Alternative Styles Of Creative Advertising Marketing Essay

Alternative Styles Of Creative Advertising Marketing Essay The purpose of this report was to create a creative campaign idea for GWS Motorsport to attract more audiences as well as to increase awareness of the company. Hence, an evaluation of creative strategies theory will apply to the campaign in order to support the raw ideas. The report will show all the achievable innovative approaches that may increase the effectiveness and efficiencies of the campaign. On top of that, one of the strategy approaches has been selected for the GWS Motorsport campaign as part of the creative strategy. This report also aims to give an understanding of the campaign objectives, appropriate strategy for the outcome, the messages that what is this campaign about to pass on and to create the characteristic for GWS Motorsport race team. Hence, a clutter of consumers requires a creative approach to segment them by using marketing mix strategy. As a result, positioning exist in the market to avoid tight competition in the same industry. (Chitty, 2005) 1.2. Scope While understanding GWS Personnel Motorsport, the team does not bring in any profit however they do exercised some business strategies to at least cover its costs because running a race team cost a lot of money. Therefore, the main revenue streams included sponsorship, driver leasing and for those potential revenue streams were from the hot laps, driver sessions/training, VIP tickets and guest appearances. (O’Donnel, n.d) 1.3. Method The information used in this report was gathered by using the sources from GWS Personnel Motorsport official website, GWS presentation power point slides, a series of email with the marketing consultant, Nik O’Donnell and the textbook. Therefore, the second edition of Integrated Marketing Communications textbook was one of the main references that provided the information of creative strategies theory that were applied to this report. 1.4. Company’s Background GWS Personnel Motorsport is a team that puts together by Allan Shephard a nd Peter O’Donnell and mainly sponsored by GWS Personnel itself. Additionally, GWS Personnel is a regional based recruitment company that was established in the early 90’s. There are other sponsors too such as the Shire Conveyancer, Spinifex Australia, and Evocities. Peter O’Donnell has always been passionate about motorsport racing which is the reason behind the team he formed. The GWS Personnel Motorsport as known as the Australian Manufacturers Champions formed a wide range of production cars such as the Europe and Japanese cars were used on the race track. (GWS Motorsport, 2011) 2. Findings 2.1. Creative Strategies Theory In this day and age, many business companies have implemented more creative strategies that use to draw consumer attention and provoke them to purchase a product or a service. As a general rule, these creative strategies are based on the targeted market demographic, psychographic, geographical and behavioral. Advertisers often use catchy ji ngles to capture consumer interest therefore such creative strategy may promote publicity and public relations with them. Based on Table A, the creative strategies are divided into three categories and they are the functional orientation, symbolic/experiential orientation, and category-dominance orientation.