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Assignment: Application: Promotion and Digital Media

Assignment: Application: Promotion and Digital Media

One key characteristic that distinguishes a service from a good is intangibility. A service, therefore, cannot be perceived by the senses as easily as a product.

Promotion often utilizes images and pictures in the process of achieving strategic goals. But with a service, there may not be anything physical to photograph. As a result, when promoting a service, a company must often use symbols to represent the offered service.

For this week’s Application, select three organizations that you have seen advertised (select at least one service and one product among the three organizations). For each of the organizations, review its website, specifically focusing on the digital media used to market its products or services.

By Day 7

Submit a paper using APA style that addresses the following:

·         Explain how these organizations make use of digital media to represent their brand to specific segments of the market. Describe the symbols each of these organizations employs.

·         Provide an explanation of the intended messages the symbols convey to potential buyers. Use specific, direct evidence and examples to support the assessment.

·         Explain how the symbols being used in the digital media attract or align with the targeted segments. Your analysis may find that the symbols do not align with the targeted segment; if so, be sure to explain why.

Be sure to support all of your conclusions with references to this week’s Readings, your own research, and—if applicable—your own experience.

Guidance on Assignment Length: Your paper will typically be 2–3 pages in length (1 to 2 pages if single spaced) (excluding title pages and reference). Refer to the Week 6 Application Rubric for this assignment for specific grading elements and criteria. Your Instructor will use this rubric to assess your work.

Sof-A-Logue

Deliverable Length: 6 pages

Read the following course scenario.

*********************************************************This assignment is based on the Sof-A-Logue scenario linked above.*********************************************************

Managing a Marketing Project

When a company focuses on organic growth to build its revenues, scanning the competitive landscape is important to develop unique points of differentiation that make the product stand out. Understanding a company’s competition also helps the marketer shape the value proposition, or the reason why the target market should buy the product or service. In other words, why should a consumer buy your product?

You decide to meet with you marketing team to start brainstorming ideas for Sof-A-Logue.com. Your team includes 3 branding managers, responsible for specific product lines; 2 graphic artists; 2 copywriters; 1 Web site developer; 1 market research analyst; and 1 advertising manager.

The First Meeting

To prepare for the meeting, it is important to introduce the new project to the team. The timeline to introduce the strategic marketing plan to the executive committee is short. Your team needs to research the market, the competition, and other background information to develop the strategy that will be presented to upper management.

Because some of the team members may be unfamiliar with basic marketing concepts, you will design a brief e-handout that can outline points of discussion for the meeting. The e-handout will define some basic marketing concepts as well as how you will apply them to Sof-A-Logue.com’s situation.

Part 1: Research for the E-Handout

Using company Web sites and articles from the library’s full-text databases, research the current national marketing strategies of 2 like-sized competitors in Sof-A-Logue’s industry.

  • Provide a brief background of the companies and the industry in which they compete.
  • Describe the strategies used by each company.
    • Be sure to apply concepts and theories from this and past graduate-level marketing courses.
  • Compare and contrast how each reaches its market.
    • Provide solid research to back up the analysis.

This section of the paper should be 2 pages in length and use research from the library’s full-text databases and the company’s Web site.

Part 2: Applying the Research

  • Based on your findings, provide an overview of a marketing strategy for Sof-A-Logue.com.
    • Capitalize on niches, segments, target areas, or needs that have not been addressed by the original two competitors.
  • Also, analyze how the basic 4Ps of marketing link to Sof-A-Logue’s marketing options.
  • Include a description of the current marketing environment related to the social media communications market. This section of the paper must be based on research from the library’s full-text databases.
  • Develop a situational analysis for Sof-A-Logue’s current business goals.

This section of the paper should be 4 pages in length and use research from the library’s full-text databases and the company’s Web site.

Your assignment should contain a cover page, an abstract page, and a reference page, in addition to the body paragraphs. The body of the paper should be 6 pages in length, starting with a brief 1-paragraph introduction and ending with a short conclusion. The entire submission will be 9 pages in length.

Please submit your assignment as a Word document in APA format using the attached TEMPLATE. Notice that the grading criteria components match up with the headings provided in the template. Do NOT change the font, page breaks or margins. Using the template without deleting the headings ensures that you cover each segment of the assignment. 

Please see attachments for SCENARIO and TEMPLATE

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Assignment 1

Assignment Details

Assignment Instructions

Assignment 6 There are two parts to this assignment.

Part 1: Try to remember the billboards on your commute to work or school. How many do you think there are? Explain why you remembered any of them. Next time you are on that route, note how many billboards there actually are. Are they effective?

Part 2–You’ve been asked to create a new social media networking site. What would you name the site and what would you suggest to make it better than existing sites?

Note: Please review my expectations for the assignment.  I expect your response to include 2 or more references from the APUS Library system (failure to include such references will detract from your grade on the assignment), and be presented in APA Format.  Deliverable length is a minimum of 2 body pages.

Assignment 2

Assignment Details

Open DateMay 1, 2017 12:05 AMGraded?YesPoints Possible100.0Resubmissions Allowed?NoAttachments checked for originality?Yes

Assignment Instructions

Assignment 7 Are you especially loyal to any one brand? If so, what is it and why are you so loyal? When successfully building loyalty and community, trust seems to be the biggest factor. How can a company build trust and what is the best approach to do so (incorporating concepts from both the field of marketing and psychology)? What are the ethical issues and obligations that come with trust once it is built? Should consumers trust companies? Why or why not? Do you think some consumers are just more prone to be loyal to companies and other consumers are not? Why or why not?  

Note: Please review my expectations for the assignment.  I expect your response to include 2 or more references from the APUS Library system (failure to include such references will detract from your grade on the assignment), and be presented in APA Format.  Deliverable length is a minimum of 2 body pages.