Self-Positioning Statement (15 points):
Due September 29
This assignment is designed to help you understand positioning with the subject you know best you!
Remember, you are a brand. Itâ€™s critical to know your strengths and how to leverage them. Just as important
as your strengths, have a solid handle on your weaknesses so you can recognize opportunities for
Develop a positioning statement for yourself. While the statement should be concise (no longer than 1 page,
double-spaced, 12 pt font), it should capture your unique brand essence. You may position yourself towards
employers, business acquaintances, friends, and even your future wife/husband, or in-laws! Choose a useful
target and have fun with this assignment. Your document should include: 1) your target audience 2)
competitive frame of reference 3) PODs and 4) your positioning statement. Think strategically and creatively for
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2ND INDIVIDUAL ASSIGNMENT For your second individual assignment, please select your favorite television or print ad, and bring in a copy to show to the class (copies of print ads can often be found on-line, and TV ads often find their way to YouTube). In class, you will discuss the reasons you like the ad, why you think it works, who it is targeted to, etc. You will also turn in a 1-page written summary of the ad and why you believe it is effective.
TEAM ASSIGNMENT Your teamâ€™s first assignment is to identify a brand currently running a communication campaign. Collect copies of all of the media in use (TV spots, radio spots, print ads, website info, etc.), and analyze the campaign. Who is the target audience? Why was that target market chosen? What is the message being communicated? Once youâ€™ve identified the target and core message, evaluate the success of the campaign in reaching its intended audience and communicating the intended message. If it is missing its mark, what do they suggest as corrective action? If it is hitting the mark, why do you believe it is so effective?
TEAM PROJECT Each team will have the responsibility of developing an integrated marketing communications plan for a brand. The brand will be assigned in class, and the project will be conducted throughout the semester. Each team will developing their integrated campaign for the same brand, based on a client brief that will be presented in class. The project will have milestones along the way, including the development of ad mock-ups, storyboards, scripts, etc., with a written report and presentation at the end of the semester.
1. History & Background
2. Understanding your brand
3. Promotional Strategy
4. Integrated Marketing Communications
5. Advertising Agencies
6. Consumer Learning & Behavior
7. Promotions vs. Advertising
8. Media Options
9. Non-traditional communication
10. International Markets, Regulation, & Ethics
1. The New Beetle
2. BMW Films
3. Introducing New Coke
4. Product Team Cialis: Getting Ready to Market
5. (Product) Red
6. Dove: Evolution of a Brand