Analyzing the Message Strategies

 MKT301 Case 4

Your Name

Trident University International

MKT301 Principles of Marketing

MKT301 Case 4

Remember to always indent the first line of a paragraph (use the tab key) or paragraph formatting (see below). The introduction should be short (2-3 sentences). The margins, font size, spacing, and font type (bold or plain) are set in APA format. While you may change the names of the headings, do not change the formatting or style of font except as specified below. This template uses Times New Roman 12-point. You may also use: Calibri (11), Arial (11), Georgia (11) or Lucida Sans Unicode (10). Using the module’s readings and at least one article published in 2020 or 2021 from Trident Library’s Business Source Complete (EBSCO), a full-text database, research brands. Since you are engaging in research, be sure to cite and reference the sources in APA format. NOTE: failure to use research with accompanying citations to support content will result in reduced scoring “Level 2-Developing” on the grading rubric. This is a professional paper; not a personal one based on feelings. It must be written in the third person; this means words like “I”, “we”, and “you” are not appropriate.

Brand Research

Identify one well-known brand and research why consumers are drawn to it. Describe a major competitor of the brand and compare the two brands in terms of positioning. Are they positioned differently? What are the points of differentiation?  (1 page) Research Required.

Brand Message Analysis 1

How do the brands communicate with their target market? Analyzing the message strategies now and over time is an excellent exercise to understand how the brand remains successful. Find an older and one recent commercial for each of the brands. Note: YouTube has numerous vintage and new commercials. New commercials may also be found on the brand’s website. How to cite and reference a YouTube video. Describe the two commercials and include the video link. What is the overall message of the brand? Explain in depth. (3/4 of a page for each brand)

Brand Message Analysis 2

How do the brands communicate with their target market? Analyzing the message strategies now and over time is an excellent exercise to understand how the brand remains successful. Find an older and one recent commercial for each of the brands. Note: YouTube has numerous vintage and new commercials. New commercials may also be found on the brand’s website. How to cite and reference a YouTube video. Describe the two commercials and include the video link. What is the overall message of the brand? Explain in depth. (3/4 of a page for each brand)

Brand Application

Analyze the brand messages. Consider how the messages build brand loyalty. (1/2 page) Research Required.

Conclusion

Add some concluding remarks: 2 to 3-sentence conclusion.

References

Below are some basic rules to follow when creating a reference list:

• Begin your reference list on a new page.
• The word References should be centered and bold at the top of the page.
• Double-space your reference list.
• For each author, list the last name first followed by the initials for their first and middle names.
• Arrange your reference list alphabetically by the last name of the author.
• Use a hanging indent after the first line of your citation (Word does this for you). Type your entry and then click “Paragraph” on the HOME tab to create the “hanging indent.”

APA has a handout for the most common types of references.