Question

For this assignment, consider these ideas to help you prepare and present. Polish it up through research and creation.

This unit is about bringing all of the research and knowledge together that you have gained since the beginning of the session about advertising and public relations and how these disciplines fit into the overall marketing of a product or service.

Use your own research, to complete this assignment. Include the following main elements with presentation details in this assignment: Select a brand from the automotive or fashion industry.

Analyze the following ideas in your 3–5-page narrative.

Name 1 of the brand’s competitors.

Define 1 target market group.

Develop a main message intent to connect with the customer group.

For example, your main message is safety features or high-quality fashion at an affordable price. Then, determine how more specific messages can be developed with this overall main message intent. Show how the main message can be developed for the following communication channels (OPE): 1 owned channel (social media) 1 paid channel (advertising) 1 earned channel (public relations) Explain how these channels connect with the targeted customer group. Monitoring and analytics What is your brand’s grade? How do you measure this?

Answer 1

The selected brand is Mercedes-Benz. Its competitor is BMW. The defined target market group is affluent urban professionals seeking luxury and performance. The main message intent is "Elegance, Performance, and Prestige." This message can be tailored for social media (owned channel) emphasizing innovation, for advertising (paid channel) highlighting luxury lifestyle, and for public relations (earned channel) focusing on brand heritage. Monitoring and analytics involve tracking engagement metrics, customer feedback, and market share to measure the brand's grade.

Step-by-step explanation:

Mercedes-Benz, a renowned luxury brand, competes with BMW in the automotive industry. Targeting affluent urban professionals, the brand aims to captivate those seeking luxury coupled with high performance. The main message intent, "Elegance, Performance, and Prestige," encompasses the brand's values. This overarching message can be diversified for distinct communication channels. For social media, emphasizing technological innovations, highlighting safety features, and showcasing user experiences can effectively engage the target audience, leveraging the brand's owned channels.

In advertising, Mercedes-Benz can focus on portraying a luxurious lifestyle associated with its vehicles, showcasing opulence, comfort, and prestige. Through paid channels like TV commercials or online ads, the brand can captivate the target market's aspirations and desires for an elite lifestyle. In earned channels such as public relations, emphasizing the brand's heritage, innovation milestones, and community involvement can build trust and credibility among the audience.

Monitoring and analytics play a pivotal role in assessing the brand's performance. Tracking metrics like engagement rates on social media, analyzing customer feedback, and monitoring market share helps in evaluating the brand's impact and positioning within the competitive landscape. These insights enable continuous refinement of strategies and messaging to enhance the brand's resonance with the target audience.

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