Order ID:89JHGSJE83839 | Style:APA/MLA/Harvard/Chicago | Pages:5-10 |
Instructions:
UNI Marketing Communications Questions Assignment
Dog owners constitute a large target market. Most members share something in common: the desire to let the pet run free and unfettered. If other friendly dogs are nearby and want to play—all the better. The Unleashed Dog Park was created to meet this need.
Out-of-home advertising can be the critical component of an IMC program and, in some cases, the primary medium. To help launch the new business venture, The Pink Jacket Creative advertising agency created a feeling of expectancy and mystery with its “Unleashed Dog Park” campaign, which featured the three successive billboards shown in this section.
The first billboard displays a dog on a leash. The unfinished nature of the image helps capture interest. Next, the dog, now with an unfastened leash, moves to the center of the billboard, and “unleash” appears in the top-right corner. In the final billboard, the dog is on the right side of the billboard, the leash is gone, and the message “Unleashed indoor dog parks” appears. It also displays the services offered, the website of the park, and the location of the facility. In addition to billboards, street kiosks and bus wraps were used to get the message out.
The early results of the campaign were positive. Many dog owners became aware of the new indoor dog park. What followed represent common challenges in marketing communications: sustaining initial interest, moving consumers to action, and building repeat business.
In this next phase, dog owners needed to be encouraged to try the facility. They should be led to believe that the price of entry was a value. Then, over time, they can be enticed to make return visits and to offer word-of-mouth referrals to other pet owners. Only if these objectives can be attained will the initial success of the Unleashed campaign become validated.
Answer the following questions and upload your responses to the designated drop box:
1) Define the marketing goals for the second phase of the Unleashed Dog Park promotional efforts.
2) How would the three-exposure hypothesis or recency theory apply to this advertising program in its initial stages? What about the second campaign after consumers are aware of the dog park?
3) Which traditional advertising media should the marketing team use for the second campaign? Discuss the pros and cons of each in terms of the Unleashed Dog Park campaign and the desire to stimulate trial usage.
4) How could social media and nontraditional media be used to supplement a traditional media campaign in this circumstance?
RUBRIC |
||||||
Excellent Quality 95-100%
|
Introduction
45-41 points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned. |
Literature Support 91-84 points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned. |
Methodology 58-53 points Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met. |
|||
Average Score 50-85% |
40-38 points More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided. |
83-76 points Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration. |
52-49 points Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met. |
|||
Poor Quality 0-45% |
37-1 points The background and/or significance are missing. No search history information is provided. |
75-1 points Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration. |
48-1 points There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met |
|||
You Can Also Place the Order at www.collegepaper.us/orders/ordernow or www.crucialessay.com/orders/ordernow
UNI Marketing Communications Questions Assignment |
UNI Marketing Communications Questions Assignment