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This is it. This is your opportunity to show your skills and knowledge from the course. Have some fun with this assignment by being as creative as possible!
Hopefully, you understand the relationship and the differences between public relations and advertising, as well as how both disciplines fit into the overall marketing strategy. Apply your skills and knowledge to examine another brand from a different industry.
Remember, it is always about extensive research about the marketplace, the competition, and your customer’s wants and needs to fully prepare for an effective marketing strategy that includes a combination of public relations and advertising to make your brand known in a competitive global marketspace.
One element that is added to this assignment is essentially your report card on how you are doing. This includes the following:
Feedback: What does the customer think?
Evaluation: How is the campaign working?
Monitoring: What do you need to change in the future?
How do you know if your plan worked or is working? What do you need to change in the future to be effective? For example, if your brand’s image is not so favorable, how can public relations help with this? If the ad campaign needs tweaking, how can you add some Instagram or tweets to the plan?
For this assignment, consider these ideas to help you prepare and present. Polish it up through research and creation. Again, this unit is about bringing all of the research and knowledge together that you have gained since the beginning of the session about advertising and public relations and how these disciplines fit into the overall marketing of a product or service. Use the research and other academic ideas from the first four units, as well as your own research, to complete this assignment.
Include the following main elements with presentation details in this assignment:
Select a brand from the automotive or fashion industry.
Analyze the following ideas in your 3–5-page narrative.
Name 1 of the brand’s competitors.
Define 1 target market group.
Develop a main message intent to connect with the customer group. For example, your main message is safety features or high-quality fashion at an affordable price. Then, determine how more specific messages can be developed with this overall main message intent.
Show how the main message can be developed for the following communication channels (OPE):
1 owned channel (social media)
1 paid channel (advertising)
1 earned channel (public relations)
Explain how these channels connect with the targeted customer group.
Monitoring and analytics
What is your brand’s grade? How do you measure this?