February 26,
2014.
Stephen
Djokotoe: WK 9 – Due Date: Saturday March 1, 2014; 8:00 PM
SUBJECT: MARKETING MANAGEMENT AND INNOVATION.
Week 9 –
Topic:
Integrated
Marketing Communications Decisions.
Textbook:
Marketing Management and Innovation, (14th edition 2012).
Authors:
Kotler., P. & Keller, K. Upper Saddle River, NJ. Pearson Education, Inc.
Chapters: K-K,
C17 Designing & Managing Integrated Marketing Communications.
K-K C18 –
Managing Mass Communications; Advertising, Sales Promotion, Events & Experiences
and Public Relations.
K-K C19 –
Managing Personal Communications; Direct and Interactive Marketing,
Word-of-Mouth and Personal Selling.
Recommended
Reading:
Keller, K.L.
(2001) Mastering the Marketing Communications Mix; Micro and Macro Perspectives on Integrated
Marketing Communication Programs. Journal
of Marketing Management Sep2001, Vol 17(7/8), 819-84.
Luo, Xueming
and Donthu, Naveen; Marketing Credibility: A Longitudinal Investigation of
Marketing Communication Productivity and Shareholder Vslue; The Journal of Marketing. Oct. 2006, Vol.
70, Issue 4, p70-91.
Wright, E.,
Khanfar, N.M., Harrington, C. ^ Kizer, L.E. (2010). The Lasting Effects of Social Media Trends On
Advertising. Journal of Business & Economics Research, Vol. 8(11),
73-80.
Objective 4:
Identify the range of decisions marketing
managers face in organizations and apply analytical and ethical decision making
skills, tools and techniques within the marketing context.
Objective
8: Develop and analyze various aspects of the marketing
mix – product, place, price and promotion – and innovation strategies to
develop and sustain an organization to a leading position in the market.
WEEK
9 – PREVIEW:
Integrated
Marketing Communications (IMC), is arguably the most visible aspect of the
marketing mix. It is the one that sticks with us (hopefully for all the right
reasons) and inspires imitators, blogs, and parody ads.
From classic
ads like the “it floats” for 99.9% pure Ivory soap to the Big Mac song (two
all-beef patties…) to the iconic Big Brothers ad for Apple to the more recent
Budweiser Puppy Love ad that debuted at this year’s Super Bowl – advertising
gets our attention, informs us, tugs at our heartstrings, and spurs us to
action.
The readings
this week look at the eight major components of a marketing communication
strategy: advertising, sales promotion, public relations and publicity, events
and experience, direct and interactive marketing,, word-of-mouth marketing and
personal selling.
Please note a
pet peeve of mine (instructor), word-of-mouth (WOM) is not advertising per se so do not refer to
it as WOM advertising. It is a
valuable tool in the marketer’s communication toolbox, but it is one over which
we have limited control. It is also one
whose importance has grown with the rise of the internet and all things social
media.
ASSIGNMENT:
MT-1: Marketing Communication Mix:
Companies have
a broad choice of marketing communication choices. The 8 major tools of
communication are advertising, sales promotion, public relations and publicity,
events and experience, direct and interactive marketing, word-of-mouth marketing, and personal
selling. Companies opt for different marketing communication tools depending on
their brand objectives.
Suppose you
have the contract to market two brands of laundry detergents, Ultra (an established brand ) and Fresh
(a new brand ) in the US East Coast region. Both brands belong to Company
A. The combined advertising budget available to you for both products is about
$500,000. The target market for Ultrais the budget-conscious customer
segment while FreshXis targeted toward younger. Upwardly mobile
professionals.
– 3
–
Stephen
Djokotoe. Week 9 – MT-1.
Design specific
communication tools for each of the products (i.e., for Ultra and Fresh
) with regards to the following:
1. Message strategy:What specific themes or ideas will you
adopt for Ultraand Fresh –keeping in mind the respective target
demographic types?
2. Creative strategy:What kind of appeal – informational or
transformational – will work best for each brand? Please explain.
3. Message source: What
kind of spokespeople will you choose for each of the products? Please bear in
mind the demographics of the target area.
4. Discuss –how you can use experiential marketing
tools for the brands (especially for FreshX ).What tools will you use
to measure outcomes from such events?
Please
note:
This
assignment is of outmost importance to my learning and success in this course.
I need a topnotch expert in marketing communications with an excellent command
of the English language (American English) to assist me. A marketing communications professional and
practitioner.
OTHER
REQUIREMENTS:
Single spacing,
two and one half to three pages.
Font size – 12.
Borders: 1
inch.
Cover
Page: Not required.
Citation: APA
format.
Resources:
Permitted from other sources but must cite K-K and text.
Pictorial
representations, charts/graphs allowed – must cite source(s) with explanations
where applicable.
DUE DATE: SATURDAY March 01, 2014. Time: 8:00 PM.
