Uqbs: a Campaign Evaluation

Ellen Graham

Ruben De Vis Marks

Ben Douglas

UQBS: A Campaign Evaluation

Ellen Graham s42082994 Ruben de Vis-Marks s4318965 Ben Douglas s4197508

ADVT3506 Media Buying & Planning

UQBS Campaign Evaluation

1

Ellen Graham

Ruben De Vis Marks

Ben Douglas

TABLE OF CONTENTS

1. Campaign objectives and target market……………………………. 2. Research aims……………………………………………………… 3. Method……………………………………………………………... 3.1 Research design 3.2 Sampling 3.3 Measurement 4. Pilot study………………………………………………………… 4.1 Implementation of pilot study 4.2 Results 5. Recommendations……………………………………………….... 6. References………………………………………………………… 7. Appendices…………………………………………………………..

ADVT3506 Media Buying & Planning

UQBS Campaign Evaluation

2

Ellen Graham

Ruben De Vis Marks

Ben Douglas

1. CAMPAIGN OBJECTIVES AND TARGET MARKET The University of Queensland’s Business School (UQBS) launched a new advertising campaign in 2012. The primary objective of the campaign was to raise general awareness of the benefits experienced by students, the business community, and the wider economy when undertaking tertiary business education. Another key objective is to create positive associations with UQBS among the target market through sending a positive brand building message.

The target market for the campaign included current students, potential students, and influencers. Current students include people undertaking programs in the UQBS that are potential brand advocates and influencers. Potential students include people who are not currently undertaking programs at the UQBS (note that this could include students studying other non-UQBS programs), but may be interested in doing so in the near future. Finally, influencers are considered to be people who are not necessarily interested in studying at UQBS, but are in prime position to be powerful word-of-mouth advocates of the UQBS brand (e.g. parents of students, members of the business community, UQBS staff, etc.).

It...