Social Marketing

 

 

Social Marketing

After studying the assigned readings for week 5, synthesize what you have learned by completing the following in essay format. Search online and find a website for an organization which has a campaign promoting a core issue that interests you (For example: The Red Cross and need for blood donations–You may not use this example).

Start your essay with a short overview of the organization and the issue (just a few lines) and then consider the topics we have covered in this week’s readings and discuss how they are reflected in what you see on this website.

What clear messages do you see?

What audiences is the institution trying to reach?

How has technology affected the way this organization presents itself?

Consider issues of Media Ethics and how they are represented or manifested in the website. Draw on examples offered on that website to support your observations. Specifically consider the content of 21st Century Communication: A Reference Handbook: Chapter 77: Theories and Effects of Public Relations, under the section “Assumptions and Lay Theories.” Which of these theories does the content of your chosen site most closely align with? Why? Explain your answer.

600 words, and must be properly cited throughout the paper in APA format and must contain a Bibliography.

Public Relations and Advertising

This week’s readings in the Learning Resources on advertising provide examples of both good and ineffective ad campaigns. Please answer the following prompts regarding advertising and public relations:

A) Post a link to one of your favorite ads and in short essay format, answer the following questions: Does it persuade you? How? Why do you like it? Is there anything problematic about the ad? Also included a link to an ineffective ad, providing evidence that the ad campaign failed (cite your source in proper APA or MLA format). In your summary, explain (in your opinion) why one ad succeeds and the other fails.

B) After reading this week’s Learning Resources, provide an example,(other than those listed in the readings) where public relations campaigns have been effective or ineffective, and provide a link to information about that example. Answer, in short answer format, why was the campaign successful or unsuccessful? Provide a link to the example.