign and time. The information about the medicine, its contents, its benefits, details and history of company, potential customers and the budget will be shared with the advertiser by the company while determining the media contract for the advertisement (Anantha and Krishnan, 2010). There is some legal and ethical consideration which has to be taken care when establishing final media contract. The company has to take care that no unfair means are taken while establishing a final media contract. Fair contract should be made and all the laws related to it should be followed. Copyrights and trademarks are to be taken care of and confidentiality should be maintained. Ethics like trust and privacy should be maintained (Moriarty, et. al., 2014) There are different ways to monitor the advertising campaign. Some of these ways includes monitoring sales, reviewing the goals, comparing the footfall of customers with the previous numbers. The things to monitor in advertisement campaign are sales, number of queries, footfall of customers, the customers reaction, progress in work and sales; relationship with customers, etc. while monitoring the advertising campaign, no unfair means should be adopted. Correct numbers should be recorded to maintain trust and fairness. Some legal considerations are maintaining the fairness in promotions and following the guidelines (Rice and Atkin, 2012). Success in the advertising campaign of medicines for Haemorrhoids means that the medicines are purchased by people and they are giving positive reviews about the medicine. When the traffic on the websites and advertisements increases, it means that advertisement is successful and deriving great number of sales to the company. References Anantha, A and Krishnan, M R, Microsoft Corporation 2010, Advertisement management, U.S. Patent Application 12/898,131. Haemorrhoids Authority, 2014, Haemorrhoids Health Trend. Retrieved from https://www.hemorrhoidsauthority.org/hemorrhoids-advice/hemorrhoids-health-trend/. Kelley, L, Sheehan, K and Jugenheimer, D W 2015,Advertising media planning: a brand management approach, Routledge. Lake, C 2009, 10 ways to measure social media success, Econsultancy. Moriarty, S, Mitchell, N D, Wells, W D, Crawford, R, Brennan, L and Spence-Stone, R, 2014,Advertising: Principles and practice, Pearson Australia. Nordqvist, C 2017, Haemorrhoids: Causes, treatments, and prevention, Medical News Today. Parente, D and Strausbaugh-Hutchinson, K, 2014,Advertising campaign strategy: A guide to marketing communication plans, Cengage Learning. Rice, R E and Atkin, C K, 2012,Public communication campaigns, Sage. Riss, S, Weiser, F A, Schwameis, K, Riss, T, Mittlbck, M, Steiner, G and Stift, A 2012, The prevalence of hemorrhoids in adults, International journal of colorectal disease,27(2), pp.215-220.