Brand Image and Failed Brand Extensions
BUS506 Strategic Integrated Marketing Communications
Unit 1 Discussion
Brand Image and Failed Brand Extensions
Conduct some research on famous product brands that have launched a failed brand extension. In your main post:
Provide a summary of the brand and the brand extension that failed.
Discuss what you believe to be the cause for the brand extension failure?
What effect do you believe this had, if any, on the overall brand image?
Review some of your classmate’s posts and provide feedback on their brand summations and reason for brand extension failure.
Be sure you review the discussion board rubric for details on all grading criteria.
BUS506 Strategic Integrated Marketing Communications
Unit 2 Discussion
Segmenting customer group
Go to the Internet and pick two (2) different company websites that interests you. For each website:
Provide the URL (web address)
Describe what segmentation strategy the company is using.
Describe the target market for the website and justify your answer.
Define what communication objective you think the company is trying to accomplish?
Which company do you believe has the most effective approach and why?
Next, check out 3-4 of your peer’s choices and debate your position and theirs.
BUS506 Strategic Integrated Marketing Communications
Unit 3 Discussion
Advertising Management Process, theory and intended value
Let’s imagine you are the marketing creative for a smaller less known running shoe manufacturer. You have been tasked with the goal of building more brand awareness for a new line of running shoes – how would you use the advertising management process and relevant theory to help you compete with a top competitor like Nike? List and define the steps in the advertising management process as you understand them and 1 theory that might help guide your brand awareness goal.
As you read the posts of your classmates, discuss their process and theory and provide possible challenges that could arise in reaching their goals, be sure to justify your feedback by addressing why the challenge should be considered – share new insight gained from reading others’ ideas.
BUS506 Strategic Integrated Marketing Communications
Unit 4 Discussion
Oreo Turns 100 In 2013, Oreo cookies celebrated its 100th birthday.
The campaign included original music, a strong traditional media presence, and the addition of social media.
Go to the internet and search for a 100th Oreo birthday advertisement. Your media can be either traditional or digital format. Share the item in your post (e.g., if a video/TV Commercial provide the link, if an image/Ad provide the image link or scan of ad.
When thinking about the advertisement media you selected above, what reaction did you have?
Who do you think is the target market for the advertisement?
From the perspective of a marketer, can you think of a better way to advertise Oreos than this 100th birthday campaign mentioned above? Can you think of an alternative way to advertise Oreos? Provide your reasons for your choices/combinations of strategies and state why you think your strategy would be effective.
Provide feedback on the ideas and proposed media strategies of your peers.
BUS506 Strategic Integrated Marketing Communications
Unit 5 Discussion
Social Media Marketing In your own words define social media marketing
Share an example of a brand that you think uses social media marketing very effectively. What techniques do they use and what makes them so effective? Is it important for brands to listen to social media chatter? Why or why not? Can this “chatter” add value to your IMC program? If yes, describe how it adds value, and if no, explain why not.
Discuss and debate the different brand examples shared by your peers. Do any common strategies (or themes) emerge?
BUS506 Strategic Integrated Marketing Communications
Unit 6 Discussion
Database Marketing
What is the marketing value in having a database with customer information? How can this data be used to create relationships with customers? Provide an example of a company you believe is using customer data well in their marketing efforts.
Review and discuss the different values on customer database data and companies shared by your peers.
BUS506 Strategic Integrated Marketing Communications
Unit 7 Discussion
Event Marketing Build Brand Excitement
Go to the internet and find a marketing campaign that used an athlete, singer, actor, or other type of celebrity. Discuss the campaign and what it was about then discuss whether it was effective or ineffective and why. Do you think the use of celebrity created excitement for the customer? Why or why not? Was the campaign trying to create new customers or build brand loyalty? Support your position with evidence.
Next review several of your peers and discuss their campaign choices and summaries.
BUS506 Strategic Integrated Marketing Communications
Unit 8 Discussion
Who regulates marketing communications
Search the internet or library resources for an article about a company that used deceptive marketing practices. Provide the article link (or citation) and summarize the article. Discuss what agencies were involved in determining the deceptive claims and what actions were taken against the company. How did the company respond, and what actions did they take to rectify the situation with their customers?
Then review several of your peers’ postings and discuss their findings and outcomes of the companies they researched.
BUS506 Strategic Integrated Marketing Communications
Unit 2 Assignment
Part 1 – Product Line and Logo Selection
Part 2 – Segmentation Process, Positioning, and Budget
For this assignment you will develop a brand name and logo that stands out from the competitors and that takes
into account the current trends in that industry,
The requirements for your paper are:
• Choose a product category below:
o New Line of Eyeglasses
o New candy bar
o New line of energy drink
o Other – you can choose a product or service of your choice if it is applicable to you or your career.
• Next, create a brand name for your product category. The brand name should be appropriate for the product category. Provide a brief rationale for your brand name’s appropriateness for the product line.
• Using the internet conduct research to identify 3 key competitors and make a case for why your brand name will stand out among the competitors identified. Note the changes or current trends of the industry you are choosing to focus on with your product category.
• Finally, design (a hand sketch is fine) a logo that communicates your brand name and product category, and that will fit nicely on your product’s packaging. Describe the type of reaction or connection you want your customers to associate with your logo and your brand/product.
This section will be 1-2 pages with creative (logo design), double-spaced (excluding cover and reference pages),
APA formatted pages and source citations, Times New Roman font, 12 point.
Students: Be sure to read the criteria, by which your paper/project will be evaluated, before you write,
and again after you write
For this assignment you will build on your part 1 to add your segmentation process, approach to
positioning, and the appropriate communication budget.
The requirements for your paper are:
• Segmentation
• Hint: when choosing your segmentation types, be sure you consider the
product’s key features and benefits –who is most likely to use or benefit from it.
Consider if this is a “need” or a “want” product as that can also support its own
segment.
• First, pick at least 2 segmented groups from these choices from our reading:
demographic, psychographic, generations, geographic, geodemographic,
benefits, and usage.
• Next, provide a brief rationale for each group you chose and describe the key
traits of the chosen segmentation – consider what features or benefits are likely
to appeal to them – clearly justify your choices.
• Approach to Positioning
• First, from the available choices outlined in our reading, choose the approach
positioning that most effectively correlates to your product or service.
• Then justify your choice by explaining your rationale behind the approach you
chose.
• Next, discuss the marketing objective(s) you are trying to achieve with your
product (increase profits, reduce inventory, gain market share, develop brand
awareness, increase category demand, encourage repeat purchases).
• Then explain the communication objective(s) your positioning approach will have
that supports the marketing objective.
• Budget
o When determining what communications budget to establish, you must consider
your objective(s) discussed in the “Approach to Positioning” portion of the
assignment. Using the available budget types in the course readings, choose
one based on your marketing objective(s), communication objective(s) and
positioning approach.
o Be sure to explain your choice of budget and illustrate it supports the objectives
and approach.
This section will be 2-3 pages double-spaced (excluding cover and reference pages), APA
formatted pages, Times New Roman font, 12 point.
BUS506 Strategic Integrated Marketing Communications
Unit 4 Assignment
Part 3 – Messaging Strategy, Appeal Selection, & Design
Part 4 – Media Strategy Selection
For this assignment you will build on your paper from part’s 1 and 2 to add your primary messaging strategy, the primary appeal selection(s) and showcase specific design elements that tie these concepts together.
The requirements for your paper are:
• Messaging Strategy – with your product and target in mind – you will select the primary messaging strategy that you will use from our reading.
• Appeal Selection – with your product and target in mind – you will choose your primary advertising appeals that you will use from our reading. You can select more than one appeal if it is appropriate.
• Mock Design – using the brand name, product choice, and logo developed in Unit 1, you will design a mock media specific advertisement – be creative and have fun! Be sure you identify the media for which the ad will appear (examples of campaign media: TV, Print, Billboard, Out of Home, Email, Direct Mail, Flyers, Signage, In-store, Social Media)
• Narrative – provide a short narrative of your advertisement explaining your choices of messaging strategy, appeals selection, and how the design of your ad fits the appeals selection. Note the messaging strategy and appeals selection must be evident in the design and copy. You can hand sketch this or use design software – simply save the image and insert this into your document along with the required narratives.
This section will be 2-3 pages double-spaced (excluding cover and reference pages), APA formatted pages, Times New Roman font, 12 point.
This will be the fourth part of your major project paper. Building on what you have prepared in part’s 1-3, in this section you will choose the appropriate media strategies to reach your intended audience.
• Using the traditional and digital media options from our reading, select 3-4 advertising mediums.
• Provide a brief rationale for each of your choices. Be sure to justify the goal of the media strategies and intended audience of each strategy.
This section will be a paper that is 1-2 pages, double-spaced (excluding cover and reference pages), APA formatted pages and source citations, Times New Roman font, 12 point.
BUS506 Strategic Integrated Marketing Communications
Unit 6 Assignment
Part 5 – Social Media & Alternative Media
Part 6 – Personal Selling Strategy and Sales Promos
Part 7 – Reducing/Preventing Negative Brand Image
You will continue to build onto the previous parts from weeks 1-5. This is a 2-part section where you will select social media and alternative media strategies.
Section 1:
• Identify 3 different types of social media marketing for your program.
• Validate your selections by writing a short narrative that discusses the value they will bring to your program and why you chose them over other forms.
Section 2:
• Identify 2 different types of alternative forms of marketing for your program.
• Validate your selections by writing a short narrative that discusses the value they will bring to your program and why you chose them over other forms.
• Discuss and justify a type (or multiple types) of loyalty incentive program(s) you plan to provide to customers to maintain their devotion to your product.
This section will be a paper that is 1-2 pages, double-spaced (excluding cover and reference pages), APA formatted pages and source citations, Times New Roman font, 12 point.
You will continue to build onto the previous parts from weeks 1-5. This is a 2-part section where you will select a personal selling strategy and a sales promotion.
Section 1: Personal Selling
• Select a personal selling strategy from our reading that supports your product.
• Validate your selection by writing a short narrative that discusses the personal selling strategy and why you chose it over other strategies.
Section 2: Sales Promotion
• Select a sales promotion strategy for your product. Some examples are a coupon, a themed sale, or special pricing.
• Validate your sales promotion by writing a short narrative that discusses the promotion and why you chose it over other forms.
This section will be a paper that is 1-2 pages, double-spaced (excluding cover and reference pages), APA formatted pages and source citations, Times New Roman font, 12 point.
You will continue to build onto the previous parts from weeks 1-5. In this portion of your paper, you will discuss a strategy for reducing or preventing negative brand image should a negative situation occur.
After reading about the proactive and reactive strategies to prevent/reduce negative brand image in our readings:
• From our reading, select a damage control strategy that you would use to prevent or reduce image damage should a negative situation occur. In your own words, briefly describe/explain the strategy as it relates to your brand and product line. Provide example(s) to illustrate the strategy.
• Provide a brief narrative explaining why you selected this strategy over other options.
Consider scenarios or situations in which the selected strategy might not work as planned. Explain how you might respond.
This section will be a paper that is 1 page, double-spaced (excluding cover and reference pages), APA formatted pages and source citations, Times New Roman font, 12 point.
BUS506 Strategic Integrated Marketing Communications
Unit 8 Assignment
Part 8 – Measure What Matters and Final Paper
You will continue to build onto the previous sections from weeks 1-6. In this portion we will wrap up the paper (compile all edited parts) and prepare an evaluation strategy, conclusion, and executive summary.
Section 1: Measurements
• Summarize the metrics you will use to evaluate your product’s IMC program and what data you plan to collect to measure the effectiveness of your IMC program and strategies.
Section 2: Conclusions
• End your paper with a brief section summarizing major points and conclusions.
Section 3: Executive Summary
• Prepare a brief (about 250 words) executive summary at the beginning of your paper that touches upon major paper concepts and content. *Note this is always written last.
Last Step: Final Paper
• Combine all parts (1-8) and submit a final polished document without track changes, all edits made in proper APA format.
This section and final product will be a compiled paper (all previous parts with all feedback incorporated), double-spaced, APA formatted pages and all source citations used for every section compiled, Times New Roman font, 12 point.
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