Assignment
Each communication channel offers a unique set of attributes making them useful as organizations try to influence the behavior of their target segments. Assume you are the sales representative for the media channel assigned to you and you are presenting to potential customers at a trade association conference. Your goal is to inform them of how your channel can support their marketing goals. You want to be sure to tell them what your channel is not so good at so that you don't have unhappy clients.
Requirements:
o Describe your media channel in two to three sentences. A one sentence example is "Pinterest is a social sharing site that is all about discovery!'
o Describe the goal of your media channel in as much detail as possible, using at least 4 sentences. For example, "Facebook Pages allow businesses to develop their brand, grow their audience and start conversations with customers and people interested in learning more:'
o What are the strengths or advantages that your channel offers to a marketer? For example, radio offers cost advantages vs. television while Instagram allows for more specific segment targeting. Provide at least five strengths or advantages and why they are strengths or advantages.
o What are the weaknesses or disadvantages that a marketer should know about your channel? For example, television offers a large audience and while advertisers can choose their programming, television costs more than other media. Instagram allows for more specific segment targeting but its audience is very limited. Provide at least three weaknesses or disadvantages and why they are weaknesses or disadvantages.
o Describe the key target audiences reached by your media channel and why they choose your channel. For instance, in 2018 78% of Snapchat users were between 18 and 24 years old. Pinterest users may choose that channel because they are looking for ideas for upcoming events or projects.
o What are some of the recent and upcoming developments for your channel. For instance, digital is making out of home advertising much more dynamic and appealing for advertisers or the Facebook algorithm changes have made it more difficult for companies to land on users' news feeds. Provide at least three recent or upcoming developments.
o Describe how does your channel measure effectiveness. Explain how often you measure effectiveness (real time, daily, monthly, etc.). Describe the data that is available to the advertiser (audience(s) reached, clicks, action taken, etc.).
o Provide an example of an effective use of your media channel. Include ads and/or other visuals of the campaign. Screen shots are acceptable. Provide at least three images from the campaign you choose.
Reference at least one media kit and at least two additional external resources.
Create and deliver a presentation to the class so they can make an informed decision about whether to include your media channel in their media plan. Your presentation should be 8 to10 slides, not including the cover slide. It should be no fewer than 7 minutes and no more than 10 minutes.
Format your assignment 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 assignment, 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.