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Review the campaign based upon the headings below (applying learnings from the unit Modules)
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As the campaign has been executed, the information should be available in the literature. Use a variety of sources and apply the APA or Harvard referencing.
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Apply theories, concepts or models from the Percy-Rosenbaum-Elliot chapter readings (where applicable)
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The sections are abridged versions of the Online Topics, so adhere to the format in terms of structure, content and application of academic/industry sources.
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Word count: 1500-2200 words (excluding references)
- Introduction
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Who is the client/brand? (from the literature)
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What are the problems or opportunities faced with their brand/product/service? (source from the literature)
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What were the creative executions and media employed (source from the literature & refer to Module 8)
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Review the common themes/thread from various sources of the merits/ advantages of the campaign (apply learnings from Module 2 – Online Topic 1)
- Understanding the Target Market (apply learnings from Module 5)
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Who were targeted? (source from the literature)
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Apply any theories, concepts or models from Chap. 6
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Areas to consider – demographics, psychographics, attitudinal, personality, knowledge, loyalty, category usage behaviour, beliefs about the brand, brand buying intentions, VALS framework, etc. etc.
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There is no need to address all the above – so be selective
- Determining the Positioning (apply learnings from Module 6)
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What was the campaign’s positioning? (source from the literature)
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Apply any theories, concepts or models from Chap. 8
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What are the competitors’ positioning?
4.
The Communication Strategy (apply learnings from Module 7)
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What were the communication objectives? (source from the literature)
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Apply any of theories or concepts or models from Chapter 9
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Use the 4 communication effects of category need, purchase intention, brand awareness and brand attitude
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Consider the Rossiter-Percy Grid
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