PART 9.1: ONLINE ARTICLE (10 pts.)
Summarize and comment on the article What is IMC? A Beginner’s Guide to Integrated Marketing Communications. Write at least two paragraphs and by now you know the more additional information you offer, the higher the points you’ll receive.
https://learn.g2crowd.com/integrated-marketing-communications
PART 9.2: ONLINE EXERCISE (10 pts.)
- Visit the Apple web site and explain how the company is at moving consumers through each step of the AIDA process. (5 pts)
- Describe the target market for Hallmark products. What do you think is the role of Hallmark’s website in the company’s integrated marketing communications (IMC) plan? What seems to be the marketing function of the site? (5 pts)
PART 9.3: TEXTBOOK APPLICATION (10 pts.)
As the promotional manager for a new line of cosmetics targeted to preteen girls, you have been assigned the task of deciding which promotional mix elements—advertising, public relations, sales promotion, personal selling, and social media—should be used in promoting it. Your budget for promoting the preteen cosmetics line is limited. Write a promotional plan explaining your choice of promotional mix elements given the nature of the product, target market characteristics, type of buying decision, and your limited available funds. (10 pts)