ASSIGNMENT II –
The total length of your entire assignment should be AT LEAST four (4) typewritten pages,
double-spaced, Times New Roman 12 pt. (illustrations do not have space limitations).
ASSIGNMENTS:
• Assignments represent one-third of the final grade and therefore should not be taken
lightly. If you want a top grade, do top grade work: understand the question, answer it
clearly, avoid misspellings, be opinionated/express your likes and dislikes; also, add
color and images to enhance and support your answers -this is a marketing course. You
have plenty of time – do good work and improve your grade!
• Ch. 9: Explain the main characteristics of Facebook ads; illustrate with a “carousel”
card ad. Also, identify the main characteristics of Twitter ads, illustrating with a
promoted tweet. Finally, list the main characteristics of LinkedIn, showing a sponsored
ad. Your answers should be based on these articles, which you should google: a) “The
5 Most Effective Types of Facebook Ads – And How to Use Them For Your Business”; b)
“How to Use Twitter Ads – The Complete Guide for Marketers”; and c) “How to Use
LinkedIn Ads to Grow Your Business: The Complete Guide for Marketers”. 30 POINTS
• Ch. 10: Copy an ad for each of the following: a) group chat live rooms like talkee.com,
b) Club Med vacation, c) Disney World resort, d) Winnebago motor homes. Identify
which stage of the traditional family cycle is the most lucrative for each, and also
indicate the likely range of its age and income targets. Explain your answers. 10 POINTS
• Ch. 12: Find the following data for Hispanics, and indicate its sources: What % of U.S.
population is comprised by Hispanics? What is their current buying power in $ billion? Is
their median age younger or older than non-Hispanic whites? What % of U.S. population
are they expected to represent by 2050? Also, what is their average family size
compared to other subcultures? 10 POINTS
• Ch. 15: Describe how you made your decision to attend Lehman; use the “Process”
stage (that is, Need Recognition, Prepurchase Search, and Evaluation of Alternatives) of
the Consumer Decision-Making model to explain your decision. Note: there’s no right
or wrong answer; discuss your own situation in a frank and personal way. Explain: in
which specific ways did you follow the process stage, and in which ways did you not?
are you disappointed with your decision in any way, i.e., do you feel some buyer’s
remorse? (be honest -your answers are confidential!!). What does your experience say
about the decision-making process model in general? The best answers are opinionated
and honest!!! 20 POINTS
• Ch. 11: Look closely at this Revlon ad from Europe (see next page): its headline
announces “Revlon’s Super Moist Lip Gloss”, and its text introduces a line of Moon
Drops lipsticks. Now, answer the following ten questions: a) Which element of the ad
impacted you the most: its “mermaid” photo, headline, or the lipstick colors in its
product line? (since you don’t read German I won’t ask about the text) b) What primary
product benefit did it communicate directly? c) What secondary benefit(s) did it imply
or promise -either by association, inference or symbolism? d) Describe its likely target
audience in terms of race, age and income range, as well as attitudes. e) What values
did it appeal to? f) How did it provide an assurance that the product will perform as
expected? g) Were its headline/text/ fonts/image/background complementary and
reinforcing, or did you find any element contradicting the rest? h) No ad is perfect, so
what change(s) would you suggest to improve this one? i) What was the ad’s main
objective: create awareness, communicate benefits, change attitudes, or promote
purchase? j) On a 5-star rating scale in which 1 star means “least likely” and 5 stars
mean “most likely”, what was the likelihood that the ad achieved its main objective?
30 POINTS
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