Plano de Marketing - APP Aplicativo Social / Ingles

DO NOT PLAGIARISE FROM ANY WEBSITE OR OTHER SOURCE. If you are using any source, please do acknowledge appropriately. This is an individual assessment and you will be assessed on whether you have understood the concepts in the lecture notes and whether or not you can apply them.

Part A (25 Marks)

CASE STUDY – HARVEY NORMAN

1. Online banner advertising and outdoor display advertising both use images to increase sales. In planning, both need to consider placement so as to be seen by their most likely audience. What are the key differences? (3 marks)

The main differences between online banner advertising and outdoor display advertising is that outdoor billboards reach a local audience unexpectedly but with little guarantee of effectiveness in advertising efficiency, while online banner advertising is focused on people who already have the purchase interest in the product, and it offers the advantage of being able to count how many clicks the advertisement received.

1. Why is display advertising an effective acquisition channel? (3 marks)

Because, although often the display advertising is ignored by the user while doing other activities on the internet, it serves to reach the user's subconscious, making him become a possible buyer.

1. Go to www.harveynorman.com.au and complete the following tasks (14 marks):

1. What advertising can you identify on the front page of the website?

The first advertising is the ease of payment that the brand offers. The site offers the possibility of purchase with first payment within 50 months after the purchase. This increases the possibility of volume purchases of products with high values. In the background you can see other promotions and product clearance.

1. What products are advertised and how are they advertised?

Electrical products, computer, furniture, beddings, manchester, small appliances and entertainment which are on the rise. They are shown in the session "Today`s featured products", probably in order of consumer search interest.

1. What can you infer about the target markets for these products?

The target can be considered a mass audience. In general it reaches all the population that has an active professional or social life, also students and a small part of the elderly. The products offered by the company are in general of high cost, and the target is divided only by financial income. The advantages and facilities of payment include low-income people as your target.

1. Which marketing channels do Harveynorman use?

Harneynorman uses mass media, for example: television, radio, etc. I was able to identify advertisements on billboards, flyers and newspaper, called Print Media. Another marketing channel used by the company are social networks, such as: facebook, Instagram.

1. Comment on the design elements of the advertisements – do they convey the desired image, features and benefits of the products and do they suit the media channel selected?

It is perceptible that the brand chooses to have a popular design and without refinement One can consider the design of the brand weak, but from a strategic point of view it is interesting because unconsciously the popular design makes the customers feel navigated in a reliable website it's cheap. The use of red to identify products on sale and the green buttons on the site contrast with each other and give the impression that all products are on sale. The navigation tab is very simple and you can access all the products of the site through it. The font used on the site is a basic font with easy reading. All site information, click effects and icons are applied with the standard blue of the brand used in the logo.

1. How do you think the website measure the effectiveness of their campaigns?

Using programs like: Rd Marketing Station, Mailchimp, Rock Content, Google Search Console, Google Analytics, Wordpress. Each program serves to measure and achieve different types of digital campaigns.

1. How do the website conform to the legal and ethical requirements of the industry?

The website must preserve all consumer information, provide security for people to make purchases on the website, make available all the rules and rights of the consumer and all brand policies, such as: exchange, shipping, size, warranty and etc.

1. Find one other advertisement from the website and analyse the advertisement in terms of (5 marks):

[pic 2]

1. Target market segment

The advertising target market proposes to reach people who are looking for a new computer for an affordable price. The use of the word "modern" justifies the value of the product to start at $ 888. The strategy of putting the cheapest value in advertising targets the public that is willing to invest at least the minimum amount in a new PC.

1. Marketing mix

Product: PC`s with quality, modern design, various advanced components, different colors, warranty, reliable and popular brand.

Price: Between $888 and $3688, depending on the model. Can be paid in installments. Promotional price with deadline to finish sales. Direct competition sells at a higher price.

Place: On sale online and physical stores.

Promotional: Online advertising.

1. Branding and positioning

The positioning reached all possible buyers online with a varied age and without distinction of sex. The advertisement is aimed at all people interested in buying a modern computer at an affordable price. The promotion with an exact date to finish, (21st May) announces the unique opportunity to buy the product, with affordable and fair prices for the quality of each product.