assesment_feito_ate_week3.docx

Assessment

Plan Marketing Communication and Media

BSBMKG523 Design and Develop an Integrated Marketing Communication plan

BSBADV507 Develop a Media Plan

Module description

Assessment tasks 

Task 1: Integrated marketing communications basics

Instructions

Respond to the following nine (9) questions. You must answer every question. A guide to the length of your response is provided following each question:

Explain the term integrated marketing communication? How do companies and brands practice this approach and what are the benefits? (approx. 150 words)

 It ensures that all forms of communications and messages are carefully linked together. Integrated Marketing Communications, means integrating all the promotional tools, so that they work together in harmony.

Although Integrated Marketing Communications requires a lot of effort it delivers many benefits. It can create competitive advantage, boost sales and profits, while saving money, time and stress.

IMC wraps communications around customers and helps them move through the various stages of the buying process. The organisation simultaneously consolidates its image, develops a dialogue and nurtures its relationship with customers.

Identify two economic trends (e.g. a nations’ economy), two social trends (e.g. fashion) and two industry trends (e.g. product perception) that may impact our choice of media? (approx. 100 words)

Private debt – private debt levels of consumers can impact how much they have left to spend

Inflation – can cause prices to rise and make things that were once affortable no longer

Social media growth – will impact how and where we may advertise

Growth of technology – makes instant purchases easy

The service or product influences the media we choose. Explain the difference in media choice if we were operating: a legal office, a hair salon, a hotel chain or a supermarket. Select three possible media vehicles for each industry and explain why you would use each. (approx. 150 words)

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Explain the difference in media choice if we were operating: a legal office, a hair salon, a hotel chain or a supermarket. Select three possible media vehicles for each industry and explain why you would use each. (approx. 150 words)

(tv, radio, social media, local paper, major paper, billboard)

Explain the difference between the range of media vehicles for different marketing communication options. (For example, if we chose advertising as our marketing communication option, we could use either TV, print or digital channels. What is the difference between them?) (approx. 250 words)

Broadcast Vehicles includes television and radio stations. Such vehicles can be used to target mass audiences, and the cost per target is low

Print Vehicles like Newspapers are also feasible for small businesses owing to relatively low ad costs. 

Digital Vehicles and Others, for example, Online or digital/interactive vehicles along with mobile communication opportunities provide low cost advertising options. 

Explain how people buy consumer items and services and what influences their choices? (approx. 100 words)

Nowadays people want to spend their money with things that give to them status, so influencers, as celebrity has a strong power on people, because they want to be like them, they are a king of mirror. Famous brands are an important thing, people care a lot about it. And another example is new things, if you have something that no one have seen and its really different from the “normal”, people will want it.

Explain relevant legislation, code of practice and national standards affecting marketing communication. Include in your answer: Australian consumer law, Australian Privacy Act, antispam regulations, intellectual property. (approx. 150 words)

The Privacy Act 1988 (Privacy Act) is an Australian law which regulates the handling of personal information about individuals. Personal information is information or an opinion about an identified individual, or an individual who is reasonably identifiable.

The Australian Consumer Law (ACL) includes:

a national unfair contract terms law covering standard form consumer and small business contracts;

a national law guaranteeing consumer rights when buying goods and services;

a national product safety law and enforcement system;

a national law for unsolicited consumer agreements covering door-to-door sales and telephone sales;

simple national rules for lay-by agreements; and

Penalties, enforcement powers and consumer redress options.

Identify and explain ethical principles that apply to the advertising industry. (e.g. misleading). (approx. 100 words)

Ethics means a set of moral principles which govern a person’s behavior or how the activity is conducted. And advertising means a mode of communication between a seller and a buyer...