.The purpose of this assignment is to reinforce your understanding of how marketing strategy guides marketing communications, and how a company
Date. June 3, 2015To. MBA Marketing StudentsFrom. Kate Lawrence, PhDRE: using a copy platformPurpose.The purpose of this assignment is to reinforce your understanding of how marketing strategy guides marketing communications, and how a company’s various communications tools can have different instrumental objectives, and therefore, require different copy. Simply disseminating information about your brand doesn’t go far enough to move customers toward buying.Overview.Part one. You will write a copy platform for your company, and this copy platform will guide the two ads you create.Part two. You will write copy for two ads for the same company. Each ad will have its own purpose, different from each other.+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ Copy platform. Note:This summarizes all the work you have been doing in Reports 1 and 2.1. What is the product or service?Describe the produce/service in detail. Identify significant features and benefits of the product/service.2. Who or what is the competition?Identify 3 main competitors and explain what they provide that is desired by or valued by the target audience. If the product/service is new, explain the barriers to success that must be overcome.3. Who is the target market?Describe key characteristics, including demographics and psychographics and what they are seeking/need/want, their pain points.4.What is the value proposition?Describe the most important product benefits and how they relieve customer pain points better than competitors’ offerings.5. Why is the company doing this campaign?What is the goal of the strategic marketing plan?+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++Advertisement #1.The objective of this ad is to drive your customers to your website. Answer these questions with a lot of depth and thought.Which marketing tool is the focus? Here, you simply state whether you are working on a TV ad, a Twitter account, a brochure, whatever.What one thing do you want the audience to believe after seeing this mkt tool?Describe in detail the key message. Explain how the brand contributes to the effectiveness of your message.What will you tell them that will make the audience believe this?Describe in detail the supporting points that will reinforce the key sales message.What will be the tone or mood of the message?Describe the tone/mood, such as music, voices, visual qualities, that contribute to the tone of the message. Describe how it supports the brand image and value proposition.What kind of visuals? Describe the visuals such as graphs, charts, infographics, or lists that should be used and what role they serve in place of copy.What is the call to action?What do you want the customer to do after reading the ad?In what media outlet should this ad be placed? Select media (social, print, anywhere) and describe why you chose this media.Strategy Summary: This section briefly recaps what you wrote in your answers above:Convince:[briefly describe target audience]That:[briefly state the key message]Because:[briefly describe the supporting points that reinforce the key sales message]With a Tone of: [briefly describe the tone, mood, or style]And that leads them to do:[describe what action you want them to take]Write Advertisement #1:Headline: (no more than 10 words):Copy: (no more than 150):++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++Advertisement #2.The objective of this ad is to get them to use a coupon (for anything relevant to your product) Answer these questions with a lot of depth and thought.What one thing do you want the audience to believe after reading the ad?Describe in detail the key message. Explain how the brand contributes to the effectiveness of your message.What will you tell them that will make the audience believe this?Describe in detail the supporting points that will reinforce the key sales message.What will be the tone or mood of the message?Describe the tone/mood, such as music, voices, visual qualities, that contribute to the tone of the message. Describe how it supports the brand image and value proposition.What kind of visuals? Describe the visuals such as graphs, charts, infographics, or lists that should be used and what role they serve in place of copy.What is the call to action?What do you want the customer to do after reading the ad?In what media outlet should this ad be placed?Select media (social, print, anywhere) and describe why you chose this media.Strategy Summary: This section briefly recaps what you wrote in your answers above:Convince:[briefly describe target audience]That:[briefly state the key message]Because:[briefly describe the supporting points that reinforce the key sales message]With a Tone of: [briefly describe the tone, mood, or style]And that leads them to do:[describe what action you want them to take]Write Advertisement #2:Headline: (no more than 10 words):Copy: (no more than 150):
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