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mrkt_354_discussion_boards.docxMRKT 354
Week 1
Discussion A -
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Consumers are one of the main factors that influence the promotion mix. Why? Because they are the ones that will view/hear, accept and act on a campaign. Therefore, it is important to understand who you are “speaking” to when developing an IMC Plan.
QUESTION: How would you reach the following customer segments:
- Tweens (kids between 8 and 13 years of age)
- Men in their 30's
- Women in their 60s
Make sure you xplain your answers.
Week 2
Based on information supplied by your review of the chapter and any outside research you may have conducted, take one of the two following positions and provide a defense of your position.
Position #1—Traditional media (such as radio, newspapers, and television) are adapting sufficiently to the “wired world” and will most likely retain their strength as the primary choice for advertising dollars.
Position #2—Internet advertising and other maverick forms of promotion (such as viral and guerrilla marketing) are now the media of choice and will most likely continue to push traditional media into the background in market share competition.
Conduct an unofficial DAGMAR analysis for the P&G commercial below: to what extent does it meet the criteria of creating awareness, comprehension, conviction, or action? Fully explain your answer.
Week 5
Week 6
Assume that you have just been given a $10 million budget to spend on sales promotional tools. The purpose of your budget is to convince consumers to begin to use reusable grocery bags when shopping for food. This environmental initiative is favored by most grocery chains. The bags (if purchased) would be sold for one dollar at grocery stores. Outline your plan for changing consumer preferences in this area. Include the following:
Craft a message for your promotions/advertising campaign.
Define the Sales promotions you would use & Why you chose them (ex. Press release, incentives, discounts, etc.)
Define the Traditional media you would use & Why you chose them (ex. TV, radio, outside ads, etc.)
Define the New media you would use & Why you chose them (ex. Social media, online ads, etc.)
Designate how much money should be spent for each. Remember to spend all of your money!
YOU MUST ANSWER ALL OF THE QUESTIONS FOR FULL CREDIT. YOU ALSO HAVE TO USE ALL OF THE MEDIA - SALES PROMOTIONS, TRADITIONAL AND NEW MEDIA.
Week 7
STEP 1: Go to www.google.com or another search engine and find information that lists the top five television ads from this year’s Super Bowl based on either viewer or critic’s choice.
STEP 2: Find information on the advertising rates for that Super Bowl.
STEP 3: Evaluate whether the exposure justifies the cost. Explain your evaluation procedure.
Week 8
