Homework: Global Marketing
Part I: Integrated Marketing Communication Strategies (IMC)
1) Examine the integrated marketing communication (IMC) strategies of Airbnb company in action.
2) Establish a significant global marketing campaign from Airbnb across multiple media (e.g., TV, print advertising, digital ads, social media ads, etc.).
3) Identify a campaign execution for at least four different types of media (at least one print and one digital).
a. Provide the URL link to the ad.
b. For each medium, provide a description of how its unique nature is being used to display the ad.
c. Explain what unifies the campaign across different media and makes it count as an IMC.
4) Identify another marketing communication activity from your mentor company other than advertising (e.g., PR, sales promotion, sponsorship, product placement, personal selling, direct marketing, etc.).
a. Describe in detail and provide a link to a visual component of the activity.
b. Compare it to the ad campaign you identified. Are they unified? Discuss one strength and one weakness of this marketing communication activity.
Part II: Global Brands, Cultures and Advertisement
1) Select two advertisements for the same product and from the same medium but targeted for a different country (e.g., a magazine ad for Pepsi in the US and in China, both from same campaign or a digital ad banner for Colgate toothpaste in the UK and in Saudi Arabia). Include a copy of those advertisements in your work and provide a brief explanation of the ads.
2) Examine how these advertisements reflect the two cultures.
3) Discuss your position in the standardized vs. localized debate.
4) Explain what kind of appeal is used for the ads and if you would choose a different appeal for it. Provide your rationale.
Format your homework according to the give formatting requirements:
a. The answer must be double spaced, typed, using Times New Roman font (size 12), with one-inch margins on all sides.
b. The response also includes a cover page containing the title of the homework, the course title, the student's name, and the date. The cover page is not included in the required page length.
c. Also include a reference page. The references and Citations should follow APA format. The reference page is not included in the required page length.