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Unformatted text preview: M E M O R A N D U M TO: Advertising 318J Students FROM: Meghan Bazaman, Sarah Douglas, Tatyana Koblyakova, John Murphy, Tammy Nguyen, Jason Raymond, Samantha Soper, and Kevin Thomas DATE: August 28, 2008 RE: Major Project #1 -- Comparative Analysis and New Brand Name & Package Design* The purpose of this memorandum is to describe a major project that each of you must complete individually. This project is worth 10% of your grade and is to be turned in before class -- no later than 9:30 -- on Tuesday, September 16 . Late = 0, no excuses. You are encouraged to turn in your paper early. Your task is to (1) conduct a comparative evaluation of the brand name and packaging of two brands of fragrance (scent, body splash) from the perspective of women 35-49 years old ; and, (2) recommend a brand name and packaging for a new entry in fragrance category . Abbreviate names throughout your discussion, e.g., Temptation = T. 1. C OMPARATIVE E VALUATION (50 pts.). Select two brands to analyze. Use all of the criteria identified on the Brand Name and Packaging Considerations (see below) to organize your comparative analysis . Develop a concise discussion of each criterion in which you evaluate and contrast the two brands and indicate which brand performs best on each criterion plus which one does best overall in terms of (a) brand name; and, (b) packaging. Your analysis is to be from the perspective of a target audience made up of women 35-49 who live in one of the top 20 U.S. markets . 2. N EW B RAND N AME , S POKESPERSON , AND P ACKAGE D ESIGN (50 pts.). Next, develop an appropriate brand name, spokesperson, and a package design for a new fragrance targeted to women 35-49 in the top 20 markets. You may assume you can obtain the rights to use any existing person or figure or you may develop your own original spokesperson. The new brand will be a blend of ginger and lemon. It will be made from natural ingredients not harmful to the user or the environment. The new brand will also be packaged in containers made from recycled harmful to the user or the environment....
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This note was uploaded on 06/07/2011 for the course ADV 318J taught by Professor Murphey during the Spring '07 term at University of Texas at Austin.
- Spring '07