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Product Line and Logo Selection

BUS506 Strategic Integrated Marketing Communications

Unit 2 Assignment  

Part 1 – Product Line and Logo Selection

Part 2 – Segmentation Process, Positioning, and Budget

 

For this assignment you will develop a brand name and logo that stands out from the competitors and that takes

 

into account the current trends in that industry,

 

The requirements for your paper are:

 

• Choose a product category below:

 

o New Line of Eyeglasses

 

o New candy bar

 

o New line of energy drink

 

o Other – you can choose a product or service of your choice if it is applicable to you or your career.

 

• Next, create a brand name for your product category. The brand name should be appropriate for the product category. Provide a brief rationale for your brand name’s appropriateness for the product line.

 

• Using the internet conduct research to identify 3 key competitors and make a case for why your brand name will stand out among the competitors identified. Note the changes or current trends of the industry you are choosing to focus on with your product category.

 

• Finally, design (a hand sketch is fine) a logo that communicates your brand name and product category, and that will fit nicely on your product’s packaging. Describe the type of reaction or connection you want your customers to associate with your logo and your brand/product.

 

This section will be 1-2 pages with creative (logo design), double-spaced (excluding cover and reference pages),

 

APA formatted pages and source citations, Times New Roman font, 12 point.

 

Students: Be sure to read the criteria, by which your paper/project will be evaluated, before you write,

 

and again after you write

 

For this assignment you will build on your part 1 to add your segmentation process, approach to

 

positioning, and the appropriate communication budget.

 

The requirements for your paper are:

 

• Segmentation

 

• Hint: when choosing your segmentation types, be sure you consider the

 

product’s key features and benefits –who is most likely to use or benefit from it.

 

Consider if this is a “need” or a “want” product as that can also support its own

 

segment.

 

• First, pick at least 2 segmented groups from these choices from our reading:

 

demographic, psychographic, generations, geographic, geodemographic,

 

benefits, and usage.

 

• Next, provide a brief rationale for each group you chose and describe the key

 

traits of the chosen segmentation – consider what features or benefits are likely

 

to appeal to them – clearly justify your choices.

 

• Approach to Positioning

 

• First, from the available choices outlined in our reading, choose the approach

 

positioning that most effectively correlates to your product or service.

 

• Then justify your choice by explaining your rationale behind the approach you

 

chose.

 

• Next, discuss the marketing objective(s) you are trying to achieve with your

 

product (increase profits, reduce inventory, gain market share, develop brand

 

awareness, increase category demand, encourage repeat purchases).

 

• Then explain the communication objective(s) your positioning approach will have

 

that supports the marketing objective.

 

• Budget

 

o When determining what communications budget to establish, you must consider

 

your objective(s) discussed in the “Approach to Positioning” portion of the

 

assignment. Using the available budget types in the course readings, choose

 

one based on your marketing objective(s), communication objective(s) and

 

positioning approach.

 

o Be sure to explain your choice of budget and illustrate it supports the objectives

 

and approach.

 

This section will be 2-3 pages double-spaced (excluding cover and reference pages), APA

 

formatted pages, Times New Roman font, 12 point.

 

 

 

BUS506 Strategic Integrated Marketing Communications

 

Unit 4 Assignment  

 

Part 3 – Messaging Strategy, Appeal Selection, & Design

 

Part 4 – Media Strategy Selection

 

For this assignment you will build on your paper from part’s 1 and 2 to add your primary messaging strategy, the primary appeal selection(s) and showcase specific design elements that tie these concepts together.

 

The requirements for your paper are:

 

• Messaging Strategy – with your product and target in mind – you will select the primary messaging strategy that you will use from our reading.

 

• Appeal Selection – with your product and target in mind – you will choose your primary advertising appeals that you will use from our reading. You can select more than one  appeal if it is appropriate.

 

• Mock Design – using the brand name, product choice, and logo developed in Unit 1, you will design a mock media specific advertisement – be creative and have fun! Be sure you identify the media for which the ad will appear (examples of campaign media: TV, Print, Billboard, Out of Home, Email, Direct Mail, Flyers, Signage, In-store, Social Media)

 

• Narrative – provide a short narrative of your advertisement explaining your choices of       messaging strategy, appeals selection, and how the design of your ad fits the appeals selection. Note the messaging strategy and appeals selection must be evident in the design and copy. You can hand sketch this or use design software – simply save the image and insert this into your document along with the required narratives.

 

This section will be 2-3 pages double-spaced (excluding cover and reference pages), APA formatted pages, Times New Roman font, 12 point.

 

This will be the fourth part of your major project paper. Building on what you have prepared in part’s 1-3, in this section you will choose the appropriate media strategies to reach your intended audience.

 

• Using the traditional and digital media options from our reading, select 3-4 advertising mediums.

 

• Provide a brief rationale for each of your choices. Be sure to justify the goal of the media strategies and intended audience of each strategy.

 

This section will be a paper that is 1-2 pages, double-spaced (excluding cover and reference pages), APA formatted pages and source citations, Times New Roman font, 12 point.

 

 

 

BUS506 Strategic Integrated Marketing Communications

 

Unit 6 Assignment  

 

Part 5 – Social Media & Alternative Media

 

Part 6 – Personal Selling Strategy and Sales Promos

 

Part 7 – Reducing/Preventing Negative Brand Image

 

You will continue to build onto the previous parts from weeks 1-5. This is a 2-part section where you will select social media and alternative media strategies.

 

Section 1:

 

• Identify 3 different types of social media marketing for your program.

 

• Validate your selections by writing a short narrative that discusses the value they will bring to your          program and why you chose them over other forms.

 

Section 2:

 

• Identify 2 different types of alternative forms of marketing for your program.

 

• Validate your selections by writing a short narrative that discusses the value they will bring to your program and why you chose them over other forms.

 

• Discuss and justify a type (or multiple types) of loyalty incentive program(s) you plan to provide to customers to maintain their devotion to your product.

 

This section will be a paper that is 1-2 pages, double-spaced (excluding cover and reference pages), APA formatted pages and source citations, Times New Roman font, 12 point.

 

You will continue to build onto the previous parts from weeks 1-5. This is a 2-part section where you will select a personal selling strategy and a sales promotion.

 

Section 1: Personal Selling

 

• Select a personal selling strategy from our reading that supports your product.

 

• Validate your selection by writing a short narrative that discusses the personal selling strategy and why you chose it over other strategies.

 

Section 2: Sales Promotion

 

• Select a sales promotion strategy for your product. Some examples are a coupon, a themed sale, or special pricing.

 

• Validate your sales promotion by writing a short narrative that discusses the promotion and why you chose it over other forms.

 

This section will be a paper that is 1-2 pages, double-spaced (excluding cover and reference pages), APA formatted pages and source citations, Times New Roman font, 12 point.

 

You will continue to build onto the previous parts from weeks 1-5. In this portion of your paper, you will discuss a strategy for reducing or preventing negative brand image should a negative situation occur.

 

After reading about the proactive and reactive strategies to prevent/reduce negative brand image in our readings:

 

• From our reading, select a damage control strategy that you would use to prevent or reduce image damage should a negative situation occur. In your own words, briefly describe/explain the strategy as it relates to your brand and product line. Provide example(s) to illustrate the strategy.

 

• Provide a brief narrative explaining why you selected this strategy over other options.

 

Consider scenarios or situations in which the selected strategy might not work as planned. Explain how you might respond.

 

This section will be a paper that is 1 page, double-spaced (excluding cover and reference pages), APA formatted pages and source citations, Times New Roman font, 12 point.

 

 

 

BUS506 Strategic Integrated Marketing Communications

 

Unit 8 Assignment  

 

Part 8 – Measure What Matters and Final Paper

 

You will continue to build onto the previous sections from weeks 1-6. In this portion we will wrap up the paper (compile all edited parts) and prepare an evaluation strategy, conclusion, and executive summary.

 

Section 1: Measurements

 

• Summarize the metrics you will use to evaluate your product’s IMC program and what data you plan to collect to measure the effectiveness of your IMC program and strategies.

 

Section 2: Conclusions

 

• End your paper with a brief section summarizing major points and conclusions.

 

Section 3: Executive Summary

 

• Prepare a brief (about 250 words) executive summary at the beginning of your paper that touches upon major paper concepts and content. *Note this is always written last.

 

Last Step: Final Paper

 

• Combine all parts (1-8) and submit a final polished document without track changes, all edits made in proper APA format.

 

This section and final product will be a compiled paper (all previous parts with all feedback incorporated), double-spaced, APA formatted pages and all source citations used for every section compiled, Times New Roman font, 12 point.

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