Case Assignment
An important component of the Marketing
Strategy is the Marketing Mix. The Marketing Mix is the set of decisions about
communications and promotion, price, channels of distribution, and customer
relationship management.
This week you will focus only on
communications and promotion, following an integrated marketing
communications (IMC) approach. Such an approach delivers a clear and
consistent message to your consumers and is connected to your Core Strategy.
IMC Research:
Discuss the aspects of the IMC. (The elements
of the communication mix include: advertising, direct marketing, sales
promotion, publicity/public relations, and personal selling.) Define each and
discuss the pros and cons of the individual elements.
You should use the text for basic definitions.
The majority of research for this section of the assignment must come from
ARTICLES located in the library’s full-text databases (Academic Search
Complete, Business Source Complete, and/or ProQuest Central).
Application
- Provide a brief
introduction of the company with which you are working.
- Include a detailed
description of your IMC approach. Explain your rationale for choosing or
rejecting the specific elements (include applications to the earlier research
section). What changes do you expect to make as the product/service matures?
- Describe the message
you wish to communicate based on your core strategy. Explain your rationale for
the message. Formulate how you will communicate with your target market? Be
specific. How will the internet be used in your IMC approach?
- Select and explain the
most suitable method for measuring advertising effectiveness. Your decision
must include research to back up the selected method. Be sure to explain why
this is the most effective method to measure the effectiveness of your
marketing campaign.
Do not use any quotations. Since you are
engaging in research, be sure to cite and reference the sources in APA format.
The paper should be written in third person; this means words like “I”, “we”,
and “you” are not appropriate. For more information see Differences Between First and Third
Person.
Use the attached APA-formatted template (MKT501 Case3) to create your submission.
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