I'm attaching my paper with notes from my professor and rubic. Can you write the paper with what I have?
Running head: Designing Communications for Different Mediums 1 5-2 Final Project Milestone Three: Designing Communications for Different Mediums
Robert Fleming Designing Communications for Different Mediums 2 5-2 Final Project Milestone Three: Designing Communications for Different Mediums
Volkswagen group of America (VW) recognizes that consumers are increasing using the
Internet as the primary source to obtain information on products, services or companies.
Individuals have identified that there is an immeasurable amount of information that is available
digitally. As a result, people form opinions about companies based not on their personal
experiences but on comments from a person?s post. VW recognizes it is imperative that they
embrace the Internet and design strategies to communicate with their audience or risk loosing
them. VW would like to use an integrated marketing communication campaign to announce the
partnership between the Intel Corporation. The challenge to the VW marketing manager is to
identify the channel that will provide the highest exposure to the desired audience. VW has the
option of exploiting traditional media sources, such as television and print media, or using digital
media. The best available option is combining of the benefits of traditional and digital media,
since each communication channel has advantages and disadvantages.
VW will use an integrated marketing communication campaign to reassure current and
future customers of their commitment to fixing the vehicles affected by the emission scandal.
The VW marketing manager has identified the channels that will provide the highest exposure to
the desired audience. Television has the potential to reach a wide audience more than any other
traditional media source. For this reason VW will focus on using television to target parents with
pre-teens and young adults. There will be two commercials one in English and another in
Spanish that will contain information on the VW-Intel partnership. In markers the commercial
will feature a video discussing the relationship. The ads will air for, 15 seconds and 30 seconds
on Univision, ABC, CBS and FOX. Univision is a Spanish language television channel that is
outperformed their completion. Univision ranked No. 2 during primetime among Adults 18-49, Designing Communications for Different Mediums 3 out performing ABC, CBS and FOX for the entire week (?Univision?, 2015). Marketing on
Univision, ABC, CBS and FOX during primetime will help VW capture young consumers in the
other convicted demographic of 18-34. The television campaign will request that viewers follow
the VW Facebook page and Twitter to obtain additional content.
VW integrated marketing communication print media campaign will use one of the
images from the television commercial and feature content pertaining to the VW-Intel
partnership. The objective is to focus on parents with pre-teens and young adults. To achieve this
the ad will feature an 11-year-old boy smiling while looking out the window and in the reflection
there are tall green trees. The goal of imagery is to convey a message of compassion and
wholesomeness. The campaign will feature the tag line ?we are more than a car company? and
contain the VW logo at the bottom left. The ad will be appear in several publication that include
Car and Driver, Auto News, New York Times and the Chicago Tribune. The ad will contain a
link to the VW website, Facebook and YouTube channel.
There are multitudes of online channels that a business can access, in order to interact
with consumers. Social media, with its growing applications and popularity, is a significant
strategy for companies to increase consumer engagement, brand awareness and connectivity
(Hahn,et al., 2016). VW?s digital campaign will be focus on the outlets with the largest
viewership, Facebook, Twitter, Google +, Instagram and YouTube. The Facebook has
approximately 1.490 Billion users, Twitter has roughly 316 Billion active users, Google + has
300 Billion users, Instagram 300 Billion (Beqiri, 2015). The digital campaign will allow
marketer managers to listen to potential and existing customers then identify the groups that are
loyal to the brand. To be successful the campaign will have two objectives, collecting consumer
feedback and identifying potential customers. The second methodology will be to build Designing Communications for Different Mediums 4 relationships with existing customers by posting user-generated content to the VW webpage and
social media outlets. The VW YouTube channel will allow consumers to view the 15 and 30
seconds television commercials. In addition to a 90-second video detailing the VW and Intel
relationship and the reason the partnership was developed.
The challenge for many organizations is first identifying the target audience then
providing them a compelling reason to engage in a dialogue. The marketing communication will
allow potential and current customers an opportunity to develop a relation with the brand or
develop loyalty. Designing Communications for Different Mediums 5 References
Beqiri, G. (2015). Marketers and social media marketing. Proceedings Of The Multidisciplinary
Academic Conference, 91-98.
Hahn, I. S., Scherer, F. L., Basso, K., & dos Santos, M. B. (2016). Consumer Trust in and
Emotional Response to Advertisements on Social Media and their Influence on Brand
Evaluation. Brazilian Business Review (English Edition), 13(4), 49-71.
The millennials: new nielsen data shows sharp contrasts in how millennials and viewers in other
demographic categories access video content. Younger demos watch less TV and show
rapid increases in the use of multimedia devices, such as roku boxes. (2016).
Multichannel News, (1). 19.
Univision Communications, I. (7). Univision Network Ranked No. 1 for the Third Consecutive
Week and No. 2, Ahead of ABC, CBS and NBC, in July Sweep-To-Date Among Young
Adults 18-34. Business Wire (English). Designing Communications for Different Mediums 6 Designing Communications for Different Mediums
Type the table text here in italics; start a new page for each table
[Insert table here] 7 Designing Communications for Different Mediums
Figure 1. Caption of figure 8 [Figures ? note that this page does not have the manuscript header and page number]
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