Analysis:

a. Establish the communication objective for The Ghan, based on where the product sits on the product and services lifecycle (e.g., inform, persuade, remind);

b. Consider what method The Ghan may have used to set the communications budget;

c. Provide an outline of the marketing communications strategy used by The Ghan to attract each target segment and consider why these channels have been used (In this section consider all communications channels using the 'promotions/communications mix'. Consider push & pull strategies and any third-party platforms both nationally and internationally, that may form part of their communications strategy);

d. How might The Ghan test the effectiveness of their communications strategy?