Analyzing a marketing communications campaign within a specific product category. understand the managerial decisions that were made with respect to a campaign and appreciate the need to plan marketing communications in a comprehensive and integrated manner.
Select a communication piece (e.g., TV, digital, or print ad, or social media ad, guerrilla marketing material, etc.) from a marketing campaign related to meat substitute products.
Overall, any non-real-meat product that is labelled with any word that denotes meat can be used for this assignment, e.g., burger, meat, beef, chicken, etc.
need to develop a critique of elements of the communication piece for the brand (i.e., discuss both positive and negative aspects) in terms of the communications objectives, creative strategies and tactics used, as well as the target customer and category positioning (mental partitioning) involved. In particular, look at positioning (market needs) and customer persona(s). Essentially you are required to apply many class concepts. Make sure to conclude with a paragraph stating overall how successful you think the campaign is in reaching the objectives you can infer they want to achieve, and, discussing at least one change (specifically to the material you chose for this assignment) that you think would make the campaign be more successful (even if you think it is already successful) and why.
It is likely that will not have access to information about the entire campaign, so you can make informed inferences by using class content and researching industry information and other sources. You might not be able to consider all the stages (e.g., objectives and budgeting stages) as you would not necessarily have information, however, make an informed guess by stating for example that they “appear to” (or “don’t appear to”), and then provide an explanation to why you think they “appear to” (or “don’t appear to”).
Maximum limit of 800 words, excluding cover, chosen communications piece information, references, and appendices (if any).
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