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 Brand: McDonald 1. Select a brand which you are familiar with – note it should be a brand not a product. 2. Provide an Introduction which gives us some background to the brand – sector – how long established, products, strategies etc. 3.Identify the key characteristics of users of the brand – what assumptions do you feel marketers have made regarding users. 4. Identify the approach taken to brand positioning that is taken and comment on alternative positioning that could have been taken. 5. What approach does this brand take to advertising – identify any alternatives. 6. Critically evaluate how the brand combines tools to ensure there is integrated marketing communications (IMC) using both digital and traditional tools. 7. How could different circumstances affect the effectiveness of the message. 8. Briefly evaluate the overall effectiveness of marketing communications in meeting brand objectives – if you can provide a metric or two to support it would be helpful.

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