Question
Using the case study at the end of Chapter 4 on the Sharing Economy, answer the following questions: Design an IMC using all five promotional
Using the case study at the end of Chapter 4 on the Sharing Economy, answer the following questions:
- Design an IMC using allfivepromotional mix elements for either Uber, Zipcar or Airbnb (5 marks).
- Determine if each promotional mix element from question #1 is a push or a pull (2.5 marks).
- Includethreetraditional andthreedigital medias that the company you chose could use (hint: social media is only one digital media) (2.5marks).
- Name the 5 Ms of Advertising (1 mark).
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Marketing Real People, Real Choices
Authors: Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart, J. Brock Smith, Sylvain Charlebois, Bhupesh Shah
4th Canadian Edition
132913178, 978-0134365954, 013436595X, 978-0132913171
