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Question 1

Choose ONE print advertisement for ONE product of your choice (e.g. Diet Coke). Discuss and explain the purpose of segmentation. Using the five bases of segmentation, identify which THREE bases of segmentation have been utilized in the ad. Define each of the segmentation bases you have selected. Justify the segmentation bases you have identified by critically analysing the symbols, images, words and content of  your print ad to determine/describe the target market.

 

** Use at least 3 academic references to support your answer (50 marks)

Marks Allocated

Discuss the purpose of segmentation. /7

Selected segmentation bases are clearly defined and explained. 

Marks are awarded based on how well the academic references are applied rather than just “quoted” /9

Referencing (3 academic required) 

Textbook definition or lack of academic referencing for the above will not be given marks – use other academic resources /4

 

(Example 1) Ability to analyse symbols, images, words and content used in AD to support the type of segmentation /10

(Example 2) Ability to analyse symbols, images, words and content used in AD to support the type of segmentation /10

(Example 3) Ability to analyse symbols, images, words and content used in AD to support the type of segmentation /10

Total Marks for Question 1 /50

 

IMPORTANT INSTRUCTIONS: 

Academic journal articles will be the source of academic reference. Refer to the Curtin Library website for the academic databases. Examples would be ProQuest, Science Direct, Emerald, etc. 

Your print advertisement needs to be an official manufacturer/brand generated advertisement. (You can refer to: adsoftheworld.com, and such websites to search for RELEVANT ads). DO NOT use your own definition for what constitutes a Print AD, if you are unsure ask your tutor - this will be covered in tutorials. 

Videos are NOT acceptable. They should strictly be in PRINT form (e.g. publishable in magazines, newspapers). You will receive 0 for Question 1 by using videos to answer the question.

DO NOT use any Ads shown in tutorial or lectures. Failure to adhere to this will result in 0 marks for Question 1. 

Failure to use academic references for specific parts within the marking guide (clearly outlined) will result in zero marks being awarded for those questions

 

 

 

Question 2 (Total: 50 marks) 

This is an application question. When discussing the answers, please ensure you apply the marketing concepts you learnt in the unit. In addition, it is encouraged that you research using databases available via Curtin Library. 

 

Question 2

Choose ONE product category (e.g. ice cream). Explain what is positioning? Plot ONE perceptual map using the positioning bases outlined in the textbook. Each perceptual map should have at least FIVE different brands on it. 

 

(a) Why did you position the brands in these positions on the perceptual map? 

Provide a justification for each brand as to why you have plotted the brand in the position on the perceptual map. References are required to support your answers.

 

(b) Based on the perceptual map, pick one of the brands in the perceptual map. How do you think the brand has communicated the positioning and value to their target customer? Use ads, social media campaigns, product packaging (NO VIDEOS) to showcase their communication.

 

** Use at least 5 academic references to support your answer (50 marks) Marks Allocated

Positioning is clearly defined and explained [2 marks]

Justify your use of positioning bases and why they were the most appropriate choice for your product category and brands [3 marks]

Textbook definition or lack of academic referencing will not be given marks – use other academic resources

Marks are allocated based on correct formatting, labelling and clarity of perceptual map

(a)Why did you position the brands in these positions on the perceptual map? 

Provide a justification for each brand as to why you have plotted the brand in the position on the perceptual map. References are required to support your answers

(b)Based on the perceptual map, pick one of the brands in the perceptual map. How do you think the brand has communicated the positioning and value to their target customer? Use ads, social media campaigns, product packaging (NO VIDEOS) to showcase their communication (these should be referenced).

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