Question 2b [Source: Adapted from How a shift in brand positioning saw donations fly for charity...

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Question 2b [Source: Adapted from “How a shift in brand positioning saw donations fly for charity MyTenNights", Marketing Week, 2020.] Ramadan is a month of fasting and giving for the Muslims. Compare and contrast how the two types of campaign positioning (i.e., guilt vs joy) frame the goal of donation and appeal to the self-images of British Muslims. (12 marks) Question 2c Following the Question 2b, if Community Chest were to run a Ramadan Charity campaign targeting Singaporeans, recommend a campaign positioning (i.e., guilt vs joy) that likely produces a better result with justification. (6 marks) Question 2b [Source: Adapted from “How a shift in brand positioning saw donations fly for charity MyTenNights", Marketing Week, 2020.] Ramadan is a month of fasting and giving for the Muslims. Compare and contrast how the two types of campaign positioning (i.e., guilt vs joy) frame the goal of donation and appeal to the self-images of British Muslims. (12 marks) Question 2c Following the Question 2b, if Community Chest were to run a Ramadan Charity campaign targeting Singaporeans, recommend a campaign positioning (i.e., guilt vs joy) that likely produces a better result with justification. (6 marks)

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Question 2b Compare and Contrast Guilt vs Joy Campaign Positioning during Ramadan for British Muslims Guilt Positioning 1 Goal of Donation Guilt posit... View the full answer