Internet Marketing in Business
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Table of Contents Task 1 .......................................................................................................................................................3 Producing a magazine article ...............................................................................................................3 Explanation of the principal benefits of internet marketing to customers..........................................10 Task 2 ......................................................................................................................................................11 Pros and cons of internet marketing....................................................................................................11 Impact of benefits of internet marketing in order to formulate and change the marketing mix for a business...............................................................................................................................................14 Investigation whether these opportunities and changes have been successful, and identification of globalization challenges facing a business that decides to embark on internet marketing as a promotional tool .................................................................................................................................15 Task 3.......................................................................................................................................................16 Evaluating how the performance of M& S may be enhanced through integrating internet marketing .............................................................................................................................................................16 Reference ................................................................................................................................................18
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Task 1 Producing a magazine article In order to identify perception of consumers with reference to online marketing and internet based promotion, primary research through questionnaire is very useful for management of consumer magazines (Zhu, Kraemer and Dedrick, 2004). With the help of this process, consumer magazine can get reliable information. Fort this, random sampling approach is adopted and organization takes a sample of 20 people in order to get good results. Questionnaire Name.......................... 1. Gender Male Female 2. Age 16 - 20 years 21 - 25 years 26 - 30 years 31 - 35 years Above 35 years 3. Do you believe that internet marketing increase demand of product of particular organization? Yes No 4. Are you agree that online promotion create positive impact on market share of business? Strongly agree TOLL-FREE NO: +61 879057034 WHATSAPP NO: +61 450461655
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Agree Neutral Disagree Strongly disagree 5. What is most important tool of internet based promotion affect your purchase decision? Emails Social Media Online Blogs Websites 6. Do you think that internet marketing enhance goodwill of business? Yes No 7. What is most important factor of online service which you like the most? Online sales Sales after services Order tracking Facilitation of feedback Personalized services 8. Should every organization adopt online promotion in present business scenario? Yes No Evaluation of outcomes
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0.4 0.35 0.3 0.25 0.2 Column B 0.15 0.1 0.05 0 21 - 25 years 16 - 20 years
26 - 30 years
31 - 35 years Above 35 years
On the basis of above chart it can be interpreted that consumer magazine gets maximum responses from young age consumers who are greatly influenced by internet based promotion. The above diagram is showing people belongs 65% people belong from age group between 21-30 years active on internet.
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35.00% Yes No 65.00%
The pie char determines that around 65% of respondents believe that internet based marketing and services will increase demand of several products related from particular company. Internet based marketing creates positive impact on perception and selection procedure of buyers.
Strongly disagree
Disagree
Column B Neutral
Agree
0
0.05
0.1
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0.15
0.2
0.25
0.3
0.35
0.4
0.45
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When researcher asked question about impact of online marketing on market share then 40% of respondents agrees on it. This information reflects that use of internet marketing tools will increase sales of company.
0.4 0.35 0.3 0.25 0.2
Column B
0.15 0.1 0.05 0 Emails
Social Media
Online Blogs
Websites
On the basis of above diagram, it can be interpreted that social media like Facebook and twitter create huge impact of buying behavior and selection of goods and services. The above diagram reflects that 35% of people believes that social media enhances brand awareness and sales of company. In similar way, 25% consumers give extra importance to emails.
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0.35 0.3 0.25 0.2 Column B
0.15 0.1 0.05 0 Sales after services Facilitation of feedback Online sales Order tracking Personalized services
The above chart evaluates that 30% people likes personalized services and offers provided by organization through internet. In similar way, 25% respondents consider quick online sales after services as a most important element of online promotion.
20.00%
Yes No
80.00%
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According to above pie chart, it can be stated that 80% of respondents understand importance of internet based marketing and believes that every organization needs to adopt several online tools in order to expand business and services.
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Conclusion On the basis of above research, it concludes that online marketing and promotion is playing significant role in order to increase sales and demand in modern business conditions. This study finds that social media and other internet tools encourage demand and influence perception of buyer with reference to particular organization and product (Liao and Cheung, 011). The research concludes that an business entity can facilitate better personalized services and increases
efficiency of sale after
services through online tools and techniques. Explanation of the principal benefits of internet marketing to customers In present business scenario, internet marketing is very important section in order to meet several objectives of business entity. It also provides various facilities to consumers in the form comparison of different product features and prices (Katerina and et.al., 2009). Customers can evaluate reviews of the other consumer. Some most important benefits of internet marketing to consumer are explained under this: 
Opportunities to compare and select different products: With the help of different internet tools, an individual customer can compare several products belong from different organization on the
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basis of price and features provided by the companies on the online website and other areas (Malhotra, 2013). With the help of this information, a consumer can select best product which is most suitable for him. For example: If an individual wants to buy a mobile phone then he can compare price and quality of Apple and other organization. So, Apple can present unique image of its products by providing all information regarding features of mobile. By avoiding online marketing, an mobile organization can not position its new products in mind of consumers. 
Immediate online sales and customer services: The internet marketing also gives an opportunity to business entity as well as customer in order to buy and sale products through online website of firm along with the other retailers. This thing increases sales of company and consumer can purchase the products from any ware. For example: Vodafone is selling various kinds of services through website (Grove, 2009). With the help of online website and various other online tools and approaches, organization can get complaints from consumer about services. This approach assists manager in order to resolve problems and difficulties within predetermined time period. Without an efficient online customer care center, a business entity can not manage different complaints of buyers.

Personalization: With the help of Internet marketing, an organization can personalize different kinds of offers and services for customers on the basis of purchasing history and preferences as well as consumption pattern. By tracking the web pages and product information with particular product and services, organization identifies interest and preference of consumer (Gruhn and Laue, 2010). The information generated from tracking website visits also assists manager in planning cross-selling campaigns so that you can increase the value of sales by customer and consumer can get products and services according to their needs and interests.

Relationships: In present business era, development of long term relations with consumers is most important element of organizational success (Malhotra, 2013). The Internet website and online marketing tools such as social media develops an important platform for building relationships with customers as well as increment in customer retention levels. In this process, business entity can use emailing concept. In this, firm sends several types of Emails related to customers regularly such special, personalized offers and etc. Top management also invites suggestions and feedback of product quality (Mathu and Evans, 2013). For example: Amazon is
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online retailer of several goods. After placing order by consumer, buyers get regular updates through emails about condition of his order. A consumer can get information about location of products or his purchase. This real time information plays important role in order to develop long term relations with consumers. It also creates positive impact satisfaction level of buyers.
Task 2 Pros and cons of internet marketing Internet marketing creates huge impact on various business activities of Marks and Spencer. There are several advantages and disadvantages of internet marketing are explained below:
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Advantages of Internet marketing
With the help of internet marketing, the management of Marks and Spencer can promote its products such as cloths and etc. in new overseas market.
This approach also assists organization in order to promote several goods and services within less cost as compared to other mediums of marketing (Gruhn and Laue, 2010).
Internet enhances communication with customers on a real-time basis. This process develops long term relations with consumers
With the help of Internet marketing, the manager of Marks and Spencer can get an instant
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feedback from the customers about quality of several products.
Internet marketing saves a lot of time and effort of managers (Advantages and disadvantages of online marketing, 2013). With the help of social media and other tools, business entity can provide some unique experience to consumer by improving efficiency of products.
Company can increase satisfaction level of consumer by resolving all quarries and complaints without any delay.
Internet marketing also assists business managers in order to increase sales of firm.
This
process enhances transmission of information among different departments of
organization (Edward, 2012). With the help of this, consumer can get information with in few seconds through internet about the several kinds of products and services with price and features. A service user can easily compare the products with goods of other organization. Disadvantages
In order to start internet based marketing operations, the management has spent lots of money on software and hardware, and maintenance costs. This thing increases overall cost of services.
Hacking of online information and confidential data of consumer is major problem faced by organization in online promotion.
Internet marketing reduces human touch in the process of selling. Some time mouth words of sales person present good image of company and creates long term relations with buyers.
It greatly depends on technology (Advantages and disadvantages of online marketing, 2013). Some times small faults create big loss for organization.
The another disadvantage of internet based marketing is that promotional materials are such as logos, images and trademarks can be copied by other business entity for commercial purposes as well as unethical practices.
In the process online marketing, business entity has to face cyber security threats such as viruses and malwares (Castells, 2009).
Key benefits and opportunities of internet marketing TOLL-FREE NO: +61 879057034 WHATSAPP NO: +61 450461655
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The key benefits and opportunities of internet marketing for Marks and Spencer are explained under this statement. Benefits of internet marketing
Increase sales and market share of company:
In the process of online promotion, the
management of Marks and Spencer can use various promotional tools like social media, emails, online blogs and mobile messages (E-business solutions, 2015). This process increases awareness of consumers about products of Marks and Spencer such as cloths and cosmetics. By using innovative marketing and promotional contents, business entity can develop unique image of products. All these factors influence consumer in order to purchase products of M & S. This thing increases sales and market share of business entity. It also enhances goodwill of firm.
Increase profit: With the help of internet based advertisements and online services, business entity can increase demand of goods and services that directly influences sales along with revenue of firm (Linton, 2015). By enhancing revenue, management of Marks and Spencer finds increment in profit of firm. Online promotion and marketing activities also assist marketing managers in order to reduce marketing expenditures. This is because online advertisement is cheaper than other medium such as TV advertisement and etc. The reduction in marketing expenditures influences profit of business entity. So, online promotion improves profitability of company.
Expand business in new overseas markets: The online marketing process assists administration of Marks and Spencer to promote various goods and services in all over the world (Castells, 2009). So, company can make available several goods and products in different part of world and meet demand of overseas consumers. So, business entity can sale products in new market without any much investment.
Build long term relations with consumers: With the help of online website and internet based customer support system, Marks and Spencer can take quarries and complaints any time and can solved them within very less time period (Morteza, 2011). By providing proper information, organization increases satisfaction level of consumers and develops long term relationship with consumers.
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Key opportunities
Facilitation of 24*7 services: The internet website of Marks and Spencer gives an opportunity to management in order to make available several kinds of goods 27*7. This thing increases sales of company. This thing is not possible in traditional system.
Make products available in new market: The online tools provide roadmap to management of Marks and Spencer in order to sale various kinds of products and services in new market (Mason and Mouzas, 2012). So, business entity can increase sale in new market place.
Impact of benefits of internet marketing in order to formulate and change the marketing mix for a business The online business operations Marks and Spencer create great impact on marketing mix element. By using online tools, company can influence every aspect of business. Some most important elements are explained below:
With the help of online technologies such as emails and social media, the managers of Marks and Spencer can get reviews and suggestion of buyers and general citizens related to quality and features of products (Liao and Cheung, 2011). This information helps product development team to improve efficiency of products along with service quality.
The internet marketing also lowers marketing expenditures as well as improves efficiency of promotional operations. Use of social media enables organization to conduct contact directly to consumers.
In internet based business activities, business entity needs to consider price of other company's products on online websites (Zhu, Kraemer and Dedrick, 2004). This approach also affects pricing policy of company. In this process, organization can avoid commission of middle men and selling agents as well as reduce price of goods,
The internet techniques give a chance to M & S in order to sale products in new market place without any retail outlets of company.
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Investigation whether these opportunities and changes have been successful, and identification of globalization challenges facing a business that decides to embark on internet marketing as a promotional tool
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The internet marketing and advertising provides several elements and tools for development of direct contact with consumers. By using latest techniques of internet marketing, business entity has got several suggestions and review of consumers about several products services (Amit and Zott, 2001). With the help of this information, the management of M & S has implemented many changes in new product development process as well as enhances quality and reliability of existing products. This whole process assists manager of M & S in order to meet needs and demand of consumer with an efficient manner. Similarly, 24*7 support system helps management in order to resolve all complaints with in predetermined time period. All these factors and approaches provide tendentious growth to company in sales and profit (Beynon-Davies, 2004). Business entity also finds positive impact on market share. With the help of internet based communication system such as social media, emails and etc., the administration of Marks and Spencer gets success to get consumer loyalty for organization. There are several challenges faced by the business that influences management in order to consider internet marketing tools. The first and major challenge is increasing competition of companies due to occurrence of various small companies. This thing encourages management regarding use of internet tools (Turban and Wetherbe, 2008). In present business world, brand reputation is creating to great impact on sales and profit of firm. So, every business entity makes efforts to create unique TOLL-FREE NO: +61 879057034 EMAIL: help@assignmentprime.com WHATSAPP NO: +61 450461655 WEBSITE: www.assignmentprime.com ASSIGNMENT HELP AND WRITING SERVICES AUSTRALIA
perception about company in mind of consumers. In order to achieve this goals, marketing manager uses facebook, emails and other communication approches. In scenario of globalization, every company wants to expand its business in new emerging market. So, internet is very low cost to promote organization as well as its services in market.
Task 3 Evaluating how the performance of M& S may be enhanced through integrating internet marketing Integrated internet marketing involves all activities related to internet and electronically promotion tools and techniques used by management of Marks and Spencer in order to achieve business goals. In this process, the administration of M & S considers principles, benefits, opportunities and challenges of internet marketing. The management develops various plans to increase sales and consume base of company. In order to meet this objectives, business entity has to consider several tactics and approaches for online promotion. By creating unique image in mind of consumer, firm can get good results in terms of increment in sales and market share of company (Zhu, Kraemer and Dedrick, 2004). Integrated marketing approach also provides technologies and system to enhance communication with buyers and target consumers. With the help of this system, firm can deliver distinct kinds of services within predetermined time period. This thing leads satisfaction level of consumer and business entity will get positive feedback from consumer. So, company gets increment in growth rate . Similar, Marks and Spencer is facing very tough competition with domestic as well as various international market players in globalization. This thing encourages top manager of M & S in order to implement some kind of unique marketing and advertisement approaches.
With the help of internet
promotional tools, company sustains its market share and develops special image of business entity (Collins, Buhalis and Peters, 2003). In similarly way, every business entity wants to expand of business activities in new emerging market. So, online promotion gives an opportunity to Marks and Spencer in order to generate good returns by increasing sales. Development of brand value is another important objective of company. So, marketing manager can develop good image as well as win loyalty of consumer through systematic internet marketing. TOLL-FREE NO: +61 879057034 WHATSAPP NO: +61 450461655
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With the help of online marketing tools, the administration of Marks and Spencer can meet another goal such as reduction in business expenditures. The use of world wide web and other tools reduce marketing expenses of company (Morteza, 2011). This thing creates positive impact
on
business efficiency in terms of reduction in operating expenditures as well as improvement in the profit value. By using social media, company can enhance brand value and goodwill that directly influences revenue and total sales. So, integrated internet marketing enhances overall performance of Marks and Spencer. Benefits
Cost
Reach: The use of internet tools in
marketing of various goods and
online marketing operations, every business
services assists managers of Marks
organization has to manage cost of upgrade
and Spencer to reach large number of
such as appointment of new technical staff
consumers. In this regards, Social
and acquisition of various other resources. In
networking sites, emails and online
addition to that Marks and Spencer has to
websites of other organizations are
manage proper maintenance for interest based
playing important role in order to
system. It incurs too much cost of system
convey information about different
maintenance.
products and services with very less duration (Collins, Buhalis and Peters,
connectivity
of
company
cost:
For
managing
online
and Spencer has to buyer wide range of
with
computer hardware, servers, networking and
consumers.
communication devices that will increase
Rationalization: The internet based business
Hardware
marketing and business operations, Marks
2003). All these tools increase
Upgrade cost: In process of adoption of
operations
assists
organization for assessment of wide range of consumers needs and their purchase pattern.
On the basis of
this information, Marks and Spencer can provide personalize offers and TOLL-FREE NO: +61 879057034 WHATSAPP NO: +61 450461655
expenditures of company.
Training
cost:
To
manage
business
operations with new technology, firm has to arrange training for staffs member with the help of external expert so as employees can easily manage their job operations with the EMAIL: help@assignmentprime.com WEBSITE: www.assignmentprime.com
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
deals with the help of emails and
help of computers ,printers etc (Beynon-
online website of company.
Davies, 2004). It includes training related to
Convenience:
By
handling of electric devices such as changing
promoting
the printer paper, cartridges. It increases
products and various features on various
online
organization convenience
mediums, can
to
expenditures of organization.
retail provide
consumers

Software cost:
To manage various e-
and
business activities, managers has to buy
potential buyers for comparison of
various software to run various computer
features, price and quality of other
system and management of online website of
products. With the help of views of
company.
existing buyers, Marks and Spencer can help consumer in selection of products and services.
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Reference Journals and Books Amit, R. and Zott, C. 2001. Value creation in e‐business. Strategic management journal. 22 (6‐7). PP. 493-520. Beynon-Davies, P. 2004. E-business. Palgrave Macmillan. Collins, C., Buhalis, D. and Peters, M. 2003. Enhancing SMTEs' business performance through the Internet and e-learning platforms. Education+ Training. 45(8/9). PP. 483-494. Turban, E.and Wetherbe, J. 2008. Information Technology for Management. John Wiley & Sons. Zhu, K., Kraemer, K. L. and Dedrick, J. 2004. Information technology payoff in e-business environments: an international perspective on value creation of e-business in the financial services industry. Journal of Management Information Systems. 21(1). PP. 17-54. Liao, Z. and Cheung, M. T., 2011. Internet-based e-shopping and consumer attitudes: an empirical study. Information & Management. 38(5). PP. 299-306. Mason, K. and Mouzas, S., 2012. Flexible business models. European Journal of Marketing. 46(10). TOLL-FREE NO: +61 879057034 WHATSAPP NO: +61 450461655
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pp. 1340-1367. Morteza, G., 2011. Adoption of e‐commerce applications in SMEs. Industrial Management and Data Systems. 111 (8). PP.1238 – 1269. Castells, M., 2009. The Internet galaxy: Reflections on the Internet, business and society. Oxford University Press, Inc. Edward, K., 2012. Beyond price: how does trust encourage online group's buying intention?.Internet Research. 22 (5). PP.569 – 590. Gruhn, V. and Laue, R., 2010. A heuristic method for detecting problems in business process models. Business Process Management Journal. 16(5). pp. 806-821. Grove, R., 2009. Web Based Application Development. Jones & Bartlett Learning. Mathur, R. and Evans, J., 2013. The value of online surveys. Internet Research. 15(2). pp. 195-219. Malhotra, Y., 2013. Knowledge management for e-business performance: advancing information strategy to internet time. Information Strategy: The Executive's Journal. 16(4). PP15-16. Katerina, D. and et.al., 2009. Measuring e‐commerce‐quality: an exploratory review. International Journal of Quality and Service Sciences. 1 (3). PP.271 - 279. Liao, Z. and Cheung, M. T., 2011. Internet-based e-shopping and consumer attitudes: an empirical study. Information & Management. 38(5). PP. 299-306. Online E-business solutions. 2015. [Online]. Available Through: <http://tfig.unece.org/contents/e-businesssolutions.htm>. [Accessed on: 27th Jan. 2014]. Advantages
and
disadvantages
of
online
marketing.
2013.
[Online].
Available
Through:
<http://www.onbile.com/info/advantages-and-disadvantages-of-online-marketing/>. [Accessed on: 27th Jan. 2014]. Linton,
I.,
2015.
Six
Benefits
of
Internet
Marketing.
[Online].
Available
Through:
<http://smallbusiness.chron.com/six-benefits-internet-marketing-31382.html>. [Accessed on: 27th Jan. 2014].
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