2021 MKTG2238 Advertising and Branding
Tutorial 1
Student should type their prepared answers below in each box (12-point time new roman for
texts; can go over more than one page if needed) and email their preparation copy in word
format (named the document as “Tutorial 1_FamilyName_GivenNames”) to their tutor not
later than 9am Monday, 1st of August. Late submissions will not be considered except for
medical or emergency situations with valid evidence provided to the tutor. Students should
answer each question with their own words and based on their own understandings.
Chapter 1 Question 15
Assume you are in charge of fundraising for an organization on your campus—a student club,
a social fraternity or sorority, a business fraternity, a non-profit group, or any other such
organization. It is your job to identify a suitable project and to manage the project’s
marketing communications. Identify a fundraising project idea and apply the subset of the
model involving fundamental decisions. In other words, explain how you would position your
fundraising project, whom you would target, what objective(s) you would set, and how much
(ballpark figure) you would budget for marcom efforts.
Fundraising Project Idea: Sausage Sizzle at the campus to fundraise for a student club
Position: Raise enough money for the student club to run
Target Audience: Students at the campus
Objectives:
- Form a fundraising team and have a leader with good organizational and
management skills
- Reach other students at the university to advise them of the event that’s occurring
the engage them to participate
o This can be achieved through social media as social media is one of the
main forms of information for the target audience. This can involve
advertising it as a Facebook event and several people in the fundraising
team sharing it to spread awareness.
o As students generally spent most of their time at the café between classes
posters can be placed on the wall near this area to further spread awareness
directly to the target audience.
- On the day set up in an area in which has a high number of people walk by to
further encourage people to attend.
Budget:
- Food
- Equipment
- Posters
- $800
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Chapter 2 Question 2
Using the framework in Figure 2.2, describe all personal associations that the following
brands hold for you: (a) McDonald’s hamburgers, (b) Snapchat video messaging app, (c)
Burton snowboards, (d) The Onion online newspaper, (e) basketball player Steph Curry, (f)
Pinterest photo-sharing website, (g) the MINI Cooper automobile, and (h) Nike running shoes
and apparel.
Brand Personal associations
McDonald’s hamburgers Very recognisable due to its popularity and
advertisement in society. However, personally
it does not hold any benefits for me as I am a
vegetarian and therefore will not chose to eat
this.
Snapchat video messaging app I am very aware of this app as I use it on a
regular basis. Very recognisable via its logo.
Allows me to catch up with my friends,
organise events and keep up to date with
what’s happening. Functional benefits create a
positive brand image.
Burton snowboards I have no personal associations with this brand
as I do not recognise it of it and therefore have
am unaware of its benefits and attributes.
The Onion online newspaper I have no personal associations with this brand
as I do not recognise it of it and therefore have
am unaware of its benefits and attributes.
basketball player Steph Curry I am aware of the name via social media
however do not recall what he looks like or his
team. Overall have a neutral brand association
as he holds no benefits or attributes to be as I
do not watch bball.
Pinterest photo-sharing website I am aware of this brand and can recognise the
logo and its purpose however, I have never
used the product personally as its has no
benefits or attributes that interest me.
the MINI Cooper automobile I am aware of this brand and can recognise it
however, I prefer larger cars therefore it
functional benefits do not apply to me and it
also has no experimental or symbolic benefits
as I do not want a smaller car.
Nike running shoes and apparel This brand has a positive brand association to
me as I enjoy using the brand as its good
quality and fashionable therefore holds
functional and symbolic benefits.
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Chapter 2 Question 10
Describe the leveraging strategy for enhancing brand equity. Take a brand of your choice
and, with application of Figure 2.5, explain how that brand could build positive associations,
thereby enhancing its equity, by linking itself to (a) places, (b) things, (c) people, and (d)
other brands. Be specific.
The leveraging strategy for enhancing brand equity involves a brands marketing leveraging
and creating associations for their brand by forming connections with well-known meaning
such as other brands, places, things and people.
Brand: MasterChef Australia
(a) Places: Could feature on more TV channels and at different times other than the
time it is live. Could also expand to other countries such as New Zealand to
increase the popularity of the show and the number of viewers.
(b) Things: Could hold more events for the public to become involved. This would
create more interest and excitement in the show and therefore increase views.
Could be involved in fundraisers for community and giving back to help others
which will create a more positive brand association.
(c) People: Invite special chefs and well know people on the show to invite new
viewers and increase publicity of the show.
(d) Other brands: Could link with popular and well know food brands or food events.
This will allow them to spread their company name to more people who are share
an interest in food and therefore invite new viewers to the show.
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