Discussions and Assignment – Advertisement, Marketing and Public Relations

Discussions – Please note there are 2 discussionsPublic RelationsWhat is the role of public relations in marketing?  Do you think PR offers any value to consumers?  Explain your opinion using at least one example (see especially Chapter 13).  Respond to at least two of your classmates’ postings.Online MarketingWhat is viral marketing and why is it valuable for an online marketing strategy?  Give a good example of viral marketing (see especially Chapter 9). Respond to at least two of your classmates’ postings.Assignment – 10-12 pagesSummary PaperFocus of the Summary PaperThe ten- to twelve-page Summary Paper should demonstrate understanding of the reading assignments as well as the discussion points. The purpose of this assignment is to integrate the concepts studied in this course into a cohesive and comprehensive paper.The Summary Paper will be entitled ‘An Integrated Marketing Strategy for ____.’  You will fill in the blank with a brand name of your choice.  It may be an existing or a new brand.  Your goal in writing the paper is to integrate theories and concepts from the textbook and readings into your own ideas to create specific marketing ideas to promote the brand (product or service) with a particular target market.  The papers you write each week will help you to prepare to create your Summary Paper.  Your paper will have the following sections.  Each section except the Overview, References and Appendix must be at least one page in length.Overview / Executive SummaryProduct or service description, and desired brand imageTarget market, including buyer motivations, demographics & psychographicsOverall marketing strategy, including positioning strategy vs. competitorsAdvertising campaign, including description of one advertisementPublic Relations campaignPromotions campaignInternet marketing campaign, including web site and use of e-mailDirect marketing campaign, including Customer Relationship ManagementAppendix (3-5 paragraphs)References (in APA style, see outline in the approved style guide)The paper must be ten to twelve double-spaced pages of text including the Appendix paragraphs, plus a cover sheet and a reference page, and must follow the guidelines in ‘Writing the Summary Paper’ (see below).Writing the Summary PaperThe Summary Paper:Must be ten to twelve double-spaced pages in length and formatted according to APA style as outlined in the approved APA style guide.  Title, reference, and any exhibits or appendices are not counted in the paper length.Must include a cover page that includes:Title of PaperStudent’s nameCourse name and numberInstructor’s nameDate submittedMust include an introductory paragraph with a succinct thesis statement.Must address the topic of the paper with critical thought.Must conclude with a restatement of the thesis and a conclusion paragraph.Must use APA style as outlined in the approved APA style guide to document all sources.Must include, on the final page, a Reference List that is completed according to APA style as outlined in the approved APA style guide.Please note I have the book as well so I can provide that information as well.  Please note that the assignment must be 10-12 pages including the appendix paragraphs.

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