Kaplan-University GB 531 Discussions & Assignments

• In your paper, discuss what trends have changed since this article was written. • What trends have remained? • What are some trends you predict will occur in advertising in the next 10 years? • Use additional research to support your assertions. Save your Written Assignment in a location and with a name that you will remember. Read the Smokey Bones & Fire Grill case study on page 673 of your textbook. This case study illustrates how a declining brand utilizes a new advertising agency to increase traffic and sales by means of a new positioning strategy. • Identify the major opportunity/problem faced in this case. • Identify the major decisions that need to be made. • Evaluate factors outside the organization that should be taken into consideration when making a decision. • Evaluate factors inside of the organization that should be taken into consideration when making a decision. • Select possible alternatives to take advantage of the opportunities or solve the problems identified. • Evaluate the strengths and weaknesses of each alternative.

• Propose a solution to the problem. • Defend your proposed solution by citing information from the case and your textbook or from other knowledge that you have gained from your experience or research; be as specific as possible. • Explain how you will implement your decision. Save your Written Assignment in a location and with a name that you will remember. Submit your Written Assignment to the Unit 2: Assignment Dropbox. Read the Harvard Business School case study: A defense of direct-to-consumer prescription drug advertising. This case study focuses on the practical application of advertising in the setting of a specific regulated industry with a critical discussion of varying perspectives. • Identify the major opportunity/problem faced in this case. • Identify the major decisions that need to be made. • Evaluate factors outside the organization that should be taken into consideration when making a decision. • Evaluate factors inside of the organization that should be taken into consideration when making a decision.

• Select possible alternatives to take advantage of the opportunities or solve the problems identified. • Evaluate the strengths and weaknesses of each alternative. • Propose a solution to the problem. • Defend your proposed solution by citing information from the case and your textbook or from other knowledge that you have gained from your experience or research; be as specific as possible. • Select possible alternatives to take advantage of the opportunities or solve the problems identified. • Evaluate the strengths and weaknesses of each alternative. • Defend your choice by citing information from the case and your textbook or from other knowledge that you have gained from your experience or research; be as specific as possible. Successful marketers know marketing communications strategies must be attuned to their end customers and to the trade channels through which they reach those customers. Some companies have attained great success by taking that realization further by making the channel the center of their corporate marketing strategy.

Read the article: Channel management: A framework for revolution. Compose a 2-3 page paper (plus Cover page and References page and using APA formatting). 2. Assess areas of potential conflict between intermediaries and producers. 3. Choose and judge a brand (not mentioned in the article) who exemplifies this method of making the channel the center of their corporate marketing strategy. Save your Written Assignment in a location and with a name that you will remember. Submit your Written Assignment to the Unit 4: Assignment Dropbox. Successful marketers know that implementing marketing research both before and after a marketing campaign is executed is essential. Read the “Orlando Makes Me Smile” integrated advertising campaign case study on page 670 of your textbook. Compose a 2-3 page paper (plus Cover page and References page and using APA formatting). 1. Evaluate whether the campaign was successful by supporting your analysis with information from the case study.

2. Do additional research to learn what the Orlando/Orange County Convention and Visitor’s Bureau has done since more recently to advertise/market their product line. 3. Assess the Orlando/Orange County Convention and Visitor’s Bureau advertising and marketing strategy. 4. Offer your own proposed methods to support their success going forward. Save your Written Assignment in a location and with a name that you will remember. Submit your Written Assignment to theUnit 5: AssignmentDropbox. 2. Learn about the company and its products. 3. Design a new advertising campaign to renew interest in the product. Consider all aspects of the marketing mix when designing your campaign. 4. Compose a 2-3 page paper (plus Cover page and References page and using APA formatting). Save your Written Assignment in a location and with a name that you will remember. Submit your Written Assignment to Unit 6: Assignment Dropbox. In this week’s Journal, reflect on an advertising campaign that you feel was unethical and should never have been allowed to run. Do you believe all advertising campaigns should be reviewed by some sort of government agency before being allowed to run?