Reference no: EM131409806

Prepare as a word-processed document (such as Microsoft Word). Use 12-point font Times New Roman.  Use black ink for majority of your work and only use colors if it enhances your ability to communicate your thoughts.  

Your assignment should be five pages of double-spaced text, at least 1/2 page for each of the eight questions (four in Part 1 and four in Part 2).

Include a bibliography, which includes at least four references.

Use APA style.

Part 1 - Integrated Marketing Communications, and the Changing Media Landscape

Tips

The course content does not cover IMC in great detail and you may want to refer to some open source references for more information on message design.  A good one is:  

https://www.caad.au.edu/attachments/article/43/Class%207-Creative%20IMC%20Message%20Strategies.pdf

Prepare your assignment beginning with a title page to include your name, your product or service, and your target market.  Then answer each of the following four questions in order number them before your response.  

Questions

Integrated Marketing Communications.  Considering your new target market and any modifications, new product line extensions or new products you may have developed to serve the new target market needs, create your 'Big Idea" to be the basis of the message strategy for all your marketing communications.

Marketing communications objectives.  Write at least three marketing communications objectives using the AIDA framework discussed in the course content.

Promotion mix.  For each of the three marketing communications objectives written in number 2, discuss which of the promotion tools would be the best choice to reach each of the three-marketing communications objective.   One tool must be advertising (traditional or online) You may have more than one promotion mix tool for any given marketing communications objective.

Media strategy.  Discuss at least two of your media choices that you believe will best reach your target market with your advertising.  Be specific with your choices, e.g. HGTV, Rehab Addict, because the product or service is targeting a do-it-yourself target market, or Home Depot website banner ads for the same target market.

 Or Morning TV National News, Good Morning America and The Today Show, 1st hour because your target market is educated urban workers.  If using social media, discuss which social media and how they will be used to accomplish which objective.

Part 2 - Special Topics in Marketing

B2B Marketing, Marketing Information Systems and Measuring Marketing Activities

Tips

This part of the writing assignment closes the loop on strategic marketing planning in that it identifies the types of marketing strategies the company might employ to market its offering through the value chain prior to its final customer.   Also, strategic planning is useless unless there are reliable and useful sources of inputs and a way to organize the data to be used in the planning process decision making.

Metrics need to be in place to measure how successful (or not so successful) the strategies to reach marketing objectives have been.  Strategic marketing planning then becomes an ongoing process of measuring and adjusting to new information and current conditions.

Many of your responses to these questions will be your best educated and informed (as much as possible) information on your product or service offering's company.  Where concrete information is not obtainable, you should use your judgment and describe why you made your judgment call.

Respond to each of the following four questions in order and identify the number of each response. There is no need to repeat the number of the question.  

 

Questions

B2B marketing.  Consider your product or service offering.  Based on the categories of B2B markets discussed in the readings, name at least two of the B2B markets that could be a target market for your company.  Why?

Segmenting B2B markets.  Using the Harrison, Hague, and Hague behavioral-based segment model in the readings, which of those segmentation schemes might be most appropriate category for your company?  Why?

Marketing Information Systems.  Identify at least three types of information your company should use in a comprehensive marketing information system for decision making purposes.  Why did you chose each of them?

Marketing Metrics.  Identify and discuss at least one financial metric and three performance metrics that would be important to monitor your company's strategic marketing planning for the marketing efforts you identified for your new marketing mix strategies.

Attachment:- 8_content.rar