Trimester 1 2024 End of Unit Assessment
Q1. Please type your response below.
The ongoing campaign seems instrumental in the achievement of the objective of raising awareness and call to action of booking mammograms. These strategies adopt the Attitude towards the advertised product and the number of times the consumer is exposed to the advert as important metrics for determining the effectiveness of the IMC strategy used here; The first aim of IMC here is likely awareness and action. The visuals are very attention-grabbing which will make you fix your gaze on them through funny images that somewhat look like breasts, so you just get curious. The messages It might be a sign: schedule your mammogram event and Schedule your mammogram event: book your mammogram perform towards the action step because they are marked by straightforward and actionable communication.
These ads in the campaign operate based on the principles of emotional appeal as well as persuasive communication. The pathos appeal is perhaps is seen through the use of features that create some form of relatability within the minds of the viewers, this may elicit thoughts relating to health issues. Regarding persuasion, there is a direct appeal to take action which is to book a mammogram, effectively using the impression created by the pictures to bring about change.
Thus, the IMC campaign should achieve an even higher level of direct marketing to strengthen the companys appeal to its target customers through application-based message theory. It is a theory that relies on selecting a message that targets the characteristics or behaviour of the intended recipient. Such direct marketing could be an actual email or a flier with information going to women of the age most appropriate for mammography. They could include messages such as carrying useful information like the novelties in breast cancer early detection, stories of breast cancer survivors, and simple call-to-act buttons or QR codes allowing one to set an appointment. Adding a feeling of offer expiry or time constraint like act now, offer valid for next 24 hours could help add more pressure for the user to book the appointment.
Social Currency: One can come up with a social media challenge where women post something that makes them think about health checks using the campaigns tagline.
Triggers: Various types can be done that can be given in regular intervals that correspond to some of the everyday activities for instance a cup of coffee in the morning may remind the patient to go for a mammogram.
Emotion: Survivors real-life experiences can be narrated on Instagram and Facebook for instance. It can reach a society to create more understanding and empathy to force prompt action through sharing the video content.
Public: The campaign needs to be more highlighted and visible. Influencer collaboration is useful to amplify the message further and make sure that the campaign hashtag goes viral on the web. It is also recommended to link the campaign with other events and issues in the community and the sphere of public health.
Practical Value: Breast cancer statistics, the process of mammography and tips for breast health can be presented in the form of Infographics and posted on Pinterest and other social sites such as Twitter and Linked In.
Stories: The accounts of real people in the series of posts or videos depicting peoples real-life experiences from the moments they schedule a mammogram to receive the results can be shared, which not only de-sensitizes people but also informs and encourages others.
Q1 word count: 567
Q2. Please type your response below.
Because the advertised brand imagery and target audiences matched flawlessly, the combined campaign's social partnership powerfully represents MPR. In terms of appealing to the young market and, in Champion's case, reputation for excellence, it is easy to link HoMie's social mission of empowering kids and ending homelessness with the activity wear firm. Thus, the ad is believable and appealing to consumers of both companies because of its motivating synergy. This topic may be categorized as Cause-Related Marketing (CRM), in which the corporation is engaging in a cause-related commercial endeavour by donating a sweater for each HoMie hoodie that is sold. This collaboration takes advantage of the companies' advantages to benefit both parties and address a significant societal issue.
The relationship marketing idea states that social concerns and consumer values are the foundation of every successful relationship marketing campaign. In this instance, HoMie and Champion evoke a stronger and more emotional response from their audience through their effort to generate cash for needy areas of society. By showcasing the companies' CSR, this not only raises awareness of the various brands but also helps them stand out in a crowded market. The advertising picture has models (message sources) that are all appropriate for the target demographic of teenagers and young adults. The heterogeneous makeup of the young actors in the commercial perfectly reflects the essence of today's youth. Their informal appearances put them in the public eye, which increases the credibility of the campaign's message. This lends credence to the source attractiveness idea, which holds that likeability and likeness increase a message's likelihood of being received.
Therefore, it is crucial to select the right influencers who support the campaign's ideals and engage the target audience if it becomes essential to use sponsorship or influence marketing to increase the campaign's reach. The ideal individuals to locate are active young people, such as social media celebrities who support justice, the homeless, or youth. For example, working with accounts that target audiences who are trustworthyteens and young peopleand that concentrate their material on socially important problems might be beneficial to the campaign. Furthermore, sponsors need to collaborate with events or groups that support young people or the homeless. Putting on and sponsoring youth-oriented activities such as music festivals, sporting competitions, educational seminars, and the like can raise awareness among young people. Organisations working with homeless young people can be partnered with to add more credibility to the message and expand the campaigns territory of influence to the areas directly affected by homelessness.
Q2 word count: 419
Q3. Please type your response below.
Due to the targeted users' Activities, Interests, and Opinions, the Hudson Shoes advertisement employs the AIO targeting strategy. This strategy most likely found devoted shoe shoppers and individuals whose hobbies would make them perfect candidates for this chic and practical shoe-purchasing software. The fact that the advertisement is showing up in my feed might mean that I occasionally browse fashion websites, go online to buy shoes or clothing, or actively follow the accounts of fashion influencers and businesses. The advertisement will appeal to those with the interests it highlights, such as a desire for new trends, easy purchasing, and focused promotions. It's also likely that views in favour of contemporary, computerized trading methods influence the targeting specifications of the advertisement.
The ad seems to be based on the action-inspired paradigm. It will highlight why installing the application is beneficial, with a call to action that complements a quick instructional tone. It is pertinent to those who are already interested in shopping online for apparel and other things, assisting them in making the most of the chance to use applications and other special features offered by Hudson Shoes. Such user-specific pinpointing is made possible by the anonymous compound formulations of social media interfaces.
Of the three persuasion objectivescognitive, emotive, and conativethe advertisement primarily employs the conative objective. This objective is predicated on the company's desire to accomplish an instant call to action, in this example, installing the Hudson Shoes app. The advertisement persuades viewers to download the app by touting the advantages of being the first to see the newest styles in fashion, as well as the allure of having shopping at their fingertips. As was already said, the advertisement ends with a clear call to action, "Install Now," written in capital letters to indicate that the developer wants to take advantage of the viewers' curiosity and act on it right away.
One measure that could be rather effective when it comes to proving the ROI of this campaign is the number of installs of an application.This campaign appears to have the dual purpose of increasing brand application installation and user growth. Increasing brand digital presence would follow from increased application installation, as well as user base expansion. The advertisement focuses more on the specific and tangible goal of encouraging consumers to download the app, making it more tactical than strategic. The "Download the app" button and the incentives linked to it to promote app adoption are clear examples of this strategic strategy.
A useful metric to demonstrate the campaign's return on investment would be the number of applications installed after seeing the advertisement. Measuring this metric enhances an understanding of the impacts brought by the campaign which aids in ascertaining the accomplishment of the main goal. Other parameters like the engagement of users with the app and the buyers, the number of purchases within the app and the buyers retention value post-app installation could have also given some insights into the long-term efficacy of the campaign.
Q3 word count: 499
Q4. Please type your response below:
Segment 1: Working Adult Professionals
For the working adult professionals who commute as a large part of the target consumer group, the marketing communication objective is to convey the significant advantages that come with ordering a gourmet breakfast without having to spend time throughout preparation and travelling to a restaurant. By focusing on the convenience of having a good breakfast that is both time-saving and easy to prepare, they might relate.
Segment 2: Busy Married Couples with Dual Incomes
When it comes to the employed, or the married couples with two incomes, the goal is to convey the improvement of morning and couple time. Since the delivery service provided is on the breakfast table, the communication can dwell on the convenience of the service taking the pressure out of preparing a healthy hearty breakfast they can take before they go to work.
Copy for Adult Working Professionals
"Get a delicious breakfast delivered directly to your home to start your day off right. Enjoy a nice, tasty dinner before you go; don't rush anymore. For a stress-free morning, place your order now!
Copy for Busy Dual-Income Household Adults
"Enhance your mornings with a personalized gourmet breakfast delivery. Spend time together and have fun without any hassles. Join us in celebrating your mornings!"
The advertisement featuring the egg toast appears to be targeted towards working adult professionals, as it clearly states the potential functional value. In order to prevent traffic in the kitchen when making breakfast, it highlights the importance of having a wholesome meal delivered to you in the morning. The "meat" of the message in this commercial is targeting the audiences' emotions by suggesting that they save time and start their day with a nutritious meal, in contrast to the simple "Heather" ad that depends on the gut feeling and superficial backward CPM. As the professional clients would have limited time for the morning transition, this enhances the previously stated purpose of improving overall convenience and the time necessary to complete the shift. The advertisement that best communicates the emotional advantage is the one that targets people who lead busy, active lives and have two incomes (cheering glasses of juice). Its goal is to enhance the principles of wake-up regimens by dedicating time to them in a cheerful and concentrated manner. This is because the advertisement is more in line with the Hedonic Experiential Model, or HEM, as it emphasizes the emotional benefits of using a certain productnamely, the delight of having a satisfying meal. This is a revelation for couples with hectic work schedules since it aligns with the objectives of celebrating small moments together and lowering stress before leaving for work.
Since they concentrate on the specific requirements and preferences of the various parts of the possible audience, both advertisements thereby achieve the stated goals. The first advertisement uses a functional appeal to persuade the time-pressed professional that making a healthy breakfast for himself won't take up much of his time, while the second uses an emotional appeal to reassure the couple that eating a postmodern cereal first thing in the morning will make them happy and stress-free. The messages can grab the attention of the intended audience and persuade them to utilize the service because of the variations used in the ad segmentation.
Q4 word count: 560
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