MKTG340
Unit 1 Individual Project
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Abstract
This is a
single paragraph, no indentation is required. The next page will be an
abstract; “a brief, comprehensive summary of the contents of the article; it
allows the readers to survey the contents of an article quickly” (Publication
Manual, 2010). The length of this abstract should be 35-50 words (2-3
sentences). NOTE: the abstract must be on page 2 and the body of the paper will
begin on page 3.
Introduction
Remember to
always indent the first line of a paragraph (use the tab key). The introduction
should be short (2-3 sentences). The margins, font size, spacing, and font type
(italics or plain) are set in APA format. While you may change the names of the
headings and subheadings, do not change the font or style of font.
Part 1: Define Branding.
Introduce the concept and cite the
resources DO NOT use the exact words… be sure to indent the first line of the
paragraph. This section of the paper must contain research - which means that a
citation must be included in the section (Last name, year). The punctuation
goes after the citation not at the end of the sentence. If no author is stated: (Short Title of Article,
year). The punctuation goes after the citation not at the end of the sentence. Begin by defining branding. Do not copy a
definition from a marketing dictionary or website, look for a definition of
branding in an article in the library's full-text databases. Explore how MPR
supports the branding effort. Define the four types of values used in brand messaging
(reputation, relationship, experiential, and symbolic value). Do not copy a
definition from a marketing dictionary or website, look in your text and in
articles in the library's full-text databases. Part 1 of the paper should be 2 pages in length and must use research
from your course text and the library's full-text databases. No quotations are
permitted in this section.
Part 1: Explore How MPR Supports the Branding Effort.
Insert your verbiage here and be sure to indent the first
line of the paragraph. Remember to use citations in the body of the paper since
you are doing research in this section.
Part 1: Define Reputation Value Used in Brand Messaging
Insert your verbiage here and be sure to indent the first
line of the paragraph. Remember to use citations in the body of the paper since
you are doing research in this section.
Part 1: Define Relationship Value Used in Brand Messaging
Insert your verbiage here and be sure to indent the first
line of the paragraph. Remember to use citations in the body of the paper since
you are doing research in this section.
Part 1: Define experiential value used in brand messaging
Insert your verbiage here and be sure to indent the first
line of the paragraph. Remember to use citations in the body of the paper since
you are doing research in this section.
Part 1: Define Symbolic Value Used in Brand Messaging
Insert your verbiage here and be sure to indent the first
line of the paragraph. Remember to use citations in the body of the paper since
you are doing research in this section.
Part 2: Find and Describe a Company-Authored Brand Story
Find
and describe a brand story example created by each of the four author
categories (companies, popular culture, customers, and influencers). Be sure to
explain how you ascertained the author source. Analyze each brand story from
the point of view of the value or values that it portrays. Be specific as to
your results and back up your contentions using research. Compare and contrast the types of value
messages delivered with regard to author type. Part 2 of the paper should be 3 pages in length and use research from a
variety of sources including the company websites.
Part 2: Find and Describe a Popular Culture-Authored Brand Story
Insert your verbiage here and be
sure to indent the first line of the paragraph. Remember to use citations in
the body of the paper since you are doing research in this section.
Part 2: Find and Describe a Customer-Authored Brand Story
Insert your verbiage here and be
sure to indent the first line of the paragraph. Remember to use citations in
the body of the paper since you are doing research in this section.
Part 2: Find and Describe an Influencer-Authored Brand Story
Insert your verbiage here and be
sure to indent the first line of the paragraph. Remember to use citations in
the body of the paper since you are doing research in this section.
Part 2: Value Analysis of Company-authored Brand Story
Insert your verbiage here and be
sure to indent the first line of the paragraph. Remember to use citations in
the body of the paper since you are doing research in this section.
Part 2: Value Analysis of Popular Culture-authored Brand Story
Insert your verbiage here and be
sure to indent the first line of the paragraph. Remember to use citations in
the body of the paper since you are doing research in this section.
Part 2: Value Analysis of Customer-authored Brand Story
Insert your verbiage here and be
sure to indent the first line of the paragraph. Remember to use citations in
the body of the paper since you are doing research in this section.
Part 2: Value Analysis of an Influencer-authored Brand Story
Insert your verbiage here and be
sure to indent the first line of the paragraph. Remember to use citations in
the body of the paper since you are doing research in this section.
Part 2: Compare and Contrast the Value Messages by Author Type
Insert your verbiage here and be sure to indent the first
line of the paragraph. Remember to use citations in the body of the paper since
you are doing research in this section.
Conclusion
Add some
concluding remarks-can be a sentence or two.
References
NOTE: The
reference list starts on a new page after your conclusion.
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