Question
Your company has developed an innovative mosquito repellent in the form of a shower gel.
Unlike other mosquito repellents in the form of a patch or spray, your company’s product is
derived from 100% natural plant-based materials which, when applied in the bath or shower,
form a protective layer on the skin by altering the pheromones that attract the female Aedes
aegypti mosquito to prevent it from biting.
You are tasked to create a name for this product and assist the marketing team to market this
product through an advertising and marketing campaign, including press releases and media
pack to create top-of-the-mind awareness. The campaign will include a media launch of this
product.
a) Create a name for this product. Distinguish between a tagline and a Unique Selling
Proposition. Develop a tagline for this product and highlight its Unique Selling Proposition
(USP).
(15 marks)
b) Create an outline of an advertising campaign by applying the various strategies you have
learned. Discuss 4 strategies for the advertising campaign you will use to advertise this
product and explain your reasons in greater depth. (Hint: look at the strategies and tools
in Study Unit 2. The visual shows the front label of the shower gel bottle).
(25 marks)
c) Applying your understanding of press release communications, write a press release for
this product. Employ an angle/hook, a headline, introduction, body and conclusion in your
press release. Word limit is 200-250 words. Assume the hi-res images of the product are
within the media pack.
(30 marks)
d) Write a speech for the media launch of the product. Use the 7 steps for speech writing you
have covered in Study Unit 3 to help you develop and write the speech for the launch of
this revolutionary product. Word limit is 300 words.
(30 marks)
