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        • Target Segmentation Criteria
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    • MKT 170: Course Description
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  • Consumer Behavior
    • MRKT 150: Course Description
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  • Social Media Marketing
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    • MRKT 122: Course Description
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    • Professor Jeff Anker Night Class
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  • MABS 60
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Section 10 :  Integrated Advertising Campaign

Picture
Section 10 :  In this section, you will develop your integrated advertising campaign. In class you were shown numerous integrated advertising campaigns (Decode-Jay-Z with Bing, Cannon EOS, Sherman Williams Paint, Old Spice, Element Skateboard, etc.)  Write out the concept of your campaign, including the media elements you will use of how your campaign will be executed. Make sure your campaign includes T.  The more detail, the better. What is the “big idea” for your product?  If you need some inspiration, go to http://www.clioawards.com/winners/ and look at the past Clio winners, and the work that was done.

You will be developing advertising for both Television and social media (assume your rich uncle from Texas gave you $10 million to start your business so advertising dollars are not a concern.) 


2.   Media to consider in your IMC Plan
What media will you be using in your IMC plan, explain...

Mass Media
TV, radio, print, bill boards, bus shelters, etc.  

Internet
Does your IMC plan have an internet component?  Can consumers buy your product/service online? What is the function of the Web site and how it will be integrated into the IMC Campaign?  If the Web site will be used for direct purchases by either consumers or businesses, then you must think about the shopping cart and e-commerce incentives that will be used to attract buyers. Discuss how the Internet Web site will interface with the IMC Campaign objectives.

Generating Positive Publicity  
Who are the stakeholders that you may need to address in a public relations campaign? Discuss the types of messages you will want to convey to the various stakeholder groups. Review the book and lecture notes regarding cause related marketing, green marketing and pro-environment activities.  Is there an opportunity to integrate any of these in your plan?

Event and Sponsorship Marketing
Event and sponsorship marketing has increasingly become more popular. You should consider how events and sponsorships create synergies between the event or group being sponsored, the consumers who attend, the company, and the products themselves. You should also mention how the event or sponsorship fits into the overall IMC approach. Events and sponsorships to be considered are as follows:  sports, entertainment, causes, festivals, fairs, music events.

Consumer Promotions 
Do you plan on using any consumer promotions in your campaign?  Consumer promotions should be considered for both the consumer market and the business market (if need be).  Choose consumer promotions that fit with advertisements and other elements of the IMC campaign you have already designed.  Promotions to consider:  coupons, premiums, contests, sweepstakes, refunds, sampling, price-off.

Alternative Media
Do you plan to use alternative media to reach your target?  What new and innovative formats can you think of to break the clutter?  Some considerations might be: Buzz marketing, guerilla marketing, product placement, branded entertainment, lifestyle marketing, in-store marketing, video game marketing, brand communities.



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  • Home
  • Marketing
    • MKT 140: Course Description
    • Lectures/Homework Assignments (TR_12:40_1:55)
    • Lecture Slides
    • Book Slides
    • Marketing Exam Reviews
    • Homework Layout/Formatting
    • Marketing Plan Outline >
      • Sample Marketing Plan
      • Introduction of Product/Service
      • Mission Statements
      • SWOT Analysis
      • Competitive Advantage
      • Strategic Direction & Marketing Objectives
      • The External Marketing Environment
      • Consumer Decision Making
      • Market Segmentation >
        • Target Segmentation Criteria
        • Sample Target Market Descriptions
      • Product Description
      • Placement
      • Promotion >
        • Promotion
      • Price
  • Advertising
    • MKT 170: Course Description
    • Homework Assignments
    • Homework Layout/Formatting
    • Exam Reviews
    • Lecture Slides
    • Book Slides
    • Research Paper Assignments
    • Research Paper Format
  • Consumer Behavior
    • MRKT 150: Course Description
    • Assignments
    • Research Paper Assignments
    • Homework Layout/Formatting
    • Lecture Slides
    • Consumer Behavior Exam Reviews
  • Social Media Marketing
    • Course Description
    • Homework & Assignments
    • Class Lectures
    • Research Papers
    • Research Paper Layout/Format
    • Class Websites
  • Professional Selling
    • MRKT 122: Course Description
    • Lectures, Homework & Assignments
    • Professor Jeff Anker Night Class
    • Lecture Slides
    • Book Slides
    • Research Paper Assignments
    • Exam Review
  • MABS 60
  • Resume Examples