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You must answer the questions by writing in the space provided. If you need more space, you can use extra paper. Make sure you write on each extra piece of paper your name and the question number/s you are answering. You may prefer to use your computer to type your answers. Your assessor will let you know if you can email your answers as a Word file, or if you must print and submit hard copies. Q UESTION 1 BSBADV602 Develop an advertising campaign
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Explain each of the key functions of advertising. 1. Identifying Brands and Products Products, services and ideas are sold through businesses that are differentiated by their brand identities. Brand identity is communicated to the public via advertising. 2. Providing Information to Consumers Advertising supplies the necessary information to consumers so that they know what is available and where to buy it. It broadcasts information on products, services and ideas sold on the open market through a variety of media portals 3. Persuading Consumers to Purchase Powerful, visual advertising presentations compel consumers to purchase goods, services and ideas as a way to achieve emotional fulfilment. Persuasion is the core mission of advertising. Advertising tells you how the product, service or idea you are considering will improve your life 4. Previewing New Trends Previews about the virtues of new products, services and ideas motivate consumers to obtain them because they don't want to be left out. Advertising lets consumers in on up-and-coming trends and new markets. 5. Generating Product Demand The demand generated by advertising, public relations, and sales promotion "pulls" the goods or services through channels of distribution, notes "Reference for Business." One of the powerful functions of advertising is to generate consumer demand for specific products, services and ideas through ad campaigns that target the audiences that are most likely to buy them." Products, services and concepts are sold in volume, according to the consumer demand for them. 6. Building a Customer Base Consistent quality advertising increases consumer loyalty for a product, service or idea. Advertising seeks to maintain the current customer base by reinforcing purchasing behavior with additional information about the benefits of brands. The goal of advertising is to build and reinforce relationships with customers, prospects, retailers and important stakeholders. 7. Competitive Pricing Advertising displays consumer goods with competitive prices relative to the current market, thus educating consumers about what things should cost. Advertising lets you know what the competition is doing, when the next sale is, and how you can receive the latest coupon or rebate and seeks to assure you that you are receiving the best value for your money.
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