BUS 622 BUS/622 BUS622 WEEK 5 ASSIGNMENT (ASHFORD)

BUS 622 BUS/622 BUS622 WEEK 5 ASSIGNMENT (ASHFORD) 



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Ashford BUS 622 Week 5 Assignment Integrated Marketing Communications  [WLOs: 1, 3]
Integrated Marketing Communications [WLOs: 1, 3] [CLOs: 4, 5]. Due by Day 7. Prior to beginning work on this assignment, review Chapter 13: Global Marketing Communications Decisions I, Chapter 14: Global Marketing Communications Decisions II, and Chapter 15: Global Marketing and the Digital Revolution. This
assignment will be incorporated into your Week 6 Final Paper. Watch the BUS622 Week 5 video with Dr. Avisha Sadeghinejad, Program Chair for MA and BA of Operations and Analysis, available in your online classroom.
Part 1: Integrated Marketing Communication Strategies (IMC)
• Examine the integrated marketing communication (IMC) strategies of your mentor company in action.
• Establish a significant global marketing campaign from your mentor company across multiple media (e.g.,
TV, print advertising, digital ads, social media ads, etc.).
• Identify a campaign execution for at least four different types of media (at least one print and one digital).
o Provide the URL link to the ad. o For each medium, provide a description of how its unique nature is being used to display the ad. o Explain what unifies the campaign across different media and makes it count as an IMC.
• Identify another marketing communication activity from your mentor company other than advertising (e.g., PR, sales promotion, sponsorship, product placement, personal selling, direct marketing, etc.). o Describe in detail and provide a link to a visual component of the activity.
o Compare it to the ad campaign you identified. Are they unified? Discuss one strength and one weakness of this marketing communication activity.
Part 2: Global Brands, Cultures and Advertisement
• Select two advertisements for the same product and from the same medium but targeted for a different country (e.g., a magazine ad for Pepsi in the US and in China, both from same campaign or a digital ad banner for Colgate toothpaste in the UK and in Saudi Arabia). Include a copy of those advertisements in your work and provide a brief explanation of the ads.
• Examine how these advertisements reflect the two cultures.
• Discuss your position in the standardized vs. localized debate.
• Explain what kind of appeal is used for the ads and if you would choose a different appeal for it. Provide
your rationale.










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