To create an effective media plan, you need to know who your customers are and what connects them to your organization or product. You bring this issue up at your marketer's networking meeting.
Select one of the following pairs: toothpaste (Colgate - Crest), coffee shops (Starbucks - Caribou Coffee), electronic stores (Best Buy - Circuit City), or discount membership stores (Costco - Sam's Club). Answer the following questions about each company.
1) Who is their target audience?
2) What unique product/service does this organization offer its clients?
3) What are three elements that separate this organization from its competition? (Think about pricing, place or distribution method, and promotion.)
4) What integrated marketing communications techniques does the organization use to attract and maintain clients?