The goal of this discussion is two-fold: for you to become familiar with the Integrated Brand Promotion concept, and for you to develop a better understanding of APA (American Psychological Association) citation. APA style should not be confused with AP (Associated Press) style commonly used by journalists. Moving forward, you will not be expected to adhere to APA citation format in your weekly discussion posts, HOWEVER you will be expected to use APA citation in every other assignment and project in this class. Failure to adhere to APA citation will result in an automatic 0 for the assignment.
Discussion post details:
1. Watch this video:
Referencing Sources in APA Style: A Basic Introduction – http://youtu.be/gGtkh_-9OC0
2. Answer the Discussion Question below about how movie advertisers employ Integrated Brand Promotion (IBP) to build audiences using at least two outside sources. One source should be your textbook. You can find a list of other acceptable sources under the “Course Instructions & Overview” tab to the left of your screen. Your discussion post should be at least 250 words long and should adhere to APA citation standards including a works cited or references list at the end of your post. Please include:
At least one direct quote. For example: “We have to do a better job of starting conversations on social media,” said Brad Grey, Paramount Pictures CEO.
At least one paraphrased quote. For example: Brad Grey, CEO of Paramount Pictures, said the studio needed to do a better job with social media.
At least one reference to your textbook
At least one reference to an online source
A Reference List (works cited) page listing your sources in APA format
Here is another helpful link that tells you how to cite a source from the internet that doesn’t have a specific author:
http://www.apastyle.org/learn/faqs/web-page-no-author.aspx
And some more handy info on internet source citation:
http://www.apastyle.org/learn/quick-guide-on-references.aspx
And now for the Discussion Question:
Box-office sensations like Avatar, any Harry Potter flick, Wonder Woman, or Guardians of the Galaxy don’t happen by accident. To achieve big-screen success, movie advertisers develop integrated brand promotion (IBP) campaigns designed to communicate unified messages to target audiences across various media platforms. Read this blog post (http://blog.marketo.com/2015/07/infographic-blockbuster-marketing-lessons-from-hollywoods-mega-earners.html), then complete the following discussion post.
First, provide a definition for an Integrated Brand Promotion (IBP). Second, select a recent movie and identify the various ways the movie was or is being promoted.
What types of advertising and promotion are employed in the campaign?
Do the different advertisements have a consistent look, feel and message?
Do the different media vehicles target different demographic groups?
Suggest one additional media option that marketers might use to reach the film’s target audience.
One last thing: can a good campaign save a bad movie? Consider discussing your own experience with being enticed to go see a film that turned out to stink on ice…
Initial discussion posts should be a minimum of 250 words long. Don’t forget to include at least one clear reference to your textbook and at least one outside source in your initial post. Links to ads or videos as examples do not count as your outside source. For a list of acceptable outside sources, please see the “Course Instructions & Overview” tab.
You are expected to do at least two responses each week to other students’ posts by midnight on Sunday. Responses are expected to offer something substantial to the discussion, so outside sources can be very helpful. You do not have to use APA citation in discussion post responses, but you are expected to tell us where you got your information and include a link if possible. “I agree” or “I disagree” by themselves are not adequate responses. If you agree/disagree, put in some effort to explain why, with support from various sources.
To summarize: In order to seek the full 40 points for each of the 10 Group Discussions, your participation will consist of up to three parts: submitting an original post fully answering all questions provided; posting a minimum of two substantive responses to other students’ posts (“I agree” or “Wrong!” do not constitute substantive responses); and finally as a result of your careful monitoring of your own original post, responding to any questions posted by your classmates or your instructor.
I POSTED MY TEXTBOOK IN THE FILES TAB TO GO ALONG WITH THE CHAPTER 1 SLIDES FROM THE INSTRUCTOR I WILL POST THE CH2 REVIEW SLIDES SOON FOR SOME REASON THE FILE IS TOO BIG