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In this assignment, you are to assume that you are in marketing for a large national bank and that you have been tasked with achieving a key growth objective for the organization. Specifically, you are tasked with designing an advertising campaign that will be targeted at the ethnic subculture(s) in the United States that represent the greatest need and greatest opportunity (from an organizational growth perspective) for increased home ownership. So that company management can have all relevant information, you will need to conduct research and show analysis of the needs and opportunities for increased home ownership across ethnic subcultures found in the United States;[1] please make sure that you provide your reader with specific information on these topics in the body of your report as well as, if applicable, in any appendices you provide. It is also important that you identify and address all relevant barriers to home ownership and develop plans for the advertising campaign that will help in overcoming these barriers; you should find Case 2-8 on pages 266-267 of your textbook helpful in this regard, although you will certainly need to conduct additional secondary research on this and other topics. You will want to conclude the analysis section of your report with a clear recommendation of the ethnic subculture(s)[2] in the United States that should be targeted by the advertising campaign for higher home ownership. Following this section, you will want to specify the overall positioning strategy (for home ownership, as a societal ideal), core theme(s), key messages, important visual elements, suggested spokespeople, planned media outlets (including the potential for online channels), and role of reference groups and opinion leaders, making sure that you provide a solid rationale for all aspects of your tactical recommendations.As you plan your advertising campaign, it is important that you actively consider the meaning and importance of home ownership in the American culture and that you reflect this in the creative elements of your advertising campaign.
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