Professional Documents
Culture Documents
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Key dates
Distribution date: 15/09/2014
Submission date: 12/12/2014
Introduction
The aims of this assignment are to measure the outcome of students learning in terms of knowledge
acquired, understanding developed and skills or abilities gained in relation to achieve the learning
outcomes.
This assignment contains a real life scenario of a firm, which is already in the market for long and
practicing business under nearly perfect competitions.
You are expected to demonstrate an understanding for using advertising, promotion and effective marketing
communications of an organisation. Additionally students will put this into practice by planning an
integrated promotional strategy. It will also enhance their knowledge on parameters within which
organizations act.
You are expected to answer the subsequent questions in an analytical essay format. There is no word limit
for the assignment; however, you should cover your assignment with at least 2000 words, with no specific
word limit for each question. The structure of the essay should include a brief introduction of the case
company, followed by answer to each question written separately. In writing this report, the work that you
present must be your own. However, you will clearly have to work with and present the work of others.
Ensure that you clearly indicate the relevant source(s) of material that you present to support your work.
Use the case studies from below and provide solution to the following
outlined assignment requirements. Please perform secondary research to
answer the questions. The assignment should be typed in TIMES NEW
ROMAN font with size not larger than 12. All required citations or
references should be listed in separate ordering.
Coursework Format:
Your coursework should include:
A title page,
Tables of content
Main body
o Requirement 1
o Requirement 2
o Requirement 3
o Requirement 4
Credit will be provided for those who will adopt an appropriate format and structure, provide
citation in the body of the report using Harvard Referencing System, produce reference list that
matches with the citations within the body (Distinction descriptor 2)
creative and aesthetic designs of cars. According to Christopher Bangle, global chief design for BMW, our
fanaticism about design excellence is matched only by companys driving desire to remain profitable.
Bangle sees the companys core value as being an engineering-driven company whose cars and
motorcycles are born from passion. In his words; We dont make automobiles, which are utilitarian
machines you use to get from point A to point B. We make cars, moving works of art that express the
drivers love of quality.
The values of dynamism, aesthetics, innovation and exclusivity are carried through in all of the companys
communication to consumers and to other stakeholders. They feature as brand promises in dealer and
customer materials including showroom interior design, tradeshow materials, advertising and customer
promotion packages. These values also featured as part of the companys branded entertainment strategy.
This strategy consisted of product placement in movies (including a series of James Bond films) and an
initial set of five short promotional films in 2000 that were made available online on the BMW website.
The online films cleverly built BMWs brand image and were promoted using trailers on television, print
and online advertisements that drove customers to visit the website. In 2002, BMW produced three more
promotional films inspired by the success of the first five films. Particularly because of its creative
advertising, the BMW brand has come to be associated with the words driving and performance. The
companys taglines in many adverts were The Ultimate Driving Machine and Sheer Driving Pleasure.
According to marketing guru Al Ries, this association with driving was a very powerful component of
BMWs brand as it led consumers to associate BMW with high-performing cars.
However a study commissioned by BMW in 2005 revealed that in the USA a large percentage of luxury car
buyers did not consider BMW at the point of purchase. The management of BMW in the USA realized that
some kind of change was needed in the companys communication. In the words of US Marketing Director
Jack Pitney: Were entering new product segments all the time and we cant afford to not be on the
shopping lists of this many people..People think we have a cool persona as a brand, but say we lack
humanity. Pitney felt that BMW needed to draw upon its brand history and particularly its four identity
values to add a sense of humanity to the brand.
Pitney and his colleagues in the USA felt that the situation faced by BMW was actually a direct result of
the companys overemphasis on performance driving over the past 33 years. He felt that consumers
instead were looking for brands that stood for larger values. In the companys brief to ad agencies pitching
for the accounts, the company said that BMW wants to bring the excitement back to the brand and restore
the equilibrium between its products and its marketing communications. Remember your challenge is not
to reinvent the brand but to evolve the marketing from its current one-dimensional focus on performance.
A new agency was successfully recruited and in May 2006, the North American arm of BMW released a
new advertising campaign promoting itself as a company of ideas. The tone and tenor of the new
campaign were different from previous adverts in the past. The series of new ads no longer stressed the
BMW cars performance, but were intended to project the companys competence in design and its
corporate culture that fostered innovation. In doing so, BMW wanted to build demand by reaching out to
consumers who had until now not considered purchasing a BMW vehicle. At the same time, the company
wanted to make the existing BMW loyal customers proud of the companys success story. The ad campaign
was unveiled through various media including adverts in magazines, on television, on outdoor billboards
and on the internet. The campaign tried to communicate BMWs independence and freedom to pursue
innovation ideas, as it was neither owned by nor part of a division of another company. The ads still
featured the tagline The Ultimate Driving Machine but placed little emphasis on its high performance
features. The focus instead was on the theme of BMW as a company of ideas, where radical design and
ideas are encouraged as a way of supporting the tagline around performance. According to Pitney, the idea
was to draw upon the companys distinctive identity based on aesthetics and innovation and show
consumers and the general public how car actually becomes an ultimate driving machine.
REQUIREMENTS
The above case study of BMW gives you a brief overview of how a company using advertising, promotion
and marketing communication effectively. As requirements of this module students are advised to answer
the following requirements accordingly. You are expected to answer each question. You are expected to use
relevant examples to illustrate the key concepts and wherever suitable, quote examples and illustrations
from the above case study.
Requirement 1:
1.1
Explain the communication process that applies to advertising and promotion. To present your
answers you may use the case study above or an organisation of your choice (P1.1)
1.2
Explain the organisation of the advertising and promotions industry. You may refer to BMW to
relate your answers or choose an organisation of your choice (P1.2)
1.3
Assess how promotion is regulated (P1.3)
1.4
Examine current trends in advertising and promotion including the impact of ICT. You will need to
relate to the given case study or an organisation of your choice (P1.4).
Requirement 2:
2.1
Explain the role of advertising in an integrated promotional strategy for a business or product
decisions. Refer to the given case study to present your answers (P2.1).
2.2
Explain branding and how it is used to strengthen a business or product. The answer need to given
in the light of the above case study or an organisation of your choice (P2.2)
2.3
Review the creative aspects of advertising strategy (P2.3).
2.4
Examine ways of working with advertising agencies. This need to be achieved by relating to BMW
or an organisation of your choice (P2.4)
Requirement 3:
3.1
Explain primary techniques of below-the-line promotion used by BMW or an organisation of your
choice (P3.1).
3.2
Evaluate other techniques used in below-the-line Promotion by BMW or an organisation of your
choice (P3.2)
Requirement 4:
4.1
Follow an appropriate process for the formulation of a budget for an integrated promotional
strategy in relation to given scenario or an organisation of your choice (P4.1).
4.2
Carry out the development of a promotional plan for BMW or its products (P4.2)
4.3
Plan the integration of promotional techniques into the promotional strategy for BMW or its
product (P4.3).
4.4
Use appropriate techniques for measuring campaign effectiveness of BMW (P4.4)
Grade Descriptors
Indicative characteristics
Contextualisation
M2 Select/design and
apply appropriate
methods/techniques
Appropriate
learning
methods /techniques have been
applied
M3 Present and
communicate appropriate
findings
Any act of plagiarism and collusion will be seriously dealt with according to the regulations. In this context
the definition and scope of plagiarism are presented below:
Using the work of others without acknowledging source of information or inspiration. Even if the words
are changed or sentences are put in different order, the result is still plagiarism. (Cortell 2003)
Collusion describes as the submission of work produced in collaboration for an assignment based on the
assessment of individual work. When one person shares his/her work with others who submit part or all of
it as their own work.
Extension and Late Submission
If you need an extension for a valid reason, you must request one using a coursework extension request
form available from the college. Please note that the lecturers do not have the authority to extend the
coursework deadlines and therefore do not ask them to award a coursework extension.
The completed form must be accompanied by evidence such as a medical certificate in the event of you
being sick.
Support materials
Textbooks
Fill C Marketing Communications: Contexts, Strategies and Applications 3rd Edition
(FT/Prentice Hall, 2002) ISBN: 0273655000
Smith P R and Taylor J Marketing Communications, An Integrated Approach
(Kogan Page, 2001) ISBN: 0749436697
Yeshin T Integrated Marketing Communications: The Holistic Approach (CIM/Butterworth
Heinemann, 1998) ISBN: 0750659637
Journals and newspapers
BRAD
Campaign
The Financial Times and other daily newspapers which contain a business section and market
reports
International Journal of Advertising
International Journal of Corporate Communications
Journal of Product and Brand Management
Marketing
Marketing Business
Marketing Incentive
Marketing Review
Marketing Week
Videos
Lucozade and Lara Croft (1998, TV Choice) TV advertisement for a revamped product
The Marketing Mix at Cadburys (1998, TV Choice) the thinking, planning and advertising
behind the launch of the Fuse chocolate bar
What Is Marketing? (2001, TV Choice) covers 4Ps and branding
Websites
www.bized.ac.uk provides case studies appropriate for educational purposes
www.cim.co.uk The Chartered Institute of Marketings site contains a useful Knowledge Centre
If available at website:
Fishman, R., 2005. The rise and fall of suburbia. [e-book]. Chester: Castle Press.
Available at: libweb.anglia.ac.uk / E-books [accessed 5 June 2005]
5 Journal articles
Author, Initials., Year. Title of article. Full Title of Journal, Volume number (Issue/Part number), Page
numbers.
Perry, C., 2001. What health care assistants know about clean hands. Nursing Times, 97(22), p.63-64.
6
Newspaper articles
Author, Initials., Year. Title of article. Full Title of Newspaper Day and month before page numbers of
article.
Slapper, G., 2005. Corporate manslaughter: new issues for lawyers. The Times, 3 Sep. p.4-5.
7
8
Internet
National electronic Library for Health. 2003. Can walking make you slimmer and healthier? (Hitting the
headlines article) [Online]. (Updated 16 Jan 2005) Available at: http://www.nhs.uk.hth.walking [accessed
10 April 2005]
The title of a web page is normally the main heading on the page.
9
E-version of annual reports
Marks & Spencer, 2004. Annual report 2003-2004. [Online]. Available at: http://www-marks-andspencer.co.uk/corporate/annual2003/ [accessed 4 June 2005]