Unit 1 Assignment: Trends
Compose a 23 page paper (plus Cover page and References page and using APA formatting) explaining the trends discussed by Zinkhan (1994).
Assignment Requirements:
· In your paper, discuss what trends have changed since this article was written.
· What trends have remained?
· What are some trends you predict will occur in advertising in the next 10 years?
· Use additional research to support your assertions.
Directions for Submitting Your Written Assignment
Save your Written Assignment in a location and with a name that you will remember. Submit your Written Assignment to the Unit 1: Assignment Dropbox.
Unit 2 Assignment: Case Study
Read the Smokey Bones & Fire Grill case study on page 673 of your textbook.
This case study illustrates how a declining brand utilizes a new advertising agency to increase traffic and sales by means of a new positioning strategy.
Write a 34 page paper (plus Cover page and References page and using APA formatting) utilizing the following format to analyze the case:
1. Identification of the Issues
· Identify the major opportunity/problem faced in this case.
· Identify the major decisions that need to be made.
2. External Analysis
· Evaluate factors outside the organization that should be taken into consideration when making a decision.
3. Internal Analysis
· Evaluate factors inside of the organization that should be taken into consideration when making a decision.
4. Alternatives
· Select possible alternatives to take advantage of the opportunities or solve the problems identified.
· Evaluate the strengths and weaknesses of each alternative.
5. Decisions and Implementation
· Propose a solution to the problem.
· Defend your proposed solution by citing information from the case and your textbook or from other knowledge that you have gained from your experience or research; be as specific as possible.
· Explain how you will implement your decision.
Directions for Submitting Your Written Assignment
Save your Written Assignment in a location and with a name that you will remember. Submit your Written Assignment to the Unit 2: Assignment Dropbox.
Unit 3 Assignment: Case Study
Read the Harvard Business School case study: A defense of direct-to-consumer prescription drug advertising. This case study focuses on the practical application of advertising in the setting of a specific regulated industry with a critical discussion of varying perspectives.
Write a 34 page paper (plus Cover page and References page and using APA formatting) utilizing the following format to analyze the case:
1. Identification of the Issues
· Identify the major opportunity/problem faced in this case.
· Identify the major decisions that need to be made.
2. External Analysis
· Evaluate factors outside the organization that should be taken into consideration when making a decision.
3. Internal Analysis
· Evaluate factors inside of the organization that should be taken into consideration when making a decision.
4. Alternatives
· Select possible alternatives to take advantage of the opportunities or solve the problems identified.
· Evaluate the strengths and weaknesses of each alternative.
5. Decisions and Implementation
· Propose a solution to the problem.
· Defend your proposed solution by citing information from the case and your textbook or from other knowledge that you have gained from your experience or research; be as specific as possible.
Assignment Checklist:
· Select possible alternatives to take advantage of the opportunities or solve the problems identified.
· Evaluate the strengths and weaknesses of each alternative.
· Defend your choice by citing information from the case and your textbook or from other knowledge that you have gained from your experience or research; be as specific as possible.
Unit 4 Assignment: Channel Management
Successful marketers know marketing communications strategies must be attuned to their end customers and to the trade channels through which they reach those customers. Some companies have attained great success by taking that realization further by making the channel the center of their corporate marketing strategy.
Read the article: Channel management: A framework for revolution.
Compose a 23 page paper (plus Cover page and References page and using APA formatting).
In your paper, address the following:
1. Evaluate the functions and responsibilities of channel members
2. Assess areas of potential conflict between intermediaries and producers.
3. Choose and judge a brand (not mentioned in the article) who exemplifies this method of making the channel the center of their corporate marketing strategy.
Directions for Submitting Your Written Assignment
Save your Written Assignment in a location and with a name that you will remember. Submit your Written Assignment to the Unit 4: Assignment Dropbox.
Unit 5 Assignment: Orlando Makes Me Smile
Successful marketers know that implementing marketing research both before and after a marketing campaign is executed is essential.
Read the Orlando Makes Me Smile integrated advertising campaign case study on page 670 of your textbook.
Compose a 23 page paper (plus Cover page and References page and using APA formatting).
In your paper, address the following:
Evaluate whether the campaign was successful by supporting your analysis with information from the case study.
Do additional research to learn what the Orlando/Orange County Convention and Visitors Bureau has done since more recently to advertise/market their product line.
Assess the Orlando/Orange County Convention and Visitors Bureau advertising and marketing strategy.
Offer your own proposed methods to support their success going forward.
Directions for Submitting Your Written Assignment
Save your Written Assignment in a location and with a name that you will remember. Submit your Written Assignment to theUnit 5: AssignmentDropbox.
Unit 6 Assignments: PEZ & Learning Journal
1. Go to the PEZ website at http://www.pez.com.
2. Learn about the company and its products.
3. Design a new advertising campaign to renew interest in the product. Consider all aspects of the marketing mix when designing your campaign.
4. Compose a 23 page paper (plus Cover page and References page and using APA formatting).
Directions for Submitting Your Written Assignment
Save your Written Assignment in a location and with a name that you will remember. Submit your Written Assignment to Unit 6: Assignment Dropbox.
Unit 6 Learning Journal
In this weeks Journal, reflect on an advertising campaign that you feel was unethical and should never have been allowed to run. Do you believe all advertising campaigns should be reviewed by some sort of government agency before being allowed to run? Or should consumers be the ultimate review board, deciding if they dislike an ad campaign, they simply do not buy the product?
Requirements:Your reflective Journal article should consist of a minimum of 300 words and no more than 500 words. The Journal must be concise, well-written, and demonstrate a thorough understanding of the question asked. This Journal exercise provides you the opportunity to demonstrate your knowledge of this weeks lesson and to reflect how the unit pertains to you, personally, now and in your future career goals.