Question:
The National Coach Company (NCC), where you work as Marketing Manager, has agreed on a market development strategy. A key objective is to encourage 40% of car drivers to change to the NCC services when travelling to work in the capital city. The CEO of the company has asked you to research and prepare a report in order to help in the selection of the most appropriate media for communicating with the target audience.
Your report should answer the following tasks:
(a) examine the communication strategies that NCC may adopt, and recommend an integrated marketing communication strategy that would be most effective in achieving its desired objective.
(b) Describe how the use of digital media might assist NCC achieve its goals
(c) make recommendations concerning the media mix that NCC might adopt.