Week 3 Assignment Building New Brands Resources: Ch. 17 of Advertising and Promotion; Ch. 3 of Advertising, Promotion, and Other Aspects of Integrated Marketing Communication; and the Center for Writing Excellence Consider that one possible way of using public relations (PR) is to introduce a new product with little or no advertising. Imagine that you are a PR consultant for a large corporation that plans to launch a new brand the firm’s executives think will become as well known as world-class brands in the same industry. Select a new brand that might be launched by this corporation. Review the Sample Executive Summary under the Samples heading in the Tutorials & Guides section of the Center for Writing Excellence. Write a 350- to 700-word executive summary to the CEO of the corporation for which you are consulting that addresses the following points: The role of PR in the marketing communications industry How high-visibility brands become well known, using one of the organizations listed in the Week Three assignment as an example How you, as a consultant, might use marketing communications to introduce the corporation’s new brand
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