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COM 302 Week 3 Learning Team Assignment Building New Brands


COM 302 Week 3 Learning Team Assignment Building New Brands Resources: Ch. 17 of Advertising and Promotion; Ch. 3 of Advertising, Promotion, and Other Aspects of Integrated Marketing Communication; and the Center for Writing Excellence Consider that one possible way of using public relations (PR) is to introduce a new product with little or no advertising. Imagine that you are a PR consultant for a large corporation that plans to launch a new brand the firm’s executives think will become as well known as world-class brands in the same industry. Select a new brand that might be launched by this corporation. Review the Sample Executive Summary under the Samples heading in the Tutorials & Guides section of the Center for Writing Excellence. Write a 350- to 700-word executive summary to the CEO of the corporation for which you are consulting that addresses the following points: The role of PR in the marketing communications industry How high-visibility brands become well known, using one of the organizations listed in the Week Three assignment as an example How you, as a consultant, might use marketing communications to introduce the corporation’s new brand Cite at least two references other than the course texts. Format the executive summary consistent with the Sample Executive Summary at the Center for Writing Excellence. Format reference citations consistent with APA guidelines.


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