Background

Imagine you are a brand manager developing a communications mix for your brand. Frequently, marketing communications considerations include things like:

? Which advertising/promotional vehicles to spend your budget on?

? At what point in their decision making process do you want to reach the consumer?

? What is your key demographic and what is the best way to reach that market segment?

? Do you want to purchase mass reach vehicles or targeted ones?

? Are you more focused on building brand equity and awareness or driving trial and overall sales?

All of these factors are important to brand managers. To simultaneously address these points, brand managers need integrated marketing campaigns that reach consumers at different times in the decision making process.

Assignment:

1. Choose one brand and attach or cite links to examples 3 different promotional mix elements within one integrated communication campaign– not 3 digital media examples, but 3 forms of communication [cell phone pictures can be used as examples]. For each example identify [bullet point answers are fine]: Identify the element of the promotional mix shown by each example and then address the following questions:

• What demographic is being addressed

• The media/location where the advertising/promotion occurred,

• The message being conveyed,

• At what point in the decision making process does the advertisement/promotion reach the consumer, and

• Whether the focus is to build brand equity/awareness, drive trial/purchase or reinforce purchase.