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Report – Model question 2
TASK
An international market research company has asked you to write a report on advertising in your country. The company that has commissioned this report wants to know about the most common approaches used and how consumers respond to them. You are also asked to suggest changes to current approaches or alternative approaches which you believe would be more effective.
Write your report in 220-260 words in an appropriate style.
Report – Model answer 2
Report on Advertising
Introduction
In this report I will provide a description of common types of advertising in Australia and present results of consumer responses to these. The final section makes recommendations for possible changes to increase the effectiveness of campaigns.
Common approaches
Television and radio continue to play an important part in advertising campaigns and celebrity endorsements often feature prominently. Print media, including billboards, posters and flyers, are also ubiquitous, especially in large cities. Some companies target consumers by giving away samples in public places and supermarkets, aggressive telemarketing or door-to-door sales. Many companies use social media strategies such as online competitions or special offers for ‘likers’.
Consumer responses
I conducted an online survey with 200 Australian contacts. An overwhelming majority cited that they found telemarketing and door-to-door sales people intrusive, annoying and rude. Nevertheless, over half admitted to buying something from someone through one of these channels. People generally said that they liked advertising when it was suited to their interests or used humour. A number of respondents mentioned that they ‘loved free stuff’ and would tell others about something they had been given.
Recommendations
In light of the results above, I recommend the following:
- Make sure telemarketers and door-to-door salespeople have adequate customer service training.
- Target young people such as university students for giveaways as this will likely result in positive word-of-mouth advertising and online reviews.
[+/- 230 words]