Assignment #3 is pretty simple. I would like you to identify a current advertising campaign running now, one that you think is done well, and answer the following questions:
1. Why do you think this is a successful campaign?
2. Who is the target market(or segment!)?
3. How is the brand positioning its product or service?
4. How is it supported in Mass Media
5. How is it supported in Digital Media
An example of a brand with a current campaign I like is Southwest Airlines. Read more here
In this case, I think Southwest knew their brand was getting stale, and in an effort to make the airline remain attractive, communicated the key elements that the brand has always stood for – low prices, service, and humor, but in a fresh way. The campaign is supported in both traditional and digital media.
This assignment is due November 18th.