ADVERTISING, MEDIA AND BRANDING

· Individualtask.

· This Brand / Market is assigned to you MERCEDES-BENZ in Spain.

· You have to write a paper answering the questions stablished in this brief.

Questions:

1. Media Strategy: Identify the Brand’s overall media strategy differentiating between Paid, Owned and Earned media.

2. Media Mix and Media Reach: Which are the most used mediums? Are they appropriate in order to reach the key target audiences?

3. Media Efficiency: Based on your research of the Brand, do you think they are achieving an efficient outcome? Are they advertising enough?

4. Advertising Creativity: Briefly analyze the creativity of a recent advertising campaign of the assigned brand in your market.

5. Brand’s Reputation Management: Perform secondary research online to identify positive and negative reputation issues that your brand may have.

· Wordcount: From 1.500 to 2.000words.

· Cover, Table of Contents, References and Appendix are excluded of the total wordcount.

· Font: Arial 12,5 pts.

· Text alignment: Justified.

· The in-text References and the Bibliography have to be in Harvard’s citation style.