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Please summarize your analysis in three (3) to five (5) typewritten double-spaced pages.

Mini Project #1 – Advertising – Due Week 2


The goal of this project is to analyze and critically evaluate your proposed message strategy for your project.   Thus, your task is to evaluate this strategy in terms of the following questions.  Please summarize your analysis in three (3) to five (5) typewritten double-spaced pages.  You must clearly address all of the following: 


(1) Who is your target market?  Why is this market appropriate? 

(2) What is the positioning strategy for the product or service?  How does this compare to the major competitors?  Why is this an effective positioning strategy?  IMPORTANT:  This should consist of one or two words (i.e., OWN A WORD)

(3) How will you generate attention and reception? 

(4) Is this message strategy more likely to generate central route or peripheral route processing?  Is it a good match for the type of product/service and target market?

(5) What type of attitude change strategy does this message employ?  Is it appropriate for the product/service and target market?  What are the objectives of this strategy?

(6) What advertising media do you plan to employ and why?

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