Project 1 guidelines - bM E M O R A N D U M TO: Advertising...

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bM E M O R A N D U M TO: Advertising 318J Students FROM: Sarah Bovagnet, Michael Breighner, Erin Cutchen, Tess Levitan, Melissa Martin, Vera Mirkina, John Murphy and Chris Ramirez DATE: August 26, 2010 RE: 1 The purpose of this memorandum is to describe a major project that each of you must complete individually. This project is worth 11% of your grade in the course and is to be turned in before class -- no later than 9:30 -- on Tuesday, September 14, 2010 . Late = 0, no excuses. You are encouraged to turn in your paper early to avoid the consequences of unexpected, last minute problems. Your task is to (1) conduct a comparative evaluation of the brand name and packaging of two brands of bath soap or body wash from the perspective of health- and environmentally-conscious married men, 35-49, who live in the top 20 U.S. markets ; and, (2) recommend a brand name and packaging for a new entry in the body wash category . Once identified, abbreviate names throughout your discussion, e.g., Irish Spring (IS). 1. C OMPARATIVE E VALUATION (50 pts.). Select two existing brands in the category 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 of health- and environmentally-conscious married men, 35-49, who live in 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 body wash that is targeted to these men. Note that women (the wives of these men) are the primarily purchasing agents and so the brand name and packaging needs to appeal to both the targeted men and their wives. • You may assume that you can obtain the rights to use any existing person or figure or you
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Project 1 guidelines - bM E M O R A N D U M TO: Advertising...

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