Marketing Assignment: Advertising Critique, Communication Brief, Discussion Forums and Video Recordi

This assignment has been designed to help you integrate and apply the marketing concepts, terms, and information you have learned up to this point. These concepts provide a foundation on which other course concepts are built. Assessing your comprehension and ability to apply these will help ensure that you are on track to successfully complete the course.

You will write a response in essay format and/or in point form as appropriate to elements 4.1–4.3. Limit your response lengths as determined in each element below. You will also record a video summary as in element 4.4.

Length: Please write your response in essay format and/or point form as appropriate and limit your response to 3–3.5 pages using 1.5 line spacing. If you need to include a table, attach it as an exhibit or appendix.

Usage of marketing concepts, terms, and words from the course learning materials in your answers

Depth of insight, analysis, and comprehensiveness

Rationale/support for the conclusions drawn

Select, from any medium, two advertisements: one that you think is effective, and one that you think is not effective.

1. Attach the ads to your assignment. Indicate where the ads came from and what media were used. Where was the ad placed (in what part of the magazine or newspaper, or when it was aired on television or radio, or was it part of digital media)? (5 marks)

2. Describe and then critique each of the two ads separately. Use the nine headings below when you critique each ad. (10 marks for each ad critique)

Target Audience Profile

Communication Objectives

Overall Communication Strategy

Positioning Statement

Key Message

Communication Tactics

Overall Communications Mix

Creative Concept and Execution

Evaluation

3. For each ad, describe the customer’s perceived value. Explain what leads you to this conclusion. (5 marks)

Length: Please write your response in essay format and/or point form as appropriate and limit your response to 5–5.5 pages using 1.5 line spacing. If you need to include a table, attach it as an exhibit or appendix.

Usage of marketing concepts, terms, and words from the course learning materials in your answers

Depth of insight, analysis, and comprehensiveness

Rationale/support for the conclusions drawn

Choose one of the four vineyards listed below and assume the role of the director of marketing, and think about how to improve upon their current level of success. You will need to do some research on the Internet to gather additional information about the organization.

Assignment Format

Beaufort Vineyard and Estate Winery

Burrowing Owl Estate Winery

Hester Creek Estate Winery

Kalala Organic Estate Winery

Develop a communication brief for the next phase of your chosen vineyard’s branding strategy, for one target audience that you think is important to their growth.

Describe each element in the communication brief and provide a rationale for each of your recommendations using consumer behaviour insights, marketing concepts, and analysis.

Assume that you have a $200,000 budget to develop an integrated marketing communications plan.

Target Audience Profile (5 marks)

Communication Objective(s) (5 marks)

Overall Communications Strategy (5 marks)

Positioning Statement (3 marks)

Key Message (2 marks)

Positioning Map (5 marks)

Communications Tactic (5 marks)

Communications Mix (5 marks)

Creative Concept and Execution (5 marks)

Communication Budget Allocation (5 marks)

Actual Value Created for Target Audience (5 marks)

Length: Please write your response in essay and point form and limit your response to 1–1.5 pages using 1.5 line spacing.

1. Usage of marketing concepts, terms, and words from the course learning materials in your answers.

2. Depth of insight, analysis, and comprehensiveness.

3. Rationale/support for the conclusions drawn.

1. Copy and paste your discussion forum posts, including replies to all the questions, for Module 6, Learning Activity 6.2: Web Discussion—Social Media. (5 marks)

Describe the online strategies each of these organizations are utilizing as evidenced by their websites, social media, video and mobile media, newsletters, blogs, etc.

Compare and contrast at least two of the online strategies for these two organizations using marketing communication concepts, terms, and information from your course materials.

What conclusions can you draw about each of these organization’s online strategies? Are they effective or not? Explain your answer.

2. Copy and paste your Discussion Forum posts, including replies to all the questions, for Module 6, Learning Activity 6.6: Web Discussion—Integrated Marketing Communication. (5 marks)

Explain the offline and online media mix types and vehicles used in this IMC campaign.

Describe how these offline and online media mix types and vehicles were consistent, coordinated, and unified. If they were not, identify what elements were not integrated and what the organization would need to do to integrate them into a cohesive IMC campaign.

Discuss whether or not the IMC campaign provided customer value. Explain how it did or did not provide customer value.

Length: Create a video recording no longer than 3 minutes.

The objective of the video recording is for you to provide a summary of your understanding and learning in this assignment.

1. Create a video recording no longer than 3 minutes of yourself, using a device and software of your choice (smartphone, laptop computer, desktop computer).

2. Start by introducing yourself to your Open Learning Faculty Member and state the assignment number you will be discussing.

3. Present a brief summary of your understanding of the subject(s) and what you learned from this assignment.

4. When discussing the topics, enhance the concepts and ideas you learned in the assignment through personal examples that demonstrate the issues.