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Harvard University Advertising Part B Tourism Australia Planning Report

Harvard University Advertising Part B Tourism Australia Planning Report

Question Description

I’m working on a advertising report and need guidance to help me study.

Topic: Advertising Part A-Tourism Australia

Request: The purpose is to complete task B which is a continuation of task A. Due to that, it is very important to review part A which is attached in word format and is named “Advertising Part A-Tourism Australia” and write the part B based on this task (and NOT onanother subject)

Subject: Tourism Australia

Cloutman, N.. (2020). IBISWorld Industry Report J5800. Tourism in Australia. Retrieved 7 August 2020 from IBISWorld database.

Chan, H.. (2020). Tourism Flows in Australia. Passport Country Report. Retrieved 7 August, 2020 from Passport database.

Part B: Planning Report (Strategic imperatives)

Research and write a 1200-word planning report that describes what you consider to be the strategic imperatives of your selected advertisement by providing insight into the following areas:

  • Consumer behaviour – Describe how relevant models of consumer behaviour can be applied to the campaign. Choose one or two of the theoretical models (e.g. purchase decision-making process, engagement/involvement factors and consumer roles, etc) and elaborate in relation to the product and/or product category.
  • Situation/environment factors – Based on your research, develop a bullet point PEEST analysis that responds to your research into relevant situational factors in the broader social and market environment. Give 3-4 relevant factors for each section.
  • Segmentation – Develop a segmentation table that describes at least four different segments that may exhibit demand for this product offering. Use the Roy Morgan and ABS sources as your guide and adapt as required for the product/product category.
  • Target audience profile – Identify which segment (chosen from your segmentation table) would be the most profitable to target and write succinct narrative profile about this target audience (1-2 paragraphs). It might be a single segment from the table or a compound of elements from several.
  • Advertising effects – Identify the advertising objectives and effects you believe this advertising campaign has been developed to achieve. Use the list of objectives and effects from the textbook as your guide. Choose 2-4 of the most significant ones and elaborate as relevant to the campaign.
  • Media mix choices – Based on your research, identify at least two other media channels and vehicles that could be used to support the ‘big idea’ communicated in the advertisement; provide rationales for your choices.

Part B research unit textbook at least one (1) scholarly source at least four (4) government, industry and/or trade sources

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