Marketing communications are the mouthpiece of the organization and it becomes one of the main ways to start building a relationship with consumers. The marketing communications mix contains eight main methods of communication:
• Advertising
• Sales promotion
• Events and experiences
• Public relations and publicity
• Online and social media marketing
• Mobile marketing
• Direct and database marketing
• Personal selling
By employing one or a combination of these methods, marketers attempt to build long-lasting relationships with their target consumers. The brand’s value proposition is communicated with the hope of building customer loyalty, eventually leading to brand equity.
For this assignment, you will write a paper to examine the media sources used to reach you as a member of the target population for a given brand.
Steps
1. Complete the assigned readings and any optional readings or videos you choose for this unit.
2. Review the Writing Assignments and Presentations Rubric in Materials below to see how your work for this assignment will be graded.
3. In a Microsoft Word document, write a paper in which you choose a brand (for which you would be considered a member of its target market) and examine all of the media sources used to communicate. State what media sources the brand is using and determine whether the brand has consistently communicated a specific message.
4. Ensure that your paper incorporates the following:
• A minimum of two pages (not including cover page, table of contents, etc.)
• Double-spaced lines
• 12-point font size text
• APA writing style
Unit 6 Written Assignment
Marketing communications are the mouthpiece of the organization and it becomes one of the main ways to start building a relationship with consumers. The marketing communications mix contains eight main methods of communication:
• Advertising
• Sales promotion
• Events and experiences
• Public relations and publicity
• Online and social media marketing
• Mobile marketing
• Direct and database marketing
• Personal selling
By employing one or a combination of these methods, marketers attempt to build long-lasting relationships with their target consumers. The brand’s value proposition is communicated with the hope of building customer loyalty, eventually leading to brand equity.
For this assignment, you will write a paper to examine the media sources used to reach you as a member of the target population for a given brand.
Steps
1. Complete the assigned readings and any optional readings or videos you choose for this unit.
2. Review the Writing Assignments and Presentations Rubric in Materials below to see how your work for this assignment will be graded.
3. In a Microsoft Word document, write a paper in which you choose a brand (for which you would be considered a member of its target market) and examine all of the media sources used to communicate. State what media sources the brand is using and determine whether the brand has consistently communicated a specific message.
4. Ensure that your paper incorporates the following:
• A minimum of two pages (not including cover page, table of contents, etc.)
• Double-spaced lines
• 12-point font size text
• APA writing style
Element
Description
Evaluation
0-5 points
Introduction
· Provides clear and compelling context for the marketing communications analysis
· Provides reader with cues for how issue will be addressed in the report
Organization
· Follows logical progression from introduction by organizing around the research task assignments.
Development
& Analysis
· Selects a brand for the marketing communications analysis task.
· Provides evidence and examples that define the brand’s marketing communications strategy.
· Examines and analyzes all of the media sources used to determine whether the brand has consistently communicated a specific message (i.e. customer value proposition).
Evaluation
& Conclusion
· Summarizes secondary research relative to key aspects of marketing communications strategy development.
· Appraises overall contribution of current research in determining whether the brand has engaged in consistently communicating its intended message to the target audience.
· Makes defensible recommendations regarding whether the brand has built brand equity by consistently communicating its value proposition to the target market.
Overall Presentation
· Writes coherently and concisely
· Adheres to principles of grammar and appropriate use of punctuation
· Appropriately uses graphics (if applicable)
· Follows APA formatting guidelines for references
Total/Comments
You have a pretty good start. More effective use of the IMC concepts in Chapter 19 was needed in order to comprehensively evaluate Enfamil’s marketing communications mix and whether it is effectively and consistently communicating its intended message to the target audience.
/25