The document discusses the strengths and weaknesses of Rapid Advertising's current Cadbury marketing campaign and provides recommendations for improvements. The current campaign focuses on spontaneous moments of joy through products and social media conversations but primarily targets older audiences. Recommendations include appealing more to younger demographics through emotion-based messages on social media, emphasizing point-of-purchase communications to spur impulse buys, and using digital marketing to raise awareness of the revised campaign.

1. Rapid Advertising

2. Strengths:
 Strategical thinking
 Analytical skills of the advertising environment
 Digital marketing knowledge

3.  ‘Free the Joy’
 Relates to joy gained from Cadburys products
 Focus on impulsiveness and spontaneous
moments
 ‘Flavour Conversations’
 Brand loyalty
 Social media platforms

4.  Heavily focused on existing customers
 More focused on the an older demographic of
target market
 Message more suited towards new customers
 Lack of point of purchase communication

5.  A shift in the target market to a younger
demographic
 Coincide with the social media platform
 Continue with emotion based persuasion
 More emphasise on point of purchase
communications

6.  Emotion Based Persuasion
-Appeal to a younger demographic
 Digital Marketing
- Key platform of target market
-Raise awareness of revised campaign
 Point of Purchase Communication
- Spur of the moment purchases
- Remind consumers