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ategy
Based on the review of an advertisement for your product
, please respond to the
following questions:
Does the organization use an integrated marketin
g communication
approach?
What appear to be the product s advertising object
ives? Are they
appropriate?
Are the advertising themes and copy effective fr
om the customer s
perspective in terms of their believabil
ity, and distinctiveness?
For one of your product s advertisements, please e
valuate its message
execution in terms of style, tone, worki
ng, and format.
What media is used? Social Media?
Are the promotion goals to inform, persuade, or remind?
Is it a push or pull strategy?
What type of sales promotions are used? e.g., coupons, p
remiums, sampling, p-o-p
displays, contests, trade allowances, sl
otting fees, training, free
merchandise, trade shows, etc.
Customer
Trade
How is public relations used?, publicity, special events
and participation
What role does personal selling play? Assess its effect
iveness? Consider sales
force size, sales force coverage, and sales force compen
sation.
K. Prognostic Promotion Analysis: based on your critique of the curren
t promotion strategy,
make suggestions for improvement and change given proposed goals
and objectives.
How can the promotional effort be more integrated?
Make recommendations for public relations, sales promotion, adve
rtising, and personal
selling.
Make sure that you have an integrated marketing communication pl
an.
Integrate Social media into IMC.
(Optional: Develop and present a 30 second t.v. commercial form, from which the
major theme can be extended to other mediums (e.g., radio, magazine). If you fe
el a T.V. commercial is inappropriate, please indicate why and develop an advert
isement for another media type (e.g., magazine, newspaper, direct mail).
Explain how and why your new commercial will help target market viewers move alo
ng through AIDA (attention, interest, desire, and action).