Marketing

Marketing

INTRODUCTION TO MARKETING AND ADVERTISING

Module: INTRODUCTION TO MARKETING AND ADVERTISING
ASSESSMENT TWO
This assignment will focus on Marketing Communications and Promotion, and provides you with the opportunity to evaluate different media, consider selected advertising campaigns, and discuss social marketing. As a result you need to relate theory to practice, and to help you achieve this it is extremely helpful if you try to see some television advertising, as well as look out for other types of promotional activity upon which to comment.
TASKS TO BE UNDERTAKEN
PART ONE: Marketing Communications
This section is focusing on advertising and promotional techniques, evaluating methods and media, and seeks to explain why some media is more appropriate than others according to budget, target market and marketing objectives.
• Describe the marketing communications campaign and media you would advise for a major launch of a new environmentally friendly, ‘greener’ car. Evaluate the media recommended for a high budget £50 million campaign, requiring a mass UK coverage for a new flagship brand of hybrid car. You should describe the main benefits of the media chosen, and show how these would enable the manufacturer to reach the proposed target markets. You should support your answer by selecting a particular make (brand) of car and evaluating the campaign and media used.
• Explain the media most suitable for a small local restaurant to promote its re-opening in Lincoln. It has a minimal budget of only £4,000, and needs to maximise on the youthful target market it seeks to attract. Using a range of media and promotional techniques and justify your selections.
• The third category is a Charity for the protection of cats. It needs to raise funds for it to be able to continue to exist and operate. You need to consider how it could successfully attract donations and other help from people interested in its mission to look after animals, often using a range of fundraising techniques. In doing this, the Charity has virtually no money to spend on promotion, and so must create imaginative ways in which to communicate with its potential supporters. Explain how this could be achieved.

PART TWO – Sponsorship and use of Celebrities
Select a leading sports personality (or team), from any sport likely to have significant television coverage throughout the season, and evaluate the effectiveness of a major sportswear company sponsoring that individual or team. Give specific examples of the company and its sponsorship (past and present), and discuss the purpose and suitability of sponsoring celebrities. Explain how this form of exposure can successfully link the brand to its target markets.

PART THREE – Social Marketing
Often it is the Government that undertakes social marketing campaigns in an attempt to change behaviour in society. Issues can be anything from health to crime, or the way in which we use the National Health Service (NHS). Sometimes however, companies also try to promote social marketing, such as lower usage of water or better recycling.
TASK: STOP SMOKING CAMPAIGN
A current campaign, with television and magazine advertising, is trying to encourage people to stop smoking. Evaluate the effectiveness of Anti-Smoking campaign – will it influence people and encourage them to stop smoking? Do shock tactics work in such cases where the adverts have to be very explicit – after all, even the packaging is clear enough, Smoking Kills? You will need to watch the advert on TV or YouTube and discuss its approach.

For all the above tasks, make sure to evaluate the particular strengths and weaknesses of the examples of the media used, while also selecting named brands / companies where appropriate to emphasise the key points.

 

 

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