HAS TO BE MBA LEVEL WORK, in a paper type analysis ... also cited NO PLAGERISM!!! I will give you a thumbs up guaranteed :)!!! Thanks for helping !!! **** NO PLAGERISM*****
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Please refer to Chapter 6 for the Assignment:
Please refer to a 'Purchase Model' (given on page 282) that takes buyers through differernt stages in their purchase process:
Awareness--->Consideration--->Preference--->Purchase.
Which communication and promotional tactic will be work best at each of the above 4 stages? Discuss each stage with an appropriate consumer example.
Discuss the 'Pull Versus Pull' communication strategies (page 287) with appropriate consumer examples.
R 6 INTEGRATED MARKETENG CONMUNCATION STRATEGY AND the benefits of a product or service or overcoming objections to r service. Later in the life cycle, when substitute products or service munication efforts focus on stimulating selective demand demand f lar brand, product, or service such as Borden milk, Hewlet-Packatnd computers, or Memill Lynch financial planning. Typically, the messag extols the benefits of a particular competitive offering and sk that offering from others 284 prodo xison nications program as well as for individual communication tools. C overall integrated marketing communication objectives for the the Apple iPod Objectives must be articulated for the overall integrated To define and communicate the concept of a comprehensive digitel style" and explain the value this brings to Apple's core 1. creative consune 2. To establish Apple as the premier provider of value-added digital c ponents and deliver reliable, secure, and platform-neutral exten and integration Specific objectives for advertising, in-store promotion, and store personnel also stated. Both overall and specific communication objectives were tied to the tasks that the tools had to accomplish. In addition, the jectives and tasks had to meet three criteria common to any integrated communications initiative. That is, they had to be consistent both selves and with other marketing mix elements, quantifiable for measuenn and control purposes, and attainable with an appropriate amount of efort and expenditare and within a specific time frame. For the Apple iPod, the objectie were to be achieved in 24 months following its introduction. were tied dire among the DEVELOPING AN INTEGRATED MARKETING COMMUNICATION MIX Development of an integrated marketing communication mix requires the asp ment of relative weights to particular communication activities based on munication objectives. Although no established guidelines exist for designig an optimal communication mix, several factors that influence the mix need so considered. These factors are: . The information requirements of potential buyers The nature of the offering The nature of the target markets . The capacity of the organization Information Requirements of Buyers denatification of the relative of purchase-decision nication mix. Marketers often use the term consumer touch where, when, and how a customer or prospective buyer comes product, service, organization, or brand message or impression. value of communication tools at various stages in the starting point in crafting an integrated o in contact wib Consider a simple advertising and Web sites, such as GMBuyPower.com, to stimulate awareness of the new models and to indicate where process for a new au automobile. Thros com, manufacturers sed R 6 INTEGRATED MARKETENG CONMUNCATION STRATEGY AND the benefits of a product or service or overcoming objections to r service. Later in the life cycle, when substitute products or service munication efforts focus on stimulating selective demand demand f lar brand, product, or service such as Borden milk, Hewlet-Packatnd computers, or Memill Lynch financial planning. Typically, the messag extols the benefits of a particular competitive offering and sk that offering from others 284 prodo xison nications program as well as for individual communication tools. C overall integrated marketing communication objectives for the the Apple iPod Objectives must be articulated for the overall integrated To define and communicate the concept of a comprehensive digitel style" and explain the value this brings to Apple's core 1. creative consune 2. To establish Apple as the premier provider of value-added digital c ponents and deliver reliable, secure, and platform-neutral exten and integration Specific objectives for advertising, in-store promotion, and store personnel also stated. Both overall and specific communication objectives were tied to the tasks that the tools had to accomplish. In addition, the jectives and tasks had to meet three criteria common to any integrated communications initiative. That is, they had to be consistent both selves and with other marketing mix elements, quantifiable for measuenn and control purposes, and attainable with an appropriate amount of efort and expenditare and within a specific time frame. For the Apple iPod, the objectie were to be achieved in 24 months following its introduction. were tied dire among the DEVELOPING AN INTEGRATED MARKETING COMMUNICATION MIX Development of an integrated marketing communication mix requires the asp ment of relative weights to particular communication activities based on munication objectives. Although no established guidelines exist for designig an optimal communication mix, several factors that influence the mix need so considered. These factors are: . The information requirements of potential buyers The nature of the offering The nature of the target markets . The capacity of the organization Information Requirements of Buyers denatification of the relative of purchase-decision nication mix. Marketers often use the term consumer touch where, when, and how a customer or prospective buyer comes product, service, organization, or brand message or impression. value of communication tools at various stages in the starting point in crafting an integrated o in contact wib Consider a simple advertising and Web sites, such as GMBuyPower.com, to stimulate awareness of the new models and to indicate where process for a new au automobile. Thros com, manufacturers sed
