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Case №1. Theory and practice of advertising.
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Case - task 1
Option 3
Situation 1
The company "Partner" for 10 years provides a management consulting service to companies in the field of construction and development business. During this time, the company has gained a reputation as a reliable and professional partner in the field of consulting.
By the anniversary, the company decided to place its advertisements on the Radio Business FM radio station.
1) Determine the type of this advertisement for each of the classification signs presented in paragraph 2.4 of this course (signs: advertiser, type of target audience, concentration on a segment, size of territory, subject of advertisement, strategic goal, types of advertisement depending on the goal).
2) Determine the type of advertising medium for each of the signs of the classification presented in paragraph 2.4 of this course (signs: by the method of influence on the senses, by technical sign, by place of use, by the nature of the impact on the addressee).
Situation 2
The company "Zoo Interior" provides a stationary zoo service. In accordance with the material presented in Chapter 6 of this course:
1) Describe this product across all levels of a three-level product model, including all property groups (including organizational).
2) Give examples of companies that are specific competitors of this product.
Situation 3
The company is engaged in the production of slab chocolate. In accordance with the material presented in Chapter 6 of this course:
1) Develop a USP for this product using the following methods: non-unique important property, result of use, quasidifferentiator.
2) Offer an ESP (set of images and symbols to be used in communication) that supports one of the proposed in paragraph 1) ESP.
Additional information
Case - task 1
Option 3
Situation 1
The company "Partner" for 10 years provides a management consulting service to companies in the field of construction and development business. During this time, the company has gained a reputation as a reliable and professional partner in the field of consulting.
By the anniversary, the company decided to place its advertisements on the Radio Business FM radio station.
1) Determine the type of this advertisement for each of the classification signs presented in paragraph 2.4 of this course (signs: advertiser, type of target audience, concentration on a segment, size of territory, subject of advertisement, strategic goal, types of advertisement depending on the goal).
2) Determine the type of advertising medium for each of the signs of the classification presented in paragraph 2.4 of this course (signs: by the method of influence on the senses, by technical sign, by place of use, by the nature of the impact on the addressee).
Situation 2
The company "Zoo Interior" provides a stationary zoo service. In accordance with the material presented in Chapter 6 of this course:
1) Describe this product across all levels of a three-level product model, including all property groups (including organizational).
2) Give examples of companies that are specific competitors of this product.
Situation 3
The company is engaged in the production of slab chocolate. In accordance with the material presented in Chapter 6 of this course:
1) Develop a USP for this product using the following methods: non-unique important property, result of use, quasidifferentiator.
2) Offer an ESP (set of images and symbols to be used in communication) that supports one of the proposed in paragraph 1) ESP.
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