Define four major types that make up the promotional mix

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Reference no: EM132203449

MARKETING

Use the scenario below to answer the questions that follow. You may use any combination of short answer, short essay, bullets, charts or other content that will best answer the question.

Restaurant Concepts, a firm based in London, is preparing to open a new chain of theme restaurants in major tourist destinations such as Orlando, Las Vegas and the Bahamas. They are based on a magical fantasy type theme (think Hogwarts). The restaurant is similar to other theme restaurants, such as Medieval Times or Capone’s, found in Orlando and other tourist destinations and a features a themed menu and entertainment. Like other themed restaurants, the menu items, costumes and entertainment all conforms to the theme.

You have been hired as their new VP of marketing. Your budget is generous, but not unlimited so you will need to be careful about what you spend, and how. Your grand opening for the pilot restaurant in Orlando is about 90 days away, so you don’t have a lot of time to plan.

You job is develop an entire marketing plan for the new launch. The CEO has asked that you be ready to present a preliminary plan to the board next week. He specifically asked that you address the three questions below. Good luck, the whole marketing strategy depends on your skill.

MARKETING

3. Marketing communications

The CEO wants you to develop an IMC plan for their launch. You know there are several types of Integrated Marketing Communications, however the board members may not be familiar with them.

a) List and briefly describe or define FOUR major types that make up the Promotional Mix.

b) Select two types of IMC and provide a specific example of an Action Item that applies to the launch of the restaurant, including why you selected this action item over the many other options available to the board. Be sure to consider target audiences. Provide enough detail so that the board understands what you want to do.

Reference no: EM132203449

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