Week 4 Discussion 1: Integrated Marketing Communication Strategy
Find a current ad in a magazine, newspaper, or on television and describe its Integrated Marketing Communication strategy using concepts found in the textbook – the goal of the promotion, which step in the AIDA model does it represent, type of message, type of advertising, type of execution, is there a sales promotion, it for PR, does it create buzz, etc.
Week 4 Discussion 2: Customer Relationships
Answer one of the following questions:
Creating Customer Relationships and Value Through Marketing
1. What consumer wants (or benefits are met by the following products or services? (a) 3-M Post it Flag Highlighter, (b) Nike running shoes, (c) Hertz Rent-A-Car, and (d) television home shopping programs.
2. What are the characteristics (e.g., age, income, education) of the target market customers for the following products or services? (a) National Geographic magazine, (b) Chobani Greek Yogurt, (c) New York Giants football team, and (d) Facebook.
3. What environmental forces (uncontrollable variables) must LCSC consider in designing its marketing program?
4. Does a firm have the right to “create” wants and try to persuade consumers to buy goods and services they didn’t know about earlier? What are examples of “good” and “bad” want creation? Who should decide what is good and bad?
