Exercise 1

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. 

Exercise 1 Instructions:

Choose a well-known company (category examples – airline, automotive/ car manufacturer, bank/ financial institution, chain restaurant, supermarket, pharmacy, hotel chain, department store) and analyze how they are reaching their target audience.

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 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 on-line in the Discussion Forum under Instructor Announcements. 

                  > The worksheet is in MS Word.

                  > Save it to your desktop and use the format to answer each question using the space required to express your ideas concisely.

                  > Your assignment should be no more than 2 typed pages.

                  > Follow the format provided. (question & answer)

Exercise 1 submitted using any other format will not be accepted.

Below are the detailed instructions attached

PLEASE READ ALL OF THE INSTRUCTIONS TO FULFILL THE ASSIGNMENT