"M MCIMMembership # - 3- Better pleasureThe budgetThe overall budget of LKR 20 Mn will be invested for the campaign. Campaign objectivesThe following are the campaign objectives.- Effectively allows to bring awareness 90%- Better derive market and pharmacist acceptance- Allows for a sales push of 20% growthThe above are the campaign objectives that are to be achieved in effectively settling out, anddelivering the specified objectives. USP and Value propositionThe USP of the product stands for the quality and the effective working of the pill, in contrast to thealternatives that are available in the local market.Aurveydic pills and some generics are present in the market; however, this product is likely to be ofeffective and appropriate for market acceptance. Description of competitionThe competition is from a range of generic products, whom capture the cheaper audience, andthrough chemists whom are able to recommend the alternatives. Price for Viagra is higher, however is famous only amongst the elite.None of the competitors are currently active on media, and currently sales are being pushed throughpersonal selling. Legal constraintsThe legal constraints in advertising this product are immense. It is understandable that the producthas to be effectively advertised for adults. The public campaigns are barred or ads that are explicit. Table 5: Viagra advertising brief for external communication Page 13 M MCIMMembership # - 3In this agency brief, it could be clearly emphasised the value of the advertising campaign that hasbeen initiated to drive awareness and interest in the brand. It should be emphasised during theagency meeting, that a rash and a proacative campaign done, in Sri Lanka or Proposed will create anegative impact and an image on the client. Sri Lanka is identified to be a culturally sensitive country,where the business impact is likely to be higher if the religious and emotional dimensions are beingharmed. Page 14 M MCIMMembership # - 32.2 Potential issues with external agencyOgilvy (2012), some consider the great man to be the father of advertising. Ogilvy advertising – atthe inception headed by the great Ogilvy himself was of the opinion that advertising agencies areextensions of the companies that they are recruited by, and each campaign has to deliver theresults. Is the agency able toUnderstanding understand the brand? Dothe brand they have the right exposurewith the brand The ability of theDo they understand what UnderstandingMeeting advertising agency toMARCOM tools are effective theMARCOMdeadlines meet the set deadlines, byand best for the brand tools clientAre the campaigns effective?Effectiveness Do they specifically highlightof campaigns the given advantage? Are theideas effective The table below clearly shows the potential issues and the business impact that is to be felt by theclient. Potential issues Business ImpactUnderstanding the brand An agency that does not understand the brand willcreate a negative impact on the workings of the brand.Understanding the MARCOM tools A clear understanding of the MARCOM tools are arequirement to ensure effectively facilitating thedelivery of the brand promise. Meeting deadlines Meeting deadlines are an important to the plannedmarketing activities. (Business Times, 2015) This washighlighted as a key weakness if the deadlines are notmet. Effectiveness of the campaign The effectiveness of the campaign, will determine thesuccess of the sales and effective financial statements.Page 15 M MCIMMembership # - 3Agencies which are able to command a higherinvestment on the awareness process, will fail torecognise the functions of the AIDA model and willspend only on one dimension.Harold (2002) identifiesit is recognisable that the campaigns lead toineffectiveness due to poor financial choices andinvestmentThe following range of responses could be planned out, in order to effectively determine the factorsand processors in managing the possible conflicts with agency.Potential issue SolutionsUnderstanding the brand - Run through a brand campaign and make thelearning appropriate to the agency- Plan, and provide sufficient informationUnderstanding the MARCOM tool - Conduct a workshop session, where theevaluation does provide clear assessment ofthe existing MARCOM tool and potentialtools that could be usedMeeting deadlines - Continuously track progress- Keep milestones and have meetings- Keep open meetings to get feedbackEffectiveness of the campaign - Get client input early on- Schedule and track progress2.3 Product level analysisThe product choice for the analysis is – Viagra a premium and 3rd most fast selling product in thePfizer product portfolio. Page 16 "