This project will involve you reviewing a brand within a product category (Travel Agency and Tour Arrangement Services in Australia). You CANNOT select Luxury Escapes for Assessment 1. The insights...

Requirements

1. Choose a brand within the category "Travel Agency and Tour Arrangement Services in Australia". Please note that you
   
   
   CANNOT select Luxury Escapes
   
   
   for Assignment 1.




2. Undertake desk research (involving the use of various library databases and other internet resources) about your chosen brand. Review how your brand uses different media to reach its target audience.




3. Undertake an analysis of the target audience for your chosen product. Include in your analysis:

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      1. Explain your chosen brand’s positioning in the market in relation to competing brands.
      
      
      
      
      2. Identify who you believe is the target audience: Giving consideration to the demographic, geographic, psychographic, and behavioral characteristics. Provide a rationale for your nominated target audience. This can be using existing data online, observations, and examples of existing advertisements for your brand.
      
      
      
      
      3. With consideration to your brand, identify the types of media that your target audience is likely to be exposed to or engage with. Provide a rationale for your media choices.
      
      
      
      
      4. Identify what types of media are currently being used by your chosen brand to communicate with its target audience.
      
      
      
      
      5. Assess the effectiveness of the media used by this brand given your identified target audience. (Is the media used by the brand appropriate given the likely media habits of your identified target audience? Why/Why not?)