Problem:
The final component of the Strategic Marketing Plan is the Marketing Mix. The Marketing Mix is the set of decisions about price, communications and promotion, product policy, channels of distribution, and customer relationship management. Only by addressing these elements can you actually implement your marketing strategy. I need help with communication and promotion part ONLY.
Please, 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. In a five to six page report:
1. Provide a detailed description of IMC approach and the corresponding promotion strategy necessary to send the message to the target market. (For example, the elements of the promotion strategy include: advertising, personal selling, public relations, direct marketing, and sales promotion) and how you would use them to communicate with the target segment. (Use the "outdoor enthusiasts" as target segment
2. Explain your rationale for choosing these specific elements.
3. Develop a strategy to measure the effectiveness of the IMC.
4. Has the internet played any role in how you developed your marketing approach? Why or why not?