Assignment
Question 1:Pick one of the brands listed. Access the brand's website. Identify the social media listed on the brand's website, then access each of the social media pages. Go to YouTube and locate a TV ad of the brand. Discuss how well the website, social media sites, and ad you located on YouTube are integrated. (Provide the URLs for the website, social media sites, and TV ad).
• Red Lobster
Question 2: Brand image affects purchase decisions. Identify two brands you consider to hold a positive image, and explain why. Identify two brands that you believe should either change or rejuvenate their brand images, and explain why. How can the change or rejuvenation be accomplished for each brand?
Question 3: View the video "Red Balloon: Creating a Brand." And respond
Question 4: Read and respond to this paragraph if you disagree or agree or can relate.
So who is unfamiliar with the consumer pathways described by Clow and Baack in Figure 1.6 on page 9 (2018)? I think most of us can relate to the styles of media device use described, from "Content Grazing" or viewing different content on more than one screen at the same time, "Investigative spider-webbing" which describes when a person uses one device to seek supplemental information on content being viewed on another screen, "Quantum journey", when one search leads to another related topic, and "social spider-webbing" when a user uses multiple devices or platforms to communicate, like posting to Instagram and Facebook, then following up with an email or text. This seems more the norm than the exception on any given night in my home, and what I've observed in general.
This trend has become the focus of many marketers, because there is always a second device lurking to take attention away from television commercials and other traditional media. Creating advertising that matches this style of search and connects users wherever they are looking has become more obvious too. We have all done a Google search for a product, and have it presented prominently moments later on social media.
Clow, K. E., &Baack, D. (2018). Integrated advertising, promotion, and marketing communications (8th ed.).
Assignment 1:
Research a product or service from a company with which you are familiar, as well as the methods used to market that product or service. Many well-known companies have marketing plan information available online that you can reference by searching for "[Company Name] Marketing Plan".
Write a 1,050- to 1,400-word paper in which you include the following:
• Analyze the purpose, value, and components of an effective integrated marketing communications (IMC) plan.
• Briefly introduce the company that you researched and its product(s) or service(s).
• Describe the specific marketing communications tools that are currently included in the IMC.
• Evaluate the effectiveness of those tools in meeting the objectives of the IMC and in reaching the targeted market segment(s).
• Provide a brief industry analysis that includes emerging trends.
• Propose additional marketing communication tools (or changes to existing tools) that the company should consider, and explain the potential opportunities for improving overall brand management that can be gained by implementing these tools.
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also include a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also Include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.