ActewAGL is a virtual monopoly providing utility services in the Canberra and region so their clients and potential clients are those living in that area that are currently connected to their services or those that are with their competition like Country Energy a NSW supplier of electricity. ActewAGL has two distinct scale of clients - Domestic users and Commercial users. Since this project does not specify target audience for the advertising I will focus on the domestic client.
While getting new customers does not seem to be a major advertising concern the majority of advertising seems to be concentrated on existing clients with emphasis on how to improve/conserve the use of utilities an reduce bills.
The domestic audience for the advertisement includes familes, singles, elderly, disabled, homeowners, and renters.
Image: hot_water.jpg, Citizens Action Coalition undated, Reduce your hot water usage, viewed 11March2012, <http://www.cacefindiana.org/node/programs/cieep/co2_footprint/reduce/hot_water>
Image: 3908609497_fbdfa5a86c.jpg. Copenhagenize.com undated, Electric Elderly Boogie in Copenhagen, viewed 11 March 2012, <http://www.copenhagenize.com/2011/01/electric-elderly-boogie-in-copenhagen.html>
Image: 700-01579464w.jpg. Masterfile 1999-2012, Woman Cooking, viewed 11 March 2012, <http://www.masterfile.com/stock-photography/image/700-01579464/Woman-Cooking>
Image: stormwater-designs.jpg. The Water Treatments undated, Diagram of an Open Stormwater Sewer System, viewed 11 March 2012, <http://www.thewatertreatments.com/wastewater-sewage-treatment/stormwater-management/>
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