NAB Visa Debit Card
“Use your everyday account where Visa is accepted.”

NAB
Hayley Plose – 695443X
Natasha Underwood - 6534783
Tristan Moran - 6945627

Executive Summary

Contents Executive Summary 2 Introduction 5 Situation Analysis 6 Competitors 6 PESTEL Analysis 6 SWOT Analysis 7 Market Size 8 Major users 9 Motivating factors 9 Information Search 10 Product Description 11 IMC Objectives 12 Target Audience 13 Segmentation 14 Budget 14 Communication Strategy 15 (1) Receiver/Comprehension 15 (2) Channel/Presentation 15 (3) Message/Yield 15 (4) Source /Attention 16 Creative Strategy 17 Advertising Campaign Theme 17 Television and Radio Media 18 Magazine and Newspaper Media 19 Support Media 19 Media Objectives 20 Media Messages 21 Website 24 Sales Promotion 24 Campaign Research and Evaluation 25 Conclusion 26 Recommendations 27 References 28 Bibliography 29 Appendices 30

Introduction

NAB Smart Everyday Accounts gives you access to your own money via NAB Visa Debit. Like a credit card, it enables you to make purchases online, over the phone, overseas, or wherever Visa is accepted, but all the time using your own money.
The NAB Visa Debit card is the key to an evolving E-commerce world. The campaign is being developed to attract the new generation of 16-18 year olds, who don’t have a credit card and are wishing to make online purchases.
It is important for pre-adolescent to feel independent of his or her own money. And for many 15-17 year olds who aren’t aware of the NAB Visa Debit card and wishing to make an online purchase, they have no choice but to borrow their parent’s credit card. To help solve this issue and have NAB evolving with trends, the marketing team has come up with an awareness campaign for the NAB Visa Debit Card that will run for just over a year across all