28 Jun MK 3010-ASSIGNMENT 2
Question
MK 3010: ASSIGNMENT 2
Understanding Digital & Traditional Marketing
TOTAL: 20 points
Due Date: July 18, 2017
PLEASE SUBMIT A PRINTED COPY OF THE ASSIGNMENT IN CLASS ON JULY 18, 2017 Spider-man: Homecoming was released worldwide on July 7 and opened to a strong box office
performance ($50.5 Million revenue on the first day of release). Sony spent more than $140 Million on
marketing for this movie (Source: http://deadline.com/2017/07/spider-man-homecoming-globalpromotion-biggest-ever-franchise-media-ad-spend-1202125535/). The marketing budget is the highest
for any Spider-man movie to date and is comparable to the marketing budget of James Bond movies.
Question:
What kind of traditional marketing channels (example TV, partnerships with other brands, etc.) and
digital marketing channels (example social media presence on Facebook, YouTube, etc.) did Sony
employ for the Spider-man: Homecoming movie?
Your answer should include the following:
• List all traditional marketing channels (example: TV, partnerships with other brands, etc.)
employed by Sony to promote the movie. Briefly describe how these marketing channels were
employed. (10 points).
• List all digital marketing channels (example: social media platforms such as Facebook and
YouTube) employed by Sony to promote the movie. Briefly describe how these marketing
channels were employed. (10 points). • List the references used by you to answer these two questions. Expected length: 2 to 3 pages with font size 11 (Calibri or Times New Roman).
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