· This Brand / Market is assigned to you MERCEDES-BENZ in Spain.
· You have to write a paper answering the questions stablished in thisbrief.
1. Media Strategy: Identify the Brand’s overall media strategy differentiating between Paid, Owned and Earnedmedia.
2. Media Mix and Media Reach: Which are the most used mediums? Are they appropriate inorder to reach the key target audiences?
3. Media Efficiency:Based on your research of the Brand, do you think they are achieving an efficient outcome? Are they advertising enough?
4. Advertising Creativity: Briefly analyze the creativity of a recent advertising campaign of the assigned brand in yourmarket.
5. Brand’s Reputation Management: Perform secondary research online to identify positive and negative reputation issues that your brand may have.
· Wordcount: From 1.500 to 2.000words.
· Cover, Table of Contents, References and Appendix are excluded of the totalwordcount.
· Font: Arial 12,5 pts.
· Text alignment:Justified.
· The in-text References and the Bibliography have to be in Harvard’s citationstyle.
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