Question
There are different types of promotional elements (e.g., Advertising, Public Relations, Sales Promotion, Personal Selling, Experiential Marketing, Direct Response, and Digital Communications) that a marketer
There are different types of promotional elements (e.g., Advertising, Public Relations, Sales Promotion, Personal Selling, Experiential Marketing, Direct Response, and Digital Communications) that a marketer can decide to include in an organization's Integrated Marketing Communications (IMC) Plan.
Pretend you are working for the marketing team that promotes Douglas College. Due to COVID-19, college enrolments are 10% lower than normal and the marketing team is tasked to recruit more students.
The team is currently working on an IMC campaign to attract local working professionals to online night classes that are offered at the college. Explain and justify who you're targeting and what your recommended IMC mix is (have at least 3 different promotional elements (e.g., Advertising)).
In your response, clearly justify your strategy.
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