Go get it
ADV 342 ASSIGNMENT #1
DEFINING A MARKETING PROBLEM and PREPARING THE RESEARCH PLAN Due February 17
Individual assignment worth 25 points
You are an advertising account planner with a national advertiser as a client. A commercial for your brand aired during Super Bowl XLVIII on Sunday, February 2, 2014. The following morning, your client’s brand manager called with a big problem. The company CEO was unhappy with the direction evidenced in the commercial believing that it will not help boost sales. If your agency wants to retain the business, you must quickly develop a new strategy.
As the account planner, you are charged with identifying research needs, bringing the voice of the customer to the conversation, and discovering key consumer insights. It will be up to the creative team to translate this into a new campaign. Time is of the essence, so you are tasked with quickly identifying the research problem and developing a research plan. In your paper, address all of the points below.
DISCUSSION (23 points)
1. What is your brand? You must choose a brand advertised during the Super Bowl on February 2, 2014. Name the brand and briefly (no more than one paragraph) describe the commercial.
2. You have very limited information about the problem; all you know is what the brand manager told you. What types of additional information would you seek from the brand manager? From secondary sources?
3. Using the limited information available (i.e., the strategic direction you saw in the commercial and the CEO’s dissatisfaction with how it addresses sales growth), define the research problem.
4. What are the core elements of the situation that must be addressed in this research? In other words, on which parts of the problem would you first focus?
5. Based on your research problem definition in question 3, prepare a general research plan. Itemize the key questions and methods (NOTE: more than one) for your research. Be as specific as possible.
FORMAT (2 points)
2-4
DEFINING A MARKETING PROBLEM and PREPARING THE RESEARCH PLAN Due February 17
Individual assignment worth 25 points
You are an advertising account planner with a national advertiser as a client. A commercial for your brand aired during Super Bowl XLVIII on Sunday, February 2, 2014. The following morning, your client’s brand manager called with a big problem. The company CEO was unhappy with the direction evidenced in the commercial believing that it will not help boost sales. If your agency wants to retain the business, you must quickly develop a new strategy.
As the account planner, you are charged with identifying research needs, bringing the voice of the customer to the conversation, and discovering key consumer insights. It will be up to the creative team to translate this into a new campaign. Time is of the essence, so you are tasked with quickly identifying the research problem and developing a research plan. In your paper, address all of the points below.
DISCUSSION (23 points)
1. What is your brand? You must choose a brand advertised during the Super Bowl on February 2, 2014. Name the brand and briefly (no more than one paragraph) describe the commercial.
2. You have very limited information about the problem; all you know is what the brand manager told you. What types of additional information would you seek from the brand manager? From secondary sources?
3. Using the limited information available (i.e., the strategic direction you saw in the commercial and the CEO’s dissatisfaction with how it addresses sales growth), define the research problem.
4. What are the core elements of the situation that must be addressed in this research? In other words, on which parts of the problem would you first focus?
5. Based on your research problem definition in question 3, prepare a general research plan. Itemize the key questions and methods (NOTE: more than one) for your research. Be as specific as possible.
FORMAT (2 points)
2-4