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 the desired image, features and benefits of the products or services, and suit the characteristics of the chosen media
- Position and size each element of the advertisement to achieve balance and focus
- Ensure typeface selections suit the product, the chosen media and the central message of the advertisement, and that the layout achieves balance in its elements including white space and margins
- Ensure any added sound, animation or graphics enhance the content of advertisements and do not distract from the message
- Ensure advertisements meet the requirements of the marketing strategy and legal and ethical requirements
- Use business website as e marketing tool
- Identify website marketing objectives in the organisation's marketing (or e-marketing) strategy and plan
- Ensure the website design meets objectives and conveys the required image of the business and the features and benefits of its products or services
- Ensure the website content, site map, navigation buttons, frames and multiple pages are in accordance with the marketing strategy and plan
- Ensure the website incorporates data recording, contacts and feedback mechanisms to allow evaluation of the website as a marketing tool
- Use electronic marketing
- Identify the required media vehicles and website hotlinks for electronic advertisements, and negotiate contracts for website development where necessary to meet the 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 the marketing strategy, media contracts and legal and ethical requirements
- Monitor and evaluate results of e marketing
- Monitor the transmission of the 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 the 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 electronic marketing strategies and products