Explain why a tease, reveal, sustain campaign often works better than just a basic product launch?

1. Apply marketing communications theory to real world industry examples.
2. Assess the measurement/performance of marketing communications activities.
3. Make recommendations to improve marketing communications activities.
This assignment is based on the application of marketing communications theory applied to a case study.

• Identify and reference (author) key theories, theorists and contributors
• Students will be rewarded for their positive oral contributions
• Provide case study evidence (supporting data).
• Provide arguments/analysis/discussion and justification which utilise the available data.
• References need to be academic and demonstrate depth of reading.
• ACADEMIC reading.
• Journals, text books, reports, studies eg Mintel, Athens sources eg WARC marketing case studies
• Use other sources sparingly. Wide research is still essential but pick your sources carefully. The main focus needs to be on academic sources.

Consider how to answer these questions. What are markers looking for? – That you have read and really understood the case, you can apply theory, you have done lots of research and reading and can analyse the case.

An answer should include
An explanation, not a description, to the question.
The explanation will need to include relevant marketing communications theory you have researched with references quoted.
Other research – eg the company/brand, celebrities, and so on, relevant to the case.

Example of a student answer

How did this campaign affect their positioning strategy?

SUZY’S ANSWER: They wanted to appear different from the competition, this is called differentiation (quote ref) as their competitors were doing the opposite. By being different by ….. they were noticed and were perceived as being different in a positive way by understanding their target market and responding to this. The campaign was original and led to lots of social media buzz. The social media results were important because …… (ref). The results demonstrated the success in changing their positioning strategy….

WAS THE ABOVE A GOOD ANSWER. IDENTIFY IT’S STRENGTHS AND WEAKNESSES.

MY CASE STUDY DOMINOS QUESTIONS FOR ASSESSMENT:
1. What external factors influenced dominos to do a Marketing Communications campaign?
2. Who were the target market?
3. List the Marketing Communications tools used in the case?
4. Why did they select this/these tools, in particular?
5. Can you talk me through some of the strengths of this/these tools used in this campaign?
6. What about the above’s weaknesses?
7. How do the tools link to their target market?
8. What are the purpose of Marketing Communication objectives?
9. What were the campaign objectives? Why?
10. Quote ‘Dominos Employees’ what does this mean?
11. Using branding theory, go further and explain how employees (esp. Frontline) can embody and communicate the brand of a hospitality product?
12. How did Dominos propose that employees represent their brand (which personal values?) (respect, humility, courtesy, helpfulness and sincerity)? Can you think the appropriate theory here?
13. For the employees campaign, which Marketing Communications tools were used and what type of tools are these?
14. Understanding the target market is important to differentiate the brand? What did Dominos understand about the target market and how did they use this information in their campaign?
15. Explain what all the symbolism in the advert means?
16. Can you relate any consumer behaviour and advertising theories to this advertise?
17. Can you apply the communication process theory to this advertise?
18. Where was the advertise shown? why here?
19. What other media were used?
20. How was the change in perception and attitude of employees measured?
21. Could you explain the importance of using Marketing Communication theory when devising this campaign?
22. Surveys were also used to measure and Benchmark what?
23. What digital measurements did they do?
24. Other measures?
25. Could you explain the growth of the use of Digital Media for Marketing campaign?
26. How would you develop the use of Social Media if this campaign were to run again?
27. Explain how your idea supports the objectives of this campaign?
28. What recommendations and suggested improvements to the campaign do you have?
29. Is there anything anyone wants to add that we haven’t talked about?
30. Why did Dominos come up with this campaign?
31. Why did they choose this/these objectives, in particular?
32. Why is it important to research your target market?
33. How did Dominos use research on their target markets to influence their campaign?
34. What did Dominos find out about their target market, that they ultimately used in their campaign?
35. What tools did the campaign use and why? Discuss the strengths and weaknesses of these tools?
36. Explain the reasons why they used these tools?
37. Explain the importance of influence marketing and how this campaign used it?
38. Who were the influencers used and how were they selected?
39. What does going viral mean, in marketing terms?
40. What is Clickbait?
41. What is Social Listening?
42. Guerilla Marketing was used, what is this?
43. A Stunt was used – what part of the Marketing Communications mix is this?
44. What term do we use for a particular day for marketing?
45. Could you explain why the use of humour in Marketing Communications can be effective? (theory)
46. Apply AIDA to this case?
47. Content theory? Discuss the imagery they used and psychological aspects?
48. Did Dominos manage to de-position xyz? How?
49. How did this campaign relate to consumer behaviour theory?
50. This campaign wanted to tackle an inaccurate perception to enable them to change the brand image (repositioning)? Please explain this?
51. Discuss the content of the videoed how they fulfilled the marketing objectives?
52. Content marketing, what was their strategy?
53. Essentially Dominos were using an influencer, what power did this have?
54. What research have you done about this celebrity/influencer and what did you learn?
55. How did this campaign appeal emotionally and rationally to their target market?
56. Using emotion in marketing (power of words and reactions), how did this campaign use this aspect? Did they use any rational appeal? Why?
57. Explain, using branding theory, the importance of a strong brand and of changing brand names and re-positioning of a brand?
58. Positioning strategy theory – what were the objectives here of Dominos?
59. What did their research into their competitors reveal regarding their brand?
60. Explain why a tease, reveal, sustain campaign often works better than just a basic product launch?
61. Who were Dominos main competitor?
62. Celebrities were selected to use in the campaign. Explain their fit to, Dominos target market and campaign?
63. Can you apply the communication process to this campaign?
64. What methods did they use to measure the results of the campaign?
65. How else could they have measured?

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