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Project Two: Marketing Analysis

This version was saved 15 years, 8 months ago View current version     Page history
Saved by Joe Essid
on August 3, 2008 at 9:30:39 am
 

Goals:

  • Explore multi-media rhetorical analysis by looking at how firms use image, word, and 3D presence to sell a product or service
  • Craft a formal thesis, supported with secondary claims and sources
  • Begin to integrate sources into academic writing in a graceful way.

     

Tasks:

Each group will be assigned two companies: one that exists in our world and does business in SL and another that only exists in the virtual world.  You can visit the stores with a click here (if you have SL open) or you can use the landmarks I'll give to all of you in-world.

 

Group 1: Scion and Dominus Motor Company (note the tutorial for new SL residents and Scion City's arrival point; also see Scion's SL Web site)

Group 2:

Group 3: Nike and Mischief (note Janie Marlowe runs a men's shop too--you'll find a way to visit it just outside the ladies' shop)

 

Each group will divide up into two teams of three: one for each of your businesses.  Then each team of three decides who gets one of three tasks. Share information you find with your team; one task can overlap another. 

  • 1) What is the first impression that the firm wants to make on a potential customer?  Is that sustained or not as you explore their property in SL and any Web materials they provide?  Why or why not?
  • 2) How does the company's approach differ from what a similar business might offer in "our" world?  Does that approach seem reasonable and appealing?
  • 3) What type of strategy does the firm have for promoting itself?  Do you think (this in important--it's a 3000+ year notion of Three Appeals in persuasion) that they appeal to customers based upon emotion, logic, or customers' prior knowledge and respect for the brand? 

 

Everyone should consider this as well: What will keep a customer "coming back for more"? Hip brands, after all, "sell themselves," so their identity counts...new brands have to establish this "ethos" in some manner. Maybe this is why Pontiac's now-defunct "Motorati" seemed staid and relied on fond memories of old GTOs and Firebirds, while Scion must capture the imagination of those who do not know the brand yet.

 

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