Wakeboard Audio has invented an innovative, waterproof MP3 player designed for athletes who want to rock out while surfing, swimming, water-skiing or snowboarding. There is no comparable product on the market. Wakeboard Audio plans to introduce this unique device to the consumer markets in Canada and the U.S. for this year's Christmas shopping season. 

Key Product Features 

Waterproof & completely submersible up to 20 feet 

Shock resistant, durable design skip free audio 

Capacity: 256 GB Flash Memory holds up to 50,000 songs 

Supports MP3, WMA & Protected WMA (DRM) files 

Compatible with Subscription Music Services 

Bluetooth 6.0 

Color OLED screen to display track details 

AM/FM radio tuner with channel presets 

Equalizer presets 

Built-in rechargeable battery (up to 40 hours playtime per charge) 

Lightweight (1.5 ounces), floats

Can be used with supplied waterproof ear buds, or your favorite headphones 

Stores files other than music 

Compatible with both PCs and Macs 

Large Group Discussion 

We'll begin by addressing issues that arise in the first 4 steps of the marketing communications process (Pgs. 309 to 311 in your text): 

Step 1: Specify the IMC Objectives • Does Wakeboard Audio's marketing team plan to build awareness, interest, or engagement, induce trial or purchase, or increase brand loyalty or advocacy with its communications campaign? Or a combination of objectives? (See Figure 12-10 The Customer Advocacy Funnel in your text.) 

Step 2: Identify the Target Market • Identify geographic, demographic, psychographic & behavioral characteristics. • Develop target market persona(s). 

Step 3: Set the Promotional Budget 

• Assume a S4 million marketing budget for the product launch (U.S. & Canada). 

Step 4: Design the Promotional Program • Brainstorm to develop a brand name that communicates the brand personality. 

• Brainstorm to develop a slogan that communicates the brand personality The rest of Step 4 is up the teams: develop elements of the IMC campaign! Page 1 of 2 ch The Customer Advocacy Funnel in your text.) its communications campaign? Or a combat Step 2: Identify the Target Market 

• Identify geographic, demographic, psychographic & behavioral characteristics. • Develop target market persona(s). Step 3: Set the Promotional Budget • Assume a $4 million marketing budget for the product launch (US & Canada) 

Instructions to Students: 

1. You are to develop an IMC campaign for Wakeboard Audio's MP3 player in the Introduction stage of the product life cycle. 

2. You will develop a promotion that will be part of Wakeboard Audio's MP3 IMC campaign and communicate in the form of a magazine ad that will include a picture of the product, your target consumer, the brand name and slogan, and the promotion 

Remember to keep the target market clearly in mind, and use the brand name and slogan that we developed as a group in class to communicate the brand personality.