INDIVIDUAL ASSIGNMENT PROMOTION CAMPAIGN EVALUATION GUIDELINES

The selected campaign

Your task is to find a launched marketing communications program for a brand in the financial

sector. Your assignment requires you to evaluate the background of the brand and presents the

action program for the advertising and promotions campaign.

The scope of the individual assignment should include the following:

Review of Marketing Plan (10%)

Industry/Company Review

A description of the industry in which your product competes, its size, growth, current trends and

developments, and any key factors necessary for an understanding of the setting. Also, a snapshot

of your company, including a very brief history, the firm’s present status, product lines, sales

history, target markets, current marketing mix, and other factors making the company what it is

today.

Product Review/Buyer Analysis

A description of the product or service. Emphasis should be on the product’s sales history, market

share, strengths, weaknesses, key benefits, brand image, and other factors important for an

understanding of the product’s or service’s performance and place among its category competitors.

In addition, there should be identification of the various market segments and the user

profile for the product, as well as a description of the consumer decision process for the product

and the important factors influencing brand selection. Who buys the product or service? Who is

the decider? The influencer? What are the demographic, geographic, psychographic, and

behavioral factors that influence the buying decision? Is buying behavior characterized by

extended or limited problem solving? Is the product/brand a high-involvement or low-

involvement purchase? In short, what are the key factors that influence buyer behavior for this

product or service?Select a recent (not more than 24 months) marketing campaign by a financial institution in Asia region

Using the theories taught in class and case illustration by the lecturer.

Discuss and analyze the following:

Explain the marketing campaign elements of the selected financial institution
Analysis the campaign and align with the marketing and PR strategic plan:
What would you suggest to improve / enhance the marketing campaign?
Word Maximum: 1,500 words

Please Check the File I Uploaded below!!! for more details of this paper!!!!!!!!!!

（It is suggestions, you can use some of it.）