Advertising and Promotion – SU I- 2019-20

MKT 310

Advertising and Promotion – SU I- 2019-20

Assignment #1

This assignment measures CLOs 1

Team members:

Please note: This written assignment weighs 10% of the total grade for this course.

Instructions:

• Please form groups of four and elect a group coordinator; the group coordinator will be the first name on the list above
• Each group is to pick two companies of the same industry: one high-end (luxury) company and one low-end (mass-market) company
• The list below will help you to make a choice
• The two companies your group selects must be from the same industry
• Each company can only be chosen once by one group in the class to increase diversity of research and presentations

Task:

• Once you have agreed with your instructor on the selection of the two companies, provide a brief introduction of both.
• Perform an in-depth analysis of the companies’ advertising and promotion activities (in stores, online, social media, print, TV, etc.).
• You are also requested to compare the two companies pointing out potential similarities and Differences in terms of media strategy.
• Provide a conclusion at the end of your paper as well as suggestions for potential improvement (if applicable).
• The companies’ websites, annual reports, Google Maps for locations, newspaper and magazine articles and other publications will help you do your analysis.

Format:

• The written assignment is supposed to have a minimum of 2.000 words, which is equivalent to approx. 5 pages (Times New Roman 12, spacing 1.5).
• Please submit a soft copy of the paper to the instructor via Turnitin.

Industries to choose from (examples):

• Fashion
• Accessories (e.g. pens etc.)
• Jewelry
• Watches
• Electronics
• Services (e.g. restaurants)