Read two cases – “Benetton Group: Evolution of Communication Strategy” and “Yeo Valley Organic” (available on Canvas) – and answer the following

questions.

The word allocation should be according to the points of each question (for example, 30 points question should have 600 word)

The written individual assignment will count toward 80% of your overall module mark. It has been designed to assess your ability to:
?understand differing approaches to theorising marketing communications and their contributions to the conceptualisation of marketing communications

strategies and tactics;
?critically evaluate marketing communications strategies and campaigns;
?discuss the ethical issues encompassing marketing communications;
?demonstrate awareness of the interrelationships between marketing communications, culture and society.

Your task is to read two cases – “Benetton Group: Evolution of Communication Strategy” and “Yeo Valley Organic” (available on Canvas) – and answer

the following questions.

1.What are the advertising objectives of the two companies (Benetton and Yeo Valley)? What theoretical frameworks can explain each company’s

communication strategy? (20 points)

2.Discuss the advantages and disadvantages of the advertising campaign that Benetton used for many years and support your arguments with findings

from literature. For what type of companies might this type of advertising be effective? (30 points)

3.Analyse the Yeo Valley’s 2010 campaign (http://www.youtube.com/watch?v=eOHAUvbuV4o) and its 2011 campaign (The Churned “Forever”,

http://www.youtube.com/watch?v=oTrG7mpb61U) from a theoretical point of view by discussing the communication process including the source, message

and channel factors. (30 points)

4.Using findings from relevant literature, discuss the effect of the marketing communication strategy of Benetton and Yeo Valley on the society. (20

points)

You are expected to support your arguments by relevant theories and facts available in the required and recommended readings for this module. Other

resources (peer-reviewed academic journals) may be used if considered appropriate for the assignment task.
When answering the questions, please provide full references for various sources used (journals, reports, websites, and others) and list the

references at the end of your manuscript. The recommended format is the Harvard References. Please refer to http://www.i-

cite.bham.ac.uk/Harvard.shtml for descriptions of reference styles. APA (American Psychological Association) style is one of the most commonly used

sources in the social sciences area http://owl.english.purdue.edu/owl/section/2/10 .

Some information supporting your arguments (tables, charts, and illustrations) may be included in the appendices, but should be limited to 1 page

only. The word limit for this assignment is maximum 3000 (+/- 10%), excluding appendices and references. Reports that exceed this limit will be

penalised.

The individual assignment submission deadline is 12:00pm on Monday, 27th April, 2015.
A hard copy of the assignment, together with the printed receipt of the electronic submission, should be handed in to the MSc Programmes Office

(University House). Penalties apply for late submissions.

Your answers will be assessed based on the criteria outlined below:

?Application of relevant theories. Good answers will appropriately apply the concepts, models and theories that you will encounter in the module and

its required readings. The best ones will also include the theories covered in the recommended readings. (importance weight: 50%)

?Strength of arguments and relevance and scope of supporting information. Good answers will be supported by strong arguments and relevant

information from the case and other sources, if needed. NB: Since you are required to produce detailed references, make sure you keep a good track

of where all the information comes from as you gather it. (importance weight: 40%)

?Presentation and style. The finished manuscript must be double-spaced, paginated, fully referenced, and spell-checked. (importance weight: 10 %)

Plagiarism

It is your responsibility to ensure that you understand correct referencing practices. You are expected to use appropriate references and keep

carefully detailed notes of all your information sources, including any material downloaded from the Internet. It is your responsibility to ensure

that you are not vulnerable to any alleged breaches of the assessment regulations.