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

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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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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.