Advertising, Media And Branding, BMW

Advertising, Media And Branding, BMW Paper

FINAL TIMED ASSIGNMENT

Description: ? Individual task. ? A Brand will be assigned to you. ? You have to write a paper answering the questions stablished in this brief (WITHIN THE NEXT 48 HOURS).

Questions: 1. Define the different target groups/audiences of your brand [10%], and identify its real-life media strategy to reach all of them differentiating between Paid,

Owned and Earned media [25%]. 2. Your brand is launching a new product/service (of your choice) in your country/market. Please develop the media plan for 2021 considering the following:

o Define the target groups/audiences (demographics and psychographics) for the particular product/service chosen. [10%] o Select the Media Mix (taking into account the media landscape of your country) and briefly explain the rationale behind your selection. [10%] o Explain how you would distribute your media Budget. Create a pie chart showing allocated percentages per media (based on your Media Mix). [10%] o Define the seasoning and timing of your strategy (when would you place ads?). [10%]

3. Perform secondary research online to identify a negative reputation issue related to your brand, and evaluate how it was affected by it [25%].

Formalities: ? Wordcount: 1 page answer per question. ? Cover, Table of Contents, References and Appendix are excluded of the total wordcount. ? Font: Arial 11 pts. ? Text alignment: Justified. ? The in-text References and the Bibliography have to be in Harvard’s citation style.

Timed Assignment Launch: Week 12.

Submission: Week 12 – Via Moodle (Turnitin). Submission will be accepted from the 30th of April to the 2nd of May at 23:59hrs (Barcelona’s time).

Weight: This task is a 45% of your total grade for this subject.

Outcomes: This task assesses the following learning outcomes: ? Understand and develop a comprehensive advertising and promotional campaign. ? Define and select target publics and the appropriate media. ? Examine and measure views and contacts on a per dollar basis. ? Understand and optimize the promotion and advertising budget. ? Be aware of legislation, ethics, sustainability and reputational issues.

BCO128 ADVERTISING, MEDIA AND BRANDING