Marketing Report: Mass Print Media Advertisements for ABC College

This report details a marketing campaign for ABC College, focusing on mass print media advertisements to promote new courses and increase student enrollment. The report outlines the client's brief, target audiences (Sydney-based students, the Indian community in Sydney, and a multicultural audience at Darling Harbour), and the purpose of the advertisements. It analyzes the reasons for purchasing the advertised media (student newspaper, Indian magazine, and multicultural event attendance) and provides deliverables, including budget, and legal and ethical considerations, such as adherence to marketing and promotional policies, copyright laws, and consumer laws. The report concludes with a schedule for the campaign and a list of references used. The goal is to reach diverse audiences, increase student representation, and promote the college's new offerings through strategic print media placements.

Running head: MASS PRINT MEDIA ADVERTISEMENTS 1
Mass Print Media Advertisements
Name
Institution

MASS PRINT MEDIA ADVERTISEMENTS 2
MASS PRINT MEDIA ADVERTISEMENTS
Client Brief
Background
ABC College is a college that provides training and assessment services for a range of
industry-specific qualifications to students both overseas and domestic. The college is located in
Sydney CBD. The college has recently acquired approval to run some new courses, and they
include Certificate IV in Marketing, Diploma of Marketing, Advanced Diploma of Marketing,
General English, and English for Academic Purposes and Commercial Cookery course. Due to
the addition of these new courses they want advertisements that will reach students both offshore
and onshore.
They want to come up with print adverts that will reach their audience, and these include
a Sydney Based Student News Paper, an Indian Magazine circulated in Sydney, Multicultural
Event taking place at Darling Harbour. The campaign is set to begin as soon as possible so that at
the end of the year their student based has increased.
Target audience
Sydney Based Student News Paper
The target audience in this ad is for students in Sydney. In my research, I found out that
more females were interested in cooking than men. Most of the women are already students in
ABC College, but others are students in other universities in Sydney. After conducting research,
I also found out that the females had the habit of cooking a lot in their free time whereas the male
had a tendency of buying food from online shops and stores.
Also, the females saw cooking as a hobby but were not against making money from it.
On the other hand, the males were willing to practice cooking solely to make money from it even

MASS PRINT MEDIA ADVERTISEMENTS 3
though it was not their area of interest. Furthermore, most of the students in the College were
willing to do more than one course. Most males especially said that they had a lot of free time
but only those between ages of 20-25. They said that they want to be highly productive and
would not mind trying out some of the new courses.
Indian Magazine Circulated in Sydney.
The target audience in this print will be the Indians living in Sydney. The College noticed
that they do not have a broad representation of Indians in the College and the population of
Indians in Sydney is high. After extensive research, I found out that most Indians did their
shopping online and only a few went to the store. More of their male were into cooking and love
spicy food especially those between the ages of 25-30.
The females love shopping, and their buying habits showed they preferred girly items.
When buying magazines or newspapers, they went for more female articles that had bright
colors.
Multi-cultural Event at Darling Harbour
The target audience in this ad is people from all the different cultures in Sydney and
overseas. In this case, the target audience is diverse because it entails people of all races, age,
gender, and religion. Members of the young community want something fun that involves the
use of energy and involves a lot of social activity. The female gender wants activities that are
more feminine while the male wants activities that are more masculine. The people do not want
anything that involves discrimination against the color of their skin.
Purpose of the advertisement
First is to reach the student base in Sydney to encourage them to enroll in the new
courses and to inform them of the Commercial Cookery Course that they have been highly

MASS PRINT MEDIA ADVERTISEMENTS 4
anticipating. They want the students to feel like they can do anything and everything as long as
they have the willpower.
Second is to increase the Indian representation in the College. ABC is a diverse College,
and they want to ensure that they have students from all over the world. They want to make
students in the College feel that their countries have been represented well in the country.
The third is to reach people from all cultures in the world by hosting this event. During
the event, the College hopes to enroll students from all cultures and encourage them to try out the
new courses.
Logo
Reasons to buy products
The student newspaper based in Sydney will give information to students on the courses
offered in ABC both new and old. It will provide students with a further explanation of each of
the classes and other related information such as fees and how to contact the college. Hence any
student that is interested needs to buy this newspaper to get a further understanding and also
know how to reach out to the college.

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One needs to buy the Indian magazine especially if they are of the Indian race because it
will inform them all they need to know about ABC College. Also, the magazine will cater to the
Indian people exclusively and thus buying the magazine is essential to them.
It is essential to attend the multicultural event because it is an event dedicated to all the
different cultures that the university has and also it will include expos on the new, different
courses. Thus anyone who attends will have an excellent experience of all the cultures and will
be able to know more about all the new courses.
Deliverables
The college will use the media as a deliverable to advertise the products. ABC College
will use its platforms on Facebook and its websites to advertise the multi-cultural event, the
newspaper, and the magazine.
Budget
Expenses Costs
Writing costs $2000
Graphic design costs $7000
Printing costs $7000
Total $16000
Legal and ethical constraints
Marketing and Promotional policies

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ABC College will ensure that all its services are undertaken in a professional, ethical and
responsible manner and that all its clients are provided with necessary information promptly. It
will ensure that all the information it gives maintains the integration and reputation of the
college.
The college will ensure that the information provided is not misleading or false, adheres
to the privacy law requirements, and is accurate and meaningful.
The college does not condone discrimination and adheres to anti-discrimination laws.
They will not portray any individual, person or group based on their gender or marital status.
The college will ensure the safety of their clients, employees, and students by ensuring
that their marketing and promotional activities are safe and do not risk the health of the
concerned parties.
The college will ensure that they do not participate in any spam campaigns and will
adhere to the Competition and Consumer Act 2010
Ethical marketing practices
The college will obtain written permission from any client before using information about
that client in any advertisement or marketing material. These include magazines, brochures,
flyers, and newspapers.
ABC College will represent all training and assessment services accurately to all its
clients.
The college will ensure that all its clients are provided with full details of any conditions
in any advertising and marketing arrangements that are contractual.
Copyright laws

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ABC College will not use any images or information belonging to a person without their
approval in their advertising.
Also, they will not tolerate any individual or organization that uses their information or
images without their approval.
Consumer laws
ABC College will not be responsible for any damage incurred after the purchase of
product or service
ABC College will not offer refunds for any product or service offered.
Schedule
Schedule Deadline
Review of initial rough sketch 5/12/2018
Final advertisement (mock-up) 12/12/2018
Present the mockup to the client 15/12/2018
Final artwork for print advertisement to be
delivered by
25/12/2018

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