BU 504 PROJECT COVER SHEET STUDENT NAME ___________.docx

BU 504 PROJECT COVER SHEET
STUDENT NAME:
________________________________________
Name of your selected product: _________________________
Real product / Fictional product (circle one)
WORKSHEET ONE: FULL PRODUCT WORKSHEET TWO:
(2) TARGET MARKET WORKSHEET THREE: FULL
DESCRIPTION, MAIN COMPETITORS, PROFILES, CHOSEN
ADVERTISING/MEDIA CREATIVE BRIEF, DESIGN
FORMER MKTG, FULL 4P ASSESSMENT PREFERENCES OF
EACH GROUP & WHY STRATEGY—PROJECT ADS
BU 504 COURSE PROJECT: WORKSHEET 1

STUDENT NAME:
________________________________________
Name of your selected product:
______________________________
What interests you in this product, and what is your experience
with it?
_____________________________________________________
_
_____________________________________________________
________________________________
FULL PRODUCT DESCRIPTION (Also include a
comprehensive list of features and benefits):
MAIN MARKET COMPETITORS AND WHY (Also include the
current competitor pricing structure vs. your product pricing):
DESCRIPTION OF MOST NOTABLE HISTORICAL
MARKETING CAMPAIGNS OF COMPETITORS AND YOUR
SELECTED PRODUCT:
IN EACH OF THE 4P SECTIONS BELOW, USE YOUR
PROJECT RESEARCH TO PROVIDE YOUR ANALYSIS OF
THE FOLLOWING:

3) PLACE:
4) PROMOTION:
STUDENT NAME:
_________________________________________
______________________________
CHARACTERISTICS PRIMARY TARGET MARKET
SECONDARY TARGET MARKET

DEMOGRAPHIC
M/F/Gender complex?
Ethnicity?
Religion?
Income?
Education?
LIFE STAGE
Age (range)?
Living situation?
(with parents, away
from parents with
support,
independent/single,
independent/coupled,
independent
w/dependents)
Health/Health Issues?
Life Experience?

GEOGRPAHIC
Where do they live?
(Local, regional,
national, global
description)
PSYCHOGRAPHIC
Lifestyle?
Social Class?
Influences and Social
perceptions?
(Attitudes, values,
opinions)
(Motivated by
expectation,
aspiration, inspiration,
membership, lifestyle)
Life Experience?

BEHAVIORAL
Typical Usage
Patterns?
Typical Loyalty
Patterns?
Risk/Avoidance
Patterns?
NEEDS / DRIVES
Motivated by problem
resolutions?
Motivated by
improved benefits?
MOST EFFECTIVE
MARKETING MEDIUMS

AND REASONING
PRIMARY TARGET MARKET SECONDARY TARGET
MARKET
Specify TWO most
relevant media
preferences for each
target market and
explain.
**Write a brief paragraph that explains your main conclusions
about marketing your product to the particular
groups you selected. Any of the following may be included, but
are not all required to be included: SWOT analysis, insights
about marketing message objectives to your specific target
markets, insights about positioning strategies, insights about
media strategies or media selection.

STUDENT NAME:
___________________________________________
______________________________
CREATIVE BRIEF / DESIGN STRATEGY / PROJECT ADS
PRODUCT:
I.M.C. OBJECTIVES:
(Proposition/Selling Idea)
TARGET AUDIENCE:

BACKGROUND INFORMATION:
(Consumer insights/Support)
MESSAGE THEME:
(Creative Direction)
CONSTRAINTS:
(Brand Imperatives/Media Imperatives)
ADVERTISING DESIGN STRATEGY
**In the section below, explain your I.M.C. conceptual
advertising design strategy for this project. Do you ads
convince your target customer to assume that your
product/service/idea will lead them to any of the following

(personal values)?
Comfortable life Inner peace Self-fulfillment
Equality Mature love Self-Respect
Exitement Security Sense of belonging
Freedom Pleasure Social acceptance
Fun, exciting life Salvation Wisdom
Happiness Personal accomplishment
**Also, what type of advertising appeals or approaches are
effective for your target customer?
Fear Humor Sex
Music Rationality Emotions
Scarcity
(Be sure you explain your design strategy for both of your
advertisements):

BU 504 COURSE PROJECT: SOURCES
STUDENT NAME:
___________________________________________
REFERENCES
Running head: ANNOTATED BIBLIOGRAPHY: PREDICTING
PRECEDENT BASED
1
ON HISTORY
ANNOTATED BIBLIOGRAPHY: PREDICTING PRECEDENT
BASED ON HISTORY
4

Annotated Bibliography Assignment: Predicting Precedent
Based on History
Linda Dotson
Walden University
June 8, 2019
Annotated Bibliography Assignment: Predicting Precedent
Based on History
Society’s adoption of mobile phones keeps changing, as people
prefer gadgets with updated technology. Features such as
mobile cameras, and audio recorders allow users to record
information to be shared with a larger audience. Advancement
of these features means that cameras can take clear pictures and
videos even in poorly lit or distanced events. Apps allow cell
phone users better options to advance these features. This
means that besides recording fun events, users can collect
criminal evidence as well as policing activities, which can be
easily shared with a wider public on internet platforms such as
social media in a matter of minutes. This is a trend eliminates
reliance on the media for information. This paper will look at
how four sources discuss how the evolution of mobile phones is
changing law enforcement.
Annotated Bibliography
Newnam, J. (May 10, 2013). Fighting Crime with Mobile
Technology: Retrieved from
https://www.southuniversity.edu/whoweare/newsroom/blog/figh
ting-crime-with-mobile-technology-137309
Newnam’s article discusses the benefit of mobile technologies
in fighting crime. Cell phones are essential in tracking criminal
evidence as well as tracking a carrier’s location. Additionally,
people can record information and present it to the police thus
improving community policing.

The source is analytical and offers details on how cell phones
help with fighting crime. The author discusses how phone
tracking can be done to easily locate phone users who could be
involved in crime as suspects or victims. They also retain
evidence, which can be easily retrieved.
Newman’s article is reasonably comprehensive in scope. The
innovation of smart phones with mobile cameras is helping to
change the future of law enforcement in crime and evidence. In
the past, evidence relied on eyewitness accounts.
Police Executive Research Forum: 2014. Future Trends in
Policing. Washington, D.C.: Office of Community Oriented
Policing Services
This article supports Week 2 Assignment paper’s topic
regarding the changing trend in policing owing to the
advancement of technology such as mobile phones and devices
among others. As such, the authors argue the need for the police
to shift trends in policing to match the evolving trend in
advancing technology.
This source is comprehensive in scope as it examines the
existing situation in the modern era in relation to how it affects
policing. Smart phones for example are changing predictive
policing and intelligence led-policing. Such initiatives will help
in reducing and preventing community crime, which will
increase public trust in the law enforcement system.
Considering that this source is a detailed report on the future
trends of policing, it will offer me the opportunity to frame my
point based upon the perspective presented in the article.
Radio Boston. (August 10, 2015). How Do Cell Phones Affect
Community Policing? Retrieved from
https://www.wbur.org/radioboston/2015/08/10/cell-video-

policing
This article discusses the impact of cell phones on community
policing in the modern era. In the article, Radio Boston notes
how cell phones have shifted power to the people through social
media platforms. By this, anyone can record police interactions
and share it on social media.
People have recorded police activities on their phones and
shared it online, meaning that police no longer enjoy the
privacy they had when the only reporting option was the media,
a thing that was not there in the past. This element has changed
the relationship between police and society. The article
examines this newly found democracy as well as the need for
legislation that protects the police while at duty as well.
This source presents a neutral perspective from both the police
and the public’s argument. As such, it provides a fair ground for
arguing how cell phones affect the quality of community
policing.
Waldman, R. (December 20, 2018). Cell phones Law
Enforcement, and the Right to Privacy. Retrieved from
https://www.brennancenter.org/publication/cellphones-law-
enforcement-privacy
Waldman talks about the way cellular technology has changed
how the government tracks individuals’ locations and activities
with ease. The author notes how service providers collect
detailed information regarding the whereabouts of a person.
Considering that almost every person now owns a cell phone
unlike the situation in the past, it has become so easy to conduct
this activity.
This article supports my Week 2 Assignment paper from a
different perspective as it shows how cell phones can now be
easily used to gather valuable personal data and this has

certainly changed the public’s interaction with law enforcement.
Waldman’s article is helpful in supporting my argument about
how irresolvable issues can be solved now as well as in the
future, which can be very helpful in increasing public trust in
the law enforcement system. On the other hand, this subject
raises the question of the right to privacy. As such, this paper
will help to delineate my argument on this issue.
References
Newnam, J. (May 10, 2013). Fighting Crime with Mobile
Technology. Retrieved from
https://www.southuniversity.edu/whoweare/newsroom/blog/figh
ting-crime-with-mobile-technology-137309
Police Executive Research Forum. 2014. Future Trends in
Policing. Washington, D.C.: Office of Community Oriented
Policing Services
Radio Boston. (August 10, 2015). How Do Cell Phones Affect
Community Policing? Retrieved from
https://www.wbur.org/radioboston/2015/08/10/cell-video-
policing
Waldman, R. (December 20, 2018). Cell phones, Law
Enforcement, and the Right to Privacy. Retrieved from
https://www.brennancenter.org/publication/cellphones-law-
enforcement-privacy
Scanned with CamScanner

INTEGRATED MARKETING COMMUNICATIONS
RESEARCH & ANALYSIS SUMMATIVE COURSE PROJECT
The Summative Course Project Assignment demonstrates your
familiarity with and understanding of the
principles, techniques, and strategies utilized in contemporary
advertising platforms, as implemented through
an integrated marketing communications framework. This is a
two-part project.
PART I: RESEARCH & ANALYSIS (During research, maintain
a working bibliography)
A. Select ONE real or fictional product that you have personal
experience with and understanding
of (can be goods, services, or ideas). Gain knowledge about
your product’s competitive climate/environment by
researching the most likely significant direct and indirect
competitors. Next, informally strategize the marketing
mix (4P’s) components as relevant to your chosen product.
What is unique or desirable about your product? How
or where is the best place or way to distribute your product to
consumers? Research the competitive
environment for any remarkable or substantial HISTORICAL
marketing campaigns or promotions initiated by a
competitor’s product or your own product (if your product is an
actual existing product). Identify the existing

pricing structure (range) for existing similar products.
B. Identify two different and specific market segments that
would be likely consumers of your
product. Begin to develop a “profile” for each of your specific
target markets by identifying relevant
segmentation characteristics of each group (beginning on p. 89).
Your profile should fully examine and establish
which influences (p. 65-68) are relevant, which demographic
characteristics are relevant, which psychographic
characteristics are relevant, which behavioral and environmental
characteristics are relevant (geodemographic),
what geographic characteristics, as well as which personal
needs, goals, and values are relevant to each of your
market segments.
C. Determine the two most likely advertising mediums (media
preferences) that would be
effective for each of your proposed two market segments.
Engage in a full situation analysis (Figure 1.4 p. 7) and
analysis of the 3 C’s: Customers, Competitors, and
Communications (p. 86-88).
**After thorough research & analysis, prepare Worksheet A, B,
and C, & provide source page—
Worksheets will be provided at the end of WK 4

PART II: CREATIVE APPLICATION AND ONLINE VIDEO
CLASS PRESENTATION
A. Utilizing your understanding of message strategies and
advertising effectiveness (p. 178-197),
design and prepare two advertisements for your selected
product, which demonstrate a cohesive and integrated
brand image, personality, and identity. (Advertisements may be
print media, broadcast media, digital media,
public relations platforms, trade promotions, etc…)
B. Prepare a 5-12 minute narrated video which introduces the
class to your selected product,
briefly explains your research and analysis process (Part I: A,
B, C), and showcases your TWO advertisements.
**A step-by-step guide will be provided in WK 5 to assist with
preparation of your video.
SIGN UP BU504 (SUMMATIVE COURSE PROJECT——
PRODUCT OR SERVICE RESERVATIONS):
PRODUCT NAME
(NARROW DOWN/VERY SPECIFIC):
STUDENT NAME
Product/Svc: Natural Energy Drink Real-Lee
Reserved for: Bertha Cuevas
Product/Svc: honda civic
Reserved for: Mariana de Araujo Ferreira
Product/Svc: Kids cloth
Reserved for: Reman Farsi

Product/Svc: Solar Roof
Reserved for: Guilherme E. Staub
Product/Svc:Gatorade
Reserved for: Yuna Koyama
Product/Svc: Mac Lipstick
Reserved for: Panuma Suwan
Product/Svc: Netflix
Reserved for: Glazielle Porciuncula
Product/Svc: Everyday Avant-Garde
Reserved for: Ceyhun Metin
Product/Svc: Healthy Juices
Reserved for: Cassia Marchet
Product/Svc: bikinis
Reserved for: Nicole Campana
Product/Svc: Homemade Cheese
Reserved for: Isabella Amaral
Product/Svc: Beer Box
Reserved for: Carlos E. Ferreira
Product/Svc: healthy cereal bar
Reserved for: Cezar Almeida
Product/Svc: ASOS online fashion and cosmetic retailer
Reserved for: Kristina Dushkina
Product/Svc: TURKISH AIRLINES
Reserved for: EROL CABBAR
Product/Svc: Imperfect Box
Reserved for: Bruna Martins
Product/Svc: Collaborative online Store
Reserved for: Joana Veronezi
Product/Svc: Brazilian organic coffee
Reserved for: Cesar Scalea
Product/Svc: Ben&Jerry’s
Reserved for: Ezgi OZTURK
Product/Svc: Uber Jump Bikes
Reserved for: Orhan Buldac
Product/Svc: Tocobags
Reserved for: Mesut AYDIN

Product/Svc:Starbucks
Reserved for: Muharrem Aral
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