Posted: July 14th, 2022

Advertising Messages and Marketing Communication.

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Assigned Readings:Chapter 11. Advertising Messages and Marketing Communication.Initial Postings: Read and reflect on the assigned readings for the week. Then post what you thought was the most important concept(s), method(s), term(s), and/or any other thing that you felt was worthy of your understanding in each assigned textbook chapter.Your initial post should be based upon the assigned reading for the week, so the textbook should be a source listed in your reference section and cited within the body of the text. Other sources are not required but feel free to use them if they aid in your discussion.Also, provide a graduate-level response to each of the following questions:Rip up your favorite magazine, and classify any 5 ads according to whether you think they’re aiming to achieve a cognitive, emotional, or behavioral goal. Which ad do you like the most? Did any stimulate you to learn more about the brand? Imagine you were designing an ad for a (choose one): car, laptop, health clinic. What would your ad look like if you were targeting: a) old people, b) kids, c) super rich people, d) What celebrity would you have endorse your brand? Why ? [Your post must be substantive and demonstrate insight gained from the course material. Postings must be in the student’s own words – do not provide quotes!] [Your initial post should be at least 450+ words and in APA format (including Times New Roman with font size 12 and double spaced). Post the actual body of your paper in the discussion thread then attach a Word version of the paper for APA review]Submitting the Initial Posting:Your initial posting should be completed by Thursday, 11:59 p.m. EST. Response to Other Student Postings: Respond substantively to the post of at least two peers, by Friday, 11:59 p.m. EST. A peer response such as “I agree with her,” or “I liked what he said about that” or similar comments are not considered substantive and will not be counted for course credit.[Continue the discussion through Sunday,11:59 p.m. EST by highlighting differences between your postings and your colleagues’ postings. Provide additional insights or alternative perspectives]Evaluation of posts and responses: Your initial posts and peer responses will be evaluated on the basis of the kind of critical thinking and engagement displayed. The grading rubric evaluates the content based on seven areas:Content Knowledge & Structure, Critical Thinking, Clarity & Effective Communication, Integration of Knowledge & Articles, Presentation, Writing Mechanics, and Response to Other Students.
Activity 11 – Video Exercise: Ogden Publications
Ogden Publications, a publisher of a variety of magazines, uses integrated marketing communications to coordinate and achieve consistency across all aspects of its marketing efforts. Ogden’s marketing department—consisting of a circulation team, a creative services team, a merchandise and events team, and a public relations team—searches for ways to collaborate more effectively with each editorial team so that there is consistency of key brand imagery and marketing messages across the company’s various magazines, websites, and marketing materials. The circulation team is responsible for managing overall readership by using touch points such as direct mail, magazine insert cards, email campaigns, and newsstands. The merchandise and events team is charged with developing new products and identifying new events to attend. The creative services team provides creative development for marketing as well as for the rest of the company. The PR team is responsible for gaining media exposure for Ogden. The overall message across Ogden’s various magazines is that Ogden provides “cool information that is relevant.”VIDEO DISCUSSION QUESTIONSWhat are some of the key customer touch points for Ogden Publications?
How does Ogden Publications use integrated marketing communications to provide a consistent message across these customer touch points?
How does Ogden Publications benefit from using integrated marketing communications?
The assignment is to answer the question provided above in essay form. This is to be in narrative form and should be as thorough as possible. Bullet points should not to be used. The paper should be at least 1.5 – 2 pages in length, Times New Roman 12-pt font, double-spaced, 1 inch margins and utilizing at least one outside scholarly or professional source related to marketing management. The textbook should also be utilized. Do not insert excess line spacing. APA formatting and citation should be used.

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