Assignment: Guidelines
1. Public concerns about consumers' online/mobile privacy have been raised around the world. Discuss why privacy matters for both consumers and marketers and suggest ways to mitigate the problems associated with marketers' intrusion of consumer privacy and to maximise communication effectiveness.
• This is about consumers and their digital (online/social/mobile) privacy, not other contexts.
• You should address the following issues.
1) Background: Marketers' intrusion of consumer privacy through digital media & concerns associated with it.
2) Why privacy matters for consumers (i.e., How do those practices described above affect consumers?)
3) Why privacy matters for marketers (In other words, why should marketers think about consumer privacy when they use digital media to reach consumers?)
4) Ways to mitigate the problems associated with marketers' intrusion of consumer privacy, and consequently, to maximise communication effectiveness.
• For this part, we would like to see concrete suggestions sustained by solid arguments, theories, and examples.
2. Young people constitute important consumer segments and audience groups. In your paper, describe young people as consumers and media users, identify and analyse 2 or 3 communications tactics used by multinational corporations to reach and appeal to young people, discuss key concerns regarding those tactics, and provide recommendations for marketers and policy makers.
• This consists of five different questions. All those questions should be addressed in your paper.
1) Describe young people as consumers.
2) Describe young people as media users.
3) Identify and analyse 2-3 communication tactics used by multinational corporations to reach and appeal to young people.
? Rationale for choosing the 2-3 tactics should be explained (e.g., reach, impact, prevalence, etc.).
? You should talk about communication tactics (This is about promotion, not much about product, place, and price).
4) Discuss concerns regarding the tactics identified in (3).
? Make a clear connection between (3) and (4).
5) Provide recommendations for marketers AND policy makers.
• Who are young people?
? Young people refer to anyone under 18 (minor)
? You can talk about young people in general OR choose to focus on a specific age segment (e.g., pre-schoolers, children under 13, tweens (8-12), teens (13-17), younger teens (12-14), older teens (15-17)).
3. Consider how public health and safety campaigns use media and message strategies to lead to behavioural changes in different cultures. In this essay, compare and contrast campaigns that are designed to achieve the same outcome across two different cultures. Then, discuss how the messages change across cultures, why this happens, and what makes good public health or safety campaign.
• You should address the following.
1) Brief description of the two campaigns of your choice.
2) Compare and contrast the two campaigns: In-depth analyses of media and message strategies & effectiveness are required.
3) Discuss how the messages change across cultures and why this happens
4) Recommendation: Discuss what makes good public health or safety campaign (on the theme that you've chosen)
• It should be about public health or safety campaigns.
• Two cultures = Two countries (you can also go for 2 regions if you want., e.g. Europe vs. Asia)
• You should choose one campaign from each country.
• Two campaigns should have the same theme (e.g., anti-smoking campaigns in the US and China).
• Campaigns should be relatively recent. Not the 80s or 90s.
4. Building positive relationships with the public and society is particularly important in today's marketing and media environment. Discuss the ways in which digital media can create both challenges and opportunities for marketing communications professionals who want to build and cultivate relationships with the public. Drawing on recent examples, explain what ‘best practice' might look like in this space.
• You should address the following issues.
1) Brief discussion on the importance of relationship building (i.e., why corporations should build and maintain good relationships with their target consumers or stakeholders).
2) Elaboration on the ways in which digital media create challenges for marketers who want to build and cultivate relationships with the public.
3) Elaboration on the ways in which digital media create opportunities for marketers who want to build and cultivate relationships with the public.
4) Recommendation: Explain what best practices might look like.
• Support your ideas and sustain discussion with good research, theory/concepts, critical engagement, good examples, and/or case studies.
5. Discuss how digital media and emerging technologies are affecting or will affect marketing communication practices and shape our attitudes and behaviours. Elaborate on both positive and negative aspects. In your essay, identify 3 big ideas or themes related to your discussion and focus on it. Provide ample examples and rationales to support your arguments.
• You are asked to discuss how digital media and emerging technologies are affecting or will affect marketing communication practices and shape our attitudes and behaviours. This means, you can choose to talk about either today or the future.
• Suggested structure
1) Introduction: Outline the changing marketing communication landscape.
2) Identify three trends, technologies, ideas or themes (e.g., VR, IoT, AI, Big data, behavioural tracking, etc.) that are important now OR expected to be important in the near future.
3) Discuss how those identified in (2) are affecting OR will affect marketing communication practices. Discuss both positive and negative.
4) Discuss how those identified in (2) are affecting OR will affect us (= consumers and/or media users). Discuss both positive and negative (meaning, provide a balanced discussion).
5) Provide a conclusive remark. [More about a summary rather than coming up with new ideas).
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also include a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also Include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.
Attachment:- Communicating-Risks.rar