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Frito Lay Brand Content Audit
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Please choose the following brands to conduct a Brand Content Audit (covering China only).
- Lay’s
Your content audit report must include the following items,
- “What did the brand try to do via various marketing communication in influencing its target consumers?” ~ a summary of your investigation, including visuals (screenshots) from various touch-points, and time frame (suggest choose recent month to focus);
- “How you will rate the brand’s marketing content?” ~ provide an assessment of this brand’s content, using tools learned from the class;
- “How the brand can do better” – propose an improvement plan
You’re expected to reflect key learning from the Campaign I course, i.e. Brand Communication Strategic Triangle, Content Planning Path-to-Purchase Journey, Content Marketing Matrix.
