I have the assignment briefing attached. I attend at an Australian university so ads used within the assignment preferably should be Australian.
According to the briefing i need to answer 2 complete questions and make sure you read the note on the bottom as they have the specific requirements for each of the 2 questions.
Discovering Marketing MKTG1000
This assignment is an application based assignment that is designed to test your
understanding of marketing concepts (mainly chapters 4, 6, 8, 10 and 11). You will need to
answer all the questions and provide justification for your answers. You will be marked on
your ability to apply marketing concepts and to discuss your answers in a coherent and
By the end of this assignment you will be able to:
1) Apply market segmentation to a real life brand or product
2) Critic and understand advertisements and marketing communications
3) Develop an appreciation of the rationale underlying marketing strategies
4) Formulate recommendations for real life marketing problems
Note: For Question 1, please choose PROPER ads and not product images as they are
NOT ads. They will need to have a brand and professional execution to constitute an ad.
Question 1 (Total: 45marks)
This is an application question. When discussing the answers, please make sure you are
relating your answers to the AD and not your general perception of the brand. You will need
to link to the symbols, the visuals, and characters (and so on) that you can see in the ad.
Please do not make up imaginary claims which are NOT reflected in the Ads.
Choose TWO print advertisement for one product category of your choice (for example, ice
cream) that targets two different groups of consumers. For each of the ads, you will need to
answer the following questions:
a) What is the positioning of the products shown in the advertisement? Are the product
positioning for products shown in the two advertisements similar or different? Why do
you think marketers have made them similar or different? You will need to discuss by
applying the relevant positioning bases. (8 marks)
b) Using the five bases of segmentation, identify which of the five bases of segmentations
have been utilized (there can be more than one). Based on the segmentation bases you
have identified (those relevant and applicable to your ad), describe and discuss who is
the target market within each advertisement by critically analyzing the symbols, images,
words and content of the print advertisement to relate and justify the segmentation
bases. (25 marks)
c) Compare the two advertisements: Discuss how and why the advertiser has effectively
OR not effectively communicated the message to the intended audience. You should
center your discussion around: Which of the two advertisements is MORE effective?
Why do you think that is the case? (8 marks)
At least 2 academic references in this section. (4 marks)
Word Count: 1000 words.
ADS need to be official manufacturer/brand generated advertisements. (You can refer to:
adsoftheworld.com, www.luerzersarchive.net, www.coloribus.com and such websites to
search for RELEVANT ads)
Videos are NOT acceptable. They should strictly be in PRINT form (e.g. publishable in
magazines, newspapers). You will receive 0 for using videos to answer the question.
If the 2 chosen advertisements are from different product categories, you will also
receive 0 (Please check with your respective tutors if you are unsure)
Question 2 (Total: 55 marks)
Copying is a common occurrence in the marketplace. From fashion products to cars, from
food to cosmetics, it is well documented and observed that brands often copy one another.
a) Define classical conditioning and stimulus generalization using academic references (not
a direct copy and reference from your textbook Chapter 4). (5 marks)
b) How has the concept of stimulus generalization been used in the marketplace? Discuss
the applications of stimulus generalization by providing TWO DIFFERENT examples. (10
c) Discuss the advantages and disadvantages of copying from the perspective of the
original brand as well as the copycat brand (8 marks)
d) Find a pair of copycat products or brands. Discuss which elements (e.g. packaging,
brand name, etc) did the copycat brand utilized to look like the original brand. (6 marks)
e) Discuss how copying can bring benefits and harm to the consumers? You will need to
support your answers using academic references. (12 marks)
What are some of the strategies companies use to counter copying? Provide two
strategies, which have been employed by real life brands to counter copying. (8 marks)
Please ensure you properly reference your sources.
At least 3 academic references in this section. (6 marks)
Word Count: 1000-1500 words.
You may use examples and images of brands from your home country.
This is an application question. Please do not make up statements that are untrue
(unjustified). It will have to be realistic and practical.
1) For Question 1, you will need to attach EACH of the ads in your submission. Each ad
should be on a separate page. For Question 2, you will need to attach the 2 images on a
separate page (1 of the original brand and 1 of the copycat brand) in your submission. If
the ads or images are not attached, the assignment will not be marked.
2) For the hardcopy submission, ads and images used in both questions should be printed
in their original colour.
3) Word Count: 2000 – 2500 (+/- 10%) words in total.
4) Apply the theories from your MKTG9 textbook and reference your textbook accordingly.
5) You will need to provide minimum of 5 academic references to support your answers
(for Question 1 and Question 2). Textbooks are NOT considered academic references
even though it is a given that you will be referring to it. You will need to use databases to
search for academic journals via ProQuest, Emerald Database, Science Direct, and so
on to support and apply the marketing theories.
NOTE: You will be marked on your academic references and how you are able to integrate
marketing concepts into your assignment. You are not allowed to copy and paste the same
definition (and reference) for all your answers. You will be penalized for the lack of
references and incorrect referencing.
Formatting: Font size: 12 pt |
Spacing: 1.5 pts | Font: Times New Roman/Calibri
A softcopy MUST be submitted via TURNITIN link.
Please use the assignment template and attach the cover page to your assignment.
Week 6 (11 April 2016) Monday by 4pm according to the submission guidelines above.