Audience contact analysis

EBM SPRING 2017

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Exercise #1 Description & Instructions Audience Contact Analysis

Posting Due Date: February 5, 2017 Description: This exercise is designed to illustrate the numerous and diverse opportunities that companies/brands have to build awareness and brand equity with current and potential consumers by using audience contact points to reach their target market. Each of these audience/consumer contact points is an opportunity for marketing communications, and to assure that these communications are integrated, thereby presenting a unified and consistent brand image. Audience/ consumer contact points also provide an opportunity to build relationships with relevant audiences – both internal as well as external. Instructions:

• Choose a well-known company (category examples – automotive/ car manufacturer, bank/ financial institution, chain restaurant, supermarket, pharmacy, hotel chain, department store) and analyze how they are reaching their target audience. (You may NOT use American Airlines or any airlines because this is the example provided).

• List all consumer contact points/ ‘touch points’ ranging from simply seeing the company brand /company logo/signage or advertising to actually experiencing the brand/product/service offered by the company.

• Use the examples (American Airlines) presented in Instructor Announcements and in Chapter 1 in the textbook as a reference.

• Prepare a written analysis using the format specified in the Individual Worksheet posted in the Exercise folder on the Course Content page.

o The worksheet is in MS Word. Do not change this format. o Save it to your desktop and use the format to answer each question

using the space required to express your ideas concisely. o Your assignment should be no more than 2 typed pages. o Follow the format provided. (question & answer)

§ Exercise 1 submitted using any other format will not be accepted • Submit your assignment/Exercise 1 by the due date (February 5th) using the

specified worksheet format. Points will be deducted for late assignments. • Questions? Please email Professor Beristain using course mail/ Messages.