Brand portfolio assessment:
3 x 350 words
THUS a total of 1,050 words (+/-10%)
You may include in your portfolio the specific marketing communication examples you refer to (e.g. advertisements, press releases, website pages) in order to illustrate your point. However they are not part of your word count. Attach them as an appendix.
1.You are to choose a brand —–McDonalds( if you want to choose another brand, contact me and I will give you the brand list)
2.Questions: (if you want the question list, contact me)
1.Use the marketing communication literature to define personal selling, and briefly outline its role in marketing communication. Explain how your brand uses personal selling as part of its mix. Why do you think it uses personal selling?
2.Briefly define professional ethics [drawing on marketing communication or business literature]. Has your brand ever been associated with unethical practice of any sort [think Nike, McDonalds, football players etc.]? How did your brand deal with the situation?
3.Explain what a customer is [using the marketing communication literature]. Identify one customer segment that your brand is targeting and provide evidence to support your argument.
3. For each of your 3 x 350 word portfolio entries you will:
a) Respond to the question by DIRECTLY applying it to your particular brand. To do so, your response must combine:
primary sources (such as the brand website, press releases etc.)
academic and/or professional texts (books, journal articles etc), such as those found in your custom reading brick and via the UC library. You will use this to support your discussion of the theory or practice under consideration.
You will use these academic and/or professional texts (secondary sources) to support your discussion of your brand s marketing communication strategy. A minimum of TWO secondary sources must be provided.
Purpose of assignment:
The role of IPC is to introduce you to some of the basic theories and principles in marketing communication. Brand Portfolio (I) asks you to apply these theories and practices (as discussed in Lectures 2 “ 7) to your brand of choice. In doing so, it is designed to teach you to recognise and analyse real world marketing communication activities.
The purpose of this assignment is to enable you to:
1.understand the basic principles of marketing communication by applying real world examples to a range of theories and concepts
2.Recognise the use of marketing communication by brands in a variety of contexts and perspectives reflect on the many elements that make up a brand marketing communication mix
3.consider what may be required of you as a marketing communication practitioner
4.actively and thoughtfully select the most appropriate evidence to construct your argument
5.write with clarity and focus in order that you may best express yourself within limited parameters
Your Portfolio is graded holistically on the basis of the following criteria. It:
demonstrates that you have understood some of the key principles of marketing communication 2.illustrates your ability to apply marketing communication theory to practice
shows evidence of your capacity for independent and thoughtful research
displays applied critical thinking skills
is well written and referenced
adheres to academic standards
This is an example for brand portfolio:
Q:Define attention from the perspective of consumer behaviour theory. Can you provide two examples of how marketing communication is used by your brand to attract attention (as defined by the theory)?
A:Consumer behaviour theory argues that with consumers there is a tendency to see what one wants to see. This then translates to the idea of attention in marketing communication. For Bigpants (2010) attention is described as our ability to screen out or ignore a very large number of stimuli and so enable us to give our full attention to those which have some particular relevance or which strike a discordant note because of the contrast they make with other stimuli. (p.42) Attention therefore relates to stimuli being noticed by potential consumers; and, as mentioned the task of ensuring this in a marketplace with numerous competing stimuli can prove to be difficult.
According to Fishface (2009) attention generating devices in marketing communications can include Colour, Contrast, Movement, Novelty, Size and Sex. (p.180) The Toe Jam brand intertwines all of the abovementioned techniques to seek attention from potential customers through the use of Toe Jam promotional cars (e.g appendix 3). The bright contrasting colours used on the car as well as the novelty of a mini car shaped like a foot with a giant Toe provide an eye-catching and contrasting novelty. The cars are then sent out on the road with attractive branded girls inside. These two promotional strategies draw on the last two attention generating devices noted above -sex and movement. By designing tailored attention-seeking devices for its target market, Toe Jam provides a stepping stone, via attention, for brand recognition and association. As Weedy et.al. (2005) note, it is only after the stimulus has been given attention that practitioners have the opportunity to affect the individual s information processing, understanding, response and recollection of the message (p.88).
Another recommended strategy for attention generation is enabling exposure to the product when that product is of greatest relevance to its target market. Research has shown that we are more likely to notice stimuli that relates to one of our current needs (Kotler et al.,2006,p157). Two examples of this strategy from the Toe Jam brand are the door hanger and credit card promotions.
Toe Jam attracts attention by combining novelty with the concept of consumption situation via the use of university door hangers in exam weeks. The knock-knock scheme is put in place for residents who are studying on campus. Toe Jam door hangers, similar to those used by hotels, are distributed to students. If students want a Toe Jam Juice, they leave the hanger on the door and the promotional staff from Toe Jam return at a later date with a free drink. (e.g Appendix 4).
Another example of Toe Jam s attention generation is via distribution of credit cards to snowboarders and skiers at the end of snow runs, evidently targeting consumers when they are likely to be tired and thirsty. The Toe Jam credit cards enable recipients to receive a party pack of Toe Jam products and party novelties.
Not only does Toe Jam utilise such attention-grabbing devices as Colour, Contrast, Movement, Novelty, Size and Sex but they also place themselves in a time-of-need scenario where stimuli is more likely to be received.
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