Elements and Performance Criteria
- Determine marketing communication requirements
- Develop marketing communication brief
- Develop brief, ensuring it contains a client profile, purpose statement and objectives reflecting client needs
- State marketing communication objectives in measurable terms and provide specific guidelines on what is to be accomplished by marketing communication
- Define key characteristics, competitive factors and market situation facing product or service
- Include a summary of information on target audience, and legal and ethical constraints
- Design integrated marketing communication strategy
- Select marketing communication options appropriate for marketing communication brief
- Critically analyse advantages and disadvantages of each marketing communications variable and media vehicles for product or service
- Determine media characteristics matching brief requirements
- Analyse media consumption habits for primary and supplementary marketing media among target audiences
- Evaluate media styles against the brand character of product or service being marketed
- Compare advantages and disadvantages of selecting multiple media in a media plan
- Develop and apply criteria for selecting multiple media combinations
- Select and recommend media for marketing strategy
- Develop creative brief
- Identify creative content for chosen media using consumer language in the brief
- Identify pitch or appeal for product or service in the brief that meets client requirements
- Identify supporting information required for consumer understanding of product or service in the brief
- Ensure budget for creative work, consistent with overall marketing budget, is contained in the brief
- Incorporate deadline for creative work consistent with overall media schedule in the brief