MKT B363F Spring 2020
Extended Essay
营销论文代写 In March of 2020, Apple released the updated version of their laptop, MacBook Air to market (see the press release below).
Weighting: 40% towards your final grade
Word limit: 1,000 – 1,200 words*
Essay Question: How to Market the New Apple MacBook Air
In March of 2020, Apple released the updated version of their laptop, MacBook Air to market (see the press release below). Given this situation, marketers at Apple are requested to develop an advertising campaign to market the new MacBook Air product. In your essay, develop the advertising campaign for Apple as if you were a marketer at Apple. You need to address how your proposed advertisement can achieve the company’s objective, which is specified in the following page.
Press release from Apple 营销论文代写
(Apple Inc.)
PRESS RELEASE
March 18, 2020
The Most Popular Mac Now Has Up to 2x Faster Performance, the New Magic Keyboard and Twice the Storage
Apple updated MacBook Air, the world’s most loved notebook, with faster performance, the new Magic Keyboard, twice the storage and a new lower price of HK$7,799. The new MacBook Air delivers up to two times faster CPU performance and up to 80 percent faster graphics performance, letting customers breeze through daily activities and play more games. Now starting with 256GB of storage, MacBook Air allows customers to store even more movies, photos and files. With its brilliant 13-inch Retina display for vivid images and sharp text, Touch ID for easy login and secure online purchases, spacious trackpad, and all-day battery life combined with the power of macOS Catalina, it’s the best MacBook Air ever made. 营销论文代写
According to the press release, although the new MacBook Air model has various advanced attributes, it is a challenge for marketers to deliver information regarding the new product to consumers. The good news to marketers is that once consumers decide to buy a new laptop, they are usually highly involved in the purchase situation due to the high cost associated with the laptop purchase. Hence, the objective of the advertising campaign is to improve the attitudes towards the new MacBook Air among consumers with high involvement in the laptop purchase. In the essay, you need to propose one version of the advertisement to achieve the current advertising objective.
Hints for necessary details to address 营销论文代写
The following are the details that should be included in your essay.
- Include a brief analysis of characteristics of target consumers in terms of their attitude formation and decision making. (Since Apple targets consumers who are highly involved in the laptop purchase, marketers need to understand the characteristics of consumers with high involvement.)
- Illustrate the details of the advertisement by explaining your key decisions for the advertisement such as decisions related to source, message, and medium/channel. (You need to provide the details of your decisions as well as the rationale for your decisions.)
- Discuss how the proposed advertisement can improve the attitudes based on theories regarding attitude formation/change. (You need to utilize the relevant theories to explain the effectiveness of your proposed advertisement in achieving the objective.)
*Note 营销论文代写
- The entire essay should be provided within the word limit of 1,000-1,200 words. If your answer exceeds the word limit (>1,200 words), 10% of your final score will be deducted.
- It is strictly prohibited to copy and paste exact phrases from the lecture/tutorial slides, the textbook, and any other sources. You have to write in your own words whenever you refer to the contents/ideas/findings from the lecture/tutorial slides, the textbook, and other sources. Also, when you refer to contents/ideas/findings from sources other than the lecture/tutorial slides and the textbook, you should cite them properly and provide the list of references at the end of the essay. The reference list does not count against the word limit.
更多代写：算法作业代写 Accountant网课代考 英国speech代写 essay代写北美 Research Paper作业代写 经济学专业代写
