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BSB61315 Advanced Diploma of Marketing and CommunicationLearner Guide: BSBMKG523 Design and develop an integrated marketing communication planabove such as age, interests, income, lifestyle, etc. will all influence buying behaviour) and psychological influences (e.g. motivation to buy and buyers’ beliefs and attitudes). Once this information has been obtained, you can use it to create a profile of the target audience. You don’t just need to know who to target, but also how you are going to target them. You do this by analysing which media your target audience use (e.g. a certain magazine, watching television at a certaintime, watching certain television programmes.) Detailed information is required. Summarising legal and ethical constraints We have already established that before finalising the development of the marketing communication brief, you should provide a summary of legal and ethical constraints. Legal constraints are those set by legislation, common law or other regulations. Ethical constraints are the moral constraints placed by society. You need to establish whether any of these constraints could affect the marketing communication plan and if so, how. Legal and ethical constraints are wide ranging. Legal and ethical constraints may include:Codes of practice, such as those issued by:oAdvertising Federation of AustraliaoAustralian Communications and Media AuthorityoAustralian Competition and Consumer CommissionoAustralasian Performing Right AssociationoCommercial Radio AustraliaoFree TV AustraliaoAustralian Association of National Advertisers (AANA)Cultural expectations and influencesEthical principles Legislation, for example:oanti-discrimination legislationoconsumer protection lawsocopyright legislation oethical principlesLearner Guide: BSBMKG523Version: v19.0Page 20 of 50Developed by: ACBIApproved by: DoSIssued: October 2019Review: October 2019
BSB61315 Advanced Diploma of Marketing and CommunicationLearner Guide: BSBMKG523 Design and develop an integrated marketing communication planofair trading lawsoprivacy lawsoTrade Practices ActPolicies and guidelinesRegulationsSocial responsibilities, such as protection of children and environmentally sustainable practicesSocietal expectations.You must have enough overview knowledge to identify key provisions of relevant legislation, codes of practice and national standards that affect business operations as they relate to marketing. In particular, overview knowledge of the above list of legislation. The following key provisions may be applicable when developing your brief:Anti-discrimination legislation:The Australian Human Rights Commission identifies the following legislation that may be applicable to anti-discrimination, including: oAge Discrimination Act 2004oAustralian Human Rights Commission Act 1986oDisability Discrimination Act 1992oRacial Discrimination Act 1975oSex Discrimination Act 1984Consumer protection laws and fair trading laws: TheCompetition and Consumer Act (‘CCA’) 2010 ensures thattrading is fair and consumers are protected. The Australian