Discussion - Hide Description
Consumers are one of the main factors that influence the promotion mix. Why? Because they are the ones that will view/hear, accept and act on a campaign. Therefore, it is important to understand who you are "speaking" to when developing an IMC Plan.
QUESTION: How would you reach the following customer segments:
- Tweens (kids between 8 and 13 years of age)
- Men in their 30's
- Women in their 60s
Make sure you xplain your answers.
Based on information supplied by your review of the chapter and any outside research you may have conducted, take one of the two following positions and provide a defense of your position.
Position #1-Traditional media (such as radio, newspapers, and television) are adapting sufficiently to the "wired world" and will most likely retain their strength as the primary choice for advertising dollars.
Position #2-Internet advertising and other maverick forms of promotion (such as viral and guerrilla marketing) are now the media of choice and will most likely continue to push traditional media into the background in market share competition.
Conduct an unofficial DAGMAR analysis for the P&G commercial below: to what extent does it meet the criteria of creating awareness, comprehension, conviction, or action? Fully explain your answer.
Assume that you have just been given a $10 million budget to spend on sales promotional tools. The purpose of your budget is to convince consumers to begin to use reusable grocery bags when shopping for food. This environmental initiative is favored by most grocery chains.
The bags (if purchased) would be sold for one dollar at grocery stores. Outline your plan for changing consumer preferences in this area.
Include the following:
Craft a message for your promotions/advertising campaign.
Define the Sales promotions you would use &Why you chose them (ex. Press release, incentives, discounts, etc.)
Define the Traditional media you would use &Why you chose them (ex. TV, radio, outside ads, etc.)
Define the New media you would use &Why you chose them (ex. Social media, online ads, etc.)
Designate how much money should be spent for each. Remember to spend all of your money!
YOU MUST ANSWER ALL OF THE QUESTIONS FOR FULL CREDIT. YOU ALSO HAVE TO USE ALL OF THE MEDIA - SALES PROMOTIONS, TRADITIONAL AND NEW MEDIA.
STEP 1: Go to google or another search engine and find information that lists the top five television ads from this year's Super Bowl based on either viewer or critic's choice.
STEP 2: Find information on the advertising rates for that Super Bowl.
STEP 3: Evaluate whether the exposure justifies the cost. Explain your evaluation procedure.
IMC Plan : Competitive Analysis Worksheet
Industry category: (ex. sports utility vehicles) ______________________________
Subcategory: (ex. midsized) ____________________________________________
Subcategory: (ex. hybrids) _____________________________________________
Directions: Try to fill out the three categories above to help you hone in on the most direct competitors for your product/service.
List your product in the first cell of the Product Name column, then list each major direct competitor in the cells beneath and determine the main criteria by which the products in that subcategory compete.
Replace the four column titles to the right with those criteria (for example, Criterion 1 becomes Speed), Criterion 2 might be price, Criterion 3 might be safety rating etc. Conduct research to fill in each cell with the relevant information.
Product Name
Criterion 1
Criterion 2
Criterion 3
Criterion 4
Use your table to identify the competitive position of each product.
Competitive Position Product Name(s) Basis for Position (e.g., product leadership, cost leadership)
Market leader
Market challenger
Market nicher
IMC Plan : SWOT Analysis Worksheet
Directions: As you research your company you will come across some facts and figures and other qualitative pieces of information.
Organizing these ‘gems' in a SWOT analysis is a good way to make sense of all that information. You don't need to fill in every cell in the tables, although some cells may have several entries.
You may need to conduct additional research on the industry, the economic climate, and other topics to fully understand the environment in which the company operates. Be sure to refer to the Marketing Webliography for some research ideas.
Internal Micro Environmental Factor
These are strengths; they will help the marketing effort These are weaknesses; they will hinder the marketing effort
a. Company
b. Suppliers
c. Intermediaries
d. Competitors
e. Publics
f. Customers
External Macro Environmental Factor These are opportunities for the company in its marketing efforts These are threats to the company's marketing efforts
a. Demographic trends in the population
b. Cultural influences affecting consumer decision-making
c. Natural resources needed as inputs by marketer
d. Political or economic conditions affecting consumers' purchasing power
e. New technologies impacting the industry
f. Laws, agencies, or pressure groups that could limit or enhance marketing
Develop some conclusions based on your SWOT analysis that takes into account the most important strengths, weaknesses, opportunities, and threats and their overall impact on the marketing effort. Take these conclusions into consideration when developing your objectives and issues section.
Attachment:- Project.rar