COIN72 - Lesson 3 Assignment
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- Assignment 3
Marketing Scavenge Hunt Assignment - Part I
In this assignment you'll hone your skills from last week, and start focusing on integrated messages from five products, companies, and or organizations. The goal of this little contest is to see how many ways and places that a sales or marketing or promotional message can be found for a product, and what that message is. You may need to watch some television, listen to the radio, surf online, walk around the community, and walk into stores. Start to look at how a particular product is promoted, and what that message is for each venue.
Here's an idea - think about the new Apple iPhone, or Cingular / Verizon phones, a new laptop, or a public service message for energy efficiency (PG&E) or conservation (Flex-Your-Power), and try to see how many channels you can find for this. Technology is a fun central theme for these hunts, as they will be easy to locate on the Web.
Television
This will be easy, but you'll have so much information, you won't know where to start. cars are easy, as is food, household goods, etc. Look for 'non-products' including promotional advertising for non-profit organizations.
Radio
Listen to the radio and keep track of the advertising. What products and services do you hear about? Make a list, and think about how the messages are similar and different to each other.
Open a couple magazines, look through your junk mail, and pay attention to paper inserts that seem to get into everything these days. What products and services did you find, and especially note those you saw on TV or heard about on the radio.
Internet
Now the fun part - what do you see advertised on the various Web pages you view, and email that you receive? Again, pay particular attention to information that you also receive through other channels, like TV, radio, and print. Now go back to those other channels and see if you can find URLs that are cross referenced to a website.
Public place
As you walk around your community, inside stores, or even where you work, pay attention for advertising signals, and in particular anything that you see that has a Web address. Follow those links back to the Web, and describe how the Internet was used to reinforce a message, or brand, that you saw in a public place.
Lab activity
To get ready for next week, start to pay attention to Internet advertising that you didn't think hard, or analytically about, before. For instance, look at a Web page or HTML email message for hidden or subtle advertising, start to explore RSS feeds, and look much more carefully at the search pages you navigate at Google or Yahoo!
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Lesson 3