Out-of-home advertising can be the critical component of an IMC program and, in some cases, the primary medium. To help launch the new business venture, The Pink Jacket Creative advertising agency created a feeling of expectancy and mystery with its “Unleashed Dog Park” campaign, which featured the three successive billboards shown in this section.
The first billboard displays a dog on a leash. The unfinished nature of the image helps capture interest. Next, the dog, now with an unfastened leash, moves to the center of the billboard, and “unleash” appears in the top-right corner. In the final billboard, the dog is on the right side of the billboard, the leash is gone, and the message “Unleashed indoor dog parks” appears. It also displays the services offered, the website of the park, and the location of the facility. In addition to billboards, street kiosks and bus wraps were used to get the message out.
The early results of the campaign were positive. Many dog owners became aware of the new indoor dog park. What followed represent common challenges in marketing communications: sustaining initial interest, moving consumers to action, and building repeat business.
In this next phase, dog owners needed to be encouraged to try the facility. They should be led to believe that the price of entry was a value. Then, over time, they can be enticed to make return visits and to offer word-of-mouth referrals to other pet owners. Only if these objectives can be attained will the initial success of the Unleashed campaign become validated.
Answer the following questions and upload your responses to the designated drop box:
1) Define the marketing goals for the second phase of the Unleashed Dog Park promotional efforts.
2) How would the three-exposure hypothesis or recency theory apply to this advertising program in its initial stages? What about the second campaign after consumers are aware of the dog park?
3) Which traditional advertising media should the marketing team use for the second campaign? Discuss the pros and cons of each in terms of the Unleashed Dog Park campaign and the desire to stimulate trial usage.
4) How could social media and nontraditional media be used to supplement a traditional media campaign in this circumstance?
6 very short answer questionsI’ve asked you to start off the week by reading the introduction and first chapter of our textbook, MacRae’s Business and Professional Writing. As you can tell from these early readings, MacRae’s goal is to help students become something he call “strong writers.” (Seems like a noble goal so far, right?)
In Chapter 1, MacRae also uses another term, “plain language,” and he seems to suggest that “strong writers” are those who use “plain language” when they write…at least, sometimes.
Let’s think about that equation.
In what ways is “strong” writing also “plain”?
The opposite of strong is (I assume) “weak” writing. But what’s the opposite of “plain” in thiscontext?
Is “plainness” something formulaic, measurable, discernable? Is it a style? Do we just “know it when we see it”?
Do you agree that “plain language” is a marker of “strong writing”? If not, what markers would you propose we should consider instead?
The Feds Get Involved
The other set of documents that I’ve asked you to read this week is also about “plain language”–in fact, the website where you’ll find it is called plainlanguage.gov. As you’ll read there, plain language (sometimes referred to as plain English) has a long history, both broadly and in the specific contexts of both governmental and business settings. In fact, the federal government even requires the use of plain language in many situations–most notably, when federal regulations are being communicated to citizens, and when federal benefits or services require citizens to follow specific procedures.
How, if at all, do these federal plain language initiatives align with MacRae’s perspective on plain language? (Are they talking about the same critter?)
How do they differ, either in substance (i.e., what counts as “plain”) or in goal (i.e., the objectives or rationale for endorsing plain language use)?
Using EBSCOhost Web, locate an article which deals with the potential benefits or disadvantages of an online education. PrepareUsing EBSCOhost Web, locate an article which deals with the potential benefits or disadvantages of an online education. Prepare a 100 word response in which you identify the strengths and weaknesses of the writer’s argument. What does the writer do well? What could he/she have done differently? In your response, focus on the strengths and weaknesses of the article/argument. Do NOT provide a summary of the article. Include a ink to the article beneath your response.
Create your own red sign. Place/stick/tap your “This is Public Health sign” on something you see as public health.Writing Assignment Help Create your own red sign. Place/stick/tap your “This is Public Health sign” on something you see as public health. Take a picture. Attach your picture on a document, and describe why it is an example of public health. Please only use course material to complete work.
case studyVisit the following websites. Identify the primary message strategy, appeal, and execution used. Evaluate the quality of the website based on message
strategy, appeal, and execution. Do the sites utilize a spokesperson? If so, who is it and which type is he or she? Evaluate the spokesperson in terms of
the components of credibility.
Need help with a Cyber security discussion question. 300 words with at least 2 scholarly citations in APA formatDiscussion Thread: Security BreachesComputer Security is one of the fastest-moving fields in the world today. There are generally several incidents each week, including data breaches, large-scale attacks, or some advancement in security research (i.e. new tools, techniques, vulnerabilities, or exploits). Select a recent event from your favorite security news source and summarize it. Include your source and an analysis of the event, including a summary of what happened, any new information from the event that changes current security practice, and any larger-scale implications from the event. Relate the event to the topics in Chapter 1 of the book, namely the CIA triad, U.S. Compliance Laws (if any), IT domains, security policy, and/or data classification. In addition, relate the event to a biblical example.
Book: Kim, D.,
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