Marketing

Reflecting on the ANZAC Woolworths campaign (http://www.smh.com.au/business/media-and -marketing/woolworths-agency-in -hiding -after-disastrous-anzac -advertising -campaign-20150415-1ml8md.html ), discuss the marketing issues of th e campaign using the topics
that have been covered throughout this unit.
In your answer, discuss:
• W hat marketing concepts CARSPACE applied to the Woolworths ANZAC
advertisement?
• What was the overall campaign message ?
• Did Woolworths and CARSPACE act in a socially responsible and ethical
manner?
• What market position was Woolworths trying to establish?
• Did Woolworths use digital marketing in a tasteful manner?
• What should Woolworths do for damage control?
NB: You are required to use academic references and examples to support your essay
content.
Writing style
This assignment is slightly different from the weekly reflections. Here, you are required
to use a more academic style of writing, and you are expected to provide evidence of
research by referencing to other academic articles in the Harvard style. Because this is
essentially an essay, you will need to use the classical format of an introduction, a main
body, and a conclusion. On the last page(s) of your document, you must list your
references in a Harvard – style reference list.
In the introduction, clearly state which article you are writing about, and give a brief
overview of how your paper will be structured.
In the main body, you will be going into greater detail about the article and the author’s
arguments. You will also be discussing the work of other authors that you have found
through your own research, and compare and contrast their views with the views of the
o riginal author.
In the main body, you will be reviewing your research and discussing it in a way that
gives your paper a smooth flow, from beginning to end. It is important to demonstrate
that you have done additional research by often referring to other authors who have
written about your topic.
In the conclusion, it’s time to wrap up your paper and include a personal reflection
where you let your own opinion come through.
When you have written your conclusion, it’s time to insert the reference list. According to
the Harvard style of referencing, the reference list must be on a separate page at the
end of your document. Here is how it is structured:
Example of a reference list
References
Calvert, S.L., 2008. Children as Consumers: Advertising and Marketing. The Future of
Children, 18(1), p.205 – 234.
George, D., 2009. Consumed: How Markets Corrupt Children, Infantilize Adults, and
Swallow Citizens Whole. Review of Social Economy , 68(3), p.374 – 377.
Keller, M. & Kalmus, V., 2009. Between Consumerism and Protectionism. Childhood,
16(3),
p.355– 375.
Kelly, B. & Chapman, K., 2007. Food References and Marketing to Children in
Australian
Magazines: a Content Analysis. Health Promotion International, 22(4), p.284 -291.