Overview
Assessment Instructions:
To begin working on your proposal, you must review the communication mix examples of the product or service your group analysed in the second assessment. You can access these examples from the 'Campaign sample'. The system will then guide you through several prompting steps to reveal specific campaign details.
Submit with 1 File PowerPoint and 1 File script (10 minutes presentation) in Word format.
Communication Examples
Building on the insights you developed in Assessment 2, your next task is to critically evaluate Kmart Australia’s communication mix as part of this assessment.
To guide your analysis, please explore the following examples from Kmart’s online shopping ecosystem, categorised according to key communication channels:
Owned Media
• Kmart Australia Website: https://www.kmart.com.au/
Paid Media
• (Examples not provided – please consider relevant display ads or sponsored content if available.)
Social Media
• Instagram: https://www.instagram.com/kmartaus/
• Facebook: https://www.facebook.com/KmartAustralia/
• YouTube: https://www.youtube.com/@kmartaustralia
In your evaluation, consider the consistency, effectiveness, and strategic integration of these platforms in reaching and engaging Kmart’s target audience.
Once you have reviewed examples, you are to presume that you have just been asked by the company that makes/produces this product or service to prepare a 10-minute proposal in which you must:
• evaluate examples to determine how they target consumers’ attitudes, culture, family influences, group and individual differences, social class, consumer learning processes, and personal buying decision-making processes. Please note that not all these topics may apply.
• propose three strategic recommendations addressing any message inconsistencies you identify in light of your group’s pitch (i.e., the sample survey data from the second assessment). You must incorporate recent scholarly literature to justify your proposed recommendations, and these recommendations should not include pricing, quality, manufacturing, or operational improvements.
In addition to your pitch, you must use at least five (5) sources of information. These may include websites, social media sites, industry reports, census data, journal articles, and newspaper articles. These references should be presented as in-text citations and a reference list at the end of your slides (not included in the word limit). Wikipedia and other ‘popular’ sites are not to be used.