BSBMKG523 Design and develop an integrated marketing plan
ASSESSMENT GUIDE
Student
BSBMKG523 Design and develop an integrated marketing plan
UNIT OVERVIEW
BSBMKG523 Design and develop an integrated marketing plan
This unit describes the skills and knowledge required to identify and evaluate the range of marketing communication options and media, to design an integrated marketing communication plan, and to develop a marketing communication brief and creative brief reflecting client needs and preferences.
It applies to individuals working in a supervisory or management marketing or advertising role, within a marketing or advertising team or media organisation.
No licensing, legislative or certification requirements apply to this unit at the time of publication.
Elements
To achieve competency in this unit students must demonstrate their ability to:
1. Determine marketing communication requirements
2. Develop marketing communication brief
3. Design integrated marketing communication strategy
4. Select and recommend media for marketing strategy
5. Develop creative brief
Performance Evidence
Evidence of the ability to:
• Produce an integrated strategic marketing communication plan for presentation to a client, including:
• purpose statement
• definition of target audience
• 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.
Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.
Knowledge Evidence
To complete the unit requirements safely and effectively, the individual must:
• Outline economic, social and industry trends relevant to choice of appropriate media options
• Analyse industry products or services to recommend appropriate media options
• Summarise key provisions of relevant legislation, codes of practice and national standards affecting marketing operations
• Explain principles of consumer behaviour and influences on buyer behaviour
• Summarise range of marketing communication options for different markets
• Describe and contrast range of media vehicles for marketing communication options.
INFORMATION FOR STUDENTS
General Assessment Information
This information is designed to provide you with a full overview of the tasks you need to successfully complete to be deemed competent in this unit.
You must achieve a satisfactory performance in each of the assessment tasks in order to be deemed competent in the relevant unit. Where necessary, the assessment tasks are divided into parts or steps. These are designed to take you through a step by step approach to completing the activities.
Instructions
First and foremost, please contact your assessor to discuss any necessary adjustments that may need to be made prior to completing these tasks. The instructions for each of the assessment tasks are logically sequenced. If you have any questions, contact your assessor immediately. If there is a practical component to your assessment, you will need to discuss the arrangements for its completion with your assessor in advance.
Assessment Cover Sheet
Once you have completed all of the tasks, complete the Assessment Cover Sheet, sign the declaration and forward along with your documentation to your assessor. It should be uploaded along with the assessment on to the RTO manager.
Submitting Assessment Tasks
All written assessment tasks must be typed and submitted with the provided cover sheet.
Your trainer/assessor will tell you when assessments are due. It is your responsibility to ensure that assessment tasks are submitted on or before their due date.
Extensions for individual assessment tasks may be negotiated with your trainer in specific circumstances. You must request this prior to the due date, and extensions due to illness will require a medical certificate. Extensions will be confirmed by your trainer/assessor.
Where assessment tasks are submitted following the conclusion of the unit of competency without a medical certificate or extension, a late submission fee for each assessment task will be charged.
Assessment Outcomes
There are two outcomes of assessment tasks: S = Satisfactory and NS = Not Satisfactory (requires more training and experience).
You will be awarded C = Competent on completion of the unit when you have achieved S for all completed assessment tasks and by meeting all the performance criteria. If you fail to meet this requirement, you will receive the result NYC = Not Yet Competent and will be eligible to be re-assessed according to George Brown College policy.
If you are deemed Not Competent by your assessor and require re-assessment, you will be informed of the process. A fee may be charged according to George Brown College policy.
If all assessment tasks are not completed for a qualification, a certificate will not be awarded. A Statement of Attainment for completed units of competency will be provided.
Your Results
Your assessor is committed to providing you with detailed feedback on the outcomes of the assessment and will provide guidance on areas for improvement. In most instances, you should only need to complete the sections of the assessment that were deemed not satisfactory. However, it is important to remember that depending on the task, it may be necessary to repeat the whole task (for example presentations or the delivery of a training session).
You are entitled to view your results at any time by viewing them once they are uploaded on RTOManager.
Reasonable Adjustment
George Brown College supports individual differences in the learning environment and provides ‘reasonable adjustment’ in training and assessment activities to support every learner. If you have any special needs that make it difficult for you to complete your learning or assessments, you should discuss this with your assessor beforehand and will be provided with reasonable alternatives to assist you to complete the required tasks such as completing tests verbally or using an interpreter.
What happens if you do not agree with the assessment result?
If you do not think the assessment process is valid, or disagree with the decision once it is made, or believe that you have been treated unfairly, you can appeal. The first step is to discuss the matter with your trainer.
If you still do not agree with the results, refer to the GBC Complaints and Appeals Policy and speak to the Student Services Team.
Support
While we may not be in a position to assist you with language training or specific LLN training, our assessors will work with you to ensure that you are supported throughout your qualification. If you require individual tutoring this may attract an additional fee (see Student Handbook). Support may be offered by your assessor, or for more specialist support you may need to contact GBC administration.
A Note on Plagiarism and Referencing
Plagiarism is a form of theft where the work, ideas, inventions etc. of other people are presented as your own. Information, ideas etc. quoted or paraphrased from another source such as the Internet, must be acknowledged with “quotation marks” around the relevant words/sentences or ideas and the source listed in brackets. You must also list the sources at the end of your assessment.
Sources of information, ideas etc. must be provided in alphabetical order by author’s surname (including author’s full name, name of document/ book / internet etc. and year and place of publishing) or may be included in brackets in the text.
As a general rule it is advisable to never copy another person’s work. Should it appear that a student’s work has been copied or does not appear to be authentic, you will be asked to speak to your Course Coordinator and required to re-submit it. A fee may be charged according to George Brown College policy.
Contacting the RTO
If you should need further support or assistance please do not hesitate to contact The Student Services Team.
ASSESSMENT
BSBMKG523 Design and develop an integrated marketing plan
There are two assessments for this unit:
1. Written Questions
This assessment consists of twenty (20) questions to assess your knowledge of designing and developing an integrated marketing communication plan. You must answer all questions correctly and in accordance with the instructions given.
This is an open book test to be completed in the classroom. You should provide typed responses. You may use various sources of information including text books, learning workbooks, other documents and the internet however you must correctly list your sources, including relevant websites.
2. Project
You are to meet with a client and develop a marketing communication brief based on the client’s needs. Your assessor will act in the role of the client. You are then required to develop a marketing options report and a creative brief.
At the meeting you are to ask a number of questions related to the marketing task.
You will need to take notes in order to complete the tasks that follow i.e. prepare the communication plan and marketing options.
3. Presentation
You must present your integrated strategic marketing communication plan to the client. Your assessor will in the role of the client for this. You will deliver the presentation in a quiet area away from other students. You will be allocated approximately 20 minutes for the presentation and 5 minutes to answer questions.
You are to use PowerPoint slides for the presentation. You are to submit a copy of the slides with their marketing strategy.
Your assessor will advise when this is to take place.
Assessment Schedule
Assessment Due Date
1. Written Questions
2. Project
3. Presentation
ASSESSMENT COVER SHEET
Student Name:
Student ID:
Contact Number:
Email:
Trainer / Assessor Name:
Qualification: BSB52415 Diploma of Marketing and Communication
Unit of Competency: BSBMKG523 Design and develop an integrated marketing plan
Assessment: ? Written Questions
? Project
? Presentation
Due Date: Date Submitted:
If your assessment is being submitted after the due date, please attach a copy of the written confirmation of extension received from your assessor.
Declaration: I have read and understood the following information at the beginning of this assessment guide (please tick):
? Assessment information
? Submitting assessments
? Plagiarism and referencing
I declare this assessment is my own work and where the work is of others, I have fully referenced that material.
Name (please print) Signature Date
ASSESSMENT 1: WRITTEN QUESTIONS
Read the questions below and respond in writing with the most suitable answer. There are twenty questions. You must complete them all. Most questions require short answers although some questions may require a more detailed response. You may use various sources of information including your workbook, internet and other documents. You must cite your sources if you source them from other than your workbook. Your assessor will advise when this is due.
Question 1.
Outline an economic trend and its impact on choosing media options for marketing communication. Include a description of the media options you identify. (Approx. 80 words)
Response should broadly address the following:
Question 2.
Outline a social trend and how this impacts on choosing media options for marketing communication. Ensure your answer includes a description of the media options you identify.
(Approx. 80 words)
Question 3.
Outline marketing industry trends and how this impacts on choosing media options for marketing communication. (Approx. 200 words)
Mass media
Ethical changes in communication
Reliance on communication method
Assessing return on investment
Question 4.
Analyse the following information on an industry product and service and, based on your analysis, recommend an appropriate media option. Provide a rationale for your recommendation.
Product Media option
NatureCare Products is an Australian owned producer of natural skin care products. Its main target groups are professional women aged 25 – 55. The company wishes to promote its products as high quality, eco-friendly products. Currently products are sold online and through health care shops. However, the company wishes to find other media options that fit its branding image. Being a profitable company, it can afford to spend at least $50,000 on marketing.
Grow Management Consultants provide leadership development services to businesses. The company has been established for six months only and has 5 clients. The company would like to expend its client based but due to limited funds is seeking advice on low cost and effective media options.
Response should include at least one of the following media option for each industry product and service:
Question 5.
Summarise two (2) key provisions of Australian Consumer Law that impact on marketing operations.
Question 6.
Summarise a key provision of privacy legislation that applies to direct marketing. (approx. 50 words)
Australian Privacy Principle 7 (APP 7) applies to organisations that use or disclose personal information for direct marketing. It does not apply to direct marketing communications that are covered by the Do Not Call Register Act 2006 (DNCR Act) or the Spam Act 2003 (Spam Act). This resource provides general information about how the requirements in each of these laws apply when an organisation direct markets to an individual.
This means APP 7 generally will apply to:
• direct marketing calls or faxes where the number is not listed on the DNCR, or the call is made by a registered charity
• direct marketing by mail (whether sent by post or hand delivered) and door-to-door direct marketing
• targeted marketing online, but only where using or disclosing an individual’s personal information (i.e. where direct marketing occurs)
• Marketing via a mobile application, if personal information is used to target that marketing.
Question 7.
Summarise the key provisions of the Australian National Association of Advertisers Code of Ethics. (Approx. 80 words)
Question 8.
Summarise the key provisions of mandatory information standards and their relevance to marketing operations. (Approx. 80 words)
Question 9.
Explain three (3) key principles of consumer behaviour and their influences on consumer buying behaviour
Question 10.
Explain the four (4) types of consumer buying behaviour.
1. Complex Buying Behaviour: hen the consumer is highly involved in the buying and there is significant differences between brands then it is called complex buying behavior. So in this case the consumer must collect proper information about the product features and the marketer must provide detailed information regarding the product attributes. For eg. Consumer while buying a motor cycle is highly involved in the purchase and has the knowledge about significant differences between brands.
2. Dissonance-Reducing Buying Behaviour: here consumer is highly involved in the purchase but there are few differences between brands. Like consumer while buying a floor tiles buy them quickly as there are few differences between brands.
3. Habitual Buying Behaviour: in this case there is low involvement of the consumer and there are few differences between brands. The consumer buys the product quickly.
4. Variety-Seeking Buying Behaviour: in this case consumer involvement is low while buying the product but there are significant differences between brands. Consumers generally buy different products not due to dissatisfaction from the earlier product but due to seek variety. Like every time they buy different washing detergent just for variety. So it is the duty of the marketer to encourage the consumer to buy the product by offering those discounts, free samples and by advertising the product a lot.
Question 11.
Explain the marketing implications of Maslow’s theory and provide examples of how consumer’s needs may lead consumers to make purchases. (Approx. 100 words)
Question 12.
Explain each key stage in the buyer decision-making process.
Stage one is the recognition of the particular problem or need and here the buyer has a need to satisfy or a problem that needs solving
Stage two is where we begin to search for information about the product or service. Buyers here begin to look around to find out what’s out there in terms of choice and they start to work out what might be the best product or service for solving the problem or satisfying any need.
Stage three sees the evaluation of the available alternatives whereby the buyer decides upon a set of criteria by which to assess each alternative
Stage Four
We buy or select a product/service/supplier at stage four. Individuals or teams of buyers make the final choice of what to buy and from whom to buy it.
Stage Five
Interestingly the process does not stop at the point of purchase because there is a stage five called the post-purchase evaluation. The process continues even when the product or service is being consumed by the individual or business. So if it doesn’t meet your needs or solve your problem you can take action to improve the product or service. Your actions at this point might inform other potential buyers who would be keen to hear about your experiences – good or bad.
Question 13.
Explain the main differences between buyer behaviour by consumers and buyer behaviour in business-to-business markets.
Consumer behaviour is the study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It refers to the actions of the consumers in the marketplace and the underlying motives for those actions.
Business buyer behaviour is the intent and behaviour shown by companies and employees into making purchases for the organization. Business buying behaviour is the concept of understanding the needs and wants of a business and making appropriate purchases, which ultimately help a company get profits.
Question 14.
Explain the main differences between buyer behaviour by consumers and buyer behaviour in business-to-business markets. (Approx. 80 words)
Question 15.
Explain the main differences between buyer behaviour by consumers and buyer behaviour in business-to-business markets. (Approx. 50 words)
Question 16.
Summarise five (5) major types of marketing communication options that can be used by a business.
Question 17.
Summarise two (2) major differences between consumer marketing communication and business to business marketing communication options.
Question 18.
Summarise two (2) factors that impact on the choice of marketing communication options for different markets and provide specific examples to illustrate your answer.
Question 19.
Describe and contrast the following marketing communication methods:
(Approx. 100 words)
• Public relations
• Advertising
Question 20.
Describe and contrast the following marketing communication methods: (Approx. 100 words)
• Direct marketing
• Personal selling
ASSESSMENT 2: PROJECT
Overview
For this assessment you are to demonstrate that you have the skills and knowledge to:
• manage marketing performance
• manage marketing personnel
• evaluate and improve strategic marketing performance
You are required to produce an integrated strategic marketing communication plan for a client. The process includes: participating in a meeting with the client, developing a marketing communication brief, designing an integrated strategic marketing communication strategy and developing a creative brief.
This assessment is to be based on a simulated business. Your assessor will advise the due date for this assessment.
Scenario
You are the Marketing Consultant for Inspire Marketing Consultants. The company provides marketing services to a wide range of companies.
You have just been allocated a new client to work with, Blue Sea Fashion. The company wishes to increase awareness of its products and to increase sales.
You are required to meet with the client to discuss marketing communication requirements with a view to developing options for the client.
This is Blue Sea Fashion’s current logo:
Tasks
1. Participate in a meeting with your client (your assessor will play the role of your client).
The objective of the meeting is to discuss and confirm the company’s marketing communication objectives.
Your assessor will advise you of the date and time of the meeting.
Prior to the meeting, prepare a series of questions to ask to find out about the client’s marketing communication objectives.
Your questions will need to address the following points so as to determine marketing communication requirements:
• Client and product information
• Overall branding requirements
• Confirmation of marketing communication purpose and objectives
• Review of outcomes of any marketing communication conducted to date
• Confirmation of budget allocated to marketing communication
Bring along a pen and paper or your laptop to take notes. You will need to use these notes in the next part of the assessment.
During the meeting, you will be required to demonstrate effective communication skills including:
• Speaking clearly and concisely
• Using non-verbal communication to assist with understanding
• Asking questions to identify required information
• Responding to questions as required
• Using active listening techniques to confirm understanding
At the conclusion of the meeting, ensure that you summarise the information provided to confirm the objectives of the marketing communication.
2. Following the meeting, develop a marketing communication brief that sets out the client’s requirements for marketing communication. Use the Marketing Communications Brief Template (Appendix 2 of this assessment) to guide your work.
You will need to use the information provided at the meeting and conduct research using the Internet to develop the brief. This should include an analysis of product life cycles for the fashion industry, research with regard to key characteristics of the fashion industry, trends and competitors (locality and on-line), as well as any legal and ethical constraints.
The marketing communication briefing report that you develop must be written in clear and concise English. As a guide, it should be 2 to 3 pages long.
The document should address the following:
(a) Develop a purpose statement to clearly identify the purpose of the integrated, strategic marketing communication plan, as well as what is to be achieved by the marketing communications to be implemented.
(b) Develop marketing communication objectives that reflect the client’s needs according to information provided at the meeting. The objectives are to be measurable, as well as provide clear guidelines on what is to be achieved i.e. they must be SMART objectives.
(c) Develop a client profile based on the information provided at the meeting. This should include company mission and goals, as well as existing brand themes, messages and appeals.
(d) Develop a product analysis, including key product offering and product life cycle issues. Use information from the Internet to inform your analysis as product life cycle issues apply to fashion products regardless of the company.
(e) Research and develop a market analysis, including key characteristics of the industry within which the company operates, trends and competitors (locality and online), as well as any legal and ethical constraints that relate to the company’s operations.
3. Research and develop an audience analysis based on the information provided at the meeting confirming the budget allocation and timelines.
4. Send an email to your client (your assessor). The text of the email should be in grammatically correct English, written in an appropriate (polite, business-like) style.
It should introduce and summarise the contents of the attachment and seek their feedback and approval to develop the marketing communication options report.
Attach your Marketing Communication Brief to the email.
5. Create a marketing options report. This report should explore marketing communication options for Blue Sea Fashion.
Use the Marketing Options Report Template (Appendix 3 of this assessment) to guide your work.
You must conduct further research and produce a report that includes the following:
• A critical analysis of the advantages and disadvantages of at least five marketing communication options in relation to for Blue Sea Fashion and its products, as well as its fit to the for Blue Sea Fashion brand and target group. This should also include, as a minimum, the likelihood of audience response and costs of each marketing communication option. You should then determine and report on which marketing communication option/s has the media characteristics that best matches the marketing communication brief.
• Determination of the media characteristics that matches the brief requirements.
• Research and analysis of the media consumption habits of the target audience for Blue Sea Fashion in order to identify the media vehicle that would work best for the target group. Media consumption habit analysis should address both primary marketing media, as well as supplementary marketing media and should also include an evaluation of each of the media styles against the brand character being marketed.
• Analyse the advantages and disadvantages of using multiple forms of media as part of the marketing communication strategy.
• Identification and application of criteria to assess whether using multiple forms will be beneficial or otherwise for Blue Sea Fashions.
• Summary of how the recommended media meet the brief, client’s requirements and any legal and ethical constraints identified.
.
6. You are now ready to develop a creative brief. You will be able to develop the creative brief based on the research and reports you have produced thus far.
Use the Creative Brief Template (Appendix 1 of this assessment) to guide your work.
Assessment Criteria
Your assessor will be assessing you against the criteria in the attached Marking Guide.
Submission Requirements
You will need to submit the following for this assessment:
• Marketing communications brief
• Marketing options report
• Creative brief
ASSESSMENT 2: PROJECT MARKING GUIDE
Student’s name:
Student ID:
Assessor’s name:
Date of assessment:
Unit of competency: BSBMKG52 Design and develop an integrated marketing plan
Did the student satisfactorily overall: Yes No Comments
Part A: Managing marketing performance
Confirm the marketing communication purpose and objectives through discussion at meeting with client?
At the meeting, obtain comprehensive client and product information through the use of clear and concise questions and:
? paraphrasing the information provided at the meeting in regard to the project’s purpose and objectives
? By asking questions that are understood and can be easily answered?
At the meeting, review previous marketing communications and outcomes with client through asking appropriate questions?
Confirm budget allocated for marketing communication, through paraphrasing information?
Demonstrate effective communication skills, including:
? Speaking clearly and concisely
? Using non-verbal communication to assist with understanding such as nodding to indicate understanding, smiling to facilitate communication.
? Asking relevant questions to identify required information
? Responding to questions as required by providing a clear and concise and relevant response to the question asked
? Using active listening techniques to confirm understanding
? By paraphrasing information or feedback provided to confirm understanding?
Develop a marketing communication brief based on information from meeting and research and that includes:
? Purpose and what is to be achieved
? Objectives that reflect the client’s needs
? Client profile
? Product analysis
? Market analysis
? Audience analysis, with legal and ethical constraints
? Budget allocation?
State the marketing communication objectives in measurable terms and provide specific guidelines on what is to be accomplished by marketing communication?
Develop and recommend an integrated marketing communication strategy through a marketing options report, including:
? Five marketing communication options
? Advantages and disadvantages of each option in relation to Blue Sea Fashion and its products.
? Determining most appropriate option/s based on relevant media characteristics
? Media consumption habits of the target audience.
? Branding impact of the media styles
? Advantages and disadvantages of multiple media forms
? Identification and use of criteria to assess whether using multiple forms will be beneficial or otherwise.
Select and recommend media for the marketing strategy, including:
? Media vehicles that match the marketing brief
? Primary and secondary marketing media that meet target audiences
? Selection of options to meet client’s requirements and legal and ethical constraints?
Develop a creative brief including:
? Creative content for chosen media
? Key message and appeal
? Product information requirements
? Budget
? Schedule?
Feedback to student:
Student’s overall performance is: ? Satisfactory
? Not Satisfactory
Is re-assessment required? ? Yes
? No
Assessor’s signature:
Date:
Student’s signature:
Date:
ASSESSMENT 3: PRESENTATION
Overview
For this assessment you are to demonstrate that you have the skills and knowledge to:
• Produce an integrated strategic marketing communication plan for presentation to a client
You are required to deliver a presentation to the client. The plan will draw upon all of the documents that you developed for Assessment Task 2.
Instructions
Complete the following activities.
1.Create a marketing presentation, using all of the documents you developed in Assessment 2. You will be using it to present an integrated strategic marketing communication plan to the client.
You may use PowerPoint or any other presentation software for your presentation.
As a minimum, your presentation should address:
• Purpose of marketing communication for Blue Sea Fashion
• Objectives of marketing communication
• Target audience
• Product analysis
• Market analysis
• Legal and ethical constraints
• Recommended marketing communication options, including budget allocated for each option
• Creative brief
• Schedule for creative work
• Budgetary allocation
Make your presentation as engaging and interesting as possible by preparing slides that take the client through each of the above and also include images such as charts, tables or graphics. You may also use audio effects.
Include notes in your presentation to assist you in remembering any extra information while presenting. However, you may also develop written notes in a word document or by hand to assist you in remembering the information to be presented to the client.
Save this file as Marketing Presentation.
2. Send an email to your assessor introducing and summarisng the contents of the plan and asking for the place, date and time of your presentation.
Note: The text of the email should be in grammatically correct English, written in an appropriate (polite, business-like) style.
Attach your Marketing Presentation to the email.
The presentation will be delivered to your assessor in the role of the client. It will be delivered in a quiet space away from the class. You will have 20 minutes for the presentation and 5 minutes for questioning.
3. Deliver your presentation. Explain each part of the Strategic Integrated Marketing Communication Plan and seek input and feedback from the ‘clinet’.
During the presentation and question time, you will need to demonstrate effective communication skills including:
• Presenting ideas clearly and concisely
• Asking questions to find client’s views
• Responding to questions
• Active listening skills to confirm and clarify information
• Effective non-verbal communication to assist with understanding
Assessment Criteria
Your assessor will be assessing you against the criteria in the attached Marking Guide.
Submission Requirements
You will need to submit the following for this assessment:
• PowerPoint slides
ASSESSMENT 3: PRESENTATION OBSERVATION SHEET
Student’s name:
Student ID:
Assessor’s name:
Date of assessment:
Unit of competency: BSBMKG52 Design and develop an integrated marketing plan
Did the student satisfactorily: Yes No Comments
Role Play 1: Coaching session
Prepare and deliver a presentation of an integrated strategic marketing communication plan including:
? Purpose of marketing communication
? Objectives of marketing communication
? Target audience
? Product analysis
? Market analysis
? Legal and ethical constraints
? Recommended marketing communication options, including budget allocated for each option
? Creative brief including a schedule for creative work?
Prepare and use slides that address the required content?
During the presentation and question time, demonstrate effective communication skills including:
? Presenting ideas clearly and concisely
? Asking questions to find client’s views
? Responding to questions
? Active listening skills to confirm and clarify information
? Paraphrasing information or feedback provided to confirm understanding.
? Using effective non-verbal communication to assist with understanding, e.g. smiling, nodding, hand gestures?
Deliver the presentation within the allocated timeframe (25 minutes)?
Feedback to student:
Student’s overall performance is: ? Satisfactory
? Not Satisfactory
Is re-assessment required? ? Yes
? No
Assessor’s signature:
Date:
Student’s signature:
Date:
Appendix 1
Inspire Marketing Consulting
Creative Brief
Purpose
State the background
Objectives
State the objective
Target audience
Primary, secondary and tertiary, and can be segmented by psychographics and demographics
Insights
State what motivates the target audience and how they make decisions
Single main message to communicate
This statement needs to be compelling and single-minded
Media
Discuss the chosen media
Customers’ motivation to respond
State the tangible benefit(s) this product offers
Benefits for customers
State the intangible benefits. Reputation could be one
Customer response
State how we want them to respond
Customer thoughts or feelings after being exposed to this creative?
A statement in first person language
Intended tone of our communication
Friendly, conversational, etc.
Budget
State funds allocated for each agreed marketing communication option (as per costs identified in the marketing communication options report) and how this is consistent with the overall marketing budget.
Timeline
State desired timing
Appendix 2
Inspire Marketing Consulting
Marketing Communications Brief
Purpose statement
Outline a purpose statement to clearly identify the purpose of the integrated, strategic marketing communications plan.
Objectives
Develop marketing communications objectives based on the meeting with the client. The objectives are to be measurable, as well as clearly provide guidelines on what is to be achieved.
Client profile
Develop a client profile based on the information provided at the meeting. This should include company mission and goals, as well as existing brand themes, messages and appeals.
Product analysis
Develop a product analysis, including key product offering and product life cycle issues. Use information from the Internet to inform your analysis as product life cycle issues apply to fashion products regardless of the company.
Market analysis
Research and develop a market analysis, including key characteristics of the industry within which the company operates, trends and competitors (locality and online), as well as any legal and ethical constraints.
Audience analysis
Research and develop an audience analysis based on the information provided at the meeting.
Budget and timing
Confirm the budget allocation and timelines as discussed at the meeting.
Appendix 3
Inspire Marketing Consulting
Marketing Options Report Marketing Communications Brief
Marketing communications options
Discuss potential marketing communications options to achieve marketing communications objectives.
Provide a critical analysis of the advantages and disadvantages of at least five marketing communication options in relation to Blue Sea Fashion and its products, as well as its fit to the Blue Sea Fashion brand and target group.
This should also include likelihood of audience to respond and costs of each marketing communication option as a minimum, as well as determining and reporting on which marketing communication option/s has the media characteristics that best matches the marketing communication brief.
Media consumptions options
Research and analyse the media consumption habits of the target audience in order to identify the media vehicle, which may work best for the target group. Media consumption habit analysis should address both primary marketing media, as well as supplementary marketing media and should also include an evaluation of each of the media styles against the brand character being marketed.
Advantages and disadvantage of using multiple forms of media
Analyse the advantages and disadvantages of using multiple forms of media as part of the marketing communications strategy.
Identify and use criteria to assess whether using multiple forms will be beneficial or otherwise for Blue Sea Fashion.
Summary
How the recommended media meet the brief, client’s requirements, and any legal and ethical constraints.

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