GB 531 Unit 5 ( Assignment + Journal + Discussions + Final Project Weekly Sections #8 and #9)
Unit 5 Assignment: “Orlando Makes Me Smile”
Successful marketers know that implementing marketing research both before and after a marketing campaign is executed is essential.
Read the “Orlando Makes Me Smile” integrated advertising campaign case study on page 670 of your textbook.
Compose a 2–3 page paper (plus Cover page and References page and using APA formatting).
In your paper, address the following:
1. Evaluate whether the campaign was successful by supporting your analysis with information from the case study.
2. Do additional research to learn what the Orlando/Orange County Convention and Visitor’s Bureau has done since more recently to advertise/market their product line.
3. Assess the Orlando/Orange County Convention and Visitor’s Bureau advertising and marketing strategy.
4. Offer your own proposed methods to support their success going forward.
Directions for Submitting Your Written Assignment
Save your Written Assignment in a location and with a name that you will remember. Submit your Written Assignment to the Unit 5: Assignment Dropbox.
Unit 5 Discussion Topics
This week’s Discussion focuses on advertising and media strategy.
Discussion Topic 1 : In Unit 4 you read about Media Strategy, including Digital and Direct Response as forms of advertising. This week you will learn about television, radio and print media. If you were a media planner for a large Fortune 500 company (your choice) what would be your top three strategic considerations when developing a media schedule? Support your response with at least one quote from your textbook.
Discussion Topic 2 : What are the pros and cons of limiting an advertising strategy to television, radio, and print media? Explain.
Final Project – Sections 8 and 9
View the Final Project Timeline
8. Write one, 30 second radio commercial script.
9. Write one, 15 second television storyboard.
Directions for Submitting Your Final Project – Weekly Sections
Save your Project in a location and with a name that you will remember. Submit your Final Project Weekly section to the Unit 5: Final Project – Weekly Sections Dropbox.
Unit 5 Learning Journal
In this week’s Journal, reflect on the one advertising campaign that has impacted you the most. In other words, what campaign would you describe to others in class as the “best ever done?” And even if this campaign is the one you remember the most, did it convince you to purchase the product or service and, if so, are you still loyal to that product or service?
Requirements: Your reflective Journal article should consist of a minimum of 300 words and no more than 500 words. The Journal must be concise, well-written, and demonstrate a thorough understanding of the question asked. This Journal exercise provides you the opportunity to demonstrate your knowledge of this week’s lesson and to reflect how the unit pertains to you, personally, now and in your future career goals.