BSBMKG418 Develop and Apply Knowledge of Marketing Communication Industry
Task 1.1
| Information source | Description of credibility to the market |
| Articles in business magazines | The credibility of articles in business magazines depends on the ‘reputation’ of a publisher in the eye of their readers and the background of their authors. For instance, Forbes seems to be highly credible as they are written by experts with decades of experience in their fields and followed by vast number of readers all around the world. |
| Articles in newspapers and newsweeklies | Articles in newspaper are also determined by the credibility of the writer and topic of the article that can influence the reader. On the part of newsweeklies, majorly these can be of different types such as educational, business for the specific audience. |
| Friends and family | It depends on the usefulness of the article and their interest and most important the accurate information and knowledgeable information. |
| SMEs (subject matter experts) | The various types of articles are published, if It carries the knowledgeable study material helpful for the SMEs. Such as quality, operations etc. |
| Industry reports | It is useful for the businessmen and marketers and researcher to gain the information about current industry trend. |
| Radio and TV news coverage | These two have the specific customer target that to listen their interest of programmes. |
| Scholarly sources including books, periodicals, and journals | This can be referred in research study to researcher; also can provide vast set of information in different steams. Also, it provides the accurate and authentic data. |
Task 1.2
| Participants | Description |
| Clients | Organisations who need to communicate their value offer with their target audience. They are the second most important participant in the industry as they afford the funds that pay for the communication process. Clients may include government (e.g.; federal, state, local), manufacturers (e.g. General Electric, 3M, etc.), service firms (e.g. Fitness First, Suncorp Group, etc.), not-for-profit organisations (e.g. Australian Red Cross, Vision Australia, etc.), retailers (e.g. Woolworths, Officeworks, etc.), etc. |
| Agencies | It can be any organisation that provides the direct services or behalf of another organisation to the customer in specific area of business. |
| Specialised Service Providers | It can be any corporate authority that provides the products and services in particular business segments. It provides the customized services and charge accordingly. |
| Media Organisations | Media organisations can be private as well public in order to cover the formal and informal incidents or news to broadcast. |
| Target Audience | It is the group of potential group of customer in order to connect with the business. |
Task 1.3
Review Fusion Marketing organizational structure.
The above Image shows that the chief marketing officer has two segment of marketing that are tradition and digital marketing director. These two segments of marketing are helpful to target the customer and maintain the relations after sale also as mix combination of marketing.
Task 1.4
| Element | Description |
| Communication Brief | Confirms the marketing communication needs which include a client profile, purpose statement and marketing communication objectives that reflect client needs. |
| Strategy and tactics | Strategy is the path needs to be followed to achieve the objective and focus on long term object however, tactics are the smaller steps, can be considered as part of Strategy. |
| Creative Brief | It facilitates the background of the company, product or service and provides inputs related o potential audience. |
| Budget | It is the authentic estimation of income and expenditure for specific period of time. |
| Evaluation | It examines and assess the effectiveness of the polices and procedure and their impact towards the desire goals. |
Task 1.5
| Sectors | Description of its role within the industry |
| Advertising | Advertising is a ‘paid communication’ where an organisation’s (the sponsor or client) brand message is mass-transmitted with the purpose of persuading its target consumer base to ‘like the brand’. Traditional channels include media such as print (e.g. magazines, newspapers, etc.), broadcast (e.g. TV, radio, etc.) and outdoor (e.g. signage, billboards, etc.). |
| Sales Promotion | Sales promotion is the useful medium for promoting the sales and it is done with the objective of increasing the sale. |
| Direct Marketing | It is a way of communication takes place between company and customer in which company pre-select the direct customer and method to communicate the in order to get quick response. |
| Public Relations (PR) | It is a practice conduct by the company to maintain the relation between company and external party of business and to establish public relations. |
| Personal Selling | In this, marketer or sale agent offers the products and services face to face to making the sales transactions. |
| Digital and interactive marketing | Digital media includes the digital platforms to promote the offerings through digital media platform s, online or social media, whereas Interactive refers the practice that respond to the user’s action through image, animation, video and text. |
| Events and sponsorship | It is critical for the company to sponsor the events that refers to invest the money in order to conduct the formal and informal occasions |
Task 1.6
| Associations and Networks | Description |
| Asia-Pacific Professional Services Marketing Association (APSMA)
www.apsma.com.au |
APSMA is a not-for-profit association and the only industry body representing professional services marketers in the Asia Pacific region. |
| Australasian Writers and Art Directors Association (AWARD)
www.awardonline.com |
This is a non profit and non political organisation in order to encourage the creativity and enthusiasm in cinema. |
| Australian Association of National Advertisers (AANA)
www.aana.com.au |
This body represents the interest of Australian advertising, marketing and media company and to safeguards them. |
| Australian Association of Social Marketing (AASM)
www.aasm.org.au |
It represents the Australian social workers and to support them financially and morally. |
Task 1.7
| Societal Roles | Description | |
| Industry compliance with the applicable regulations | The industry should always comply with relevant legislations, codes of practice and standards in the area where it operates. For example: | |
| · Work Health and Safety Act 2011 | · to incorporate safety management into business operations | |
| · Competition and Consumer Act 2010 | · to protect consumer rights and ensure ethical marketing | |
| · Privacy Act 1998 | · to protect consumer privacy | |
| · Anti-discrimination laws. | · to eliminate discriminatory actions during marketing operations | |
| Consistency of information | EU competition Law: it aims at to secure the interest of European union in single market.
Privacy Act 1988: Australia Law deals with privacy and under section 14 it consist the various provision and principles in order to secure the privacy of an individual and organization’s privacy. |
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| Responsiveness to feedback | Consumer Protection Act 1986: It determines the frameworks for government and other council for resolving the customer queries and complaints. | |
| Appropriateness of content |
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Task 1.8
| Stakeholders | Description of their role in the industry |
| Managers and owners | Owners of the company that started and commenced the business and managers mange the external and internal and operation affairs the business. |
| Government of NSW | It is the state government of NSW and ruled by liberal and national party currently. |
| Competitors | The parties challenge to each other and compete in against. |
| Consumers | It is a people of group of people who consumer the products and services. |
| Community | It is the person or group of people that live together and develop. |
Task 1.9
| Principles | Practice |
| Identify the target audience | It is an approach through which potential customers can be turned into permanent customer. |
| Create the message | Message can be emotional, need-arousing, need-satisfying, negative, positive, and rational. Professionals should ensure the credibility of the brand message. |
| Choose the communication channel | Potential customers as per the marketing strategy.
It can be formal and in formal and informal communications channels, such as email marketing, social media and mobile marketing. |
| Create the content | It can comprise of description and benefits of products and services. |
| Allocate resources | It can be :
Financial resources Human Resources Technical support |
| Design the communication program | It is the process of and formulating and selection of communicating process for deliverable programmes. |
| Scheduling | It is practice of schedule the date, time and location, content of the event. |
Task 1.10
| Summarize task 1.1 to 1.9
It includes the various legislations useful for the business, certain terminologies and a few Australian corporate bodies that are responsible for overall development. |
Task 2.1
| privacy | Privacy Act 1988 | Industry professionals shall comply with the 13 Australian Privacy Principles when collecting, using, securing and disclosing sensitive information in their communication activities. |
| intellectual property | Copyright Act 1968 | Industry professionals cannot use the same content as it is for other use. |
| Taxation | Income Tax Assessment Act 1997 | It is a tax that levy on the certain amount of income. |
| safety of self and others | Work Health and Safety Act 2011 | In this, the health and safety of various stakeholders are taken in consideration so that no one harmed during the work or at workplace through adopted working style. |
| fair trading and competition | Competition and Consumer Act 2010 | It aims to safeguards the consumer interest as well as employer and to resolve their disputes. |
Task 2.2
| Employment Opportunity | Key Duties | |
| Media Planner | · plan appropriate media channels to be used for client campaigns
· research and analyse the client’s target audience and best ways to reach them through relevant media combinations
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| Marketing Communications Officer | The person authorised for communicating the marketing strategy to the stakeholder and also responsible for some part of implementations. | |
| Event Manager | The person who is responsible for organisation and managing the event financially. | |
| Graphic Designer | It is the way of visual communication and problem solving through photography. | |
| Web Analytics Consultant | A person helps companies collect and make sense of relevant metrics from internet. | |
Task 2.3
| Summarize Task 2.1 and Task 2.2
These two sections comprise the certain acts and Terms of designations are in practice in business.
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Task 3.1
| Area of Communication | Digital Communications Technology | Description of Use |
| Advertising
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Programmatic Advertising Tools | Programmatic Advertising tools assist in calculating the likely response rate to an ad recommending where to place it, when and to whom in order to boost its exposure to desired audience. |
| Content | Content Curation Tools | These include the Trap it, feedly, Pinterest, Quora, scopt it etc. |
| Public relations
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Social Media | It is very famous as well as use ful platform for business to promote the offerings. |
| Customer data | Customer Data Platforms (CDPs) | It is helpful ton maintains the customer data in system. |
| Market performance | Big Data Analytics Tools | They are practiced to store and analyse the big set of data. |
Task 3.2
The primary positive impacts include:
On the other hand, these trends have yielded some issues of concern to the industry which may include:
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Task 3.3
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In the task 3.1, different are of the communication has been discussed that are better for the firm to have the better platform of the communication. In addition, along with some area of the communication, some digital technologies are also determined and their descriptions are also defined. At the same time, in the task 3.2, jobs in the industry and the channels of interaction are also discussed as well as different trends have yielded some issues of concern to the industry. So, in this, different ways are also discussed for the better management. |
Task 4.1
Googleà 8 of the Top Marketing Challenges Marketers Will Face This Year
| 1.Socila Media | It is better for the firm to expand the business and to handle the business also |
| 2.Print Media | For the better communication and to target the end customers also |
