Reference no: EM133529305

Company: Southwest Airlines

Product: Extra Large Seats

My marketing plan should demonstrate a promotional approach that embraces integrated marketing communications (IMC). This includes a clearly stated message that is consistently communicated to my stakeholders. My promotional effort should: Demonstrate an appropriate mix of advertising, public relations, sales promotion, direct marketing, and personal selling. Include the internet and social media, too, as appropriate to my promotional effort. Describe my primary objective for my promotional approach. Outline this in terms of measurable tasks that I want to accomplish. What is the advertising goal to which I will measure success for my advertising expenditures? This is a complete description of my proposed promotion plan. Describe each of my promotional activities that I envision as essential to ensure an integrated approach to promoting my product. Describe my execution (i.e., my rollout plan) in accordance with the following format for any and all expenditures (the dollar figures will go into the IMC promotion budget). Consider what constitutes the most appropriate promotional mix of advertising, sales promotion, public relations, direct marketing, and personal selling that gains me the most "bang for the buck." Who is my target market and what do I see as the cost per customer to reach them and to have them contract with me (i.e., purchase) my product? For instance, if I choose social media, which platforms will I select and why? How will I post relevant and interesting content? Videos? Sponsored content? Explain exactly what I will do, when during the week/year-I will do it, and why. I must show a clear understanding of what I want my IMC promotional strategy to do for me in terms of measurable outcomes. Ensure my IMC approach makes sense, given that I could easily spend millions of dollars (in theory) to promote my product or service.