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ASB2113 Marketing Communication

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Internal Analysis
• Does the company have an in-house promotional department/personnel
• Use of advertising agencies - does the company use advertising agencies If so, to what degree does it use the agency’s service
• Review of previous marketing communication results – what were the major advertising and promotion campaigns run by the business/organisation in the past How effective were they.

External Analysis
• Consumer behaviour analysis – who are the consumers using the product and service What benefits do consumers seek from the product/service
• Competitive environment – who are your competitors and what are their strengths and weaknesses How are you perceived relative to these competitors.
• Social and cultural environment – what are some of the cultural or social trends that are likely to impact the current market situation

• Specific strategies and tactics: market segmentation – who is your primary target audience? Are there secondary target audiences you need to communicate with What are the defining characteristics of your primary audience (e.g., benefits sought, age, gender, lifestyle …) How do these characteristics differ from your secondary market (if
there is one) What benefits will you deliver to the consumer.
• Goals and objectives: What are your specific communication goals and objectives for this business/organisation for a certain period (e.g., one year, three years, five years) They could include brand awareness,consumer attitude, consumer satisfaction, market share, sales, profit,distribution channel improvement, etc. Are these goals realistic.
• Proposed IMC plan: specific promotional tools that you will use to communicate the message and encourage consumer involvement/purchase for your primary/secondary target markets.

You are required to design THREE different messages choosing fromany of the marketing communications mix (print ad, broadcast ad for radio or TV, public relations/publicity plan, e-communications, sales promotion - specify or design the coupons, sample items, direct mail, print ad…
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