Products and Services - Session 1.pdf - 1 1 PLAN PROMOTIONAL ACTIVITIES 1.1 Identify and assess promotional activities to ensure compatibility with

Products and Services - Session 1.pdf - 1 1 PLAN...

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1 WORKBOOK | © 2018 YOUNG RABBIT PTY LTD, AUSTRALIAN PACIFIC COLLEGE BSB42415 CERTIFICATE IV IN MARKETING AND COMMUNICATION | PRODUCTS AND SERVICES_V1.4 1. PLAN PROMOTIONAL ACTIVITIES 1.1 Identify and assess promotional activities to ensure compatibility with organisational requirements 1.2 Plan and schedule promotional activities according to the marketing needs of the organisation 1.3 Determine overall promotional objectives in consultation with designated individuals and groups 1.4 Ensure that timelines and costs for promotion of activities are realistic and consistent with budget resources 1.5 Develop action plans to provide details of products and services being promoted 1.1 – Identify and assess promotional activities to ensure compatibility with organisational requirements Promotional activities may include advertisements, client functions, employee functions, media announcements, product launches, web pages etc Advertisements Acceptable definition: Advertising is a form of communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas or services. Most commonly, the desired result is to drive consumer behaviour advertising is also common. Advertising reaches almost every person on earth and comes in various mediums, such as print, TV and websites. The challenge is to put this end user result into a context that matches compatibility with organisational requirements. An organisation will likely have a marketing plan, though this session is not designed to discuss this. Part of the marketing plan is advertising in its many forms and options. From within the marketing plan, look for these or similar elements to focus on advertising: advertising and promotional plan costs allocated for advertising and promotions advertising and promotional materials list of advertising media to be used and an estimate of costs for each medium. If these items or similar are present, then there is a good chance the organisation is prepared to ensure there is compatibility with the stated organisational requirements.
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2 WORKBOOK | © 2018 YOUNG RABBIT PTY LTD, AUSTRALIAN PACIFIC COLLEGE BSB42415 CERTIFICATE IV IN MARKETING AND COMMUNICATION | PRODUCTS AND SERVICES_V1.4 Usually, costs are at the forefront of most marketing plan’s focus. Advertising can constitute a major portion of that expense. Define your advertising budget: How you go about advertising or choosing a medium will require a careful assessment of need to ensure that you understand the cost implications. Each medium has a different cost structure, especially TV. Decisions on allocations can also influence your budget so don’t spend the entire amount on two or three highly expensive TV ads. If you are planning your own advertising and not using an agency hunt for affordable opportunities: weekly newspapers metropolitan papers national magazines handbills and flyers bargain broadcasting good deals on radio or just local TV stations or cable networks combine with several local businesses by advertising together.
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