BSBMKG413 - PROMOTE PRODUCTS AND SERVICES

Formative assessments

Activity 1

Question: Eden Beauty the organisation you work for wants you to create an advertisement or plan a
promotional activity for a new range of skin care products.

They have stipulated these requirements:

1. The advertisement or promotional activity should focus on the organization’s reputation for
providing luxury products made from all natural ingredients.
2. Pale pink and black should be used in the advertisement or promotional activity as these colors
form a central part of the organization’s brand.
3. You should share information regarding the ingredients of the products.
4. You need to show how Eden Beauty’s products are better than the products provided by their
competitors.
5. Any promotional activities must be carried out safely.
6. The advertisement or promotional campaign should be compatible with the organisation’s
mission statement which is:

At Eden Beauty we believe that all women possess a natural beauty and strive to help them recognise
this. We represent the transformation that takes place in a woman as she learns to take care of herself
in a natural way. We want to help women enhance what they already have rather than covering it up.
Eden Beauty wants to teach women that they have the right to be pampered and can do this without
having to attend costly beauty salons.

If you have decided to create an advertisement and have chosen to deliver it in a print medium then you
need to provide a copy. You can use computer programs such as Microsoft Office Publisher to complete
this activity. Alternately, provide a script for a TV or radio advertisement. If you have chosen to plan a
promotional activity provide a detailed description of that activity. Give a short explanation of how your
advertisement or promotional activity is compatible with Eden Beauty’s requirements. (1 page)

Answer:
Especially organic products are used. No artificial products are used. Our products are highly
recommended for natural glow of skin, and other smooth results.

Purchase our code at mydeal.com and avail 70% discount.

Activity 2
Question1: Create a media schedule (in a medium of your choice) for a new car that is going to be
launched in one month. You have $500,000 to spend. Explain why you have chosen this medium. Also,
explain why you have scheduled or allocated the money in the way that you have. (100–150 words)

Answer1: This is because TV advertisement has a wide coverage which is very necessary for this car due
to the fact that the time remaining to be launched is just one month. The medium reaches family
audience especially at peak hours. It therefore has a greater impact that the rest of the mediums
considering the amount of time left before the launch.

The money will be allocated in different types of TV ads as follows:

The traditional 30 second ad costs $250,000 - This ad will take the highest amount of the budgeted
money because it will lead to the creation of an interesting feature of the car that will run on the TV
program during commercial breaks. This high amount will also ensure that the ad reaches many people
and it will also be run at peak hours so as to increase its coverage.

10 second promotion advertising spot $150,000 - This will take this amount of the money because it is
less expensive as the first on. It will run the ad for the car on its own. The remaining $100,000 will be on
performance based media placement because its less influential.

Question2: Give an example of an advertising campaign which you have seen that was evenly spread
over the time schedule. Comment on the effectiveness of the campaign. (20–50 words)
Answer 2: For example:

KFC (Kentucky Fried Chicken) use constant saturation advertising spread over the time schedule. It is
effective as it has been one of the world's most recognizable brands. KFC is also the leader in
environmental advertising. Working with engineers, they have created some very impressive
advertisement. Another medium is YouTube.

The efficiency of YouTube to delivery short - term sales and long - term brand affective. The analysis
revels that in the short term, YouTube is 37% more efficient at delivering sale compare to TV and 9%
YouTube has a positive brand impact which translates to higher sales.

Question 3: Give an example of an advertising campaign that you have seen that was scheduled in
waves with heavy advertising followed by periods of light or no advertising. Comment on the
effectiveness of the campaign. (20–50 words)

Answer 3: An example of advertising campaign was for a Sport Bet company which carried its
promotion on the media channel. Its ads were very favorable and they promised a lot of bonus on a
single bets and multiple bets. These were really good promising ads that shocked the public. However
after certain periods the advertisement was fooled by periods no advertising. Actually the advertising
was so expensive that they could not meet the cost of doing further advertisements, so that advertising
campaign was not effective since it made the company not to realize good sales so as to support its
advertising activities.

Activity 3
Question1: How would you fulfill an organization’s objectives for reaching people over the age of 60
who might buy funeral insurance plans (i.e. what media should be used)? Why? (20–40 words)

Answer1: The TV can be used as a media to sell funeral insurance plans. Many older people watch TV at
daytime. TV will be a great source of advertising their products and also will be influential.

Question 2: How would you fulfill an organisation’s objectives for reaching teenagers who might buy an
iPod (i.e. what media should be used)? Why? (20–40 words)

Answer 2:To fulfill an organisation's objectives for reaching teenagers who might buy an iPod by
advertise television ads in places like restaurants or eatable places, ads on flex posters which is
highlighted and clearly visible or on social media because teenagers spend most of their time in using it.

Question 3- How would you fulfill an organisation’s objectives for reaching parents who might buy all
natural baby food (i.e. what media should be used)? Why? (20–40 words)

Answer 3: To fulfill an organisation’s objectives for reaching parents who might buy all natural baby
food by advertise them on TV, internet media or magazines because these are the medium of
entertainment parents usually spend their time with.

Question 4: Listen to, watch or read three advertisements. Analyze the ads carefully and identify the
probable promotional objective of each advertisement. If an ad focuses on discounts, the likely
promotional objective is to stimulate demand. Explain why you have arrived at these conclusions. Do
you think the organisations responsible for the ads have used the right medium to fulfill their
objectives? Explain. (50–75 words per advertisement)
Answer 4: The main objective of the advertisement is to provide information, stimulate demand,
communicate message. The different advertisements are explained below:

The above advertisement is clearly mentioned the discount deals on different products. The deals
displayed on yellow big boards will easily attract the customers and helps in increasing the sales.

The above advertisement being displayed on their carry bags is a big advertisement in itself. When
people go home, everyone from their circle can easily come to know from the carry bag. It will clearly
help in attracting more and more customers.
The above advertisement is clearly communicating the message with describing all its features and cost.
These features of the advertisement will be very helpful in attracting more and more customers.

Activity 4
Question 1: Identify the best time-of-day to advertise power tools to a target audience of men on TV.
You should also identify the type of program it would be best to advertise during. Explain why you think
this is the best time/ program to advertise during. (30–50 words)

Answer 1: Advertising is an investment in your business's future. And like any investment, it's important
to find out as much as you can before you make a decision.

The best time to advertisement for men on T.V is in the evenings because in an afternoon, most of the
men are busy at their work. The type of program it would be sports show or event.

Question 2: Identify the best time-of-day to advertise lounge suites and other furniture to a target
market of homeowners on TV. You should also identify the type of program it would be best to advertise
during. Explain why you think this is the best time/ program to advertise during. (30–50 words)

Answer 2: The best time for advertisement will be in the evening because all homeowners are available
at this time. A news program would be suitable because all family owners mostly watch news program
in the evening.

Question 3: Identify the best time-of-day to advertise mobile phones to a target market of teenagers on
TV. You should also identify the type of program it would be best to advertise during. Explain why you
think this is the best time/ program to advertise during. (30–50 words)

Answer 3: The best time for an advertisement will be after 3:30, when they are back from their school.
The suitable programs would be teenager shows or programs telecasted on MTV Channel.

Question 4: Contact your local paper or True Local and find out what advertising options are on offer
and the cost of each. If you were a plumber and had a monthly budget of $1,000 to spend on
advertising, which option would you choose? Why? Do you think this advertising would provide a good
ROI? Explain. (50–75 words)

Answer 4: The local newspaper and True locals would be useful because local customers always prefer
plumber services locally. Plumber might be able to advertise in the featured ad category so that they are
near the top of the list when potential customers search for a plumber.

Yes, the advertisement will provide a good ROI. ROI is the ratio of your net profit to your costs. It's
typically the most important measurement for an advertiser because it's based on your specific
advertising goals and shows the real effect your advertising efforts have on your business. Whether you
use Ad Words to increase sales, generate leads, or drive other valuable customer activity, it's a good
idea to measure your return on investment (ROI). Knowing your ROI helps you evaluate whether the
money you're spending on Ad Words advertising is going to a good cause: healthy profits for your
business.

Activity 5
Question 1: Create a simple action plan of the steps that an organisation might need to take to
organize a magazine advertisement for its goods and services. You should identify at least seven steps.

Answer 1: The various steps will be:

1 Market research: Before you even start thinking about where you might want to place an ad or
even what it could look like, it’s important to do at least some basic research. Even if you aren’t
in a position to bring in an expensive research firm, you can ask your current customers
questions about why they come back to you, as well as taking a close look at your target
demographics’ needs and interests.
2 Budgeting: Your business probably has a set advertising budget for the year — but how do you
divvy it up between your various advertising projects? For each project you’re planning, you
need to be clear on just how much money you’re willing to spend. You’ll almost certainly change
exactly how you divide it between costs like copy writing and design, but you can treat the
overall amount as set in stone. Write it down and put it in your project folder.
3 Setting goals: The aims you have in mind for a particular advertising project need to be written
down ahead of time. While it’s good to be ambitious, it’s also important to decide what
constitutes a successful advertising campaign for your business. Sales can be the simplest
metric: if you’re advertising a particular product, how many units will you need to sell to pay for
that campaign?
4 Advertising venue: The website, TV station, newspaper, radio station, magazine or other
advertising venue you place your ad with is a crucial decision. You’ll need to look at not only the
cost of your preferred venues but also whether they reach your target demographic. Ad buys
can make up a significant portion of your budget. Deciding on where you will place your ads first
tells you how much money you’ll have left over for actually creating your ads.
5 Choosing creative: Unless you’re planning to write, shoot and design every part of your ad,
you’ll probably need to bring in some help. Finding the right freelancers for each aspect requires
checking through portfolios and rates — if you can find a business or freelancer who can handle
all aspects of creating your ad, even if that means subcontracting, it can save you a lot of time.
You’ll also want to make sure that you find any talent you’ll need for your ad (voice actors for
radio, models for photography and so on).
6 Design and wording: While you may not have a lot of actual writing and designing to do for your
ad, during the creation process you will need to review and sign off on different stages of the
project. When starting with a new designer or other creative, make sure that you both know any
expectations for timelines and progress checks.
7 Placing the ad: Once you have a finished ad in hand, it’s time to actually place it with your
preferred advertising venue. You may have a few contracts to sign and a check to hand over.
You’ll also want to make sure you actually see your ad once it’s run — from a newspaper, for
instance, you’ll want to see the tear sheets of pages containing your Ads

Activity 6

Question 1: Choose a product or service that could be promoted. Explain how and why you would
promote that product or service. Identify at least three types of personnel you could use to help you
plan and organise the promotion. What role would they play? How would their skills and experience
help you? (100–150 words)

Answer 1: The chosen product is a Cell Phone case.

Electronic commerce manager

An electronic commerce manager coordinates an organisation's e-commerce. This means that they build
and create an organisation's marketing over the internet. Promotional activities over the internet
include email promotions (sending product information or information about a sale). These people
manage their organisation's online stores and communicate with customers electronically.

Visual merchandisers

Visual merchandisers might be used when an organisation wants to promote their products from a
display in a shop window on a shop's floor or in the building of an organisation that customers and
potential buyers visit. They have the necessary skills to create three-dimensional displays of goods and
services that make the product and service look attractive so that sales are maximized. Visual
merchandisers can also be used to set-up displays and booths at expos or trade shows.

Graphic designers

Graphic designers are trained to create artwork and images to be used in advertisements These
advertisements might appear in magazines, newspapers, on TV, online or on billboards. They can help to
design leaflets and brochures. Their artwork can be used on posters at promotional events and
exhibitions. Graphic designers can also assist organisations in developing a corporate identity and brand.
They are often used to create packaging for products.

Question 2: Make a list of the resources you would need for the promotion and identify where you
could get them. Explain any actions you would need to take in order to have the resources ready for the
promotion. (100–150 words).

Answer 2: You will need to prepare sample bags if you are holding a product launch and you want it to
be promoted.

This might require you to organise seating or might need audio-visual equipment such as a microphone
so that the product can be introduced to attendees or so that a promotional video or advertisement can
be watched by attendees.

You might want booths to be set-up with various pieces of information available from each; you might
want to arrange for food and drinks to be available. And finally you will need money because All
promotional activities must be carried out within the constraints of the budget. You will need to spend
money wisely so that the maximum amount of promotion for your services and products occur.

Activity 7

Question: 1 Create a job description that sets out the roles and responsibilities for a marketing role you
currently have or for a marketing role you would like to have in the future. You might want to write a job
description for a public relations officer, a marketing officer or a brand manager. Use the template
provided in the text as an example to create your description. (1–2 pages)

Answer: Job objective

Marketing officer

Duties and Tasks

  Preparing, planning and project managing the publication of all publicity material to maximize
brand promotion.

• Creating marketing campaigns and working with the company's external PR agency to see them
executed.

• Creating and developing new innovative ways to communicate the company message to their existing
customers.

• Contributing to the annual sales and marketing plan.

• Planning and project managing marketing events and evaluating their success.

• Evaluating the effectiveness of all marketing activity.

• Developing and implementing an internal marketing programme.

• Supporting the marketing manager in day to day marketing activities.

• Plan, develop and deliver campaigns as agreed within timescales.

Requirements of the role

• Previous experience in a similar marketing role.

• Ideally a degree in marketing although not essential.

• Strong and confident communicator.

• Excellent copywriting skills and experience.

• Design skills including graphics and web design.

Activity 8
Question 1: Identify an organisation that you have a positive image of. Why do you have a positive
image of the organisation? How has your relationship with employees contributed to that positive
image? (50–75 words)

Answer: Organisation I have positive image is Apple because it's an innovative multinational corporation
that creates consumer electronics, personal computer, servers and computer software, and is a digital
distributor of media content. They are committed with the company image and all of them are users of
apple products also the fact that staff remembers regular customers help those customers to feel
important and valued. They invite customer feedback to improve the product selection on offer.

Question 2: Identify an organisation that you have a negative image of. Why do you have a negative
image of the organisation? How has your relationship with employees contributed to that negative
image? What could they do to improve their image? (50–75 words)

Answer 2: Organisation that you have a negative image of is Samsung. Because their products do not
last too long, they are not reliable, and few devices are exploding lately and it is hard to find accessories.
Their employees do not have the same relationship with the customer as the other repetitive brands
have. They could improve their image getting the market feedback and identifying the needs of the
customers.

Activity 9

Question: You have met a person from another organisation at a networking event. You think they
might be able to assist in the implementation of upcoming promotional activities. Write an email to that
person outlining how you think they could help you and ask for their assistance. Outline how you can
help them in return. Remember networking is a reciprocal relationship. Submit or attach your email.
(150–200 words)

Answer: Dear Sir/Madam,

Our Company is starting with a new product (Integrated software) that covers stock, financial, billing and
other services.

Since our last meeting, we are developing an idea that your company could help us in our promotional
activities about the new software.

We could become partners and we can offer our software and high standards services for fixed term
contract.

We will be waiting for a positive response. And we are at your disposal if you have any doubts about the
project.

Kind Regards,

XYZ

Activity 10
Question1: Why is it necessary to review all promotional campaigns, collect audience feedback and to
record the information gathered? (50–75 words)

Answer 1: It is necessary to review all promotional campaigns, collect audience feedback and to record
the information gathered. This will help to determine which products and services are more popular
than others or how the campaign influenced the sales of various products/ service. These records enable
the identification of problems and critical success factors.

They contribute to continuous improvement processes and are used to monitor the organisation’s
financial procedures—to balance actual expenditure against budgeted expenditure.

Question2- Apart from the cost of the marketing campaign, what other factors might an organisation
seeks to evaluate? Provide at least three examples.

Answer 2: Apart from the cost of the marketing campaign factors might an organisation seek to
evaluate are:

 How often the process be carried out?

 Who will be targeted for feedback?
 How will the information be collected?
 What specific feedback are we seeking?

Question3: To determine the impact of a promotional campaign: select a new product, service or
business that has recently arrived on the market and survey your family, friends and colleagues to see
if they are aware of the product, service or business. If they have heard of them make a note of where
they heard this (e.g. on TV, from a friend or from a radio ad). What conclusions can be drawn from
your survey? (50–75 words)

Answer 3: Taking example of toothpaste, i.e., Colgate Total. This toothpaste has the additional features
over normal toothpaste (Colgate). In the survey, people have heard the product very well. They are
aware of this product from the advertisement being given on TV. In the advertisement, they also cover
reputed dentist who are suggesting using Colgate Total over Coalgate for cavity and other tooth
problems.

So it can be concluded that the advertisement being given by reputed dentists highly influence the
people to buy the products. In the Ad, they are also recommended for children, it will also leave huge
positive impact on buyers.

Activity 11

Question1: Your organisation recently ran a campaign for a new giant Swiss Army Knife. The product
has not been selling well. You have feedback from your targeted audience which suggests that they
were overwhelmed by the sheer amount of information.

Your print advertisement listed these tools which can be found on the Swiss Army Knife:

 Nail file/cleaner  Straight edge ruler.

 Corkscrew  Mineral crystal magnifier with precision
screwdriver
 Spring-less scissors with serrated self-
sharpening design.
 Adjustable pliers with wire crimper and  Fish scaler/hook disgorger/line guide.
cutter Fine fork for watch spring bars.
 Removable screwdriver bit adapter.  Pin punch.
 Spring-loaded( locking needle-nose pliers  Round needle file.
with wire cutter)
 Removable screwdriver bit holder  Multipurpose screwdriver
 Phillips head screwdriver  Can opener.
 Double-cut wood saw with ruler ( inch  Golf club face cleaner.
and cm)
 Bike chain rivet setter  Golf shoe spike wrench.
 Removable Allen wrench  Golf shoe spike wrench.
 Removable tool for adjusting bike spokes  Golf divot repair tool.
 Universal wrench  Tyre thread gauge.
 Laser pointer with 90 meter range  Reamer/awl.
 Metal saw/metal file.  Patent locking screwdriver/cap lifter/wire
stripper.
 Fine metal file with precision screwdriver Special key.
  Double-cut wood saw  Special key.
 Cupped cigar cutter with double-honed  Toothpick.
edges.
 Watchcase back opening tool.  Tweezers.
 Snap shackle.  Adapter
 Telescopic pointer.  Key ring
 compass  Second key ring.

What might have gone wrong in the planning process? How would you improve the print ad? Provide
a copy of the ads. Explain how it is better. You can use computer software to create your ad?

Answer: It is very important to convey the message in a concise way. The message should be
communicated properly without any doubts. As in the above case, there is too much detailed which
failed to describe the features of the product. The buyers will not take interest in your products if your
message will be too large.

Alternatively, the above message can be advertised in a much attractive way with some attractive quote
or some attractive picture as shown below:

Introducing new giant Swiss Army knife with multiple functions. The only 'all in one' total transportation
provider.

Activity 12

Question1:- Analyze each of the methods for collecting feedback from customers about promotional
activities. Which method would you use and why would you use it? (150–200 words)

Answer1: The various methods are explained as:

Informal assessments- customer communication

You can gather client feedback simply by talking to customers and making casual or informal inquiries
about what they think about your promotional activities. It is often through informal discussion that
organisations become more aware of the needs and expectations of their clients.
Surveys and questionnaires

Surveys can be used to collect data about what people think of your organisation's marketing Campaign

A survey consists of a list of specially worded questions which are designed to gather responses about
the issues at hand. The survey should be administered to a group of people (known as the sample
population) and their answers compared. Design of surveys is very complex and if free responses are
used where people just say what they think it is often difficult to classify their responses into some form
of useful data.

Interviews

Interviews can be an effective way to ensure that questions are put directly to the respondents. They
also allow for discussions about the issues in question. Information can be gathered from interviews that
can be difficult to collect through surveys and questionnaires because the interviewer can ensure that
the respondent understands questions and clarification is easy if the respondent is unsure what you are
asking them.

Focus groups

A focus group is an interview conducted by a facilitator in a non-structured and natural manner with a
small group of respondents. The facilitator leads the discussion. The facilitator also encourages group
members to take part openly with the purpose of gaining personal in the insights (from the members of
the specific target group) who have a common interest issues that will be covered. One of the great
benefits of a focus group is that there can be unexpected data revealed from the free-flowing group
discussion. The facilitator can also pursue more detailed examination of the issues raised by asking
questions in the open forum.

Samples

Direct your information gathering at the correct population samples no matter what method you use to
collect feedback. If your organisation produces washing powder and wants to find out whether their
latest promotions are working as well as satisfaction levels then who would they survey? They would not
direct the questions at schoolchildren. Survey instruments must be directed at the people who do or
will, use the product/ service

I would choose the interviews because I can discuss the products with the customers.

Question 2: Select a current advertisement or promotional activity. Using the method you selected in
question 1 collect feedback (from at least 10 people) to identify how successful the marketing
campaign has been. What conclusions can you draw from the feedback gathered? (50–75 word

Answer 2: An advertising campaign is a series of advertisement messages that share a single idea and
theme which make up an integrated marketing communication (IMC). An IMC is a platform in which a
group of people can group their ideas, beliefs, and concepts into one large media base. Advertising
campaigns utilize diverse media channels over a particular time frame and target identified audiences.
Taking example of Coca Cola in Hindi version “ Umeedo wali Dhoop, Sunshine wali asha.”

We can take informal assessment of customers in order to know if customers can sing the words of song
of advertisement. If customers can sing well the song, it means your advertisement is being popular and
the objective of an advertisement is fulfilled.
Activity 13

Question: The organisation you work for has been promoting their main service completing tax
returns via TV advertisements. How would you analyze costs and time lines to evaluate the benefits of
their promotional activities? (150–200 words)

Answer: Cost must be reviewed after each campaign. In some instance the advertising will bring revenue
into your organisation but the total cost of the campaign will exceed revenue gain. You will need to
consider whether there are any offset benefits that can be attributed to the advertising campaign to
determine its overall effectiveness. What long-term benefits accrue spite of the fact that initial costs
outweighed the income?

From a perspective cost you will evaluate the:

 cost of each vehicle (e.g. newspaper ad, billboard ad, internet ad)
 cost of the resources
 time taken for you to plan and organize the event
 time it has taken to prepare resources or collate feedback

Consider:

 the duration of the campaign

 starting point for the use of each advertising medium or vehicle if more than one was used
 customer responses and response time

Media costs will represent the largest portion of an advertising budget. This is the money spent for
airtime on TV/ radio or for ad space in print media and other methods of broadcast. The money invested
in media must be managed to maximize return on the investment with a sound plan. A plan will show
goals to be set and strategies can be identified. This tool is the marketing plan; beginning with an
overview and working down to the details. It can then be referred to at any time during the advertising
campaign.

Basic vocabulary

Cost per Thousand (CPM) analysis is a basic media concept used to convert rate and circulation options
to relative terms. CPM represents the cost of reaching 1,000 people via different media types. To
calculate CPM the advertisement cost is divided by the advertisement's total circulation (in thousands).
Finding this information and calculating this cost for each option allows comparison by numerical
ranking.

Activity 14

Question: Select a current advertisement or promotional activity. Create five questions that could be
used to extract verifiable/ quantitative data from an audience. Create five questions that could be
used to extract qualitative data from an audience. Ask these questions to at least 10 people and use it
to make recommendations about future promotional activities. (100–150 words)

Ice Tea

• What do you think about the Taste?

• Do you prefer it with or without sugar?

• What flavor do you prefer?

• How much you would pay?

• What do you think about the Label and the art?

Answer: The recommendations that they make should be SMART. That is:

 Specific
 Measurable
 Attainable
 Realistic
 Timely

With this information I can recommend an Ice tea without sugar, less bitter, with the flavours of
strawberry, mango, and lemon and orange. They expect to pay 3-4 dollar each bottle and they prefer
colorful labels with the nutritional information well visible.

An example of an effective recommendation:

It is recommended that the marketing department create a specific campaign to increase buyer
knowledge of the benefits of ice tea by increasing percentage in a specific time period.

Summative assessment 1
Question: 1 Outline the requirements of competition and consumer legislation. (100–150 words)

Answer: The Competition and Consumer Act aims to give businesses a fair and competitive operating
environment.

It covers anti-competitive conduct, price fixing, unconscionable conduct and other issues, such as
advertising. The Act also sets out consumers' rights and responsibilities. It covers areas such as returns,
refunds, warranties, contracts, marketing and advertising. The Australian Competition and Consumer
Commission (ACCC) administer the Act. Learn more about small business and the Competition and
Consumer Act.

It is very important to promote activities and advertisements in accordance with consumer legislation.
The legislation requires that you describe products and services accurately. If services fail to match with
the advertised description, then customer is entitled to get some form of remedy.

If someone buys something on the basis of a sample then they must provide the same product under
same quality and same standard. It also applies to goods they purchase as a result of demonstrations
which are carried out in shopping centers to promote products such as food processors, vacuum
cleaners and sandwich makers.
Question 2 :What tool/s can be used to document the overall promotional objectives; identify, plan
and schedule promotional activities in action plans and ensure that time lines and costs for promotion
of activities are realistic? What should be included in this document?

Answer 2: The various tools that can be used to document the overall promotional objectives; identify,
plan and schedule promotional activities in action plans and ensure that time lines and costs for
promotion of activities are realistic are as:

 Time lines and budgets: These are two aspects of promotion that need to be carefully
considered. Time lines relate to the best time to begin and (where applicable) to end a
promotion; the time period over which the promotion should be run and the specific promotion
times (time of day for television advertisements).

 The correct time lines for advertising: If your organisation is releasing a new product; it
would make sense to begin advertising before the release date to create interest and hype.
Advertising that is carried out too early runs the risk of losing customers interest.

 Target audience: if you are using radio or television advertising. I you are aiming to sell
products to teenagers it would be unwise to run advertisements during the day when these
customers are at school.

Timing options can include:

 continuous advertising throughout the year

 seasonal advertising (e.g. cough medicine, suntan lotion)
 pre-launch advertising
 pre-sale advertising

The choice of media and media vehicles will also influence the timing of the campaign. Advertisements
should be booked up to 12 months in advance for some monthly or bi monthly trade press publications
(or those with limited advertising opportunities). The timing is more flexible for daily newspapers,
television, radio, cinema and the internet. With below- the-line advertising; the timing can be selected
to suit the media plan.

Distribution of advertising can be:

 evenly spread over the time schedule

 in waves with heavy advertising followed by periods of light or no advertising

Short-term campaigns where messages have a limited life span (such as an end of season sale) require
high impact and high intensity advertising to be most effective. Distribution can be evenly spread over
the time schedule which might be quite short.

Long-term campaigns could include a high intensity period at launch time followed by a quieter period
then subsequent waves of higher intensity advertising. This approach allows organisations to obtain the
best value from the budget over the long-term. High intensity campaigns that run for long periods are
very expensive and also run the risk of boring/ alienating the target audience. Bombarding audiences
too frequently might result in them losing their patience.
Question 3: What should you do when designing marketing objectives? Use an example to show how
these objectives support the overall business objectives. (75–100 words)

Answer 3: When designing promotional objectives for a campaign it is important to examine the needs
and the characteristics of the organisation.

We should talk to a variety of people to determine our overall promotional objectives including
managers and colleagues. They might have ideas and information that we do not have pertaining to the
organisation's objectives. Our organisation's management team should be able to tell us what the
organisation's goals are and we will need to find a way to meet those objectives.

We should also talk to customers to find out what they want and how we can meet their needs.
Customers might already be buying similar products and services to the ones that our organisation
offers but from our competitors. Here the objective would be to win their business

Promotion objectives are generally the aims to move the target market through various phases, for
example:

• Unawareness

• Awareness Beliefs/ Knowledge Attitude

• Purchase Intention Purchase

Promotion is used to move the target market from one phase to another and to finally purchase. Other
objectives include interest created, the amount of information that is provided, demand and attracting
the customers.

Creating interest

Customers might be aware of your organisation's goods or services but might not be particularly
interested in them. When this occurs promotional activities can be used to create interest. Promotion
can be used to create hype around a product. The aim is to get people talking about a product or service
and to convince people that they need that product or service

Providing information

Organisation's aim is to provide information about products and services that are new to the market
(unknown or unfamiliar). If this is the case, the marketing strategy will endeavor to acquaint customers
with the facts about a product or service. They will describe it and its features and explain what it does
and how it works. Customers will use this information when searching for a product or a service. They
will use the information to decide whether to buy a product from your organisation or one of your
competitors.

Attracting a competitor's customers

Some organisations will use promotional strategies that directly compare their product with their
competitor's products. Herron the makers of paracetamol created ads that compared their product to
Panadol. Noting that Panadol was foreign owned while Herron is an Australian company.

Stimulating demand
Often organisations will advertise in order to create immediate demand. cash back on discounting
goods, providing special offers (buy two get one free) providing purchases or via giveaways These
strategies encourage people to buy now while there is deal to be done rather than in the future, They
can encourage customers to buy more is products than they usually would do, Buying two boxes of
dishwashing tablets while it discounted instead of the one they would normally buy. The customers
attitude becomes one of stocking up while the buying is good.

Reinforcing the brand

The organisation's products and services might already be well-known. Customers might already have all
the information they need about those products and services. The organisation might already sell a lot
of their products and services. This does not mean that promotional activities are pointless. Rather
advertising and promotional activities can be used to encourage customers to be loyal customers or
repeat purchasers. For example, Coke and McDonald's are well-known and sell strongly, their
advertisements are designed to put their products (in your mind) when you get thirsty or hungry. Other
organisations achieve this objective by getting our email or postal address so that they can send us
product information and encourage us to buy with them in the future. We and other members of our
organisation will determine and set objectives. Then select the best type of marketing or promotional
activity to achieve those objectives. We should put in place a media plan the plan in which promotional
and advertising goals are identified and the methods for achieving those objectives are clearly defined.
The result is a logical sequence of steps which can be followed in order to achieve brand/ product
objectives. The media is a powerful tool which can assist organisations to achieve sales target.
Advertising can take numerous forms including face-to-face presentation. Design and development of
advertisements and advertising procedures might be the responsibility of an in-house team or might be
outsourced to various media experts.

Question 4: What are a press release/ media announcement and what preparation needs to take
place when putting one together?

Answer 4: A press release is an announcement of a new product. Editors will sometimes take this
information and publish it as news in a magazine or newspaper. This is a great way to get free publicity.

We can talk to a variety of people to determine our overall promotional objectives including managers
and colleagues. They might have ideas and information that we do not have pertaining to the
organisation's objectives. Our organisation's management team should be able to tell us what the
organisation's goals are and we will need to find a way to meet those objectives.

A press release is an announcement of a new product release. Editors will sometimes take this
information and publish it as news in a magazine or newspaper. This is a great way to get free publicity.

To send a press release you should prepare a press kit that includes:

 a cover letter to the editor

 a press release product announcement
 a product/ service features sheet
 a corporate background sheet
 a product evaluation
 a technical specifications sheet (if any)
 a reprint of any past articles
 authorized testimonials
  a picture of your product

Usually editors like to have the press releases double spaced with plenty of margin space. There can be a
three to four month lead time before our press release is published. If possible tie our press release into
current events or human interest. It has a better chance of being published. Do not write a press release
like an advertisement. Backup any claims you make with user testimonials.

Tailor the press release to each publication or at least each type of publication; also, send our press
release to one person at each publication. If we are unsure of the person contact the magazine for a
contact name. Include in our press release the product/ service name; the price; a company contact
name, the company name: address; phone number fax number and email address. Be prepared to take
questions.

The opening sentence should be clear and concise, for example, The first (product) capable of (doing this
benefit is now available from (your company) for people who need to (this need).

Question 5: Explain how WebPages can be used to support marketing objectives. (20–40 words)

Answer 5: Internet websites can be extremely efficient vehicles for delivering advertising to consumers.
Many websites (such as Hotmail and Yahoo) provide free services to users while generating revenue
from advertising. Website advertising can reach a wide market and make cost- effective contributions to
the marketing program.

BSBMKG413 - PROMOTE PRODUCTS AND SERVICES

Summative assessment 2

Project 1
Your organisation has spent time and money on designing and developing a new product/ service for
entry into the market. The product/ service has been developed as a result of market research which
showed that a specific target market would purchase the product/ service once it was produced.
Include your market research methods and findings as a part of your answer. Explain what the
product/ service is, its benefits and strengths as well as its target market. You might use a real product
or service or create one of your own. (300–500 words)

Having produced this new item it is necessary to bring it to the awareness of the buying public. How
will you do this? In a report format explain each of the steps that would be taken to plan and carry out
a promotional campaign and the specific conditions that would need to be taken into consideration.

Describe the methods you would use to:

 set and communicate promotional goals/ objectives

 examine the situation and decide on a plan of action
 comply with legislation
 allocate roles and responsibilities to individual members of your team
 determine the resources you will require (including team members)
 set appropriate time lines for the campaign
 schedule promotional activities
 describe how you will obtain budget figures and relate actual costs to the budget
 determine the promotional activities that should be planned
 document the key messages of the campaign
 identify and select media vehicles
 set-up relationships/ networks to assist with the promotion
 monitor the promotion
 analyse audience feedback
 assess the effectiveness of planning processes
 evaluate the results of the promotion
 draft conclusions and recommendations on future directions of promotional activities
 communicate the success/ failure of the campaign to those involved

(1,500–2,000 words)

Provide an example or description of a promotional activity/ advertisement you would use to

promote the product/ service. If you are producing a print ad then a copy of the ad should be
provided. If you are producing a radio ad then the script for the advertisement should be provided.
Explain how this promotional activity/ advertisement will appeal to and attract the target audience. (1
page)

Answer: Introduction: Market research is the process of gathering information about your market,
customers and competition. It can help you to learn more about the people you want to sell your
product or service to; what they want, need, believe or how they act. It will allow you to identify and
analyze the market need, size and your competition. It can be used to determine the feasibility of your
product or service, identify how to promote your product or service, and develop a competitive strategy.

Successful businesses have extensive knowledge about their customers and their competitors. Getting
accurate and specific information about your customers and competitors is a critical first step in market
investigation and the development of a marketing plan. In developing a market plan, your primary
functions are to understand the needs and desires of your customer, select or develop a product or
service that will meet customer needs, develop promotional material that will make the customer
aware, and ensure delivery of the product or service.

Market research can help you to:

 Better understand the characteristics and preferences of your customers

 Identify opportunities to increase sales and grow your business
 Recognize and plan for problems in your industry and in the economy at large
 Monitor the competition in your market
 Diminish risk by making informed business decisions and not just relying on intuition or gut
feeling.

Market research should be the primary driver of changes to your company’s marketing mix – the
combination of product, price, place and promotion. This is commonly referred to as ‘the 4 Ps’. Using
these components, you can put your business in the best possible position to reach your target market.

The product that the company will start to sell is the Apple Watch. We decided to create this product
after ask our customers about our products and what facilities thy would like to have. We sent a
research by email to all our customers and we considered that nowadays everybody is busy, rushing in
your day by day activities and do not want to waste time just looking to I phone. We create the Apple
Watch to help these kind of people, because with our new product, you can check when you receive a
new e-mail, message, if you have an appointment in your calendar and also at the same time you can
check about your health, social media and others facilities without to use your mobile.

The decision to develop a new product can mark the beginning of an extremely difficult process for
many businesses. Because every business differs in regard to products or services it offers, the
information in this Business Builder is designed to be as broad-reaching as possible so that it may be
adapted to a variety of situations. Applying the information in this Business Builder to your business will
help you become more adept at expanding your business into new markets. This Business Builder was
developed to help you expand the market for your established products or services. Another method of
market expansion involves developing new products that you will introduce to the same or new
markets. The Business Builder "How to Expand Your Business Through New Product Development"
provides information on how to grow your business by developing new products. Following are a few
things to keep in mind before you get started:

 Target Market is the customer group that you feel will most likely want to buy your products or
services. This group is defined by your customer profile.
 Customer Profile is a detailed profile of your typical customer. For individual consumers, it
includes information such as age, income, gender, marital status, profession and buying habits.
For businesses, it includes the types of business, number of years in business, number of
employees, annual revenues and products or services sold.
 Demographics are the characteristics of a population such as size, growth, age, income, gender,
marital status and buying habits. This information helps you decide whether this target market is
large enough for your products or services in the target area.

Market Analysis is an analysis of research data that results in determinations about the marketability of
a product or service in the given market.
 A systematic approach is the best way to find a new market. Without it, you can waste a lot of precious
resources — something a small business does not have an excess of. The following steps will effectively
and efficiently guide you through the new market development process:

 Define Your New Target Market(s)

 Do Your Market Research
 Decide To Enter This Market Or Look For Another
 Enter The Target Market
Today's brands are under relentless pressure to stay relevant in an increasingly crowded and competitive
market place. In order to be successful, brands need to understand how to connect new products or
services with the life of the consumer. By understanding the market and maintaining a consistent
awareness of challenges or barriers to entry or growth, businesses have the data they need to build
accurate go-to-market strategies and business plans.
Marketing plan also known as action plan or marketing strategy is a written plan that specifies the
marketing goals and objectives to be achieved over a specified period of time. It also includes the
strategies to be used to achieve these marketing and promotional goals. The important points are:
 Industry analysis: The purpose of the Industry Analysis section is to provide an overview of the
market. A review of the market will provide knowledge as to what is happening in the marketplace
and an understanding of what changes may occur in the future. There are many factors that can
influence a market. Understanding how these factors affect your business and preparing for
changes can help a business to persevere through periods of transformation. Analyze the factors
below and understand how they affect your business.
 Characteristics of the market
 Trends or drivers
 Legal, political and economical factors
 Sociocultural factors
 Technological factors
 Competitive analysis: The purpose of the Competitive Analysis section is to thoroughly analyze
the competition that will exist for your business. Part of developing a successful business involves
being aware of possible competitors and their products. Competitors are any business which can
sell a product/service that accomplishes a similar type of result as yours; therefore, the features
and benefits of a competitor's product can also appeal to your target market. There is ALWAYS
competition! The various points needs to be identify will be:
 Who are your direct competitors (exactly what you offer)? Who are your indirect
competitors (offer substitutes)?
 How long have they been in business? How is their business: Steady? Increasing?
Decreasing?
 What have you learned from their operations? From their advertising?
 What are their strengths and weaknesses? Ensure you are being unbiased.
 Are there any opportunities and threats that your competition may present?
 How does their product or service differ from yours? What is your competitive
Advantage?
 List the indirect competitors in your local market. These are firms who offer substitute
products.
 Analyze any competitors who have gone out of business in the past and if possible, why
 Explain how your firm will compete with these competitors to prove how you can survive
in their markets.
 Examine risks that could occur when you enter the market. For example, what if your
 Key competitor cuts their price when you open your business?
 Customer analysis (finding target market): The customer analysis is one of the most important
sections of your marketing plan. Here, we will need to define who our target market(s) will be. The
Target Market is the groupings of consumers or businesses most likely to purchase our product or
service. The first group we plan to target is our Primary Target Market; the second is your
Secondary Target Market.
The marketing plan should include answers to the following questions as part of your customer
analysis:

 Who are your customers? Who is most likely going to buy your product/service? Define your
 target market(s).
 Where are your customers located?
 What are the market trends? Are they growing? Steady? Declining?
 Is the market share growing? Steady? Declining?
 How is the market segmented? What factors are the most relevant? (demographic,
geographic
 location, behavioral, purchasing habits, etc)
 Are the markets large enough to expand?
 Market segmentation: Market segmentation is how you divide the market. It identifies groups of
customers which have similar needs and demand similar products and/or services. The purpose of
segmenting your market is to allow you to concentrate marketing energy and force to gain a
competitive advantage within a segment. There are many ways to segment your market. One or
more of the following may be used to segment your market are as follows:
 Geographic - where your customer is located
 Demographic – gender, age, income, housing, education
 Distribution – how your product or service is distributed to your customer
 Lifestyle – based on analysis of consumer attitudes, values, behaviors, emotions,
perceptions,
 Beliefs and interests. Maslow’s Hierarchy of Needs, shown below, suggests that an
individual must meet the most basic level of need before they will strongly desire higher
level needs.
 Product Life Cycle – individuals accept and adopt new technology at various stages of a
Product’s life cycle.
 Promotion: The various points that will be include in the promotion are:
 Provide a list of the media you plan to use. You may include newspapers, magazines,
radio,
 Television, direct mail, Internet advertising, etc.
 Research the costs of each of your chosen marketing mediums
 Develop a monthly advertising schedule with planned budgeted amounts.
 Personal selling or service plan? (Personal one-on-one contact with your target
customers. It is
 The one personal and direct link between your business and your target market.)
 Describe how you will prospect and find new customers.
 If you have letters of agreement, contracts or other sales tools, it is sometimes advisable
to
 Include them as appendices to the business plan.
The various examples of advertising ideas can be:
 Point of sales promotion (POP)
  Promotional items (swag)
 Samples
 Coupons/ discounts
 Contests
 Trade fairs
 Newspapers ads
 Television ads
 Radio ads
 Public relations/Networking
 Postal or mail advertisements
 Social Media (i.e. Face book, Twitter)
 Newsletters (print/online)
 Website
 Vehicle Decals
 Online Ads/Banners
 Billboards
 Signage
 Business Cards
 Brochures
Marketing communication program
The marketing communication program is the actions for your chosen strategy. It supports your
marketing plan. It will be used to send messages that are consistent with your marketing mix. By using
an integrated marketing communication approach, you are able to unify all of your chosen tools to
send the audience consistent and persuasive messages that promotes your company’s goals and create
synergies. The marketing tools will be much more effective when used together as opposed to being
used on their own.
There are a variety of tools that can be used to market your business. The following shows a list of
some of these tools and the advantages and disadvantages of each:

Tool Advantages Disadvantages

Newspaper  Credibility as an information source.  Short life
 Flexibility of its market and lead time.  Technical quality
 A large pass-along audience  High rates of national advertisers.
 Local tie-in to national promotions.  Declining medium.

Magazine  Ability to target the audience.  Some efforts are wasted.

 High reproduction quality.  Provide limited premium locations.
 Long life  Long ad purchase lead time.
 Flexibility of services.  No guarantee of position.
Television  Market coverage  High absolute costs.
 Emotional involvements  Often lacks quality programming and
 Cable television is targeted and less expensive. has little audience research.
 High attention.  Clutter
Billboards  Provide repetition.  Good locations may be limited.
 Reasonable costs.  May be viewed as an ecological
  Gains attention due to sheer size. nuisance.
 Can serve as reminder in conjunction with other  Must be brief as audience is on the
media. move when they see it.
 Located in most relevant neighborhoods.
Sales promotion  Fraudulent redemption of coupons
i.e. discount, 2  Gives an extra incentive to act.  Can be difficult to get trade
for 1 deal,  Adds tangible value to product offering cooperation if distributors don't pass
coupons,  Adds excitement along the discount.
refunds, samples,  Stimulates trial.  Can undercut brand image or create
contests etc.  Builds databases. brand insensitivity.
 Can set false retail prices.
Direct marketing  More targeted than other forms  Ineffective unless used as a long-
i.e. direct mail,  Ability to personalize approach term strategy.
catalogues,  Results are measurable  If it is poorly executed, it can lead to
inserts in  All elements are testable distrust and poor image.
magazines or  Elements are flexible
newspapers,
telemarketing,
email.
Personal selling  Minimizes wasted effort  High cost due to travel, lodging,
 Facilitates buyer action. salaries.
 Multiple capabilities, i.e. collection of payment,  Message inconsistency due to
servicing product, collecting information about independence of sales force.
customers.  Difficult to motivate sales people
to use required sales technique,
make necessary calls, use new
technology and behave ethically.
Loyalty program  May help retain customers, increase traffic and  Excessive advertisements can be a
improve sales. turn-off.
 Can improve customer service and relationships  Customers may feel offended if
with customers. they are uncomfortable sharing
 Allow you to collect more complete data about sensitive information in order to
your clients that will help drive effective get the incentives of the program.
marketing strategies.  Overuse of the loyalty card
 Can allow you to track purchasing habits. program causes other marketing
campaigns to lose effect.

website  Reach a wide audience.  An unreliable connection could also

 Information about you can be accesses by mean a plummet in a websites
anyone, anywhere, anytime. search engine ranking.
 Relatively low cost.  Spam may cause some grief if our
contact e-mail is listed on your site.
 If a customer is unhappy with your
service or products, then they may
feel the need to vent their
frustrations online and reference
your website in their comments.
E-mail  Relatively low cost.  May be difficult to get through
 Easy to tack and allows for a measurements on spam filters.
return on investment.  Customers may experience email
 More environmentally friendly as it is paperless. overload and not read your message
 Easier to collect email addresses from people who in a timely manner.
want to opt in versus mailing addresses.
Social media-  Relatively low cost.  Can be damaging if a client posts
Face book,  Easy to sign up and use. negative information.
Twitter,  Connect to any type of people from anywhere in  Very time consuming and addictive.
YouTube, Blogs, the worlds anytime; provides global marketing.  Takes time and a lot of effort to find
LinkedIn  Allows you to communicate with large group of interested parties and build
people. relationships with your customers.

Performance evaluation and monitoring

A key factor in ensuring that subsequent marketing campaigns are successful is to conduct reviews
both during and after the campaign. Monitor the campaign while it is running using the performance
metrics you established during your planning stages. Are sales increasing? Is there an increase in the
number of inquiries? Do people recognize your brand better? Are people talking about your business
the way you intended? Was your message communicated effectively?

Analyze the change in your sales. This may be measurable immediately or may take time depending on
the purpose of your campaign. Did you meet your target? Exceed? Fall short? Where did the new sales
come from? (New customers, old customers buying more, both) Did the customers you attracted come
from your target market and is this the most profitable market?

Review the costs of your campaign. Did you stay on budget? Were extra expenditures beneficial to the
campaign? Did you receive an adequate return on your investment? ( i.e. break-even, enough profit to
cover the cost of the campaign) Now that you have learned the ropes, can you conduct a campaign on
your own or do you need to hire an agency to help you out.

Take the time to look at what did or did not work well during the campaign. Why was it successful or
unsuccessful? Look at what could be changed to make it better. If you used more than one medium,
which seemed to be the most successful? If possible, ask customers how they heard about you to
gauge which tool performed the best.

Do not be afraid to make adjustments to a campaign part way through if you find that it is not working.
However, be cautious as it may take time to achieve your objective. Some objectives can be achieved in
the short term and others are long term objectives. For example, an increase in sales may happen
immediately if you are promoting a sale, but the adoption of your brand or image may take months or
even years to establish.
 Monitor ad campaigns - performance metrics, advertising costs
 Sales Analysis i.e. break even, benchmarking, profit and loss statements
 Gather feedback from your sales people and analyze any compensation paid to them
 Look at the profile of any new clients. Are they the same as your target market?
 Performance & Cost Ratios