MARKETING COMMUNICATIONS [MARK302]

TEST: The Barbie movie case study

DECLARATION
 I am familiar with the University’s policy on plagiarism.
 I have checked this work to ensure that it contains no instances of plagiarism, and have submitted it to Turnitin.
 Where the work of others has been relied upon, it has been duly acknowledged and clearly referenced.
 I have submitted the identical document to Turnitin.
 I am aware that submitting AI-generated work as my own work constitutes plagiarism.
SURNAME FIRST NAME STUDENT NUMBER SIGNATURE
(can be typed)

QUESTION MAXIMUM AWARDED COMMENTS

(also see comments on following pages)
Q1 – Marcom description
35

Q2 – Marcom evaluation
35

Q3 – Recommendations
10

UP course completion
20
certificate
TOTAL
[100]

LESS: PENALTIES (IF ANY)

FINAL MARK AFTER PENALTIES

INSTRUCTIONS:
 Answer all questions.
 Type your responses into this template.
 Submit by uploading your completed template to Learn (Word document preferred).
 Also submit your Turnitin receipt/report (PDF) and your Understanding Plagiarism certificate of
completion (PDF).
 Ensure that your student number appears as part of the file name for all three files.
 Keep backup copies of all submitted files.
 The deadline for submission is Thursday 31 August, by 23h59.
 QUESTION 1
Describe the marketing communications campaign for the Barbie movie.
Suggested length: approximately 2 pages

MARKETING COMMUNICATION MIX

ELEMENT/TOOL USED? IF YES, PROVIDE AN EXAMPLE (description) OF HOW THE ELEMENT
(Van Heerden et al., Ch1) (Yes/No) WAS USED IN THE CAMPAIGN & EVIDENCE OF THIS (a ref/link to
the source). Do not copy and paste any images into this document.
Advertising

Personal selling

Sales promotion

Public relations & publicity

Sponsorship

Direct marketing

Digital communication

MEDIA STRATEGY/USE
MAJOR ADVERTISING USED? IF YES, PROVIDE AN EXAMPLE & EVIDENCE
MEDIA (Yes/No) (as indicated above)
(Van Heerden et al., Ch4)
Broadcast
Print
Out-of-home
Interactive
POE MODEL USED? IF YES, PROVIDE AN EXAMPLE & EVIDENCE
(Lappeman et al., Ch7) (Yes/No) (as indicated above)
Paid media
Owned media
Earned media
MESSAGE/CREATIVE STRATEGY
Describe the messaging for the Barbie movie’s marketing communication campaign. What message was
communicated, and how was this done? For example, what message appeals (informational, emotional,
moral, combination) and tactics were used? Provide examples and evidence (as indicated above).

Type your response here.

Suggested length: maximum ½ page.

1
Maximum Mark Comments:
mark: awarded:
35

QUESTION 2
Evaluate the marketing communications campaign for the Barbie movie.

Type your response here.

Suggested length: approximately 1-2 pages.

Maximum Mark Comments:

mark: awarded:
35

QUESTION 3
Provide recommendations for the marketing communications campaign for the Barbie movie.

Type your response here.

Suggested length: approximately ½ - 1 page.

Maximum Mark Comments:

mark: awarded:
10

4
Completion of the Understanding Plagiarism online short course.

2
Submit your certificate of completion to Learn as a separate file.

Maximum Mark Comments:

mark: awarded:
20

REFERENCES