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Final AssignmentThis assignment is paired with the Module 5 Discussion Board. You will start this project and report any interesting findings on the discussion board.Part 1: Identify Integrated CampaignI would like you to identify a current or recent media campaign that is currently using at least three channels to reach their consumers via integrated marketing communications. I want you to include screenshots and links to the actual media. I would suggest starting with a campaign you know has a commercial and a print ad. The third channel may be a bit more difficult to find, but it may be in the form of radio, outdoor advertising, direct mail, public relations, sponsored events, publicity, product placement, partnerships with other products, guerilla marketing, or other marketing channel. Give a brief description of each along with the screenshot or web-link. If you cannot find it online (radio ad, guerilla advertising, outdoor media) give a more detailed description, script, or take a picture.Part 2: Identify ThemesOnce you have identified an integrated campaign, I need you to tell me HOW it is integrated. How is the advertising agency linking the three different methods into a cohesive message to their consumers? What IS the overall message? Please be as detailed as possible in your analysis of the integration and identification of themes (major selling ideas, slogans, unique selling propositions, brand image, etc). Chapter 8 may be helpful here.Part 3: PositioningThen, identify which positioning strategies (or strategy) the firm is taking with their brand. Chapter 2 will be useful for this part. Explain how these strategies may be working with the brand’s current image. If it is different than you would typically expect to see from that brand, maybe they are repositioning.Part 4: Source FactorsHas the firm used a spokesperson, personality symbol, or cultural symbol to communicate the campaign message? If so, who have they used. Analyze their credibility, attractiveness, power, and other source factors (, expertise,. Chapter 6 will be helpful here. If they have not used a familiar source, have they used an unknown model? Analyze their attractiveness (likability, familiarity, and similarity). Also think about overshadowing and overexposure. If there is no model at all, explain why that might be.Part 5: Appeals and ExecutionWhat type of advertising appeal(s) are being used by the firm in this campaign? Chapter 9 will be helpful here. Using the three different media you have selected, explain how each one is using the execution style(s) to catch the attention of the consumer. There will probably be multiple execution styles. Chapter 9 will be a good resource for this section. If there is especially creative about how your brand is being advertised, here would be a place to discuss it. Please be very thorough in explaining how each of these tactics is being used in your campaign.Part 6: EvaluationI want you to summarize how all of the marketing decisions made above are working together to achieve an objective for the firm. You may not know exactly what the objective is, per say. But it may be obvious from the firm’s advertising and promotional activities what their goals are. You should be able to tell if they are trying to improve their image, increase sales, promote certain attributes, and so on. You may even be able to find a press release on the firm’s corporate website. For example, Toyota and BP both had some major publicity issues in the past few years and had a lot of trust building to accomplish to gain back marketshare. Try to find out what your firm is trying to accomplish with their IMC campaign and analyze how well you think they are achieving their goals.Part 7: RecommendationsAs a conclusion to your report, think about how your firm could improve or extend their IMC campaign. What other channels or media could they use to complement their current campaign? Is there a source or creative tactic that might improve their communications? Think about some of the less obvious ways to reach customers. Is there anything about what they are currently doing that could be changed or improved. Use the text and other resources to support your argument.Please let me know if you have any questions! I have included a rubric below.RubricPart 1: Campaign (10points)Campaign-Brand NameLink, Picture, or Description of Ad1Link, Picture, or Description of Ad2Link, Picture, or Description of Ad3Part 2: Themes (20 points)Overall Theme(s)Overall MessageDetailed Analysis of IntegrationPart 3: Positioning (10 points)Identify Positioning StrategyDetailed Analysis of PositioningPart 4: Source (10 points)Identify SourceDetailed Analysis of Source/Model FactorsPart 5: Appeals and Execution (20 points)Identify AppealIdentify Execution Style(s)Detailed Analysis of Creative TacticsPart 6: Evaluation (10 points)Identify ObjectivesAnalysis of How Campaign Aligns with ObjectivesAnalysis of How Well Firm is Meeting ObjectivesPart 7: Recommendations (20 points)Extensions/Improvements to CampaignVery detailed description of what the improvement or extension would look/sound likeGeneral (does not earn points, but can lose them in each of the sections)Support for ArgumentsGrammar and SpellingAttention to DetailCompleteness of AnswersCorrectness of Answers
Solution: ADVERTISING AND PROMOTION MGMT