Reference no: EM133384519
Assignment:
PART 1: Short Answer
Marah is a marketing manager for a chain of stores that sell children's furniture, Kid Cave.
Kid Cave sells furniture for children aged 3-12. They pride themselves on their variety of merchandise and low price points that suit any budget.
The following short answer and essay questions relate to Marah's experiences in marketing.
Marah decides that she is going to use a contest to win a new children's bedroom set in her stores.
1. What category of integrated marketing communication is this an example of?
2. Is this tactic more efficient for Marah to short-term drive acquisitions or loyalty with her campaign? Explain why.
Marah decides to work with an advertising agency to create the advertisement.
3. Marah is the client in this case. Consider the organizational structure of an advertising agency. What is the title of the role of the person that will work with Marah to manage communications with her, and also tell the agency team about her marketing needs?
4. Name two professional ways that Marah and the agency can develop a good working relationship.
5. What is the name and definition of the main consequence affecting the long-term business relationship that could result if a good working relationship is not maintained?
Ranjodh works at Cossette: Creative Marketing and Communications Agency and is assigned to Marah's account.
Marah is building the brief to share with Ranjodh and the team at Cossette.
6. Provide 1 Marketing Objective for the campaign, relating it to the product and/or campaign in this case.
7. Provide 1 Integrated Marketing Communications Objective for the campaign, relating it to the product and/or campaign in this case.
8. Consider where Kid Cave may fall on a positioning map. Give a positioning statement for Kid Cave.
Cossette recommends that the Kid Cave campaign is targeted at Adults 25-40.
9. Provide and describe four aspects of who the target audience could be for Kid Cave from a psychographic targeting perspective, as it relates to the target market of the product in this case.
In order to move forward, the agency recommends that Marah uses a negative appeal and include a key benefit statement.
10. Provide one example slogan that Marah could use in an advertisement that uses this type of appeal for Kid Cave.
11. Provide one example of a key benefit statement for Kid Cave.
Marah decides to approve a billboard advertisement that shows a child jumping on a bed that says "Hey Kids! Kid Cave has the coolest beds in town. Buy one today! "
12. As a result of this advertisement, what issue might this cause for Kid Cave's brand?
13. Identify who is responsible for this situation and identify one way that it could have been avoided.
PART 2: Essay and Reflection:
Marah has decided to switch to your advertising agency, and you are now working with her. You feel that it is important that she understands the creative development process thoroughly, including the client and agency responsibilities at each step.
Explain the five main steps in the creative development process in detail. For each step, apply this to Marah's campaign so that she understands what this means.
Optional Reflection Questions :
1. What was the hardest exam question? Explain why.
2. What study strategies did you use for this exam?
3. How would you study differently next time?