Module: INTRODUCTION TO MARKETING AND ADVERTISING COURSEWORK ASSESSMENT INDIVIDUAL WRITTEN ASSIGNMENT (25% OF MODULE) PART ONE (25%) Begin by naming and evaluating the different media available to marketers to promote the following products to the respective target markets using the guide budgets: a) New brand of instant coffee / potential for mass appeal / major budget (£3m) b) New recipe of breakfast cereal intended for slimming /major budget (£3m) c) Energy drink / sports players / minor budget (£100,000) d) Local classical music concert /opera lovers / minimal budget (£3,000) e) Small village pub and restaurant / locals and neighbouring region / very small budget (£500) (Part One – Collectively 300 words) PART TWO (25%) We have investigated the use of MUSIC in television advertising. Explain how this and other features (including use of humour, celebrities, technology to create exceptional scenes) are frequently used to position brands and provide differentiation. Often there is the role of ‘storytelling’ within adverts. For example, the Nationwide TV advert uses the three generation approach to emphasise that the Bank is there for one for the long term. Provide a short explanation and evaluation of TWO television adverts of your choice to show how these features may have been utilised (Part Two – 300 words). As part of this assessment you will demonstrate your selections to your colleagues. PART THREE (50%) Prepare a DETAILED CAMPAIGN to promote a soon to be launched Theme Park on the outskirts of Lincoln, using a £250,000 budget to make target market aware of its opening to coincide with Easter school holidays. a) Begin by identifying the benefits, excitement and experience of going to the Theme Park – use your imagination, be creative and consider the scope of what is on offer to visitors. Describe the typical target markets the Park will be trying to attract. b) Create a BRAND IDENTITY for the Theme Park, detailing its USP’s and pinpointing the target markets which could want to visit. This needs to be innovative and appealing. c) Prepare a comprehensive MEDIA CAMPAIGN, giving details of the media proposed, with an indication of the apportionment of budget to the particular marketing communications activity. This should use a Product Life Cycle (PLC) and cover the initial launch / introduction period and early growth phase, and relate to the AIDA model. d) Explain how you would promote an intangible service, such as this Theme Park, so that potential visitors will want to visit and, indeed, return in the future. e) Conclude by summarising how visitors will benefit from an ‘action packed’ day out, while making recommendations how to create a loyalty scheme that will attract them to return. Guide: Part Three in region of 1,500 words SUBMISSION DATE: WB 29 FEBRUARY 2016 (Your tutor will collect the assignment from you at the first seminar they see you this week) This needs to submitted both to Turn-It-In and as a hard copy for your Seminar Tutor Upon successful completion of the module, the two pieces of coursework, together with the final exam, will relate to following Learning Outcomes: 1) Demonstrate an understanding of the issues involved in Marketing and advertising 2) Apply the knowledge gained in basic concepts and theories underpinning work in this field 3) Demonstrate an ability to critically analyse fundamental marketing concepts and theories 4) Demonstrate an understanding of marketing and advertising strategy, principles and methods of market research and the marketing mix as well as the social responsibilities of marketers and advertisers
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