14 Aug WEEK 1 Effective IMC World (graded) IMC enables companies to effectively
WEEK 1
Effective IMC World (graded)
IMC enables companies to effectively
build a brand in the marketplace. IMC is about integrating all of the
companys promotional efforts to provide a consistent brand experience
for each touch point the consumer has with the brandreview Figure 1-2
in the textbook to see of all the elements in the promotional mix. What
companies would you suggest have implemented an effective IMC
strategy? What companies have not? (There are no rights and wrongs here;
this is based on your judgment.)
The Persuaders (graded)
Please watch The Persuaders at PBS.org (.pbs.org/wgbh/pages/frontline/video/flv/generic.html?s=frol02p74&continuous=1″>http://www.pbs.org/wgbh/pages/frontline/video/flv/generic.html?s=frol02p74&continuous=1)
What do you think of The Persuaders? Do you agree that the
environment is cluttered with too many brand messages? How would you
communicate the idea of luxury in a 30-second television advertisement?
This section lists options that can be used to view responses.WEEK 2
Market Segmentation (graded)
What
is market segmentation and why is it important? What characteristics do
we use to describe segments, and what criteria do we use to assess the
attractiveness of a segment?
Brand Identity (graded)
Describe the concept of brand identity. How does this help us develop an IMC campaign? Please give examples.
This section lists options that can be used to view responses.
Please watch The Persuaders at PBS.org (.pbs.org/wgbh/pages/frontline/video/flv/generic.html?s=frol02p74&continuous=1″>http://www.pbs.org/wgbh/pages/frontline/video/flv/generic.html?s=frol02p74&continuous=1)
What do you think of The Persuaders? Do you agree that the
environment is cluttered with too many brand messages? How would you
communicate the idea of luxury in a 30-second television advertisement?What
is market segmentation and why is it important? What characteristics do
we use to describe segments, and what criteria do we use to assess the
attractiveness of a segment?Describe the concept of brand identity. How does this help us develop an IMC campaign? Please give examples.
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