17 - Marketing the Impossible Assignment PDF

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Comprehensive notes from Ms. Zura...

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BBI2O

Marketing Assignment - Marketing the “Unmarketable” In groups of 2-3 (or individually) you will create a marketing company and an advertisement for a challenging product. STEP 1 ~ ESTABLISHING THE COMPANY You are a marketing firm that specializes in marketing obscure products and services. If it seems impossible you’ll do it!! As a group come up with: 1. Company name 2. Slogan 3. Mission statement Your name should reflect your business, its purpose and/or your mission statement. A mission statement is two or three sentences that describes the essence of your business. A broad statement about your goals as a company, an image you want to portray, or the way you want your customers to view you. STEP 2 ~ BRIEF MARKETING MIX You will now be assigned one (1) product/service ideas that are very challenging to effectively market. (PLEASE DON’T ALL CHOSE THE SAME ONE!) 1. Marketing fruit flavoured potato chips. (Orange, Banana, etc.) 2. Marketing a rock climbing service to baby boomers (50-70 year olds). 3. Marketing a nutritious, fast food restaurant with higher than average prices. (Your choice of theme) 4. Marketing a Do-It-Yourself oil change kit designed for females. 5. Marketing scrambled egg patties (for breakfast) that go in a toaster. 6. Marketing a handbag to male teenagers 7. Marketing a golf course with five holes. 8. Marketing aerosol (spray) ketchup. 9. Marketing single-seat cars Your firm will now put together a marketing mix for each product or service. Product Design of Product or Service (Features, Varieties, Sizes, etc) Branding (Name and slogan for your product/service) Price What will you price your product at? Why? Place Where will your product be sold? What is the method of distribution? Why? Promotion What promotional ideas do you have for your products/services? Competitors Who are your competitors? Consumers Who is your target market? Describe the type of person you will be selling to. FOR BOTH PRODUCT AND PROMOTION….. remember who your target market is and why they would buy your product.

STEP 3 ~ ADVERTISING CREATE ONE ADVERTISEMENT of your choice (commercial, magazine ad, billboard ad, etc.) and explain the following:  What form of advertising did you choose and why? (think back to criteria like reach, durability, cost etc.)  What is the image portrayed in the ad and what message you are you trying to get across?

BBI2O AD TIPS 1. Attention Grabbing Catchy music, a beautiful woman, repetition, loud sounds, visual humor. These all appeal to basic sensory perceptions and if done right, they work simply because we’re human.

2. Trust Development Is the company offering the product trustworthy? Or are they just a bunch of greasy car salesmen trying to sell a product? An ad should establish the company offering the product as deserving of trust. This can often be accomplished simply by making a well produced ad with likable characters.

3. Positive Associations Have you ever wondered why little babies, cute animals, beautiful women, comedy, celebrities and nostalgia are often found in commercials? Because they create positive feelings in people and are the easiest ways to establish positive associations with products.

4. The Desire Hook All good advertisements tell a story about a product and why the consumer would be better off with the product. Diamonds? They are signs of good marriages and loving husbands. “The Nissan GT-R gives you unprecedented driving power”. “Cars.com is the best place to save money by doing research about cars online.”

5. Action Motivator Once the story has been told, it’s now time for the ad to top things off by taking the established “desire” and turning it into action. With many products, creating the desire is sufficient to motivate action. The product is desirable enough to sell itself. But for other products, the customer will probably need a little prodding. Simply ending a commercial with a call to action will often suffice. Calls to action don’t need to be verbal. They can simply be in the form of a behavior. Humans often act based on how they see others acting. So if someone they respect in the advertisement does an action, the viewer ads this behavior to his repertoire of suitable behaviors and is relatively likely to follow suit. If you want a very specific action that’s not easily translatable through behavior, you can resort to an explicit verbal call to action: “Visit Credit Card Pundit dot com today for the very best card offers available….anywhere.” STEP 4 ~ PRESENTATION Prepare a brief presentation to share your company, marketing mix and advertisement with the class. The method of presentation is up to you (powerpoint, prezi, poster, etc).

DUE: MONDAY MAY 11th 2015!! MARKETING ASSIGNMENT RUBRIC Curriculum Expectation B4 - demonstrate an understanding of the importance and role of marketing in business

Level 1

Names: __________________ Level 2

Level 3

Company name, slogan and Mission Statement show limited understanding and creativity

Company name, slogan and Mission Statement show some understanding and creativity

Company name, slogan and Mission Statement show good understanding and creativity

Presentation shows limited understanding of the marketing mix (4Ps and 2Cs) (explanation, detail and justification)

Presentation shows some understanding of the marketing mix (4Ps and 2Cs) (explanation, detail and justification)

Presentation shows good understanding of the marketing mix (4Ps and 2Cs) (explanation, detail and justification)

Advertisement shows limited understanding and application of the types and effectiveness of advertisements (AIDA)

Advertisement shows some understanding and application of the types and effectiveness of advertisements (AIDA)

Advertisement shows good understanding and application of the types and effectiveness of advertisements (AIDA)

Presentation is not clear or effective

Presentation is somewhat clear and effective

Presentation is clear and effective

Level 4 Above and Beyond Company name, slogan and Mission Statement show thorough understanding and creativity Presentation shows thorough understanding of the marketing mix (4Ps and 2Cs) (explanation, detail and justification) Advertisement shows thorough understanding and application of the types and effectiveness of advertisements (AIDA) Presentation is extremely clear, effective and creative...