Brand Portfolio II
Use brand: (PUBLICSECTOR)Australian Customs and Border Protection Service
Answer those questions; each answer is around 450 words. Each question needs 2 references
1. The lecture outlined six attributes of a public communication campaign, including “purposive attempts to persuasion…” Define persuasion and explain why persuasion is a key public sector activity [see Johnston &Zawawi’sPublic Relations Theory and Practice as a starting point] Offer an example of an initiative [e.g. public communication campaign] from your public sector brand that is designed to persuade its publics.

2. Define the term’ equity’ [NOT just a dictionary definition – but a definition from professional Marcomm literature], and use two examples to demonstrate how your public sector brand attempts to adhere to this notion of equity.

3. Define ‘attention’ from the perspective of consumer behaviour theory. Can you provide two examples of how marketing communication is used by your brand to attract ‘attention’ [as defined by the theory]?