Learning Portfolio 4 Task:

1. What type of marketing materials were used at the event? Show

evidence using pictures from the event.

The core strategies utilised by a wide range of exhibitors at the career expo held
on the 6th of September to effectively market their businesses was print media
and Electronic direct marketing messaging (Chitty et al. 2018). In regard to print
media temporary point of purchase (POP) advertising was effectively used by
nearly all the 35 exhibitors in terms of posters, business cards and brochures
(Refer to picture 1). Moreover, many exhibitors such as Practera, Transdev and
Adecco group also had goodies and incentives such chocolates, jellybeans and
cooler bags to attract students and market there businesses constructively
(Refer to picture 2). Exhibitors such as Practera also incorporated Electronic
direct marketing messaging as a strategy to further promote their business.
Additionally, the Western Sydney university school of business also held a lucky
draw for students by giving them a chance to win $25 gift cards by simply going
to each exhibitors’ booths and getting there networking passport stamped (Refer
to picture 3).

2. Analyse the effectiveness of the marketing materials. (attention, liking,

preference, behaviour etc)

The use of point of purchasing advertising created a synergistic marketing effect

as the students were informed and encouraged (Chitty et al. 2018). Through
the utilisation of print media including POP advertising in forms of banners,
posters, business cards and brochures; a unified message front was created for
the exhibitor’s campaigns that maximised students reach. Students were alerted
to specific business based on their preferences and were informed with
potential useful information (Chitty et al. 2018). Additionally, students’
behaviours were impulsively affected by the engaging displays; as their search
for new experiences and opportunities encouraged them to engage and signup
for internships and projects based on their likings (Chitty et al. 2018). Thus, the
effectiveness of POP advertising and print media can be depicted.

Electronic direct marketing messaging (EDM) was also extremely effective; as

opt in messaging was incorporated by many exhibitors such as Practera, Deloitte,
If careers, Ready grad and many more. Through the utilisation of opt in
messaging many students agreed and preferred receiving exhibitors’ messages
based on their interest and likings (Chitty et al. 2018). Hence the use of EDM
within the career expo was highly effective.

Lastly, in order to successfully grab student’s attention and create awareness

and engagement, the WSU school of business lucky draw was quite effective in
legitimising the purpose of the career expo (Chitty et al. 2018). Due to the
incentive been attached, students tended to make an effort in networking and
making interactions with the exhibitors in the aim of getting the networking
passport stamped. Thus, showcasing the effectiveness of this marketing strategy
as the core purpose of the event was achieved.
 3. How would you improve the marketing material?

The AIDA model of marketing should be incorporated in order to improve the

marketing material present at the career expo to effectively respond to students
needs and desires (Chitty et al. 2018). The ‘A’ of this model will allow the exhibitors
to improve and implement more attentive marketing materials such as social media
platforms and the use of more colourful brochures and banners (Introduction to
integrated market communications n.d.). As colour can grab student’s attention and
affect them emotionally while social media can simultaneously create higher
awareness (Chitty et al. 2018). The ‘I’ of model stands for interest, by utilising this
the exhibitors will have the “ability to raise the interest of consumers by focusing on
and demonstrating advantages and benefits” via banners (Introduction to integrated
market communications n.d.). The banners displayed at the event can also highlight
the opportunities offered by the company and its benefits. Hence, conveniently
developing ‘Interest’ amongst the students, while convincing them that they ‘desire’
the exhibitor’s opportunities; as it will satisfy their need and allow them to take
constructive ‘actions’ (Chitty et al. 2018).
Chicago References

Chitty, William, Edwina Luck, Nigel Barker, Anne-Marie Sassenberg, Terence A Shimp, and
J. Craig Andrews. Integrated Marketing Communications. Victoria. Cengage. 2018.

“Introduction to integrated market communications.” Boundless marketing. Accessed October 19,

2019. https://courses.lumenlearning.com/boundless-marketing/chapter/introduction-to-integrated-
marketing-communications/

Harvard references

Chitty, William, Edwina Luck, Nigel Barker, Anne-Marie Sassenberg, Terence A Shimp, and
J. Craig Andrews 2018, Integrated Marketing Communications, 5th ed, Cengage, Victoria.

Introduction to integrated market communications n.d., viewed 19 October 2019, <

https://courses.lumenlearning.com/boundless-marketing/chapter/introduction-to-integrated-marketing-
communications/ >.
Picture 1

Brochures and Business cards form the career

expo

Picture 2
Goodies from the events and the
banners of some exhibitors
Picture 3
Lucky draw networking passport

Photo of myself at the

Photo of myself at the event