Marketing Assignment- MGT 123

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Marketing Assignment

MGT 123 B

  Find
an advertisement that you’ve seen that you think is effective:

  If
it’s a commercial – find it on the company website, on YouTube, etc. and list
the URL in your paper

  If
it’s something in print – in a newspaper, magazine, on a website, etc. – print
a copy and attach it to your paper

 
If  it’s
something audio – either find a wave file and send it to me, write down the URL
where I can hear it, or copy down the text

  Read
Chapters 11, 12 and 13 in your text and the article posted on BB:

 
“Advertising Strategy,” Encyclopedia of Small
Business;
posted under articles

  Tell
me your thoughts on this advertisement, incorporating things you learned while
reading the text and the article (in a minimum of 2 pages, same
guidelines as before – don’t game the page length requirements).  You should answer most, if not all, of these
questions.

1.  Why
did you select this example of an advertisement – what is it about the example
that stood out to you?

2.  Who
you think the target consumer is? (demographics, behaviors, needs/desires – be
specific).  And why do you think they are
targeting that consumer?

3.  How
would you describe the product concept (described in the article)?  What kind of values do you think the product
represents?

4.  Why
do you think the company selected this communications media?  Would any other media (especially digital
marketing or social networking if not already used) have been effective as
well?

5.  What
message does the advertising copy convey to the consumer?

6.  How
has the advertiser incorporated consumer involvement via social media into the
advertisement?

7. 
Is there anything else you learned in your textbook
or in the article that provided you with any insights on your ad, how it
incorporates the 4 P’s, and why it is/isn’t effective?

PAPER
GRADING

100
points total

Followed paper guidelines

15 points

Analysis of advisement (per questions 1-6)

60 points

Incorporation of text/article information  (question 7)

25 points

This paper is due on Friday, April 1st
by the end of class – no electronic copies – printed only, and late papers will
have a 10 point per class deduction. 
If
you’re going to miss class you’d better figure out a way to get me a printed
copy on time. 

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