Homework: Web Exercise
Introduction to Integrated Marketing Communications Focus: Chapters 1 & 2 ("Integrated marketing communications (IMC) - defined" YouTube Video)
Watch the California Milk Advisory Board video found within this folder. After watching the video, provide your answers to the following questions in the submission area within this folder. Make sure you integrate information from the video and from the chapter readings into your answers.
• What were the promotional mix elements (or IMC tools) used in the "happy cows" campaign?
• What was the market opportunity identified by the California Milk Advisory Board? What made it a market opportunity?
• What was the unifying symbol of the campaign? Why was it important?
• What was/were the market segment(s) targeted by the campaign? What segmentation approach do you think they used? Briefly explain why.
• Which consumer promotion tactics were used in the campaign?
Watch the California Milk Advisory Board video found within this folder. After watching the video, provide your answers to the following questions in the submission area within this folder. Make sure you integrate information from the video and from the chapter readings into your answers.
• What were the promotional mix elements (or IMC tools) used in the "happy cows" campaign?
• What was the market opportunity identified by the California Milk Advisory Board? What made it a market opportunity?
• What was the unifying symbol of the campaign? Why was it important?
• What was/were the market segment(s) targeted by the campaign? What segmentation approach do you think they used? Briefly explain why.
• Which consumer promotion tactics were used in the campaign?
Format your homework according to the give formatting requirements:
• The answer must be using Times New Roman font (size 12), double spaced, typed, with one-inch margins on all sides.
• The response also includes a cover page containing the student's name, the title of the homework, the course title, and the date. The cover page is not included in the required page length.
• Also include a reference page. The references and Citations should follow APA format. The reference page is not included in the required page length.