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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 4, 2008 at 8:44:03 am
 

Goals:

  • Conduct 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.  I'm only giving Web pages for companies' work in SL. Obviously, Nike, Scion, and IBM have giant Web presences for their real-world services and products; that is not of interest for your analysis.

 

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

 

Group 2: IBM (also visit their Web site for SL projects) and Electric Sheep Company (also visit their Web page)

 

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 team for each of your businesses.  Then each team of three decides who gets one of three tasks. Share information you find with your team; each of these tasks 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 not involved in SL might offer in "our" world?  Does your company's approach seem reasonable and appealing, considering the audience to whom they are 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? 

 

Each writer's project must:

  • Include at least three snapshots, one with the avatar at the site, two others of aspects of the location that illustrate or support a claim you make
  • Be at least 1000 words long
  • Include source citations in MLA format with a Works-Cited List at the end. For the company Web sites, use the Library guidelines here to guide you.

 

Hints:

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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