Assignment 2: Advertising and Experience Design Strategies

In this assignment, you will analyze and assess advertising and experience design strategies. You will then evaluate and compare the strategies of two similar products from competing companies.Background:An area that marketing executives must manage is integrated marketing communications (IMC), which includes social media, experience design, and advertising. Communications decisions have changed over the past decade due to the Internet and other technological advances. Developing an IMC program involves setting appropriate goals, deciding on the appropriate message and tone, and selecting media. It also involves developing a media plan, setting a budget, and evaluating or measuring the effectiveness of the IMC plan. Directions:Use the Argosy University online library resources to identify five peer-reviewed academic articles related to social media, advertising, and experience design strategies.Examine the IMC strategy for a current product. Include pictures and advertisements or links to advertisements if possible.Identify the strengths and weaknesses within the strategy.Examine what effect IMC strategies have on marketing management.Evaluate and compare the communication strategies for the product you chose against those of a competitor. Use the literature to explain why one approach is superior to another.Write a 4–6-page report in Word format. Utilize at least five scholarly sources in your research. Make sure you write in a clear, concise, and organized manner; demonstrate ethical scholarship in accurate representation and attribution of sources; display accurate spelling, grammar, and punctuation.Apply APA standards to citation of sources. Use the following file naming convention: LastnameFirstInitial_M5_A2.doc. For example, if your name is John Smith, your document will be named SmithJ_M5_A2.doc.Grading Criteria:Grading CriteriaProficientMaximum PointsExamine the IMC strategy for a current product.Examination is specific, clear, and appropriate. Examination includes various types of marketing communication for the product.12Identify the strengths and weaknesses within the strategy.All obvious strengths and weaknesses are identified.12Examine what effect IMC strategies have on marketing management.Examination of the effect of IMC strategies on marketing management is complete, accurate, and concise.12Evaluate and compare the communication strategies for the product you chose against those of a competitor. Use the literature to explain why one approach is superior to another.Communication strategies are compared and contrasted in all aspects. Justification for why one approach is superior is specific, accurate, and supported by relevant literature.16Writing StandardsWrite in a clear, concise, and organized manner; demonstrate ethical scholarship in accurate representation and attribution of sources; display accurate spelling, grammar, and punctuation.Wrote in a clear, concise, and organized manner; demonstrated ethical scholarship in accurate representation and attribution of sources; displayed accurate spelling, grammar, and punctuation.8Total:6