Marketting and Advertising assignments 3-10
· Assignment 3
Examine the following websites.
What type of information is provided?
Which component of attitude is the site designed to influence: cognitive, affective, or conative? Explain why.
a. Kenneth Cole ( http://www.kennethcole.com )
b. Starbucks ( http://www.starbucks.com )
c. Cadillac ( http://www.cadillac.com )
d. IKEA ( http://www.ikea.com )
Type your response in a word document and upload by clicking Assignment 3 and attaching the file.
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A brand’s product-positioning strategy should be an integral part of the company’s advertising and marketing strategy, including its website.
Examine the following websites and identify the product-positioning strategy that you think is being used. Explain your choice.
a. Polaris ( www.polarisindustries.com )
b. Edgewater Beach & Golf Resort ( www.edgewaterbeachresort.com )
c. Celestial Seasonings ( www.celestialseasonings.com )
d. Sony ( www.sony.com )
e. Stetson cologne ( www.stetsoncologne.com )
Type your response in a word document and upload by clicking Assignment 4 and attaching the file.
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Choose one of the following. Prepare a creative brief. You can pick a brand from within the product category.
a. Energy drink
b. Frozen apple juice
c. Fast food restaurant
d. Museum
e. Dress shoes
As an example, this is an analysis for advertising Porsche.
Creative Brief for Porsche
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Product: |
Porsche |
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Objective: |
To change consumers view that the Porsche can be driven every day |
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Target Audience: |
30- to 55-year-old consumers, slightly more male, college educated, with annual incomes of approximately $100,000. Psychographically, the targeted market is a group known as individualists. They tend not to buy mainstream products. In automobile selection, they place greater emphasis on design elements, distinctiveness, and utility. Social status is important. |
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Background Information: |
Market research found that potential customers balked at the idea of buying a car just to sit around. When asked what kept them from driving the car every day, they said, “I don’t feel comfortable driving in city traffic. It doesn’t have the technology that I need to manage my everyday life. It doesn’t have space for passengers.” |
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Message Theme: |
The Porsche can be driven every day for normal activities. It does not have to sit in the garage and only be driven on weekends. It has the newest technology and can comfortably carry passengers. |
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Constraints: |
All ads must contain the Porsche logo. |
Type your response in a word document and upload by clicking Assignment 5 and attaching the file.
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Visit the following websites.
Identify the primary message strategy, appeal, and execution used.
Evaluate the quality of the website based on message strategy, appeal, and execution.
Do the sites utilize a spokesperson? If so, who is it and which type is he or she?
Evaluate the spokesperson in terms of the components of credibility.
a. Johnson & Johnson ( http://www.jnj.com )
b. Hyundai Motors, USA ( www.hyundaiusa.com )
c. Applebee’s ( http://www.applebees.com )
Type your response in a word document and upload by clicking Assignment 6 and attaching the file.
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Henry and Becky Thompson are planning to open a new floral and gift shop in Orlando, Florida. (If you want to change the location, that is fine, like Fort Worth, Texas or other places.)
They want to project a trendy, upscale, and fashionable image.
They are trying to decide on a name and logo.
What should be the name of the company?
Design the logo with the name, and a "tagline" (like Hallmark's "when you care enough to send the best").
Type your response in a word document with your design and upload by clicking Assignment 7 and attaching the file.
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Design a magazine advertisement with a detachable coupon or premium for one of the following products.
Be sure to put an expiration date and other restrictions on the use of the coupon or premium, such as one per customer and one per purchase.
You may want to conduct an internet search to see some sample coupons or premiums before you design one.
a. SunBright Tanning Salon
b. Dixie Printing
c. Hamburger Haven
d. BriarPatch Ice Cream
Type your response in a word document with your design and upload by clicking Assignment 8 and attaching the file.
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Ashley Drake just purchased a small clothing boutique two blocks from your campus. The current name of the store is College Fashions. She feels she needs a new name that projects an image of offering trendy, hip fashions to your college’s students.
What name would you suggest? Discuss your brand name in terms of which category it fits and the four tests of quality names (recognizable, familiar, agreed upon meaning and positive feelings).
To succeed, Ashley knows she needs to retain the store’s current customers as well as gain new ones.
Outline a plan to rejuvenate the company’s brand image.
Type a word document response and upload by clicking Assignment 9 and attaching the file.
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Attached Files:
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. Read the attached story, "Can This Restaurant Be Saved?"
. What kinds of public relations tactics should be used to help The Mexican Villa?
. Is there any kind of cause-related or event marketing program that might bring people back to the restaurant?
. Do you believe The Mexican Villa can be saved, or is it a lost cause? Why?
Type your response in a word document and upload by clicking Assignment 10 and attaching the file