1.

Advertising Objectives
- Enhancing the level of brand awareness of Wingfield Farm among 30% of the
intended viewers over 2 months in the UK.
- Stimulating the brand interest among 25% of the intended viewers over the same
period (6 months) in the UK.
2. Creative Execution
To depict the Big Idea of Wingfield Farm, the marketers of this brand intend to design
separate TV and social media advertisements to approach two distinctive generational groups
in the UK. These adverts will feature two celebrities to encourage the target consumers to
perceive and believe that Wingfield Farm is a new friendly, and relaxing place for tasty foods
and drinks for a family gathering, especially after the recent national lockdowns.

Accordingly, the promotional and advertising strategy will focus on celebrity

endorsements and affectional appeals of TV and social media advertising. Both hard sell and
soft sell tactics will motivate the target consumers to dine in Wingfield Farm and use their
services instead of having meals in other restaurants.

There have been several strategies used to promote sales of products and services.
One approach is to find the special sunshine plate at the businesses' carvery or breakfast deck
to win prices such as hand-decorated cakes (Wingfield Farm, 2021). One lucky winner will
also win a year's worth of Farmhouse Inn's feasts. Personal selling can also be used to
promote the sales of the firm.

Personal selling is an effective way of creating sales. However, it would be

detrimental to overall marketing and sales strategy. It might accrue cost by consuming time
and resources allocated to other sales and marketing strategies. This is because personal
selling is associated with the sale of complex high-priced products, none of which are present
in Wingfield Farm.

Wingfield needs to have a practical public relations approach since the aspect helps
the organization build and maintain a positive public image. Therefore, the message relayed
to the public should incorporate the products and services offered and promotional strategies
such as "comedown to our stores today and enjoy a 5% discount for every cake purchased."
When relayed on social media sites, such messages tend to generate heavy traffic, thus
increasing the number of consumers.
 Direct marketing is a type of advertising targeted at a single individual or corporation
to create new business, improve the status of a company and its products, or make a sale.
Direct marketing includes methods such as direct mail, telemarketing, and email marketing
(Business Queensland, 2020). Database marketing is a type of direct marketing that involves
creating individualized messages for consumers or prospective customers to promote a
product or service for marketing goals (Bonnie, 2019).

The use of social media can be used as a database where information about consumers
can be retrieved according to GDPR compliance. Wingfield should only retrieve information
concerning their consumers that does not violate their legal rights concerning privacy.
Therefore, consumers and business data are required to form the right message to issue out to
consumers. One database that can be implemented ranks, consumers, on their likelihood of
responding to promotions since Wingfield is well-known for promotional and discounting
activities.

3. Budget
Media budget

TV commercials Expenses

100 TARPs/week $220,000

6 weeks of national TV program $1.32 million

Celebrity endorsement $30,000

Social media advertising

Facebook advertising $38,500

Instagram advertising $38,500

YouTube advertising $38,500

The campaign’s budget

Campaign development $1,500

Production $35,000
 Media $1.685 million

Monitoring/Post-testing $15,000

Agency fees $6,000

Evaluation
For this campaign, the advertisers of Wingfield Farm can use the pre-testing approach
by employing focus groups or interviews to assess the initial effectualness of its promotional
contents before publishing them to the public (Chitty et al., 2017).

After launching this campaign, the advertisers can use different post-testing metrics to
evaluate the effectiveness of this campaign (Chitty et al., 2017). Therefore, they can exploit
road toll, ROI, brand awareness level, brand mention, and social media listening tools to
determine the level of their campaign’s success (Chitty et al., 2017).

Michael Porter’s 4Ps

According to Michael Porter, the 4Ps of marketing include; product, place, price, and
promotion. Promotion falls mainly on marketing while the other Ps are managed by sales,
product management, and the leadership team, to mention a few facets (IFM, 2016).
Wingfield Farm incorporates this model in its marketing activities to promote its products
and services. Under the price variable, the firm offers allowances and deals on its products,
thus attracting more consumers. These allowances and deals are based on an effective
discount structure.

Under the product variable, several facets are examined, including; the quality of the
products, the models and sizes of the products, their packaging, the types of brands, and the
services provided (IFM, 2016) by Wingfield Farm. Some of the products offered by the firm
are based on a variety of foods and beverages. The firm also focuses on food presentation and
maintaining the proper food temperatures for its consumers (Green King, 2021).

The aspects examined under the promotion variable include; sales prometon,
advertising, personal selling, and publicity (IFM, 2016). Wingfield Farm uses conventional
and digital marketing strategies to promote its business to the public. The use of social media
has proven to be an effective platform for consumer and user interaction, making it an ideal
spot for the firm to present its products and services.
The last P to be examined is the place variable. These aspects involved include; outlet
location, sales territories, warehousing system, and distribution channels (IFM, 2016). To get
to the farm is Boothferry Rd, Hessle HU13 0JL, United Kingdom. Their main distribution
channel is direct sales, followed by sales through a retailer.

References;

Bonnie, E. (2019, September 03). What Is Database Marketing? Why It’s Important and

How to Do It Right [Infographic]. Retrieved from Clever Tap:

https://clevertap.com/blog/database-marketing/

Business Queensland. (2020, June 04). Using direct marketing . Retrieved from Business

Queensland:

https://www.business.qld.gov.au/running-business/marketing-sales/marketing-

promotion/direct-marketing/using#:~:text=Direct%20marketing%20is%20a

%20form,popular%20types%20of%20direct%20marketing.

Green King. (2021, October 14). Annual Reports. Retrieved from Green King:

https://www.greeneking.co.uk/our-company/annual-reports/.

IFM. (2016, May 12). 4 Ps of marketing. Retrieved from IFM:

https://www.ifm.eng.cam.ac.uk/research/dstools/4-ps-of-marketing/

Wingfield Farm. (2021, Janaury 10). Find The Sunshine. Retrieved from Wingfield Farm:

https://www.farmhouseinns.co.uk/pubs/east-riding-yorkshire/wingfield-farm/

sunshine-plate/