Marketing

Marketing. This exercise is designed to illustrate the numerous and diverse opportunities that companies/brands have to build awareness and brand equity with current and potential consumers by using audience contact points to reach their target market.

Each of these audience/consumer contact points is an opportunity for marketing communications, and to assure that these communications are integrated, thereby presenting a unified and consistent brand image. Audience/ consumer contact points also provide an opportunity to build relationships with relevant audiences – both internal as well as external.

Directions

• Choose a well-known company (category examples – airline, automotive/ car manufacturer, bank/ financial institution, chain restaurant, supermarket, pharmacy, hotel chain, department store) and analyze how they are reaching their target audience.
• List all consumer contact points/ ‘touch points’ ranging from simply seeing the company brand /company logo/signage or advertising to actually experiencing the brand/product/service offered by the company.
• Use the examples presented in Instructor Announcements and in Chapter 1 in the textbook as a reference.
• Prepare a written analysis using the format specified in the Individual Worksheet.
• The worksheet is in MS Word.
•  Save it to your desktop and use the format to answer each question using the space required to express your ideas concisely.
•  Your assignment submission should be no more than 2 typed pages.
• Follow the format provided. (question & answer)  Exercise 1 submitted using any other format will not be accepted.

Marketing

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