Assignment
a. You see the use of relationship marketing by Harry Rosen. What are some of the problems and opportunities that could ensue with this type of tactic.
b. Is there a place for relationship marketing in the digital marketing era, can it be integrated within a digital strategy in-store through apps. Could privacy concerns be an issue in relationship marketing.
c. Identify some of the market segments Harry Rosen may think of pursuing in their marketing communication strategy. Create a target market profile of each segment.
d. Do you think focus groups and in-depth interviews being used by ad agencies to gain psychological and behavioral insight into hidden consumer buying motives a good idea. Are qualitative insights and opinions gained from small groups and individuals reliable to use as part of an IMC campaign.
e. Do you feel the client should have much say in the creative development process and influence the direction the campaign would take. What role should be played by both client (HR) and agency (Roche) in the creative development process. Client agency responsibilities, the creative brief.
f. Come up with a precise problem identification or challenge statement for Harry Rosen. Highlight their positioning or re-positioning statement. Also state at least three "Advertising Objectives" and three "Creative Objectives" that would guide their IMC campaign.
g. What media should you as the agency be recommending to HR to reach their target market. Provide justification for each medium you recommend. Based on a 3.0 million dollar budget, prepare charts for expenditure by medium and by month for 2021. Also prepare a detailed Blocking Chart. Please refer to appendix 1.
h. In these uncertain times of COVID-19 should the company maintain course, or should changing trends of working from home call for a strategic change in the company's marketing strategy as well as their spending on advertising and promotion.
Format your assignment according to the give formatting requirements:
a. The answer must be double spaced, typed, using Times New Roman font (size 12), with one-inch margins on all sides.
b. The response also includes a cover page containing the title of the assignment, the course title, the student's name, and the date. The cover page is not included in the required page length.
c. Also include a reference page. The references and Citations should follow APA format. The reference page is not included in the required page length.