Assignment - What Stands Out?
Promotional vehicles are all around us and new and different approaches definitely broaden the many ways a marketer can reach a target audience.
For this assignment, research and discuss one example of a current marketing or media vehicle that's innovative. What's different? What stands out? Cell phone advertising, multi-message billboards, popup ads, interactive websites, kiosks, and the list of examples go on. Then assess "why is this promotional vehicle innovative?" Does it fit in with the intended audience? Has it changed the way consumers view or purchase the product? Finally, explain why or why not this vehicle should be used as effective brand-building tool for a specified target audience and/or product.
Assignment Structure
1. Define the Promotional Vehicle:
2. Where is it used? Found? What does a consumer need to access it? How is it used? When is it used? What are the costs associated with use?
3. Assessment of the Promotional Vehicle:
4. Is it useful? Accessible? Informative? Does it "connect" with the audience? How? Will audience members really use it? Will it increase trial? Purchase? Brand attitude? What makes this vehicle unique?
5. Strategic Value:
6. As a marketer you know your audience. You know your product. Is this vehicle useful for the people that have exposure to it? Why or why not? Use examples to support your opinion.
Evaluation Criteria:
- Have you identified a promotional vehicle?
- Did you explain why it's innovative?
- Can you tie in this vehicle with a particular target audience's needs?
Use information from the textbook and other sources. Please provide complete citations for all sources. Please proofread carefully for grammar and spelling errors.