Elements and Performance Criteria
- Prepare electronic advertisements
- Choose media for electronic advertisements in accordance with the organisation’s marketing (or e-marketing) strategy
- Select multiple marketing channels to optimise marketing effort
- Ensure copy and design elements communicate desired image, features and benefits of products or services, and suit characteristics of chosen media
- Position and size each element of advertisement to achieve balance and focus
- Ensure typeface selections suit product, chosen media and central message of advertisement, and that layout achieves balance in its elements including white space and margins
- Ensure any added sound, animation or graphics enhance content of advertisements and do not distract from message
- Ensure advertisements meet requirements of marketing strategy as well as legal and ethical requirements
- Use business website as e-marketing tool
- Identify website marketing objectives in organisation’s marketing (or e-marketing) strategy and plan
- Ensure website design meets objectives and conveys required image of the business and features and benefits of its products or services
- Ensure website content, site map, navigation buttons, frames and multiple pages are in accordance with marketing strategy and plan
- Ensure website incorporates data recording, contacts and feedback mechanisms to allow evaluation of website as a marketing tool
- Use e-marketing
- Identify required media vehicles and website hotlinks for electronic advertisements, and negotiate contracts for website development where necessary to meet requirements of the marketing strategy, budget and legal and ethical requirements
- Promote marketing channels to identified target market segments
- Place or disseminate electronic advertisements in accordance with marketing strategy, media contracts, and legal and ethical requirements
- Monitor and evaluate results of e-marketing
- Monitor transmission of electronic advertisements or other e-marketing products and rectify any errors or omissions
- Develop measures of effectiveness for e-marketing advertisements and monitor effectiveness
- Evaluate effectiveness of e-marketing advertisements against measures of effectiveness and record outcomes in accordance with organisational requirements
- Use outcomes of evaluation activities and other feedback from marketing channels to plan for improvements to e-marketing strategies and products