Part -1:
A Message Without Words
Select one (1) of the picture ads from the Benetton advertisement images document, located in the online course shell. Assume you are the project lead at Benetton. You and your team are tasked with revitalizing a social conscious campaign to address a world issue Benetton wants to draw attention to.
Write a ten to fifteen (10-15) page paper in which you:
1. Copy or re-create the picture advertisement and include it on the title page.
2. Craft a message for this image and its appeal to the public on behalf of Benetton.
3. Define the goal of this campaign and the targeted audience with supporting rationale.
4. Develop a model for the advertisement strategy you will use and briefly discuss each stage of the model.
5. Formulate an integrated marketing communications plan that communicates the message to the targeted groups. Within this plan, be sure to address:
a. The technologies used along with expected benefits of each.
b. How the message and goals will be promoted.
6. Decipher and select at least two (2) types of individuals, groups, companies, etc., that you reach out to gain support for the campaign. Be sure to discuss the expected benefits that accompany each external partner you identified.
7. Use at least five (5) quality resources in this assignment. Note: Wikipedia and similar Websites do not qualify as quality resources.
The specific course learning outcomes associated with this assignment are:
- Formulate an integrated marketing communications strategy to support a firm's marketing objectives that incorporates an effective media plan, direct marketing and Internet-based applications, and other promotional activities to effectively communicate with customers.
- Develop an organizational concept to execute an integrated marketing communications strategy.
- Analyze audiences, assess alternatives, and develop needed sales promotional, public relations, and publicity actions to support an integrated marketing communications strategy.
- Integrate creative strategies into planning, developing, implementation, and evaluation of an advertising approach.
- Use technology and information resources to research issues in integrated marketing communications.
Write clearly and concisely about integrated marketing communications using proper writing mechanics.
Grading for this assignment will be based on answer quality, logic/organization of the paper, and language and writing skills, using the following rubric.
Part -2:
A Household Name
One of the ultimate goals of marketing is to generate sales and translate the message or product into something the targeted market embraces. Write an eight to ten page paper in which you:
1. Argue the significance or need of a salesperson to push products. Address whether or not the type of product makes a difference with an example.
2. Consider the expectation of a sales professional and discuss if this is a position you would be interested in. Provide support for the claims you make regarding the career.
3. Develop a policy that you would use to ensure you remain ethical in your advertising activities.
4. Compare and contrast public relations, publicity, and corporate advertising, and discuss the value each presents along with an example for each one that you think has been executed well.
5. Think about the role of publicity and speculate whether or not you think publicity will be impactful in the future. Be sure to discuss what factors you considered when developing your response.
6. Use at least five (5) quality resources in this assignment. Note: Wikipedia and similar Websites do not qualify as quality resources.
The specific course learning outcomes associated with this assignment are:
- Summarize the ethical and regulatory considerations in marketing communications, and develop approaches to maintaining appropriate ethical and regulatory standards in marketing operations.
- Use technology and information resources to research issues in integrated marketing communications.
Write clearly and concisely about integrated marketing communications using proper writing mechanics.