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Assignment (2000 words +/- 10%) The measurement of marketing activity is essential if marketing strategy and its performance is to be properly evaluated. Marketing metrics are discussed throughout your textbook and in this unit. They are also an important aspect of marketing reporting which the Australian Marketing Institute (A.M.I.) has sought to assist member companies to use. Their use has been studied by various academic researchers (see Google Scholar and your textbook for examples) with findings reported concerning the use of such metrics. Nevertheless, it seems that marketing metrics are not universally used by marketing organisations. Your task is to outline the role of marketing metrics in general. Then more specifically, define brand awareness as it relates to a brand/product and the measures (metrics) associated with brand awareness e.g., how do companies measure brand awareness. You are to discuss how this metric is used by organisations (provide specific Australian or international examples), and suggest why marketing management place such importance on measuring brand awareness. You are expected to indicate the benefits to both marketing organisations (e.g., profit/not-for-profit/government and other institutions) and their customers following a review of the literature (journals and other credible resources). Refer to p. 495 to assist with the concept of awareness. 1. introduction 2. body 3. conclusion



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