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QUESTION

Project 1 The owner of a new animal training school, which uses a special new technique and claims to be able to teach dogs to read, contacts your...

Project 1

  • The owner of a new animal training school, which uses a special new technique and claims to be able to teach dogs to read, contacts your advertising agency.
  • The short-term goal of the new training school is to expand from its small premises on the outskirts of Brisbane to a nationally recognised company with many schools in all the major cities and large provincial towns.
  • The long-term goal of the school is to expand, over a 10 year period, from its base in Australia into America.
  • Describe in report form how you would put together a team to:
  • conduct market research
  • develop product knowledge
  • examine the situation including previous marketing activities and decide on a plan of action
  • clearly describe the goals that you have set
  • how you would allocate roles and responsibilities to individual members of your team
  • what resources will you require (including team members)
  • set realistic timelines for your campaign
  • describe how you will obtain budget figures and relate actual costs to the budget
  • compile and attach an agenda for the inaugural team meeting
  • outline promotional activities that should be planned and some advertising methods that could be used but may not be appropriate
  • detail why, in your opinion, they would not be appropriate
  • describe how you intend to set up relationships with relevant groups and what groups would be targeted
  • what networks will be used to assist in the promotion
  • what brainstorming is and why it can be useful
  • review marketing activities
  • (1,500-2,000 words)
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