Assignment 4: Communicate the Value (10%)
Introduction
This assignment has been designed to help you integrate and apply the marketing concepts, terms, and information you have learned up to this point. These concepts provide a foundation on which other course concepts are built. Assessing your comprehension will help ensure that you are on track to successfully complete the course. This assignment is worth 20% of your final grade in the course.
4.1: Advertising Critique (45 marks)
Suggested time:1.0 to 2.0 hours
Length:Please write your response in essay format and/or point form as appropriate and limit your response to 2 pages using 1.5 line-spacing. If you need to include a table, attach it as an exhibit or appendix.
Assessment:This part of the assignment will be assessed using the following criteria:
Depth of insight and analysis
Support for the conclusions drawn
Use of course concepts
Demonstration of critical thinking
Select, from any medium, two advertisements: one that you think is effective, and one that you think is not effective.
Attach the ads to your assignment. Indicate where the ads came from and what media was used. Where was the ad placed (in what part of the magazine or newspaper, or when it was aired on television or radio, or was it part of digital media?)? (5 points)
Describe and then critique each of the two ads separately. Use the eight headings below when you critique each ad. (15 points for each ad critique)
For each ad, describe the actual or perceived value created for the target audience. Explain what leads you to this conclusion. (10 points)
4.2: Communication Brief (50 marks)
Suggested time:3.0 hours
Length:Please write your response in essay format and/or point form as appropriate and limit your response to three (3) pages using 1.5 line-spacing. If you need to include a table, attach it as an exhibit or appendix.
Assessment:This part of the assignment will be assessed using the following criteria:
Depth of insight and analysis
Comprehensiveness of the recommendations
Use of marketing concepts and analysis to support the recommendations
Choose one of the 4 vineyards listed below and assume the role of the director of marketing and think about how to improve upon their current level of success. You will need to do some research on the Internet to gather additional information about the organization.
You will need to do some research on the Internet to gather additional information about the organization.
Develop a Communication Brief for the next phase of your chosen vineyard’s branding strategy, foronetarget audience that you think is important to their growth.
Describe each element in the Communication Brief and provide a rationale for each of your recommendations using consumer behaviour insights, marketing concepts, and analysis.
Assume that you have a $100,000 budget to develop an Integrated Marketing Communications plan.
In your Communication Brief describe and provide a rationale for each of the following points:
Target audience profile (5 points)
Communication objective(s) (5 points)
Overall communications strategy (5 points)
Positioning statement and key messages (5 points)
Positioning map (5 points)
Communications tactics (5 points)
Communications mix to support your strategies (5 points)
Suggestions for creative concept and execution (5 points)
Budget allocation (how much money you will allocate to different elements of the communications mix and why) (5 points)
Describe the actual or perceived value created for the target audience. Explain what leads you to this conclusion. (5 points)
4.3: Report Structure and Presentation (5 marks)
Remember, you will be judged by the structure, clarity, presentation, and quality of your work. Prepare and present your assignments in a formal manner suitable for business.
To ensure the quality of your written work, refer to theAssignment and Final Project StructureSection.
Assessment Criteria
The assignment will be evaluated using the following performance criteria:
Content—Address all points of information as outlined in the criteria and content for the assignments and Final Project. Incorporate specific references to readings, theories, ideas, and feedback that assisted you in rethinking your experiences and increasing your awareness of your marketing skills.
Knowledge—Demonstrate your knowledge, understanding, skills, and perspectives on the course’s learning materials by applying them in the assignments and Final Project. Link theory and practice by applying what you learned from the readings, reflections, and practical application of your new marketing skills and from discussions with your fellow students.
Theory & Practice—Demonstrate the connections between the work of others (course materials, readings, activities, and discussions) and actual organizational principles, practices, and processes. Go beyond general descriptions. Be thoughtful and critical in your analyses, conclusions, and recommendations.
Critical Thinking—Use reflective, logical, and rational thinking to gather, combine, process, interpret, and analyze the information to develop a reasonable conclusion. Provide examples to support your comments and observations. Be specific and concrete. Tell a complete story. Avoid generalizations. Support a statement with a specific example that demonstrates your understanding and skill.
Completion Guidelines
Submit your Assignment using the Assignment tool accessible via the "This course" menu and selecting "Assignments." Be sure to save your assignment as a Word document and name it: MKTG 2431_Lastname_Assign4_CourseCompletionDate.
Reminders before submitting assignment:
Did you put your name, student number, and your course completion date on the cover page of the document?
Did you submit all parts of the assignment in one Word document to your Open Learning Faculty Member?
Did you complete all the required elements?
Did you use concepts, information, and terminology learned in this course?
Did you support your statements with specific examples?
Did you cite references, using correct referencing format?
Did you ensure that there are no spelling mistakes?
Is your report grammatically correct, clear, and well organized?