Marketing Communication Plans Assignment: Diploma of Marketing

This document presents a comprehensive solution to a marketing communication assignment, addressing key aspects of marketing strategy and consumer behaviour. The assignment analyzes economic, social, and industry trends impacting marketing. It covers relevant legislation, principles of consumer behaviour, and factors influencing buying decisions. Various marketing communication tools like advertising, public relations, and direct marketing are discussed, along with their application in domestic and international markets. The solution also explores different marketing media vehicles, including broadcast, new, and social media, and newspapers. The assignment aims to provide a practical understanding of marketing communication principles and their application in real-world scenarios, offering valuable insights for students of marketing and related fields.

RUNNING HEAD: Marketing Communication 1
Marketing Communication
(Student)
11/16/2018

Marketing Communication 2
Table of Contents
Q1...............................................................................................................................................3
Q2...............................................................................................................................................3
Q3...............................................................................................................................................4
Q4...............................................................................................................................................4
Q5...............................................................................................................................................4
Q6...............................................................................................................................................4
Q7...............................................................................................................................................4
Reference....................................................................................................................................6

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Q1
Economic trend
The economic performance of the country directly affected the performance of the
company as well as has a resonating long term effect. In Australia, there is low degree of risk
as comparison to other countries such as stable interest rate, high level of employment as well
as low rate of interest. The favourable environment would help the company to choose
maximum channel of media such as social media to spread awareness about the product
(Hatfield-Dodds et. al., 2015)
Social trend
The change in the trend of social can impact on the demand for the products of the
company as well as the selection of media. While advertising the product, through social
media the company should analyse the behaviour of consumer, the age group which needed
to be target to choice the media for advertisement. It would help the company to target the
required audience for the products.
Industry Trend
The analysis of industry is required to target the audience. To enter in the new market,
company has required analysing their competitors. The changes in the trend of industry
greatly affected the business of company. With the help of analysis of industry trend,
company would able to understand the level of competition which would help in choosing the
effective platform of social media such as Facebook, YouTube and so on for their products.

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Q2
The relevant legislation for the followings is:
Anti-discrimination - Australian Human Rights Commission Act 1986 (Cth) the aim of this
law is to protect the rights of humans.
Consumer Protection- Competition and Consumer Act 2010 (Cth), the aim of this act is to
deliver reasonable products to the consumers.
Copyright- Copyright Act 1968 (Cth), the aim of this act is to protect the brand name of
companies.
Ethical Principles- Corporation Act 2001 (Cth), the main principles of ethics is motivating
the companies to earn their profit in ethical way.
Fair Trading- Fair Trading Act 1987 (Cth), the aim of this act is to promote fair trading in
the country.
Privacy- Privacy Act 1988 (Cth), the aim of this act is to regulate the way of collection,
store, as well as sue of personal information.
Trade practice- Trade Practice Act 1974 (Cth), the aim of this act is to promote competition
as well as fair trade practice (Lim & Perrin, 2014). In the recent, this act is now replaced by
the Competition and Consumer Act 2010 (Cth).
Q3
The main principle of consumer behaviour is:
 Understand the taste and preference of the customers it would help the company to
revamp or cater their product to satisfy maximum customers.

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 Understanding the purchasing pattern of the consumers is also the principle of
consumer behaviour which is helpful to the marketers.
Q4
Cultural Factor- the cultural factors such as buyer culture, subculture, as well as social class
affecting the buying behaviour of consumers.
Social Factors- the social factors are family, reference groups, status, as well as role.
Psychological Factors- Motivation, perception, belief, attitude, as well as learning are the
factors affecting the buying behaviour of customers.
Personal Factors- it includes lifestyle, occupation, personality, age, economic situation as
well as self-concept which influence the buying behaviour of customers.
Q5
Advertisement- it includes all kind of messages which the company pays to deliver through
such medium to reach out the maximum targeted audience.
Public Relation- it covers the messages deliver through mass media. With the help of PR
companies can influence the public through press release as well as invites for media
coverage.
Direct Marketing – it cover some aspect of both- the sale promotion as well as personal
selling.
Event Sponsorship- It may include a mix of benefits which include representation of booth
during the event to distribute sample, gifts and so on.

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Q6
Domestic Market- In the domestic market, company can have direct interaction with their
customers; therefore the company can use the tool of direct marketing as well as public
relation to target maximum customers.
International Market- It is a huge market in which the company can target maximum
customers. They can target their customers through advertisement as well as the company can
also sponsor their event or can take participation to spread awareness about their products.
Q7
There are different types of marketing media vehicles such as:
Broadcast Media
The broadcast media covers mainly through television as well as radio. This tool is
mostly used in order to reach maximum audience as relatively low as per the target reached.
New Media
The new media is an advanced technology which has increased the range of new
media. It covers the service of internet and short message services (SMS).
Social Media
It is an effective platform to reach maximum customers. In the recent scenario, most
of the public are present in the social media. Therefore, the company can target their
customers through Facebook, Twitter, LinkedIn, as well as YouTube to spread awareness
about the products to maximum customers.
Newspaper

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An advertisement in newspaper is also an effective way to reach out maximum
customers. Newspaper is an effective media tool to spread awareness about their product
(Jugenheimer, Sheehan & Kelley, 2015).

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Reference
Hatfield-Dodds, S., Schandl, H., Adams, P. D., Baynes, T. M., Brinsmead, T. S., Bryan, B.
A., & McCallum, R. (2015). Australia is ‘free to choose’economic growth and falling
environmental pressures. Nature, 527(7576), 49.
Jugenheimer, D. W., Sheehan, K., & Kelley, L. D. (2015). Advertising media planning: a
brand management approach. London: Routledge.
Lim, N., & Perrin, B. (2014). Standard business reporting in Australia: Past, present, and
future. Australasian Journal of Information Systems, 18(3).

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