PUBLIC HEALTH AND SAFETY CAMPAIGNS: IMPACT OF CULTURE

MECM90034 Assignment 3 Guidelines

1. Public concerns about consumers’ online/mobile privacy have been raised around the

world. Discuss why privacy matters for both consumers and marketers and suggest ways to mitigate the problems associated with marketers’ intrusion of consumer privacy and to maximise communication effectiveness.

• This is about consumers and their digital (online/social/mobile) privacy, not other contexts.

• You should address the following issues. 1) Background: Marketers’ intrusion of consumer privacy through digital media & concerns

associated with it. 2) Why privacy matters for consumers (i.e., How do those practices described above affect

consumers?) 3) Why privacy matters for marketers (In other words, why should marketers think about

consumer privacy when they use digital media to reach consumers?) 4) Ways to mitigate the problems associated with marketers’ intrusion of consumer privacy,

and consequently, to maximise communication effectiveness.

• For this part, we would like to see concrete suggestions sustained by solid arguments, theories, and examples.

2. Young people constitute important consumer segments and audience groups. In your paper, describe young people as consumers and media users, identify and analyse 2 or 3 communications tactics used by multinational corporations to reach and appeal to young people, discuss key concerns regarding those tactics, and provide recommendations for marketers and policy makers.

• This consists of five different questions. All those questions should be addressed in your paper. 1) Describe young people as consumers. 2) Describe young people as media users. 3) Identify and analyse 2-3 communication tactics used by multinational corporations to

reach and appeal to young people. ‒ Rationale for choosing the 2-3 tactics should be explained (e.g., reach, impact,

prevalence, etc.). ‒ You should talk about communication tactics (This is about promotion, not much

about product, place, and price). 4) Discuss concerns regarding the tactics identified in (3).

‒ Make a clear connection between (3) and (4). 5) Provide recommendations for marketers AND policy makers.

• Who are young people? ‒ Young people refer to anyone under 18 (minor) ‒ You can talk about young people in general OR choose to focus on a specific age

segment (e.g., pre-schoolers, children under 13, tweens (8-12), teens (13-17), younger teens (12-14), older teens (15-17)).

3. Consider how public health and safety campaigns use media and message strategies to

lead to behavioural changes in different cultures. In this essay, compare and contrast campaigns that are designed to achieve the same outcome across two different cultures. Then, discuss how the messages change across cultures, why this happens, and what makes good public health or safety campaign.

• You should address the following. 1) Brief description of the two campaigns of your choice. 2) Compare and contrast the two campaigns: In-depth analyses of media and message

strategies & effectiveness are required. 3) Discuss how the messages change across cultures and why this happens

4) Recommendation: Discuss what makes good public health or safety campaign (on the theme that you’ve chosen)

• It should be about public health or safety campaigns.

• Two cultures = Two countries (you can also go for 2 regions if you want., e.g. Europe vs. Asia)

• You should choose one campaign from each country.

• Two campaigns should have the same theme (e.g., anti-smoking campaigns in the US and China).

• Campaigns should be relatively recent. Not the 80s or 90s. 4. Building positive relationships with the public and society is particularly important in

today’s marketing and media environment. Discuss the ways in which digital media can create both challenges and opportunities for marketing communications professionals who want to build and cultivate relationships with the public. Drawing on recent examples, explain what ‘best practice’ might look like in this space.

• You should address the following issues. 1) Brief discussion on the importance of relationship building (i.e., why corporations should

build and maintain good relationships with their target consumers or stakeholders). 2) Elaboration on the ways in which digital media create challenges for marketers who want

to build and cultivate relationships with the public. 3) Elaboration on the ways in which digital media create opportunities for marketers who

want to build and cultivate relationships with the public. 4) Recommendation: Explain what best practices might look like.

• Support your ideas and sustain discussion with good research, theory/concepts, critical engagement, good examples, and/or case studies.

5. Discuss how digital media and emerging technologies are affecting or will affect marketing

communication practices and shape our attitudes and behaviours. Elaborate on both positive and negative aspects. In your essay, identify 3 big ideas or themes related to your discussion and focus on it. Provide ample examples and rationales to support your arguments. • You are asked to discuss how digital media and emerging technologies are affecting or will

affect marketing communication practices and shape our attitudes and behaviours. This means, you can choose to talk about either today or the future.

• Suggested structure

1) Introduction: Outline the changing marketing communication landscape. 2) Identify three trends, technologies, ideas or themes (e.g., VR, IoT, AI, Big data,

behavioural tracking, etc.) that are important now OR expected to be important in the near future.

3) Discuss how those identified in (2) are affecting OR will affect marketing communication practices. Discuss both positive and negative.

4) Discuss how those identified in (2) are affecting OR will affect us (= consumers and/or media users). Discuss both positive and negative (meaning, provide a balanced discussion).

5) Provide a conclusive remark. [More about a summary rather than coming up with new ideas).

Grading Criteria

Criteria Details

Use of theory

- Does the student know how to use theory and pertinent concepts to elaborate his/her analyses and support arguments?

- Does the student use the right theory? - Does the student understand the theory that s/he use?

Quality of research

- Does the paper provide sufficient information on the topic? - Does the paper commend a good range of relevant expert

resources to support analyses and arguments? - Is research well integrated into the assignment?

Quality of analysis and argument

- Does the paper provide an excellent analysis? - Does the paper develop an argument that is highly persuasive and

possibly original? - Does the report provide good rationales and justifications to

substantiate arguments?

Writing skills

- Is the paper well-structured with use of headings and subheadings?

- Are thoughts and arguments expressed in a coherence manner? - Does the paper include all key information? (Based on Turnitin

instructions) - Grammar, spelling, punctuation

Reference

- We prefer APA style: http://www.apastyle.org/ - Is referencing consistent? - Are concepts and information cited? - Any missing citations or references?

Overall Assessment

H1 


• Outstanding analysis, comprehensive research, sophisticated theoretical or methodological understanding,

impeccable presentation/documentation;


• Work that meets all the key assessment criteria and excels in most; 


H2A

• Very good work that is very well researched, shows critical analytical skills, is well argued, with scholarly

presentation and documentation; 


• Work that meets all the key assessment criteria and exceeds in some; 


• Work that shows limited room for improvement. 


H2B

• Good work that is solidly researched, shows a good understanding of key ideas, demonstrates some use of

critical analysis along with good presentation and documentation; 


• Work that meets most of the key assessment criteria and performs well in some; 
 • Work that shows some room for improvement.

H3

• Completion of key tasks at a satisfactory level, with demonstrated understanding of key ideas and some

analytical skills, and satisfactory presentation, research and documentation; 


• Work that meets most of the key assessment criteria; 
 • Work that shows room for improvement in several areas.

P


• Completion of key tasks at an adequate level of performance in argumentation, documentation and

expression; 


• Work that meets a limited number of the key assessment criteria; 


• Work that shows substantial room for improvement in many areas. 


N

• There are little or no evidence that the student understands the key expectations of the assignment.