Develop an advertising strategy and brief
Student name: Zhang Yu Jia [Eva]
Lecture name: Arjun
Submit date: 17/11/2012
Assessment activity 1
Strategy and fair trading test
* Give two examples for each of the following
Behavioral characteristic * Benefit desired—realizing what the customer’s needs of the products. * Usage rate—realizing the using frequency of the customers about the products.
Psychographic characteristic * Social class—realizing the social class of customers. For example, which kind of people they are getting along well with and what kind of people they are hanging out. * Personality—researches the personality of customers such as emotional, attitude, and behavioral response patterns of an individual.
Geographic characteristic * Region—the organization needs to know the customers are contribution in which area. * City size—realizing the size of city, for example, the population of this city, the ground area of this city and so on.
Demographic characteristic * Education—the organization needs to know the average level of customers is. * Income—the organization needs to realize how much do the target customers earn per month.
* What do you consider the difference is between Fighting and Pulsing advertising strategy
Flighting refers to placing your advertisement for a set period, and then followed by a period of no advertising. Advertising can then resume and stop, and resume and stop again. Flighting can be used in print, broadcast, online and outdoor media.
In media scheduling for seasonal product categories, flighting involves intermittent and irregular periods of advertising, alternating with shorter periods of no advertising at all. Halloween costumes are rarely purchased all year except during the months of September and October.
Pulsing is similar to Flighting there are sometime periods where no advertising is scheduled. Pulsing involves a different frequency of advertising, but there is still advertising which exist in each period.
Pulsing combines flighting and continuous scheduling by using a low advertising level all year round and heavy advertising during peak selling periods. Product categories that are sold year round but experience a surge in sales at intermittent periods are good candidates for pulsing. For instance, under-arm deodorants, sell all year, but more in summer months.
TRADE PRACTICES ACT 1974 No. 51, 1974 - SECT 52
Misleading or deceptive conduct
52. (1) a corporation shall not, in trade or commerce, engage in conduct that is misleading or deceptive.
(2) Nothing in the succeeding provisions of this Division shall be taken as limiting by implication the generality of sub-section (1).
AANA 2012 CODE OF ETHICS
Section 1.2 reflects concepts in the ACL in relation to misleading and deceptive conduct. * To establish that advertising or marketing communication is not misleading and deceptive an advertiser may be required to provide substantiation of any claims made. This means that an advertiser must have a reasonable basis for their claims. Substantiation may be in the form of tests, studies or expert reports depending on the type of claim made. * The Advertising Claims Board will consider whether the information most likely to be taken from the advertisements or marketing communication by an average consumer in the target market would be reasonably regarded as truthful and honest. In testing the requirement that advertising or marketing communication should not be designed to be misleading or deceptive, the Board will consider the advertiser’s stated intention, but may also consider, regardless of stated intent, that an advertisement is by design misleading or deceptive.
However, lots of organizations do not follow the law; they use the advertising promotion to misleading the customers. In this incident, some