Part 1: Discussion quanstion
This week we will discuss strategic approaches to communication campaigns.
Review the following from Chapter 4 of the O’Sullivan et al.
- PUNCH (positive, unique, niche, competitive, helps) positioning strategy
- Strategic approaches (Table 4.1)
Then, select a brand (a for-profit company, a non-profit organization, or a government agency) and research recent public messages presented by the brand.
In your response (in paragraph form), answer the following questions.
Note: Checklist 4.1 could be a helpful resource as you form your response (the checklist is suggested for your own use; you don’t need to include the completed checklist in your response):
- Describe the brand overall. What does the organization/agency do? What brand characteristics is the organization/agency presenting to the public?
- Who are the target audiences for the brand? What led you to this conclusion (include examples from the brand’s messaging)?
- Which strategic approach (see Table 4.1 and Worksheet 4.3) is the brand using to reach target audiences? What led you to this conclusion (include examples from the brand’s messaging)?
- Analyze whether the brand has used a PUNCH strategy to position itself with its target audiences. Which aspects (positive, unique, niche, competitive, helps) of the strategy are emphasized/evident in the messaging? Which are not emphasized/evident? Cite examples from the brand’s messaging to support your analysis.
- How can the brand strengthen its brand identity? Include any suggestions to strengthen the brand’s messaging.
- Develop a succinct positioning statement for the brand (Worksheet 4.1 can serve as a resource for this part of the assignment).
Part 2:Assignment Instructions: AUDIENCE SEGMENT DESCRIPTION Research and develop a customer profile for the target audience for your client organization.
Review the readings from Week 3 related to audience segmentation.
Provide a complete description of at least one target audience segment for the communication plan you are developing for your client organization.
oDescribe the audience segment’s demographics and psychographics.
Format: Submit your audience segment description as a half-page paper, or a 2-minute PowerPoint presentation (2-4 slides).
oNote: If you complete this assignment as a presentation, that information will need to be added to your Strategic Communication Plan in paper form in later stages of development.
I will upload week 3 my discussion and professor’s comment below. plz check
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