Case study based on advertising strategy

Assignment Help Operation Management
Reference no: EM13104157

You have just been appointed the Vice President of Advertising at the Keller Advertising Agency! Your agency has just signed a new client, LibraTech, that wants to introduce their new eReader into the marketplace in a way that will scare the competition. Their version of the eReader features flip-page technology and fabulous full color that allows the reader to read any type of book easily from a novel to a travel book in the same detail they would find in the print version.

Writing approach: This paper is a proposal for your new client. You want to show the client that you have done your homework.

Introduction (10 Points)
Start out your paper with an introduction that teases the client with just enough detail to keep them reading. Suggested length: about 1 page
Product Naming Strategy (10 Points)
Your client needs your recommendations on what to name the product. Explain in detail why you chose the name and explain why the name will create the brand image they need. Suggested length: about 1 page
Research (20 Points)
Your first assignment is to analyze the marketplace so you can determine an effective advertising campaign that will emphasize this products strengths and features, as compared to the competitors.

Start out with at least a paragraph that explains your research strategy.

Focus your research towards online book stores and electronics companies that are currently offering their version of an eReader. Critically evaluate each and create a table that compares at least three of these competitors. Make sure that you identify their current advertising strategies. The higher level of detail you research, the better you will be able to create an effective advertising campaign.

Close this section by analyzing the information that you found. Explain which advertising strategies are working and which ones have not worked well and why.

Make sure that you use APA format to provide citations within the body of your report and provide a reference page at the end of your paper. Suggested length: 2 pages.
Advertising strategy (40 Points)
Now that you have done your research, it is time to prepare a plan for how LibraTech can most effectively execute an advertising campaign to create a buzz and capture market share from their competitors.

Points to consider:
Who is the target market?
What are the relevant Consumer Behavior Issues?
What is your overall strategy?
What is your advertising message?
Consider designing an advertising campaign with a combination of different types of advertising media and marketing communication tools. (See media types in this week's lecture or the textbook for ideas)
What role does each type of media play in the plan?
What are the pros/cons of the campaign you have selected?
At the end, summarize your plan highlighting the key points for your client.

Be creative and have fun with your advertising strategy. Suggested length: 3 pages.

Final Format
Back to Top
All submissions must be typed, using Times New Roman 12-point type, and be double-spaced.

Use of proper spelling, grammar, and clarity of writing and style appropriate for a graduate level business proposal are expected and will be graded.

Spelling/Grammar/Organization (10 Points)
Correct APA format (10 Points)


The fully completed advertising critique should include a title page (include your name, date, title of your plan, name of the course), a right justified page header with page number, the content outlined above plus any applicable tables, graphs or attachments. In text citations and a reference page are required, as is adherence to APA citation standards.

Develop a tightly focused, strategically oriented paper. Your client will be looking for the depth and breadth of your findings and arguments. Do not write in any section that you "couldn't find needed information". Be sure to reflect the concepts learned thus far! AND have fun!!!!

Reference no: EM13104157

Questions Cloud

Find out the p-value for the test : The average hourly wage last year for members of the hospital clerical staff in a large city was $6.32. The standard deviation of the population was $.54. This year a sample of 50 workers had an average hourly wage of $6.51. Test the claim at alph..
What is the maximum mass that can hang without sinking : Styrofoam has a density of 300 kg/m^3 . What is the maximum mass that can hang without sinking from a 20.0cm -diameter Styrofoam sphere in water? Assume the volume of the mass is negligible compared to that of the sphere.
How compensation strategies enhance organization performance : Do you think that pay is a bigger factor than job satisfaction? How many of you review the total package before accepting offer? What items do you negotiate?
Articulate key aspects of operations management : Articulate key aspects of operations management. Explain why operations management is important to managers in various organizational areas.
Case study based on advertising strategy : You have just been appointed the Vice President of Advertising at the Keller Advertising Agency! Your agency has just signed a new client, LibraTech, that wants to introduce their new eReader into the marketplace in a way that will scare the competit..
What is the magnetic field at the center : A straight conductor carrying a current of 19 A splits into identical semicircular arcs of radius 13.3 m. The positive direction is out of the screen. What is the magnetic field at the center of the resulting circular configuration?
Determining the p-value for the test : Test the claim at alpha-.05 that the average wage has not changed by finding the p-value for the test.
Poisson distribution-confidence interval-probability : If you buy a box of Wisk, the probability of getting a scoop is 97%. If you buy 9 boxes over the next several months, what is the probability of missing two scoops?
Average number of acres in western pennsylvania : A state executive claims that the average number of acres in western Pennsylvania State Park is less than 2000 acres. A random sample of five parks is selected, and the number of acres is shown. At alpha=.01, is there enough evidence to support th..

Reviews

Write a Review

 

Operation Management Questions & Answers

  Illustrate what is average time spent waiting in line to get

Illustrate what is average time spent waiting in line to get to ticket window. Illustrate what is probability which re are more than two people in system? More than three people or more than four.

  Spare parts remaining at the end of the time can be salvaged

The machines are expected to be used for 10 years, and any spare parts remaining at the end of the time can be salvaged at $50. If a shortage occurs

  Change project are critical to success

It's no secret that having a vision for change and being able to communicate the change project are critical to success. However, that all requires a communication plan.

  Elucidate how would you suggest reducing number of factors

Let's say your boss develops an EFE Matrix which includes 62 factors. Elucidate how would you suggest reducing number of factors to 20.

  Explain the major causes of absenteeism at work

What are the major causes of absenteeism at work? How can companies minimize the level of absenteeism that takes place?

  Describe the main challenges of running a food

Describe the main challenges of running a food manufacturing plant. How are these similar to or different from running a grocery chain or store?

  Illustrate what additional cost is shop incurring

Annual carrying costs are approximate d at $0.60 per pot per year and ordering costs are $20 per order. Illustrate what additional cost is shop incurring by using this current order size rather than economic order quantity.

  Assume you are about to meet and negotiate

Assume you are about to meet and negotiate with an individual from a low-context culture

  Illustrate what governance mechanisms would you design

Explain how would you structure agreements to address your concerns and capture any pros you have identified. Illustrate what governance mechanisms would you design for agreements.

  What you have researched and studied throughout modules

Using what you have researched and studied throughout Modules 1 - 7, write a report addressing a quantitative analysis (QA) project

  Illustrate what is number of late jobs

A single machine work center has 5jobs assigned to it. Using first-come-first-served priority rule, illustrate what is number of late (tardy) jobs.

  What kinds of management information systems

What kinds of management information systems will be useful in conducting these activities?

Free Assignment Quote

Assured A++ Grade

Get guaranteed satisfaction & time on delivery in every assignment order you paid with us! We ensure premium quality solution document along with free turntin report!

All rights reserved! Copyrights ©2019-2020 ExpertsMind IT Educational Pvt Ltd