COMMUNICATION THEORY AND MARKETING ADVERTISING

COMMUNICATION THEORY AND MARKETING ADVERTISING

 

QUESTION 1
Gutenberg’s Galaxy
As Postman says (p. 31), “Thou shalt not write down thy principles, still less print them, lest thou shall be entrapped by them for all time.” His point is that putting things in print makes the nebulous concrete and forces the communicator to stand forever in relation to the printed document. This brings out one of the powerful impacts of print technology—its permanence as a social memory. What might have been forgotten now becomes a permanent reality. Can you identify a circumstance in your own life where putting something in text led to bad consequences as circumstances or contexts changed? How did the readers relate what you wrote under one condition when you were now under a different condition (and texting drunk does not count for this exercise)? What did the medium do to your expression and how might you have changed what you wrote now that you have experienced the negatives of its permanence?

Write a substantive response of at least 150 words that explores your answer. Provide evidence or examples. You may wish to refer to something you have read. If you do refer to something you have read, make sure you use a proper APA reference.

Once you have responded, please read the responses of your fellow students. Then reply in ways that explore in greater depth the issues each student raises.
150 WORDS PLUS REFERENCES

QUESTION 2
The Textual Mind
One of the points we are generally ignorant of, but which Postman wishes to draw to our attention, is how texts shape our thinking. Texts are much easier to follow logically and sequentially than are oral narratives (the major preceding way of communicating), and allow the development of long, tedious and carefully logical thought developments. We have all run across the long boring memo, but we need to think about how much information is carefully packed into that long boring memo that could not be communicated orally. Think about what your work would be like if information was only transmitted orally. How would you help people remember your points and what would people need to tell you (and how often) in order to get your work done? Could you even do your work? What are the differences in thinking that would help people remember your spoken words the same way they can refer to your written words? What is the difference? How much easier is it to write logically what would otherwise be hard to communicate? What do you come to expect from the communication of others because of this possibility? How do you think because of texts? (And do you now begin to understand why we make you write so many essays?)

Write a substantive response of at least 150 words that explores your answer. Provide evidence or examples. You may wish to refer to something you have read. If you do refer to something you have read, make sure you use a proper APA reference.

Once you have responded, please read the responses of your fellow students. Then reply in ways that explore in greater depth the issues each student raises.
150 WORDS PLUS REFERENCES
MRKT 302 – ADVERTISING ASSIGNMENT

QUESTION 1
Sales promotion can be a very effective tool to build brand awareness. Contests are a form of sales promotion, and increasingly companies are combining this approach with digital applications and social media. Take a look at this link. You’ll find out who the advertiser is at the end – don’t want to spoil it. (You may have seen this already via social media links you’ve been sent). Once you’ve viewed it, follow the link to the website at the end of the video ad have a look at the site, the promotion and tell us what you think about it. You may also wish to Google search a little more on the topic, since there has been quite a bit written about the creative approach since the segment went viral.

150 WORDS PLUS REFERENCES
QUESTION 2
Discuss the pros and cons of coupon advertising. Since less than 2% of coupons are redeemed why are coupons used?
150 WORDS PLUS REFERENCES

QUESTION 3
ONE PAGE ESSAY
The chapter discusses how sales promotion can be used to contribute to the development or maintenance of brand equity by developing a promotional offer that is consistent with the image or positioning of a product or service. Find an example of a contest, sweepstakes or premium offer that a marketer is currently running and analyze the promotion with respect to how it contributes to brand equity. You can find examples of contests, sweepstakes or premium offers in magazine ads, free standing inserts (FSIs) in the Sunday newspaper, or on the Internet. Your analysis should include a discussion of the image or positioning the marketer is using for the brand and how the promotional offer supports the advertising campaign being used for the brand. The paper should be 250-350 words.
ONE PAGE PLUS REFERECES.
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