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MRKT 310 Principles of Marketing

Week 8 Writing Assignment

Integrated Marketing Communications and the Changing Media Landscape

Learning Outcomes

1. Integrated Marketing Communications. Student understands how integrated marketing communications can add value for customers.
2. Marketing communications objectives. Student can develop marketing communications objectives using the AIDA framework.
3. Promotion mix. Student can select the appropriate promotion tool to be used for different marketing communications objectives.
4. Media strategy. Student can design a simple message and media plan for a product or service offering.

Directions

• This assignment assesses your ability to relate integrated marketing communications concepts to your product or service offering and the target market you selected. Here you will let your creative side shine as you think through how you would design the marketing communications for your product or service to effectively and efficiently communicate a clear, consistent and compelling message to your target market over the next year.
  • You may want to refer to some additional references for more information on message design. A good one is
    • Promotion: Integrated marketing communication (IMC). (n.d.). Lumen https://courses.lumenlearning.com/wmopen-introbusiness/chapter/promotion-integrated-marketing-communication-imc/

Part 1

1. Integrated Marketing Communications. Considering your new target market and any modifications, new product line extensions or new products you may have developed to serve the new target market needs, create your ‘Big Idea” to be the basis of the message strategy for all your marketing communications.
2. Marketing communications objectives. In your Week 7 reading you learned about Message Strategies and the Organization’s promotion objectives (See, Section 11.5). Write at least three marketing communications objectives using the AIDA framework discussed in the reading. Each of your marketing communications objectives must be specific, measurable, realistic, and have a time limitation (i.e., be a SMART goal).

Part 2

1. Promotion mix. For each of the three marketing communications objectives written in number 2, discuss which of the promotion tools would be the best choice to reach each of the three marketing communications objective. One tool must be advertising (traditional or online) You may have more than one promotion mix tool for any given marketing communications objective. Consider and discuss whether you will be using digital marketing in general (email, mobile, social media, etc) or not to reach these goals. Why is this appropriate for this customer or not?
2. Media strategy. Discuss at least two of your media choices that you believe will best reach your target market with your advertising. Be specific with your choices, e.g. HGTV, Rehab Addict, because the product or service is targeting a do-it-yourself target market, or Home Depot website banner ads for the same target market. Or Morning TV National News, Good Morning America and The Today Show, 1st hour because your target market is educated urban workers. If using social media, discuss which social media and how they will be used to accomplish which objective.