Being able to complete a detailed and well thought out analysis of a client (or competitor?s) marketing strategy is an important skill in advertising. In Chapter 2 of your text, the authors discuss the Marketing Mix, also called the Four P?s of marketing: Product, price, place (distribution), and promotion (marketing communication). Chapter 2 also discusses the importance of integrated marketing communication (IMC), which is the practice of unifying all marketing communication messages and tools as well as the messages from the marketing mix decisions, so that they send a consistent message promoting the brand?s strategy (p. 53). In sum, the objective of IMC is to help ensure that all messages coming from the brand have a unifying voice, or consistent brand strategy. Assignment InstructionsLocate the following marketing mix elements for a product of your choice, and evaluate whether these element are working together or not.The product itself ? What does it look like?The packaging ? How does the packaging and display of the product look?The price ? How much does it cost? (be specific)The places (stores) ? Where is product is sold? (be specific)The website ? Review the home page and organization of the site.The ads ? Locate at least two current ads for your brand/company (e.g., TV, print, billboard, banner ad, etc.)Copy and paste (or scan from a magazine, newspaper, etc.) each element of the marketing mix and attach all elements to your assignment.Many of the marketing mix elements can be located online. The ads (including information about TV spots) can typically be found online, or in magazines, newspapers, etc. Take pictures of the marketing mix elements you can?t find. This includes pictures of print ads, billboards, pricing on shelves, etc. You are strongly encouraged to visit an actual store where your product is sold. This will help you avoid broad generalizations about the brand and enable you to bring in the specific support points required in the assignment.Write-up Guideline (Expectations for Assignment)Your goal for this assignment is to provide a detailed and well thought out analysis of a marketing mix that includes specific support points from the information you gather (not from your historic knowledge about the brand). Your paper should explain whether you feel there is a consistent brand strategy or not. Be sure to answer each of the following questions as thoroughly and completely as possible.>>>>Points to address include:Is there a unified look and/or unified message to the marketing mix elements you?ve gathered? Or are these elements inconsistent when placed together? Be specific in explaining what elements are similar and/or different.How would you describe the brand image (mental associations) and brand personality (personal qualities) based on the marketing mix elements? Why? Bring in specific examples from the marketing mix to support your points.Who do you think the target market for this brand is based only on the marketing mix elements you?ve gathered? (i.e., age, gender, income, lifestyle, occupation, interests, etc.). Be specific in your target market decisions based only on the information you?re looking at, not your historical knowledge of the brand.Is the product sold at stores that match the brand?s image? If yes, why? If no, what other stores do you feel they should be in? Why? Be specific.Finally, discuss what you?ve learned about the brand after looking at all of these elements. In your opinion, is this brand effectively communicating a unified message to the right target audience? If not, how/where could they improve their marketing mix?NOTE: It?s perfectly acceptable to spot inconsistencies. This is what advertising agencies often get paid for!Format of AssignmentThis paper should be typed (12 point font), double spaced, and written in paragraph style. Use APA format to cite all sources.Your assignment should be 2-3 written pages long (minimum two full pages, maximum three full pages) on a standardized paper (8.5? x 11?), excluding all the attachments.Make sure you have your name, assignment title, class title, and date on the top left corner of the paper.Please do not forget to proofread. Your assignment should be free of grammar, usage, and spelling errors.Turn in assignment in Marketing Mix folder in dropbox. Late assignments will lose significant points.NOTE: You will also be graded on the items listed in Format of Assignment.>>>>
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