New Business Analysis

You are an account executive at an advertising agency. In an effort to identify new business, your boss has asked you to help market an existing product.

Option 1: Product Market Analysis Paper

Write a 700- to 1,050-word executive summary discussing an existing product—such as a sports drink, household product, car, or computer—that you think is not marketed effectively.

  • Describe the various types of media communication—such as television, radio, magazines, and the Internet—that are being used to advertise or sell your product.

  • Explain why you think these forms of advertising were chosen and why they have not successfully influenced consumer buying decisions. Justify your explanation using data, such as statistics on the advertising campaign.

  • Recommend how to market the product effectively by developing advertising strategies that include examples of media convergence. Media convergence is the merging of content in and across different mass media, such as listening to the radio on a cell phone, watching TV online, reading the newspaper online, and so on.

  • Identify the various mediums you would use to market the product and explain their roles in communicating to the public. Justify your decision to use the selected mediums by including data, such as statistics on the medium’s success rate.

    Format your paper consistent with APA guidelines.

 
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