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Assessment 1 – Your Favourite Brand: Developing Marcomms Wor
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Assessment 1 – Your Favourite Brand: Developing Marcomms Worth 20% Specific task: Creating marketing communications for your favourite brand, Image evaluation and creative marketing communications development. Pick a brand or product that you personally like and assess their current market situation and then create some marketing communication content to promote the brand image to their key target markets. Specifically, to do: PART 1: Using the following Headings: 1. Describe the brand and what it means to you? Why do other people like it? 2. Provide a very brief company description/history For this section you will need to: (1) Identify its typical customers. Make sure you provide evidence to support your argument e.g., blogs, forums, articles etc. (2) Identify its competitor set and who is the biggest threat and why? Make sure you provide evidence to support your argument e.g., blogs, forums, articles etc. (3) Do a Marcomms Audit and Assess the current image of the product or brand by providing examples of its current advertising (Television, print and social media) and identify its positioning in the marketplace against its competitors image. Importantly JUSTIFY how you came to that conclusion. (4) Do a positioning statement for the brand/product using Rossiter et al’s, Rossiter and Percy Grid, T-C-B model, I-D-U models(where appropriate). (5) On the basis of your positioning statement please describe its brand promise to its target market. NB: Part 1 Word limit up to 750 words PART 2: (Worth 10 marks) 1. CREATE a Television advertisement, a magazine advertisement and 2 social media marcoms that suits your brand and justify how it would suit the brand image and appeal to the intended target market. Use Rossiter et als creative approach to explain in specific detail why you used specific design elements in your advertisements 2. Further, explain you know it will be actually seen by the intended target audience by briefly explaining their media consumption patterns. Part 2: Word limit up to 500 words Submission Format of the 6 page report 1. Individual work is expected … this is not a group assignment. 2. Submit a PDF document via Moodle and Turnitin with: • A maximum of 6 pages of text (1250, line spacing Font 12, margins of all around, Times New Roman) as the main body of the assignment. IMPORTANTLY Appendices are not part of these 6 pages and can be as long as you need them to be. Your ads should be attached here. • No handwritten work will be accepted 3. You are to include/do: • An executive summary – NOT counted as a page • Title page – NOT counted as a page • Table of contents – NOT counted as a page • Reference page- with a detailed list of references (must include list of all references to materials used (., websites, databases, government publications, industry reports, journal articles, books). • Use the Harvard referencing system – see attached pages. • Relevant appendices • Relevant tables, graphs, charts, etc.
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