Apply key terms and concepts to use in an integrated marketing communications campaign.

How to Proceed

Choose of the two topics described below and prepare

Topic 1 What was the state of trade shows (in North America and globally) pre-COVID? How has COVID affected the trade show industry and what are the projections for the next 1-2 years or beyond? Profile three of the largest trade shows out there. Run through some of the financials as far as costs associated with these shows or revenues generated as a result of them. Ultimately, what is the value for brands in attending trade shows? Feel free to add any additional information you find interesting related to trade shows.

Topic 2 Provide a relatively detailed picture of the types of people who use coupons. What is the relationship between coupons and customer loyalty? Explain. Other than customer loyalty, what are the pros and cons to brand using coupons? Profile 2-3 brands that are using coupons to drive success, detailing the specifics of their coupon strategies.

Feel free to add any additional information you find interesting related to the use of coupons.