Please check out the link below for detail instruction.MKTG5

Please check out the link below for detail instruction.MKTG522_-_Week_4_Course_Project_Assignment.docxYour document should include all of the main sections of the plan with headings and subheadings where relevant. Each section should briefly describe the contents that will be included in each section. The purpose of a draft is to enable you to map out your ideas and think through how well your plan fits together. This draft will guide you to successful completion of your final report and PowerPoint. This document should be 1,000–1,500 words. Include sources and present these in APA format.In this draft, youshould include the following sections that will be in your written report:Executive Summary (this is written last and is usually onepage long)A.  IntroductionB.  IMC Objectives (Quantify)Identify the brand and the principleobjectives of the campaign and quantify where possible:· Attract new customers · Retain existing customers· Branding objectives· Marketing and corporateobjectivesC.  Market AnalysisA detailed analysis will provide thespecific details for decision-making:a) SWOTb) Segmentationand Targetingc) Positioningd) Product/Servicee) CustomerProfilef) MarketingChannels D.  Communications Strategy PlansListed here are the typical optionsavailable that form the communications strategy mix – marketers must thinkabout how they need to match competitors or provide novelty, each strategyrequires a specific objective, a media strategy, a media plan, and a budget. Eachcommunications strategy (e.g. a traditional media campaign involving a print adin a magazine) requires:· Specific Objective· Media strategy: Big idea,Message, Copy, Visuals· Media Plan: Reach and Frequency· Budget: How much will this cost?a)Traditional MediaA paid for, mass-mediated, attempt topersuade, use to build brand identity, this is a big investment:· Television, Print and Radiob) InternetAs advertisingbecame more expensive and the Internet grew – online communications have becomea cost effective option with the added benefit of being measurable (closed-loopmarketing) – this area has become highly specialized:· Search engine optimization(SEO) strategy: Google AdWords· Online advertising: Banners,reciprocal links· Social media: Facebook,Twitter, YouTube, Pinterest, Instagram…· Websitec) Direct MarketingDirect marketingevolved from the catalog business, which involved gathering customerinformation – this approach is data base driven and is used to send personalized messages either by mail,phone, email or text messages, inviting a direct response. There is an importantrole for direct marketing in branding as it facilitates relationship buildingand customer retention. This is becoming integrated into a web campaign. Directmarketing might include:· Post cards· Personalized mailings· Emails concerning specialoffers· Newslettersd) Sales PromotionAlongside traditional advertising, there aremany options for communicating with customers and building positiveassociations with the brand – sales promotion is growing in popularity and canbe incorporated into a direct marketing piece such as a postcard or email.Sales promotion is instant demand stimulation, it creates aperception of greater value through contests and samples, it compliments thelonger term advertising campaign, it motivates trial use, and encourages largerpurchases or stimulates a repeat purchase. Sales promotion is helpful when launching new products and new productsamples can be attached to existing brands. Problems arise because frequent sales promotions alter price perceptionsand encourage consumers to become “deal-prone”. Examples include:· Consumers:  Coupons, price-off, gift with purchase,contests, samples, mail sampling, newspaper sampling, on-package sampling,mobile sampling· Trade/Business: Training,allowances, incentives, trade shows· Internet: New opportunities forcontests and trial subscriptionse) PublicRelations (PR)PR is a communications function used to promote understanding betweenan organization and its various stakeholder groups. PR is a criticalcomponent of brand building and generates publicity for the brand, helpssolidify the public’s opinion of the brand and defines the brand; seamlessly. Public relations involves:· Creating publicity; buzz, viralmessages· Building media relations· Corporate communication (issuesmanagement, community relations, government relations, industry relations)· Building employee relations· Maintaining financial/investorrelations· Crisis management· Image building· PR deals with what is difficultto control; but a company can be prepared· PR amplifies the effects ofother communications strategiesThe tools of PRinclude:· Press releases· Feature stories· Company newsletters· Press pack· Interviews and pressconferences· Sponsored events To elaborate further on the Communications Strategy Section thereare numerous options; marketers should consider a mix of the followingdepending on the problem being addressed – you may wish to provide additionalstrategies that you feel are more relevant.E.  Communications ScheduleUsing a calendar that covers the timeframeof the proposed IMC indicates when the specific elements of the communicationsstrategy mix will occur – including:· Launch dates· Key eventsF.  Budget and EvaluationDevelop a list of the plannedcommunications strategy mix and estimate the costs of each componentG.  ConclusionsSummarize and tie the overall plan to theIMC objectives.

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