Week1_CA-Create-an-Advertising-Campaign.docx - Assessment...

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Assessment Task 1.1 Instructions Provide answers to all of the questions below: 1. Explain the principles and purposes of advertising and provide an example of why the marketing mix needs to be correct. (50-100 words) "Marketing consists of all the activities of individuals and organizations designed to identify, anticipate, and mutually satisfy the needs of all parties involved in the exchange." Marketing cannot take place unless some sort of exchange occurs. One party must exchange a product or service with another party for some form of payment. This is the exchange process and is the central focus for all marketing activities. 2. Discuss the design principles and elements suitable for the following print media and provide examples of how you would apply these principles to each of the following: (100-150 words) Newspaper advertising Magazine advertising Billboards Principles and Elements of Design: • These are the building blocks used to create a work of art. • They can be thought of as the things that make up a painting, drawing, design etc. To apply in Newspaper advertising • Can promote a business to a wide range of customers. • A combination of advertising in your state/metropolitan newspaper and the local paper gives the best results. Magazine advertising • Can reach the target market quickly and easily • Generally serve consumers and trade • If the target market is only a small percentage of the circulation, then advertising may not be cost-effective Billboards • Outdoor billboards can be signs by the road or hoardings at sport stadiums. • Transit advertising can be posters on buses, taxis and bicycles. • Can be very expensive especially for prime locations and supersite billboards. 3. Discuss the following key principles of consumer behaviour and their influences on buying behaviour: (100 – 200 words) Cultural Social Personal Psychological Cultural Factors - Culture and societal environment Culture is crucial when it comes to understanding the needs and behaviours of an individual. Basically, culture is the part of every society and is the important cause of person wants and behaviour. The influence of culture on buying behaviour varies from country to country therefore marketers have to be very careful in analysing the culture of different groups, regions or even
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CA Create an advertising campaign countries. Throughout his existence, an individual will be influenced by his family, his friends, his cultural environment or society that will teach him values, preferences as well as common behaviours to their own culture. For a brand, it is important to understand and take into account the cultural factors inherent to each market or to each situation in order to adapt its product and its marketing strategy. As these will play a role in the perception, habits, behaviour or expectations of consumers.
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