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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 audience differentiating features or benefits promoting image providing information recruiting staff retaining customers stimulating demand for a product or service. |
Client and product information may include: | company and its business policies and practices company's promotional ethos competition distribution channels existing customers and target market packaging design past advertising for the product price, if any problems and opportunities facing the product product name and characteristics. |
Marketing communication objectives may include: | improve sales performance and/or profit launch or re-launch a product or service maintain or improve market share maintain or increase awareness of a product or service test a product or service. |
Information on the target audience may include: | attitudes cultural factors demographics existing product usage lifestyle social factors values. |
Legal and ethical constraints may include: | codes of practice, such as those issued by: Advertising Federation of Australia Australian Communications and Media Authority Australian Competition and Consumer Commission Australasian Performing Right Association Commercial Radio Australia Free TV Australia cultural expectations and influences ethical principles legislation, for example: anti-discrimination legislation consumer protection laws copyright legislation ethical principles fair trading laws privacy laws Trade Practices Act policies and guidelines regulations social responsibilities, such as protection of children and environmentally sustainable practices societal expectations. |
Marketing communication options may include: | advertising customer service direct marketing events and sponsorships packaging personal selling publicity and public relations sales promotion. |
Media vehicles may include: | aerial advertising billboards and posters cable and satellite television cinema direct mail direct response email marketing exhibitions and trade fairs internet magazines new media, including multimedia and hypermedia, such as: streaming video and audio 3-D virtual reality environments and effects highly interactive user interfaces mobile presentation use of high-bandwidth CD and DVD media telephone and digital data integration online communities microdevices live internet broadcasting person-to-person visual communication one-to-many visual communication newspapers outdoor personal selling podcasting point of sale radio sales literature sales promotion sponsorship television telemarketing transit media, such as bus sides and taxi backs video, video games and videotext. |
Media characteristics may include: | level of audience involvement level of audience receptiveness motion effects proximity to purchase sound effects visual effects whether the target audience responds actively whether the target audience responds passively. |
Advantages of selecting multiple media may include: | increasing the frequency of the advertising message increasing the reach of the advertising message. |
Disadvantages of selecting multiple media may include: | duplication of impact duplication of resources increasing the cost of marketing. |
Criteria may include: | whether frequency will be increased whether reach will be increased cost avoidance of 'zipping and zapping'. |
Creativecontent may include: | brand or image factors colour features of the product or service. |
Pitch or appeal may include: | key benefits promised to the audience by the advertiser, which may be: emotional need-arousing need-satisfying negative positive rational. |
Supporting information may include: | evidence to support the claimed benefit purchasing information reassurance for existing users requirement to specify the target audience. |