mkt HW
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MKT 220: Module 7 Homework Assignment
PART I:
Directions: An advertising objective is the specific communication task that a campaign should accomplish for a specific target audience during a specific period. Find three different advertisements and evaluate the advertising objectives of each one. It can be any type of ad—print, web ad, commercial, etc.—as long as you can include a copy as part of your assignment as either link or an image. Students may not use Apple advertisements.
Answer the following questions about each advertisement. You should dedicate at least two paragraphs to each advertisement.
- Who do you think the specific target audience is for the ad?
How is the ad “selling the sizzle, not the steak;” e.g., what are the attributes for the product and service being sold in the ad? What are the benefits?
What is the ad’s unique selling proposition?
Was the message in the ad well executed in your opinion? Why or why not?
PART II: Marketing Plan Development (Continued)
Directions: For this course, you will be developing a marketing plan for a new product (or service). Each week, you will develop a different part of the marketing plan. The marketing plan will become your final project.
You will need to access the Module 7 Homework Assignment Template in order to complete this assignment. The Module 7 Homework Assignment Template appears on the Homework Assignment Introduction page in iBoard.
Continue analyzing and developing a marketing plan for the same product that you selected in Module 1. For this week’s assignment, you will be discussing the potential customers for your product.
You will write an essay that is two to three pages in length and describes the decision-making process and consumer behavior of your potential customers. Please discuss whether your product would be suitable for a business market. Please ensure that you have at least two references to the textbook. You may also use other resources found in the LIRN library. Please visit the Academic Resource Center for instructions on how to use LIRN.
Please ensure that your paper includes the following topics:
- Explain the elements of the promotional mix for your product and include advertising, public relations, sales promotion, and personal selling. Explain your concept of the competitive advantage of your product (or service) in relation to your promotional strategy.
Describe how you will affect the consumer’s decision making process, which are initiated and propelled by the promotional activities, including (1) attention, (2) interest, (3) desire, and (4) action.
What is the goal of your advertising campaign? Identify the product’s benefits, develop possible advertising appeals, evaluate and select the advertising appeals, and describe how you will execute the advertising message and how you will evaluate the effectiveness of the campaign. Will you use a push or pull strategy?
Finally, select your media mix. Ensure that you discuss the Internet and how you will use it in your marketing campaign. Consider your budget.
