You have been asked to develop the Sales Promotion Campaign part of the IMC Campaign to support the launch of one of the first IKEA stores in India - briefly describe the target, the sales promotion you would recommend, how this links to the IMC Campaign, and how it will move the customer from an interest in the brand to desire to try it, and action - visit the store and purchase!

You have also been asked to suggest a PR (Public Relations) strategy to solve a big problem that followed the opening!

What metrics would you use to determine if your PR strategy has worked?