mkt404 module 4 case

Module 4 – Case

MARKETING COMMUNICATION FUNCTIONS

Case Assignment

In Module 4, we are focusing on marketing communication functions. Besides reviewing traditional media, the material offered in the Background section introduced and discussed some recent and innovative new media. Buzz marketing is one such new medium. Similar to word-of-mouth, it relies on individual consumers to distribute information in a more personal fashion, but it differs since it is a medium from which the individual sender receives financial compensation.

An example of the use of buzz and demonstrating its power is reported in:

Colchester, Max (2007). Nescafe brews buzz via blogs. Wall Street Journal (November 23). Available March 7, 2013 at http://online.wsj.com/article/SB119577223023401432.html

Once you have read the short article, consider the following statement:

“The site’s creators hope this will open a frontier in advertising by allowing consumers to have a say in how pitches are crafted.”

1. Why should such concern be important to advertisers?
2. Referring to the communication model introduced in Module 2, can you identify any steps where getting consumers’ involvement may improve the communication process?

Assignment Expectations

When your paper is done, proofread it (use both spelling and grammar checks), then upload it.

Use information from the modular background as well as any good quality resource you can find. Please, cite all sources at the end of your paper.

The following will also be specifically assessed:

1. Your ability to clearly communicate your understanding of the concepts (i.e., clouding, etc.)
2. Your ability to link the concepts to the issues of privacy, transparency and reliability.

Length: 2-3 pages, double spaced.