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maketing info
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C336 Integrated Marketing Communications 5A Media Selecton Strategies and Budgets Exposure Neverfail have used the following mediums to expose our target audience with our brand name: - Official Website - Print - Poster/Banner Ads on the side of our vehicles As we are planning to explore untapped markets, we plan to implement radio ads in these areas. Creative strategy *Not sure whether we’re considering to use a generic strategy or preemptive one (pg 274)? Our radio ad will depict a conversation between two people over a coffee break with the first person talking about the benefits and attributes of our mineral water. Communication Effects Communication is defined as “a process whereby individuals share meaning and establish a commonness of thought.” (Shimp, 2002) Increase sales (set measurable targets eg 5% increase in sales from last year, but we must also take into this measurement the context of the market growth rate or lack of eg 1.5x market growth rate.) Increase brand equity (remind consumers of brand/product attributes that competitors cannot match - such as distribution?) Increase consumer evaluation (heighten this through reinforcing our great taste, and other good points our product has) As far as frequency or reach is concerned: recommended that we have advert 2x per purchase cycle (but how frequent is purchase cycle for our product?
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