Consumers do not trust the financial sector, especially in Australia where some financial institutions have been found to fraudulently operate. Trust is very important in this sector because often consumers can be considered LFG - or Lost-for-good. In sectors like this, customers usually purchase from the one provider, including savings accounts, credit cards and loans. Loyalty is important to retain. You are the Marketing manager for ING in Australia.

Question 1)

State at least 2 communication objectives and one action objective for your target audience.

Question 2)

Develop a creative strategy for your campaign. This will involve identifying a creative idea using the Remote Conveyor Model based on your key benefit. Justify your decision using the properties of a remote conveyor.

Question 3)

Recommend at least three marketing communication tools for your audience that could be used to meet your objectives (including advertising). Justify your choices based on your previous decisions.

Question 4)

Develop a media strategy for your target audience. This will involve (i) the selection of primary and secondary media types, (ii) reach patterns, (iii) effective frequency, (iv) media vehicles and scheduling of impressions. (It is better to be specific with media vehicles, but if unsure describe the type of media vehicle you would choose.) Justify your decisions.