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Learning Objectives This is a complex assignment with the overall objective of effectively analyzing a specific piece of marketing communication. · Categorize marketing communications. · Identify the focal products/services in a marketing communication. · Create a brand image summary. · Identify and evaluate a marketing message in a given marketing communication. · Identify and evaluate a communications strategy in a given marketing communication. · Identify and evaluate the marketing strategy in a given marketing communication. · Identify and evaluate the chosen target market in a given marketing communication. · Identify and evaluate the chosen placement in a given marketing communication. Due Date Please submit this assignment by Sunday, December 8th at 11:59 PM (AZ time). Assignment Overview You are responsible for selecting and analyzing a specific piece of communication in the healthcare and/or fitness domain. You will perform a detailed analysis of the communication piece including: classification, brand image summary, target market analysis, message analysis, marketing strategy analysis, campaign integration analysis, placement analysis, and an evaluation of the piece. This will require secondary research. 1. Capture: Choose one marketing communication for a healthcare or fitness related product or service. Include a physical copy, an electronic representation, or a website of where the communication can be found. For television and radio commercials or live promotional events that are not found online, describe the communication in enough detail that a reader can follow your entry. 2. Type: Classify your communication as print advertisement, outdoor advertisement, television or radio commercial, website, press release, package, promotional offer on coupon or flyer, promotional event, direct marketing, or annual report. 3. Identification: What is the focal product or service addressed in the marketing communications? Note: there may be multiple products and services. 4. Brand Image Summaries: **Research Required** For each identified brand, what is the current brand image? How do consumers perceive each brand in relation to their direct and indirect competitors? 5. Target Market(s): **Research Required** Describe the target market for each of the focal brands/products/services. Use your categories: demographics, psychographics, usage behavior, and consumption constellations. Specify whether the current communication targets the entire target market or subcomponents of it. Make and state tenable assumptions. 6. Message: What is being conveyed? 7. Communications Strategy: How is the message conveyed? What devices were used? Think about color, patterning, layout, celebrity endorsement, etc. 8. Marketing Strategy: Why is the message conveyed? Toward what strategic end? 9. Campaign Integration: **Research Required** What does the current campaign consist of? What communications are used and where? Provide a description of the piece’s integration into the larger firm’s marketing communications. Does this fit with other communications in the current campaign? With recent campaigns? Is this a departure from previous campaigns? Is the same, similar, or different media strategy used? 10. Placement: Where is the communication accessed? If it is an annual report, note how it is distributed. If it is a print ad, note in which magazine/periodical it can be found. Be specific as to page and content pages surrounding it. If it is a commercial, note what channel, what program, what time, what pod it was placed in, and placement within the pod. If it is an outdoor advertisement, note where it is located and what surrounds it. 11. Placement Audience: **Research Required** Describe the audience for the placement venue. Use your categories: demographics, psychographics, usage behavior, and consumption constellations. Specify whether the current advertisement targets the entire audience or subcomponents of it. 12. Evaluation: What is your evaluation of the communication based on the elements above and their fit with one another? Is the message appropriate for the product's or service’s target market, and why? Does the placement venue audience fit with the product’s or service’s target market or a portion of it and how? Does the ad, constructed effectively, convey the message? Is the message intention appropriate? Etc. **This is the only place where your opinion is directly accessed.** Your Communications Analysis Assignment should be 3 to 5 pages single-spaced excluding appendices. Evaluation Criteria and Grading Rubric This assignment is worth 150 points and it will be graded using the grading rubric on the next page. Note: The assignment will be scored only if it is 3 to 5 pages single-spaced, excluding appendices. Criteria Inadequate (0-25%) Adequate (75-100%) Type (5%) Unstated or unclear. Defined a marketing communication type not listed on the rubric (without previous approval). Clearly and succinctly classified as a marketing communication type listed on the rubric. Identification (5%) Unstated or unclear. Named the brand or company without identifying the product / service. Failed to identify one or more products / services promoted. The product(s) or service(s) promoted is(are) clearly identified as they is(are) displayed in the marketing piece. Characterized in terms of product category. Brand Image Summary (10%) Provided an opinion-based assessment of brand image. The assessment is shallow or not contextualized in its industry (i.e. competitors). Assessment aims for accuracy and impartially, referencing at least one external source to substantiate the claims. Marketing positioning is stated relative to its main competitor(s). Target Market (15%) Lacking demographic, psychographic, usage behavior variables or consumption constellation. The claims are unsubstantiated and not persuasive. Failed to identify the specific target market of the branded product or service as opposed to the general market. At least one demographic, one psychographic and one usage behavior variables are listed, along with a consumption constellation. Ideally, this is substantiated referencing one external source, but at least tenable assumptions are convincingly made based on anecdotal evidence, the content of the piece, its placement audience, etc. Message (10%) Repeated or rephrased the content (e.g. the copy) of the marketing piece. Put into words the message as a value proposition statement. Extracted the implicit promises, or declaration of associations or product attributes in the piece. Communication Strategy (10%) Analysis remained at the surface level (e.g. what is overtly said) without attention to the form. Ignored relevant components of the marketing piece. Analyzed the parts or components of the piece and how they contribute to communicate the message. The form is related to the content explaining why subtle design features were chosen. Marketing Strategy (10%) The purpose of the marketing communication is misrepresented or over-simplified (e.g. selling more). Convincingly articulates an inference regarding the purpose of the marketing piece in the bigger picture (e.g. whether the communication informs or persuades, how it contributes to the positioning, etc.). Campaign Integration (5%) No reference to other marketing communications by the same brand or the comparison is shallow, inaccurate or not persuasive. Merely compared two or more marketing pieces without relating them to the larger positioning or marketing strategy. Multi-piece or multi-impression pieces are identified as such. Explained whether the studied communication represents maintenance or departure from other marketing communications or the product’s brand image. Described and referenced at least one other marketing piece by the same brand. Placement (5%) Unstated or unclear. Lacking key information to interpret the marketing piece (e.g. geographical location or surroundings for outdoors ad, the type of content in the magazine for a print ad, etc.). Clearly and succinctly identified the placement of the piece. Provided the contextual information necessary to interpret the marketing communication the way the audience did. Placement Audience (15%) Lacking demographic, psychographic, usage behavior variables or consumption constellation. The claims are unsubstantiated and not persuasive. Confounded the target audience of the product with that of the placement. At least one demographic, one psychographic and one usage behavior variables are listed, along with a consumption constellation. Ideally, this is substantiated referencing one external source, but at least tenable assumptions are convincingly made. Evaluation (10%) The opinion is disconnected from the analysis previously made. Gave a consumer’s rather than a marketer’s evaluation. Questions presented in the assignment description are unanswered. The opinion is persuasively articulated on grounded on the analysis made in the rest of the assignment. Answered satisfactorily the questions presented in the assignment description. e.