Second Assignment--Part 3 in Textook

Analysis of Latest Trends in Media
Due Wednesday, June 3

Based on Part 3 of the Textbook about Media, find and clip a relevant article in the news related to one of the media topics. Discuss a current trend or development in the media that has an impact on promotion strategies for companies and advertisers.

Write about one page, typed, single-spaced.

Use the Internet to search for appropriate articles. The best source is the weekly media news journal MEDIAWEEK at www.mediaweek.com.

Lexis-Nexis on the LIU Library research web site is a good place to start. Findarticles.com also is a good source.
Check publications such as Advertising Age (http://www.adage.com/), Business Week, MediaWeek, The New York Times and The Wall Street Journal, etc. that cover media news.

Print out and clip the article to your report.

Term Paper--Summer 2009

Strategic Brand Plan
Due Wednesday, June 24

Introduction of the Chevy Volt

For your Final Report, you will write a Strategic Brand Plan for the new Chevy Volt electric car. The report should be at least five pages, typed, double-spaced, with footnotes and a bibliography on an additional page. Do not forget to do this since it will be important for your final grade on the report.

Your research should focus on Chapter 7 on Strategic Planning in the textbook as well as other relevant chapters in the textbook and class discussions. You should also research the latest information on the Internet from General Motors on plans to introduce the new Chevy Volt electric car.

For the purposes of this analysis, you should assume that the recommended retail price will be $25,000 (close to the current price of the Toyota Prius hybrid sedan).

You should include the following subjects in your analysis in two parts:

PART I

1. Target Market (page 202)
2. Positioning strategy
3. Product features
4. Brand Communication Strategy in detail on page 206
Be sure to cover all of the elements in this strategy, explaining the consumer's response and the advertiser's objective.


PART II

1. Prepare a Communication Brief Outline (see pages 214-215)
2. Discuss the types of "stakeholder audiences" based on Table 7.3 on p. 216.
3. Describe in detail each of the Integrated Marketing Communications (IMC)
objectives that you plan to use and why you will use them (see pages 215-217). Also, refer to pages 535 and 536 in Chapter 18. Be sure to discuss how each element can be applied to the Chevy Volt car.

First Assignment--Summer 2009

Analysis of NBA Playoff Sponsorships
Due Wednesday, May 27

This weekend, watch one of the big NBA playoffs. Analyze the commercials in one quarter of the game that you select. Write at least two pages, typed, double-spaced
reviewing at least five commercials and how you think the companies decided to advertise in the playoffs.

Also, if you see any Internet advertising tied in with the NBA Playoffs, add an analysis of this new trend in advertising to the youth market.

Remember that we are in the midst of a major recession and big advertisers like General Motors have cut back the sponsorships of major sports events.

Consider the following factors in your analysis:

1. In general, have you noticed any major advertisers who are missing from previous playoffs due to the impact of the recession on their advertising budget?

2. Target market--audience watching the playoffs

3. Were sales and image-building objectives achieved?

4. Why did the commercial appeal to you? Did they make you go out and buy the product?

5. Write your opinion of how the recession has affected advertising on the playoffs?
Has it had no affect or are there advertisers that you notice are missing?

6. In general, what do you think of the impact of the recession on sports?