Description
Project 1 Industry Investigation
You will select a sports property in the class, and be asked to investigate their current official sponsors. For example, the NBA has had a long-standing partnership with Coke-a-Cola, who activates their Sprite Product through the NBA. Kia is not only the official car, but they contract NBA stars like Blake Griffin, and NBA TV personalities/announcers to promote their cars.
Your compare and contrast paper should take a close look at how 2 of your league’s (selected sports property) Advertising partners activate their products. How do their TV commercials match up? What about their online strategy, and social media campaigns? How are they integrating their products with the sport, and do you think it is effective?
After identifying two official sponsors of your sports property, follow the following paper format to compare and contrast these two advertising campaigns. Make sure you relate your findings to your own advertising campaign and explain how you expect to use these ideas for your project.
Comparison and Contrast is an analytical form of writing which builds upon the skill set of both descriptive and expository writing. In a comparison-contrast essay, two subjects are analyzed for their similarities and differences. Students are exposed to a wider variety of writing structures as they learn the classical organizational patterns of block arrangement vs. point by point.
Audience: your peers; your instructor
Purpose: Students will compare and contrast marketing campaigns for similar products, in their assigned sporting industry. This assignment will challenge you to identify the brand, describe the market, and illustrate the strengths and weaknesses of each. How are they attempting to reach their audience, who is their target demographic, and how does the international differ/compare to the domestic. How can these strategies be used with my product?
Introduction for the Compare and contrast Paper:
May consist of one or more paragraphs.
Must have a thesis statement that commits the paper to the persuasive principle.
(Otherwise, the paper becomes a pointless list of data.)
Should establish your subjects (best limited to two), which will be examined for similarities and/or differences.
Should establish your bases of comparison. Four or five subtopics are usually sufficient.
Body of the Compare and Contrast Paper:
Consists of several paragraphs.
It must be organized in either the vertical or horizontal pattern.
Should contain “indicator” words which make similarities/differences obvious, or which express transition.
The similarity is expressed by words such as likewise, the same as too/also, similarly, in like manner, comparably.
The difference is signaled by words such as but, yet, however, nevertheless, on the contrary, contrary to, unlike, and the opposite of.
The transition from one subject to the other can be made clear by words such as even though, although, in spite, and notwithstanding.
Include your competitor's print advertisements and comment on. (advertisements are not included in overall page count)
The conclusion to the Compare and Contrast Paper:
It should contain a brief summary of your data or a restatement of your thesis sentence.
Avoid trite concluding sentences such “In summary, X and Y really are alike/different.”
We will use the Dialogue written communication rubrics (300 level) to grade your paper, please see the posted rubric guide on Canvas.
League Sponsors described with examples and sources
Identification of current marketing strategies within this League/Sport
Marketing Campaigns compared/contrasted fully within League
Compare/Contrast Paper format followed as described in the assignment.
Format/language (See rubrics at end of this syllabus)