Identification of the Issues

GB 531 Unit 3 ( Assignment + Journal + Discussions + Final Project  Weekly Sections #5)

Unit 3 Assignment: Case Study

Read the Harvard Business School case study: A defense of direct-to-consumer prescription drug advertising. This case study focuses on the practical application of advertising in the setting of a specific regulated industry with a critical discussion of varying perspectives.

Write a 3–4 page paper (plus Cover page and References page and using APA formatting) utilizing the following format to analyze the case:

1.                Identification of the Issues

·     Identify the major opportunity/problem faced in this case.

·     Identify the major decisions that need to be made.

2.                External Analysis

·     Evaluate factors outside the organization that should be taken into consideration when making a decision.

3.                Internal Analysis

·     Evaluate factors inside of the organization that should be taken into consideration when making a decision.

4.                Alternatives

·     Select possible alternatives to take advantage of the opportunities or solve the problems identified.

·     Evaluate the strengths and weaknesses of each alternative.

5.                Decisions and Implementation

·     Propose a solution to the problem.

·     Defend your proposed solution by citing information from the case and your textbook or from other knowledge that you have gained from your experience or research; be as specific as possible.

Assignment Checklist:

·                   Select possible alternatives to take advantage of the opportunities or solve the problems identified.

·                   Evaluate the strengths and weaknesses of each alternative.

·                   Defend your choice by citing information from the case and your textbook or from other knowledge that you have gained from your experience or research; be as specific as possible.

Directions for Submitting Your Written Assignment

Save your Written Assignment in a location and with a name that you will remember. Submit your Written Assignment to the Unit 3: Assignment Dropbox.

Unit 3 Discussion Topics

This week’s Discussion focuses on the value of advertising agencies and media planning strategies.

Discussion Topic 1: Should companies use advertising agencies or do their own advertising? Support your position. Within your response, include a relevant quote from your textbook.

Discussion Topic 2: Reach and frequency are both emphasized when doing media planning. What is the difference between the two concepts? Which is more important and why? Within your response, include a relevant quote from your textbook.

Final Project – Section 5

View the Final Project Timeline

5. Create a layout of a full-page magazine advertisement, in color, with copy and layout aimed at a regional or national market.

Directions for Submitting Your Final Project – Weekly Section

Save your Project in a location and with a name that you will remember. Submit your final Project Weekly section to the Unit 3: Final Project – Weekly Sections Dropbox.

A preliminary (artist’s rough) design of the intended brand or logo. One rendering is to be in color and the same in black and white. (Submitted Week 3)

Directions for Submitting Your Final Project – Weekly Sections

Submit your document to the Unit 3: Final Project – Weekly Sections Dropbox.

Unit 3 Learning Journal

In this week’s Journal, reflect on the future of advertising in traditional media such as newspapers, television, and radio. Do you think there is still a place for advertising in such media? If you ran a small business (25 employees or less), would you advertise in these media or would you choose social media which may be less expensive but perhaps not as targeted?

Requirements: Your reflective Journal article should consist of a minimum of 300 words and no more than 500 words. The Journal must be concise, well-written, and demonstrate a thorough understanding of the question asked. This Journal exercise provides you the opportunity to demonstrate your knowledge of this week’s lesson and to reflect how the unit pertains to you, personally, now and in your future career goals.

 

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