St Petersburg College Marketing Paper

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First paper:

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This is a 2-part assignment, and the principal goal of Assignment 1 is to provide “Perspectiveson the role, use, acceptance and effectiveness of traditional advertising methods in the 21st Century” The primary intent behind this is so students can identify, research, examine and illustrate the world of advertising from four key perspectives: (1) The role advertising plays in the promotional function; (2) The characteristics of use for firms large and small, and the differences; (3) The consumer acceptance of advertising practices over the years; and (4) The effectiveness of advertising campaigns and efforts. To some degree, this should be viewed as an unstructured assignment with the exception of the above topics. In regard to general guidance, this can be potentially frustrating for the student seeking a “how to”, but can be equally rewarding as the student will direct the research efforts. Self-direction is a key part of academic studies in general, thus this becomes an opportunity for application.

PART 1: Research – Students are expected to conduct an extensive search on the field of traditional advertising, including TV, Radio, Outdoor, Magazine and Newspaper, and explore the evolution of advertising tools. This is intended to be a broad sweep of the topics above and one that encompasses “Advertising” in general. This is NOT simply a “Google” research assignment, and should include an investigation of external research sources in addition to the text and readings in this course. Students will need to dedicate time to visit the library and the online community to ensure completeness in their research. There is not a deliverable for Part 1.

PART 2: Document – Students will transition out of the research phase and actually start drafting the document. The document format will be determined by the student (as that is part of the assignment), however, should address the aforementioned issues, and be thought of as a research debrief on the “Perspectiveson the role, use, acceptance and effectiveness of traditional advertising methods in the 21st Century”

Second Paper

This is a 2-part assignment, and the principal goal of Assignment 2 is for students to “Examine a live advertisement campaign and analyze the intent, execution, and perceived success of the campaign.” The primary intent behind this is so students can identify, research, examine and explore a real life ad campaign. The students can choose their own campaign, and it can be as simple as a single television ad, or as complex as an entire campaign including multiple media efforts for the more sophisticated student.

PART 1: Research & Analysis – Students are expected to conduct an extensive search of multiple ads (TV, Billboard, Newspaper, Online, Magazine, etc.) and select one. Students will scrutinize the campaign and comment on the following topics: Objectives, Intended Audience, Likely Actual Audience, Perceived Effectiveness, The use of image, product differentiation, and branding, Unique Selling Proposition, Basis for Appeal, Creative Philosophy, Slogan, Tone, Mood, Motivational Appeal and Executional Style. There is not a deliverable for Part 1.

PART 2: Document – Students will transition out of the research and analysis phase and actually start drafting the document. The document format will be determined by the student (as that is part of the assignment), however, should address the aforementioned issues, and be thought of as an analytical debrief to “Examine a live advertisement campaign and analyze the intent, execution, and perceived success of the campaign.”

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