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| The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included. |
Marketing communication purpose may include: | communicating a message to a particular audiencedifferentiating features or benefitspromoting imageproviding informationrecruiting staffretaining customersstimulating demand for a product or service. |
Client and product information may include: | company and its business policies and practicescompany's promotional ethoscompetitiondistribution channelsexisting customers and target marketpackaging designpast advertising for the productprice, if anyproblems and opportunities facing the productproduct name and characteristics. |
Marketing communication objectives may include: | improve sales performance and/or profitlaunch or re-launch a product or servicemaintain or improve market sharemaintain or increase awareness of a product or servicetest a product or service. |
Information on the target audience may include: | attitudescultural factorsdemographicsexisting product usagelifestylesocial factorsvalues. |
Legal and ethical constraints may include: | codes of practice, such as those issued by:Advertising Federation of AustraliaAustralian Communications and Media AuthorityAustralian Competition and Consumer CommissionAustralasian Performing Right AssociationCommercial Radio AustraliaFree TV Australiacultural expectations and influencesethical principleslegislation, for example:anti-discrimination legislationconsumer protection lawscopyright legislation ethical principlesfair trading lawsprivacy lawsTrade Practices Actpolicies and guidelinesregulationssocial responsibilities, such as protection of children and environmentally sustainable practicessocietal expectations. |
Marketing communication options may include: | advertisingcustomer servicedirect marketingevents and sponsorshipspackagingpersonal sellingpublicity and public relationssales promotion. |
Media vehicles may include: | aerial advertisingbillboards and posterscable and satellite televisioncinemadirect maildirect responseemail marketingexhibitions and trade fairsinternetmagazinesnew media, including multimedia and hypermedia, such as:streaming video and audio3-D virtual reality environments and effectshighly interactive user interfacesmobile presentationuse of high-bandwidthCD and DVD mediatelephone and digital data integrationonline communitiesmicrodeviceslive internet broadcastingperson-to-person visual communicationone-to-many visual communicationnewspapersoutdoorpersonal sellingpodcastingpoint of saleradiosales literaturesales promotionsponsorshiptelevisiontelemarketingtransit media, such as bus sides and taxi backsvideo, video games and videotext. |
Media characteristics may include: | level of audience involvementlevel of audience receptivenessmotion effectsproximity to purchasesound effectsvisual effectswhether the target audience responds activelywhether the target audience responds passively. |
Advantages of selecting multiple media may include: | increasing the frequency of the advertising messageincreasing the reach of the advertising message. |
Disadvantages of selecting multiple media may include: | duplication of impactduplication of resourcesincreasing the cost of marketing. |
Criteria may include: | whether frequency will be increasedwhether reach will be increasedcostavoidance of 'zipping and zapping'. |
Creativecontent may include: | brand or image factorscolourfeatures of the product or service. |
Pitch or appeal may include: | key benefits promised to the audience by the advertiser, which may be:emotionalneed-arousingneed-satisfyingnegativepositiverational. |
Supporting information may include: | evidence to support the claimed benefitpurchasing informationreassurance for existing usersrequirement to specify the target audience. |