MKT 571 Instagram and billboard presentation Purpose of Assignment The purpose of this assignment is to creatively illustrate traditional and new media op

MKT 571 Instagram and billboard presentation Purpose of Assignment

The purpose of this assignment is to creatively illustrate traditional and new media options. An understanding of the target audience and effective communication for each is a desired outcome. It provides the Learning Team the opportunity to creatively illustrate traditional and new media options. An understanding of the target audience and effective communication for each is a desired outcome.

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Assignment Steps

As a Learning Team choose a brand (different from the Week 3 Learning Team Assignment) and a related brand strategy.

Create a Microsoft® PowerPoint® presentation, Prezi, or Vimeo video, etc. which illustrates one traditional media option (print, TV, radio, billboard, etc.) and one new (social media) media option for your brand and brand strategy (be sure you creatively illustrate the traditional and new media options). The presentation should be a minimum of 7-10 slides or, if Prezi or Vimeo video, an 8-minute minimum.

Note: Prezi presentations cannot be uploaded to the classroom. Please provide your instructor with the link to the presentation on the web. Prezi will provide you with a URL link to the presentation.

In the presentation be sure to discuss the differences between the traditional media option and the new media option in terms of audience, reach, channel and content. A table of differences may be used to concisely illustrate the differences but you must include a discussion of insights/concerns/issues between the media options.

Note: Be sure to include speaker’s notes of a minimum of 100 words for each content slide.

Cite a minimum of three peer-reviewed references.

Format your assignment consistent with APA guidelines.

We have decided on the brand Nike

Our traditional media is Billboard

Our new media is Instagram

Below is my requirement

Team member4:

(minimum 3 slides with speaker notes) covering – the differences between the traditional media and new media options in terms of CONTENT

Each slide should have a minimum of 100 words of speaker notes

Should have one peer reviewed reference

Please format in a standard powerpoint Marketing Plan Outline and Timeline
MKT/571 Version 10
University of Phoenix Material
Marketing Plan Outline and Timeline
Marketing Plan
You are expected to develop a marketing plan, according to the outline below, for a product or service of
your choosing. The product or service must be identified by the end of Week 1. The product or service
you select is used to develop the assignments for Weeks 2 through Week 6. References must be
included for each section.
There are no defined standards for the length of the marketing plan; however, your plan must disclose
complete marketing strategies and provide reliable and valid references and data supporting the
strategies to convince the target audience. The plan must be written in plain language that would be
easily understood by stakeholders.
Marketing Plan Outline
Your final marketing plan must consist of the following sections. Refer to the timeline for due dates for
each section and subsection. Assignments may include modifications to these lists. Please use lists
provided in assignments only.
•
Executive Summary:
o
o
o
o
•
Situational Analysis:
o
o
o
o
o
o
o
o
•
Vision, Mission, Strategic objectives, Values
Internal Analysis
Strengths/Weaknesses
Capability/Capacity
Competitor’s Strengths/Weaknesses
Technological Competency
Product or Service Analysis
Market Segments
Research
o
o
o
o
o
o
o
o
o
o
o
•
Strategic Objectives
Products or Services
Resources Needed
Projected Outcomes
Primary Research
Secondary Research
Consumer Analysis
Customer Profile
Continuous Consumer Monitoring & Research
Environmental Scanning
Identify Market, Economic, Technological, Regulatory, Legal, Social, and Ecological Forces
Current Opportunities
Potential Future Opportunities
Current Threats
Potential Future Threat
Target Market(s):
Copyright © 2017 by University of Phoenix. All rights reserved.
1
Marketing Plan Outline and Timeline
MKT/571 Version 10
o
o
o
o
o
•
Demographics
Psychographics
Ethical Issues
Legal Issues
Social Issues
Product, Place/Distribution, Promotion, and Price Strategies:
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
Product Descriptions and Product/Service Mix Strategies
Product/Service Determinants
Creating a Brand Image
Maintaining Brand Image
Branding Concerns
Distribution Strategies
Channels, Mass, Selective, Exclusive
Promotion/Integrated Marketing Communication
Advertising Strategy/Objectives
Push and Pull
Media Strategy
Advertising Execution
Sales Promotion
Direct Marketing
Public Relations/Strategies
Positioning
Dynamic/Static Pricing Strategies
Marketing Plan Timeline
Week 1: Marketing Plan Topic
•
Consider your company and product or service selection in Week 1. You may select an existing
type of product or service or a new product or service but it must be global or multi-regional. Once
you have selected your product or service, you must define the size and type of company that
provides the product or service (available from annual reports). This need not be elaborate but
must include total number of employees, production volume, distribution methods, and so forth.
Company and product or service selection is a critical part of this project. You must ensure your
proposed company can implement the marketing methods discussed in the text.
•
Key to creating an effective marketing plan is the ability to analyze the environment in which the
product or service will be offered. The Week 1 assignment allows you to begin to understand
various reports and how they can be used in your marketing plan.
Week 2: Understanding Target Markets
•
To develop effective relationship marketing, a company must first understand its targeted
consumers’ buying influences and behaviors. In Week 2, create the Research section of your
plan. In addition, create the first two parts of the Target Market section, which includes performing
the demographics and psychographics analysis.
Week 3: Promotion and the product life cycle
•
All products/services go through a life cycle of NPI (new product introduction), growth, maturity
and decline. These various stages affect the marketing strategy and promotional efforts. In Week
3, you will incorporate a promotion strategy that addresses at least three areas of the product life
Copyright © 2017 by University of Phoenix. All rights reserved.
2
Marketing Plan Outline and Timeline
MKT/571 Version 10
cycle.
Week 4: Price and Channel Strategy
•
How one goes to market and the influences of the channel (channel power, strength of channel,
speed of channel, etc.) affects the pricing strategy of the product or service. In Week 4 your
pricing and distribution strategy will be incorporated into the marketing plan.
Week 5: Marketing Communication and Brand Strategy
•
Brand strategy and the communication of the brand is essential to understanding the various
phases of a product or service (viz a viz the life cycle). Brand recognition is based in the
marketing communication efforts of the firm. When you hear or see the word Coke, you
immediately know it is Coca Cola. When you see five interlocking rings of different colors you
know that is the symbol for the Olympics. In Week 5, you will develop a brand and communication
strategy for your product.
Week 6: Executive Summary, Legal, Social and Ethical Issues, Final Plan
•
Review your final plan. Does the plan effectively analyze market strategies? Are the social,
ethical, and legal considerations valid and accounted for? What is the relationship among quality,
price, satisfaction, and perceived value within the plan?
Copyright © 2017 by University of Phoenix. All rights reserved.
3
Media Options Grading Guide
MKT/571 Version 10
Marketing
Copyright
Copyright © 2017, 2016 by University of Phoenix. All rights reserved.
University of Phoenix® is a registered trademark of Apollo Group, Inc. in the United States and/or other countries.
Microsoft®, Windows®, and Windows NT® are registered trademarks of Microsoft Corporation in the United States and/or other countries. All
other company and product names are trademarks or registered trademarks of their respective companies. Use of these marks is not intended
to imply endorsement, sponsorship, or affiliation.
Media Options Grading Guide
MKT/571 Version 10
Edited in accordance with University of Phoenix® editorial standards and practices.
2
Media Options Grading Guide
MKT/571 Version 10
Learning Team Assignment: Media Options
Purpose of Assignment
The purpose of this assignment is to creatively illustrate traditional and new media options. An understanding of
the target audience and effective communication for each is a desired outcome. It provides the Learning Team
the opportunity to creatively illustrate traditional and new media options. An understanding of the target
audience and effective communication for each is a desired outcome.
Grading Guide
Content
Met
Partially
Met
Not Met
Total
Available
Total
Earned
6
#/6
Students created a Microsoft® PowerPoint®
presentation, Prezi, or Vimeo video, etc.
which illustrates one traditional media option
(print, TV, radio, bill board, etc.) and one new
(social media) media option for your brand
and brand strategy.
Students discussed the differences between
the traditional media option and the new
media option in terms of audience, reach,
channel and content. A table of differences
may be used to concisely illustrate the
differences but they must include a discussion
of insights/concerns/issues between the
media options.
If the students choose to do the Microsoft®
PowerPoint® presentation it should be a
minimum of 7 to 10 slides and is appropriate
for the audience.
If the students choose the Prezi or Vimeo
video presentation it should be a minimum of
8 minutes and appropriate for the audience.
The presentation included relevant media and
visual aids that are consistent with the
content.
Cited a minimum of three peer-reviewed
references.
Comments:
3
Media Options Grading Guide
MKT/571 Version 10
Writing Guidelines
Met
Partially
Met
Not Met
Total
Available
Total
Earned
2
#/2
8
#/8
The presentation is laid out with effective use
of headings, font styles, font sizes, and white
space.
Intellectual property is recognized with in-text
citations and a reference slide.
The presentation includes an introduction and
conclusion that preview and review major
points.
Major points are stated clearly; are supported
by specific details, examples, or analysis; and
are organized logically.
Assignment Total
Additional comments:
#
Comments:
4

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