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A6030 Strategic Communications Management

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Question:

1. Undertaking only minimal research, record your responses to the following hypothetical scenarios: 
(a) In a campaign for a Mercedes S-Class Saloon, targeting 60-70-year-old males, what media (traditional and new) would you suggest being used to communicate with this target audience?
(b) How would you suggest television best be integrated for a Mazda 2 hatchback campaign, with a target audience of 18-23-year-old females? 
2. Discuss the changes to the Australian media landscape that the national broadband network (NBN) will bring. 
3. Read https://login.ezproxy.lib.rmit.edu.au/login?url=http://dx.doi.org.ezproxy.lib.rmit.edu.au/10.1080/00913367.2013.810557
(a) Discuss the impact that the product placement of alcohol brands may have on younger consumers. 
(b) Identify examples of TV shows where you have noticed product placement of various brands (of any product type). Did the product placement have an impact on your eventual purchase decisions?
4.
(a) Outline the continued importance of radio for Australian consumers. 
(b) Give reasons for and against the involvement of the ABC in the Australian media landscape.
5. (a) Why are newspaper circulations declining? 
(b) Newspapers are often criticised for blurring the boundaries between genuine news and paid content (advertising). Why are advertiser influences on news content a concern for newspapers?
6. Read https://login.ezproxy.lib.rmit.edu.au/login?url=http://dx.doi.org.ezproxy.lib.rmit.edu.au/10.2753/JOA0091-3367400405
(a) What does ad-context congruity mean?
(b) Does congruity between an ad and its context improve ad memory?
7. (a) Why is out-of-home advertising expenditure growing? 
(b) Why is transit advertising an important part of out-of-home advertising? Give examples 
of transit advertising that you have noticed from your travels.
8. find two cinema advertisements and explain why you believe this medium was chosen for each campaign in question.
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