Audience contact analysis

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EBM SPRING 2017

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Exercise #1 Description & Instructions
Audience Contact Analysis

Posting Due Date: February 5, 2017

Description:
This exercise is designed to illustrate the numerous and diverse opportunities that
companies/brands have to build awareness and brand equity with current and potential
consumers by using audience contact points to reach their target market.
Each of these audience/consumer contact points is an opportunity for marketing
communications, and to assure that these communications are integrated, thereby
presenting a unified and consistent brand image. Audience/ consumer contact points also
provide an opportunity to build relationships with relevant audiences – both internal as
well as external.

Instructions:

• Choose a well-known company (category examples – automotive/ car
manufacturer, bank/ financial institution, chain restaurant, supermarket,
pharmacy, hotel chain, department store) and analyze how they are reaching their
target audience. (You may NOT use American Airlines or any airlines because
this is the example provided).

• List all consumer contact points/ ‘touch points’ ranging from simply seeing the
company brand /company logo/signage or advertising to actually experiencing the
brand/product/service offered by the company.

• Use the examples (American Airlines) presented in Instructor Announcements
and in Chapter 1 in the textbook as a reference.

• Prepare a written analysis using the format specified in the Individual
Worksheet posted in the Exercise folder on the Course Content page.

o The worksheet is in MS Word. Do not change this format.
o Save it to your desktop and use the format to answer each question

using the space required to express your ideas concisely.
o Your assignment should be no more than 2 typed pages.
o Follow the format provided. (question & answer)

§ Exercise 1 submitted using any other format will not be accepted
• Submit your assignment/Exercise 1 by the due date (February 5th) using the

specified worksheet format. Points will be deducted for late assignments.
• Questions? Please email Professor Beristain using course mail/ Messages.

EBM SPRING 20

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Exercise #1 Individual Worksheet Format

Audience Contact Analysis

Posting Date: January 30 to February 5, 2017

DUE DATE: February 5, 2017

Student Name:

Date:

Name of Company/Brand:

Category:

Instructions: Please follow the instructions specified in Exercise 1 in the Assignment Tab on the Course Menu. Save this Worksheet to your desktop. Answer each question using the space you need. Upload your completed Worksheet to the Assignment Drop box by the due date: February 5, 2017.

Answer the following questions using this worksheet:

1. Specify and describe the company or brand that you have chosen for this exercise and provide a reason why for your choice.

2. Which contact tools (audience/consumer contact points) is the company/brand using? (List and Describe)

3. In your opinion, are the various contact tools integrated and presenting/sending a unified, consistent, image and message?

4. What is your overall assessment of the effectiveness of usage of the company/brand’s consumer contact points?

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