The MEC company, based in Vancouver has grown to become of Canada's leading outdoor equipment retailers. To

date they have done very little advertising to promote their products and have relied on word of mouth, their

membership loyalty, and a strong brand image to grow their business.

With increased competition from direct competitors, both retailers and online, as well as a "distracted" Canadian

population which are getting outside less, MEC has decided to hire you to create an Integrated Marketing

Campaign (IMC) for the next year, designed to move the company to the next level of sales and growth. They are

interested in using all advertising tools, including social media and they have asked you to consider this in your

campaign.

They are comfortable with you using some or all the following IMC Tools for next year. These include: Personal

Selling, Sales Promotion, Public Relations, Direct Marketing (catalog, mail, email), Digital Media/social and Mass

Advertising (radio, TV, outdoor etc.). [See chapter 14, 15 and 16 of your textbook].

Develop an IMC plan using the AIDA concept, by addressing the following:

A) Which IMC Tools would you recommend for each step of AIDA.

B) For each IMC tool recommended, identify why you are recommending it for that part of the AIDA

step, and the benefit of the tool for that step. (You can use short sentences or bullet points, but please

make sure your logic is understandable).