ASSIGNMENT DESCRIPTION:
As a global pandemic ravaged the world in 2020, the United States was further confronted
with divisive political and social issues- Black Lives Matter, defunding the police, gender
equality, and LGBTQ+ rights, to name a few. For many years now, companies like Starbucks,
Nike, and Dove have shown support for social issues through product transformations and
renewing public relations efforts, usually through controversial marketing attempts.
However, the increasing demand for corporate responses to heightened social issues has
forced many previously silent companies to finally speak out across their various digital
communication channels. For this assignment, students will explore the success or failures
of a 2020/2021 advertising campaign to better understand how companies can contribute
to transforming social issues, and still cultivate and maintain valuable -and profitable-
consumer relationships.
You will select a current advertising campaign that has been in the marketplace for an
amount of time appropriate for evaluation and analysis. Provide a critical assessment of
the campaign’s success/failure. Each student will write an 8-10 page paper (exclusive of
cover and references) and evaluate the campaign including course material.
DOCUMENT SPECIFICATIONS:
8-10 pages (exclusive of cover and References pages)
o Minimum of 8 sources. A mix of scholarly and marketplace sources is
REQUIRED. Utilize databases, books, and resources available in/through the
library. Since scholarly sources are more credible, they should receive more
attention than marketplace texts. Academic Integrity policies will be strictly
enforced.
o Required: Cover sheet with your name, double-spaced, 12-point font, 1-inch
margins.
o Minimum of 2-3 images: include appropriate examples, screen shots, and
images to highlight and explain the specific points of your analysis.
Select a current advertising campaign that addresses a social, political, health
and/or economic issue, and provide a critical assessment of its success/failure.
o Research the company, brand, product, and specific campaign thoroughly.
Use marketplace and scholarly sources (both are REQUIRED). Provide a
general overview/understanding of the company, brand, and product that
led to the execution of your selected campaign.
o Position the company in the context of the marketplace. For example, Avis
strategically positioned itself using the “We Try Harder” tagline as the #2
most successful/recognized car rental company. Why? How was that
effective? What other competitors and market factors influence(d) this
positioning?
o Briefly identify and explain the advertising opportunity/issue/problem that
yielded the campaign and its message. What is the desired target audience?
Is this an integrated campaign? Evaluate the IMC components.
o Analyze the effectiveness of the campaign efforts and draw connections using
5-7 theories, models, and/or overarching key concepts from our class
2
lessons and readings. Bold and cite these specific connections. Develop your
analysis fully.
Provide a separate appendix at the end of the paper that identifies
each theory, model, key concept in the form of a glossary.
o Explain the campaign’s general success/failure based on your analysis.
Use headings and sub-headings to clearly organize your paper.
Include a properly formatted APA Reference page
No spelling, grammar, or punctuation errors. Professionalism, clarity, and accuracy
are required.
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