Group Presentation

[Dr. Lubna Nafees]

Dear All,

Topics for the first eight presentations are attached. No group should
exceed 4-5 people. We need 13-14 groups for the IMC course. Topics for
the next six sessions would be put up shortly.

All the presentations and group project etc has to be done in the
section that each one of you is registered in originally.

Also note that all groups are required to upload their presentations
on the group after they've presented in class.

All the Best!

Dr. Lubna Nafees



Group Presentations
IMC
Summer, 2011
Garber and Nafees

4. Monday, July 11 Group #_____ Topic: Brands and their Role in IMC
You are to select examples of Indian marketing communications that
illustrate use of emotional branding, experiential branding, and brand
equity. Since we are not otherwise discussing these topics in class,
your presentations should begin with a brief description of these
topics. A description of the marketing mix that each commercial
infers, including intended target, should follow, as well as a brief
critique of each commercial in terms of its execution.

5. Tuesday, July 12 #_____ Topic: Positioning
You are to determine the relative positions in the marketplace of a
set of Indian chain fast food restaurants, including McDonald’s. Your
presentation my follow class discussion of this topic.

6. Wednesday, July 13 #_____ Topic: Attitude Change: The Fishbein
Azjen Beliefs
Attitudes Model
The Fishbein Azjen beliefs attitudes model suggests that there are
four possible means by which the marketer may alter consumer
preferences in their favor:

1. Change the relative performance attributes important to a given
consumer – i.e., the ei’s.
2. Change beliefs about the attribute levels your brand offers – i.e.,
your brand’s bi’s.
3. Change beliefs about the attribute levels your competition offers –
i.e., your competitor brand’s bi’s.
4. Add an attribute and make it salient – i.e., create an attribute n
+1, and reconfigure the ei’s so that the ei for attribute n+1 is
positive.

You are to read the assigned article by Fishbein and Azjen to to
acquire an understanding of this model and how it suggests the above
four possible attitude change strategies. You are to then find or
construct hypothetical examples of marketing communications whose
strategic intent is to change attitudes according to each of the above
four means. Your presentation will follow class discussion of the
Fishbein Ajzen model. Can you also figure how how to map the above
four attitude change strategies onto the five possible positioning
strategies that are suggested by the geometries of the perceptual maps
presented in the prior discussion of positioning. Those five
strategies are provided at the culmination of that discussion.

7. Monday, July 18 #_____ Topic: Consumer Choice
Find marketing communications that address the following four modes of
decision making:

Extended problem solving
Limited problem solving
Habit or variety seeking
Brand loyalty

8. Tuesday, July 19 #_____ Topic: Communication
Select a TV or print ad. Analyze in terms of the classic
communication model described in the handout. Who is the source? Why
do we believe them? What kind of message appeal is being made? How
well does the message fit with the medium used? Who is the target
audience? How can we be assured that the audience will decode the
message in the manner in which it is intended?

9. Wednesday, July 20 #_____ Topic: Message Strategies and
Copywriting
a. Pick a radio or TV slogan or jingle and analyze its
effectiveness. Do you think think it is memorable? Do you remember
the brand it represents? Why might creatives be averse to repetition,
slogans and jingles?
b. Find an ad that works by affective association; that is, general
likin, and show it. What is its message strategy? What is your
reaction to it? Are you in the target segment? Would it affect your
likelihood of purchase?
10. Monday, July 2 #_____ Topic: Message Strategies and
Copywriting
Having read the chapter explaining the Rosen Velocity Scale, pick two
TV or print ads that seem to combine aspects of equity building
advertising and direct marketing in disparate proportions, a la
Rosen. Identify where you believe each of them fits along the
Velocity Scale, and explain why.

11. Tuesday, July 26 #_____ Topic: Visuals
Select a web site and analyze its visuals. What are the meanings that
the visuals convey to the viewer? Are they rational? Emotional? In
your analysis, consider individual elements such as color, graphics,
photos, objects portrayed, or scenes, and indicate what role each
these plays in contributing to the meanings and content conveyed to
the viewer? How do the visuals combine with the websites text
content? Do they say the same thing? Or, do text and visuals carry
separate messages, or separate parts of a total communication?

12. Wednesday, July 27 #_____ Topic: Ethical Issues in Marketing
Communications
Two extant ethical issues in marketing communications will be selected
for in-class debate. The class will be divided into four groups.
Each group will be assigned to one side of one of these issues.
Winners will be selected by the participants in the other debate.
More will be said about this assignment as we get closer to the date.