Part 1: Bridging the Gap

What is the importance of bridging the gap between online and offline channels when it comes to an integrated marketing campaign. How does this idea and concept fit in with other marketing tactics such as sales promotion?

Conduct research and find another company that has successfully used direct mail to bridge the gap between online and offline.What role did direct marketing play? Describe the success that results and key findings as part of your response/reflection and tie it back to your readings.

Part 2: Sales, Direct, and Digital Tactical Plan

Assume you are a brand manager launching a new snack high-end snack food. You are targeting families with one child or more and with a dual income between $60,000 - 100,000/year. Your target areas are Toronto, Ottawa and Vancouver. What balance would you recommend among your sales promotion, direct response communication and online digital channels. What specific activities would you recommend? Assuming direct mail is a component of the campaign, how would you find the mailings? Make a tactical plan and break down for your answer, including a summary paragraph. Justify your choices.