kaplan GB531 full course (all assignments +discussions +final project)

Unit 1 Assignment: Trends
Compose a 2–3 page paper (plus Cover page and
References page and using APA formatting) explaining the trends discussed by
Zinkhan (1994).
Assignment Requirements:
·
In your paper, discuss what trends have changed since this article was
written.
·
What trends have remained?
·
What are some trends you predict will occur in advertising in the next
10 years?
·
Use additional research to support your assertions.
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
1: Assignment Dropbox.
Unit 2 Assignment: Case Study
Read the Smokey Bones & Fire Grill case study
on page 673 of your textbook.
This case study illustrates how a declining brand
utilizes a new advertising agency to increase traffic and sales by means of a
new positioning strategy.
Write a 3–4 page paper (plus Cover page and
References page and using APA formatting) utilizing the following format to
analyze the case:
1.
Identification of the Issues
· Identify the major
opportunity/problem faced in this case.
· Identify the major
decisions that need to be made.
2.
External Analysis
· Evaluate factors
outside the organization that should be taken into consideration when making a
decision.
3.
Internal Analysis
· Evaluate factors
inside of the organization that should be taken into consideration when making
a decision.
4.
Alternatives
· Select possible
alternatives to take advantage of the opportunities or solve the problems
identified.
· Evaluate the
strengths and weaknesses of each alternative.
5.
Decisions and Implementation
· Propose a solution to
the problem.
· Defend your proposed
solution by citing information from the case and your textbook or from other
knowledge that you have gained from your experience or research; be as specific
as possible.
· Explain how you will
implement your decision.
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
2: Assignment Dropbox.

Unit 3 Assignment: Case Study
Read the Harvard Business School case study: A
defense of direct-to-consumer prescription drug advertising. This case
study focuses on the practical application of advertising in the setting of a
specific regulated industry with a critical discussion of varying perspectives.
Write a 3–4 page paper (plus Cover page and
References page and using APA formatting) utilizing the following format to
analyze the case:
1.
Identification of the Issues
· Identify the major
opportunity/problem faced in this case.
· Identify the major
decisions that need to be made.
2.
External Analysis
· Evaluate factors
outside the organization that should be taken into consideration when making a
decision.
3.
Internal Analysis
· Evaluate factors
inside of the organization that should be taken into consideration when making
a decision.
4.
Alternatives
· Select possible
alternatives to take advantage of the opportunities or solve the problems
identified.
· Evaluate the
strengths and weaknesses of each alternative.
5.
Decisions and Implementation
· Propose a solution to
the problem.
· Defend your proposed
solution by citing information from the case and your textbook or from other
knowledge that you have gained from your experience or research; be as specific
as possible.
Assignment Checklist:
·
Select possible alternatives to take advantage of the opportunities or
solve the problems identified.
·
Evaluate the strengths and weaknesses of each alternative.
·
Defend your choice by citing information from the case and your textbook
or from other knowledge that you have gained from your experience or research;
be as specific as possible.
Unit 4 Assignment: Channel Management
Successful marketers know marketing communications
strategies must be attuned to their end customers and to the trade channels
through which they reach those customers. Some companies have attained great
success by taking that realization further by making the channel the center of
their corporate marketing strategy.
Read the article: Channel management: A
framework for revolution.
Compose a 2–3 page paper (plus Cover page and
References page and using APA formatting).
In your paper, address the following:
1.
Evaluate the functions and responsibilities of channel members
2.
Assess areas of potential conflict between intermediaries and producers.
3.
Choose and judge a brand (not mentioned in the article) who exemplifies
this method of making the channel the center of their corporate marketing
strategy.
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
4: Assignment Dropbox.

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:
Evaluate whether the
campaign was successful by supporting your analysis with information from
the case study.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.Assess the Orlando/Orange
County Convention and Visitor’s Bureau advertising and marketing strategy.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 theUnit 5: AssignmentDropbox.

Unit 6 Assignments: PEZ & Learning
Journal
1.
Go to the PEZ website at http://www.pez.com.
2.
Learn about the company and its products.
3.
Design a new advertising campaign to renew interest in the product.
Consider all aspects of the marketing mix when designing your campaign.
4.
Compose a 2–3 page paper (plus Cover page and References page and using
APA formatting).
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 Unit
6: Assignment Dropbox.
Unit 6 Learning Journal
In this week’s Journal, reflect on an advertising
campaign that you feel was unethical and should never have been allowed to run.
Do you believe all advertising campaigns should be reviewed by some sort of
government agency before being allowed to run? Or should consumers be the
ultimate review board, deciding if they dislike an ad campaign, they simply do
not buy the product?
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.kaplan GB531 all discussionsUnit 1
Can advertising be
successful in an economy in which demand is greater than supply? What are
the pros and cons of using advertising instead of other marketing methods?
Unit 1 discussion 2

Marketers
are sometimes criticized for targeting vulnerable consumers. For example
critics point to ads for malt liquor in inner-city neighborhood billboards. Do
marketers have a responsibility to limit to who they target or are all
potential market segments fair game?

Unit 2

Select and evaluate at least three ads for products that represent all three
stages of the product life cycle. Support your evaluation with an
assessment of why you think the products fit in these stages. Compare
your examples with those of your classmates.

Unit 2 discussion 2
Select and evaluate at least
three brand names and defend each brand’s supporting branding and positioning
strategy. Include a relevant quote from your textbook within the response.
Unit 3

Should
companies use advertising agencies or do their own advertising? Support your
position. Within your response, include a relevant quote from your textbook.

Unit 3 discussion 2

Reach and frequency are
both emphasized when doing media planning. What is the difference between the
two concepts? Which is more important and why? Within your response, include a
relevant quote from our textbook.

Unit 4
Out-of-home advertising is
not as targeted as some other forms of advertising. Should companies engage in
more out-of-home advertising?

Unit 4 discussion 2
Many comment that sales
promotion only creates short-term sales and does not do enough to create
long-term customers. Do you agree with this statement? Explain.

Unit 5
In Unit 4 we you read
about Media Strategy, including Digital and Direct Response as forms of
advertising. This week we 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.

Unit 5 discussion 2
What are the pros and cons
of limiting an advertising strategy to television, radio, and print media?
Explain.

Unit 6
What are the
responsibilities of advertising from a social perspective, a legal perspective,
and an economic perspective? Within your response, include a quote from
your textbook.
Unit 6 discussion 2
Is it okay that companies
use puffery in their ads? What is puffery and why does the FTC allow it occur
in advertising?