Saira is a marketing manager for a luxury home improvement store, Dream Home.

Dream Home has multiple locations across Canada. They offer high-quality renovation products, such as kitchen cabinets, hardwood floors, and landscaping products. They pride themselves on the high quality of their materials and excellent customer service, including home design advice.

 

The following short answer and essay questions relate to Saira's experiences in marketing.

 

Saira decides that she is going to offer 10% off the newest line of kitchen appliances to her top 100 clients. (3 marks total)

1. What category of integrated marketing communication is this an example of? (1 mark)

2. Is this tactic more efficient for Saira to short-term drive acquisitions or loyalty with her campaign? Explain why. (2 marks)

 

Saira decides to work with an advertising agency to create the advertisement. (4 marks total)

3. Saira is the client in this case. Consider the organizational structure of an advertising agency. What is the title of the role of the person that will work with Saira to give advice on selecting from options such as television commercials, magazines, and radio commercials? (1 mark)

4. Name two professional ways that Saira and the agency can develop a good working relationship. (2 marks)

5. What is the name and definition of the main consequence affecting the long-term business relationship that could result if a good working relationship is not maintained? (1 mark)

 

Roy works at Rethink Communications, an advertising agency, and is assigned to Saira's account.

Saira is building the brief to share with Roy and the team at Rethink Communications. (4 marks total)

6. Provide 1 Marketing Objective for the campaign, relating it to the product and/or campaign in this case. (1 mark)

7. Provide 1 Integrated Marketing Communications Objective for the campaign, relating it to the product and/or campaign in this case. (1 mark)

8. Consider where Dream Home may fall on a positioning map. Give a positioning statement for Dream Home. (2 marks)

 

Rethink Communications recommends that the Dream Home campaign is targeted to Adults 45-55. (4 marks)

9. Provide and describe four aspects of who the target audience could be for Dream Home from a psychographic targeting perspective, as it relates to the target market of the product in this case. (4 marks)

 

In order to move forward, the agency recommends that Saira uses a positive appeal and include a key benefit statement. (2 marks total)

10. Provide one example slogan that Saira could use in an advertisement that uses this type of appeal for Dream Home. (1 mark)

11. Provide one example of a key benefit statement for Dream Home. (1 mark)

 

Saira decides to approve a billboard advertisement that features a beautiful luxury celebrity kitchen cabinet set and it says 'Cook in style with Dream Home. In reality, Dream Home does not actually sell this set. (3 marks total)

12. As a result of this advertisement, what issue might this cause for Dream Home's brand? (1 mark)

13. Identify who is responsible for this situation and identify one way that it could have been avoided.