Outline the key role of marketing communications

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Reference no: EM133133504

BSBMKG552 Design and develop marketing communication plans

Question 1 Outline the key role of Marketing Communications.

Question 2 Define the following marketing communications terminology.

Advertising

Appeal

Brief

Budget

Buyer Behaviour

Question 3 List and describe the five (5) key stakeholders in the Marketing Communications Sector.

Question 4 There are eight major modes of communication. What are these modes referred to?

Question 5 For each of the following modes of communication, describe what each mode refers to and use an example to explain each of your responses.

Advertising

Sales Promotion

Events & Experiences

Public Relations and Publicity

Direct Marketing

Interactive/Digital Marketing

Word of Mouth Marketing

Personal Selling

Question 6 In your own words, briefly explain the difference between legal constraints and ethical constraints.

Question 7 For each of the following types of legislation and regulations that apply to the marketing, advertising and media industries, describe what they are, what they are used for and their relevance to the marketing process.

A. Australian Competition and Consumer Act 2010
B. Privacy Act 1988
C. Spam Act 2003
D. Do Not Call Register Act 2003
E. Patents Act 1990 & Patents Regulations 1991
F. Trade Marks Act 1995 & Trademarks Regulations 1995
G. Designs Act 2003 & Design Regulations 2004
H. Anti-Discrimination legislation

Question 8 Explain how each of the following factors can influence consumer buyer behaviour.

Cultural Factors

Social Factors

Personal Factors

Psychological Factors

Question 9 What influences can these factors have on the role of the consumer in the buying process?

Question 10 Outline the five key features or characteristics that marketing communication plans must possess to be effective.

Question 11 Define the purpose statement of a marketing communication plan.

Question 12 Define target audience of a marketing communication plan. Include the meaning of the term and broad description of receivers of the marketing communication in your definition.

Question 13 List the five components of the analysis of product or service which must be included as part of the marketing communication plan.

Question 14 When undertaking a competitor and market analysis, there are a number of tools available that can be used to help determine specific challenges that businesses may face.
Outline at least 2 of the tools that can be used and explain how they support competitor and market analysis.

Question 15 How do you best compare the differences between a target market and a target audience? Use an example to help illustrate your response.

Question 16 For each of the following target audience characteristics, explain what they are and how they support the collation of information to help marketers create potential audience
profiles.
Geographic
Psychographic
Demographic
Behavioural

Question 17 Outline the advantages and limitations of each of the following media vehicles.

MEDIA VEHICLE
NEWSPAPERS
TELEVISION
DIRECT MAIL
CINEMA
RADIO
MAGAZINES
OUTDOOR
NEWSLETTERS
BROCHURES
INTERNET
SOCIAL MEDIA

ASSESSMENT 2
Student Instructions:
1. You must complete the full project and provide enough information to demonstrate sufficient understanding of what has been asked to achieve competency
2. Your work on this assessment should be on a separate document using word processing software such as MSWord & or other software (handwritten submissions are only acceptable with prior approval from your Trainer)
3. Your document should be properly formatted and titled with the Unit Code and Assessment number (e.g. BSBMKG552 Assessment 2)
4. Ask your trainer/assessor if you do not understand what is required in this assessment. Whist your trainer/assessor cannot tell you the answer, he/she will be able to offer you guidance in the requirements of the task or provide further assistance based on the Institute's "Reasonable Adjustment Policy"
5. The document you produce should primarily be your own words and not plagiarised, nor copied
6. Material taken directly from other sources must be presented in quotation marks (" ") and be suitably referenced
7. Assessment forms and templates are provided in each task in this Project Assessment, unless otherwise specified.
8. If you are currently in workplace, you may use similar forms and templates used by your organisation to complete the assessment. However, all requirements specified in the task must be included in your submissions.

PROJECT
You will be required to undertake and create FOUR (4) Assessment tasks to successfully complete this assessment. This Project Assessment requires you to demonstrate evidence of your ability to:

Produce an integrated strategic marketing communication plan for presentation to a client, including:

• Purpose statement
• Definition of target audience including consumer profile/personas
• Analysis of product or service
• Legal and ethical constraints
• Marketing communication functions and media vehicles chosen, with rationale for each
• Creative brief for media options
• Schedule for creative work
• Budgetary allocation for each media vehicle

You may complete this assessment project by working either individually or in groups of between 2 and 4 students. Each student is required to submit their own work in their own words.

You (and your group if applicable) are to assume you are employed by Ad Media Pty Ltd, an established Creative and Media Agency based in Melbourne. If completing this project individually you are to assume the role of an Account Director within the Account Management team.

If working in a group, each participant can assume a different Agency based role according to your team's particular marketing and creative skill sets. (Please seek clarification from your Trainer if you are unsure about the roles available within a Creative and Media Agency).

Your client can be based on one of the following simulated scenarios:
• The Cupcake Bar (As outlined in Appendix One)
• A Business idea of your own choice
• Bounce fitness; or
• Your current workplace

To produce an Integrated Strategic Marketing Communication Plan for presentation to a client, you will be required to create FOUR (4) Marketing Communication pieces as outlined below:
1. Marketing Communications Brief
This will need to include (at a minimum) a:
• Client Profile
• Purpose Statement
• Communications Objectives
• Target Audience outline incl. Consumer Profile/Personas

2. Marketing Communications Strategic Plan
This will need to include (at a minimum) a:
• Purpose statement
• Definition of target audience incl. Consumer Profile/Personas
• Analysis of product or service
• Legal and ethical constraints
• Marketing communication functions and media vehicles chosen
• Rationale for each media vehicle chosen
• Budget for each media vehicle chosen

3. Client Presentation
You (and your team if applicable) are required to present your proposed Marketing Communications Strategy and media options selected to your client for approval

4. Creative Brief (for media options selected)
This will need to include (at a minimum):
• Media options selected
• Creative requirements
• Schedule for creative work
• Budgetary allocation for each media vehicle

PREPARE MARKETING COMMUNICATIONS BRIEF

You are to prepare a Marketing Communications Brief from the client to the agency. This will need to include (at a minimum) a:
• Client Profile
• Purpose Statement and
• Communications Objectives
• Target Audience outline incl. Consumer Profile /Personas

Once you have completed the Marketing Communications Brief, you will then be ready to move to the next stage in the Marketing Communications planning process.

ASSESSMENT TASK 2.2: DESIGN MARKETING COMMUNICATIONS STRATEGIC PLAN

This task will require the student to prepare a market research report to identify requirements for the marketing communication plan by using Market Research Report template provided with this assessment.
You are now ready to prepare a Marketing Communications Strategic Plan for your client. This will need to include (at a minimum) a:
• Purpose statement
• Definition of target audience including consumer profile/personas
• Analysis of product or service
• Legal and ethical constraints
• Marketing communication functions and media vehicles chosen
• Rationale for each media vehicle chosen
• Budget for each media vehicle chosen

Once you have completed your Marketing Communications Strategic Plan you will then be ready to start preparing your Creative Brief.

ASSESSMENT TASK 2.3: FINALISE MARKETING COMMUNICATION PLAN CLIENT PRESENTATION

You are now ready for you (and your team if applicable) to present your proposed Marketing Communications Strategy and media options selected to your client for approval.

This Assessment Task should be presented and delivered to your client using a suitable word processing or presentation-based computer software such as Microsoft Word or Microsoft PowerPoint or another suitable word or presentation-based computer software program

Once your presentation to your client is completed and your Client has provided you with feedback regarding your proposal, you will then be ready to prepare a Creative brief.

ASSESSMENT TASK 2.4: CREATIVE BRIEF

You are now ready to prepare a Creative Brief (For Media Options Selected and approved)
This will need to include (at a minimum):
• Media options selected
• Creative requirements
• Schedule for creative work
• Budgetary allocation for each media vehicle

Produce an integrated strategic marketing communication plan for presentation to a client, including:

• Purpose statement
• Definition of target audience incl. Consumer Profile /Personas
• Analysis of product or service
• Legal and ethical constraints
• Marketing communication functions and media vehicles chosen, with rationale for each
• Creative brief for media options
• Schedule for creative work
• Budgetary allocation for each media vehicle

They may complete this assessment project by working either individually or in groups of between 2 and 4 students. Each student (and their group if applicable) are to assume they are employed by Ad Media Pty Ltd, an established Creative and Media Agency based in Melbourne. If completing this project individually they are to assume the role of an Account Director within the Account Management team.

If working in a group, each participant can assume a different Agency based role according to their team's particular marketing and creative skill sets. (Students are to seek clarification from their Trainer if they are unsure about the particular roles available within a Creative and Media Agency).

The client can be based on one of the following simulated scenarios:
• The Cupcake Bar (As outlined in Appendix One)
• A Business idea of your own choice
• Bounce fitness; or
• Your current workplace

Students will be required to submit the following documents as part of the project Assessment tasks required:

• Marketing Communications Brief
• Market Research Report template
• Marketing Communications Strategic Plan
• Client Presentation (PowerPoint)
• Creative Brief (For Media Options Selected and approved)

The Trainer/Assessor may also modify the scenario to another product or service if it suits a particular student cohort. However, you must provide the same details as shown in the Scenario in Appendix One (i.e. the type of information)

In setting up this assessment, please:
1. Set a date for this assessment
2. Advise students of the topic
3. Hand out and explain the Student Information Form
4. Assess the candidates' submissions/observations using the following checklists

You are to ensure each assessment is as conducted in a simulated work environment. This will require you to:
o Allow for distractions such as background noises, ringing telephones, etc. As this is a business service unit, a simulated environment may include a closed meeting room, office, or even the classroom (if it represents a working office environment)
o Ensure each student is dressed appropriately / professionally
o Ensure you act as a supervisor, and do not interfere with the assessment
o In the event that the assessment is looking to impact on the safety of a student or bystander, the assessment must be stopped immediately

Attachment:- Design and develop marketing communication plans.rar

Reference no: EM133133504

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