Brand managment

A matrix is a visual representation of information. It organizes information for easier analysis. For this assignment, you will create a matrix for General Motors' brands and target audience information.

The matrix should have General Motors' brands down one side, and include columns for all four of the following:

• Target audiences. Include both internal and external audiences. (Note that this is different from target segments).
• Desired outcomes or actions for each audience.
• Primary media and communication tools to reach each audience.
• Percentage of communication resources for each brand.

Once you have completed the matrix using the above criteria, answer the following questions:

• Who are the most important target audiences for each brand, internally and externally?
• What is the desired outcome or action for each audience?
• What media and communications tools do you recommend for each brand and audience?
• What overall percentage of the communications budget would you allocate to each brand?