The Purpose Of This Assignment Is For You To Evaluate ✓ Solved

The Purpose Of This Assignment Is For You To Evaluate The Tools Within

The purpose of this assignment is for you to evaluate the tools within an integrated marketing communication (IMC) program and to contrast the advantages and disadvantages of using various types of media to reach a target market. In this assignment, you will fill the shoes of a marketing manager within a company of your choice. As the marketing manager, you are responsible for evaluating the effectiveness of five advertising/promotional tools used by your selected company as well as the effectiveness of the media used. Begin by selecting a publicly-traded company. Utilizing a publicly-traded company will provide you with sufficient access to the promotional tools that you will evaluate.

It is your responsibility as marketing manager to compile a 12-slide PowerPoint presentation that includes the following information: Provide an overview of your company. Identify the primary target market(s) that your company attempts to reach. Identify five advertising/promotional tools used by this company. Evaluate the effectiveness of each of the tools in reaching the target market. Include promotional tools for at least three different mediums (i.e., television, internet, radio, direct mail, newspaper, yellow pages, magazines, outdoor, and cinema) that your company regularly uses.

Evaluate the effectiveness of these media tools. The promotional tools that you will be evaluating use various types of media. Describe the advantages and disadvantages of using various types of media to reach a target market. As you are compiling your PowerPoint presentation, note that there is no need for a references slide, as you are not required to conduct research for this assignment. Use the “Notes” area to describe (or narrate) the contents on each slide.

Feel free to be creative with the format of your presentation; however, be sure your presentation is professional and legible. Although the format below is not required, the following demonstrates one way that the content within the presentation can be organized: Slide 1: The title slide can include your presentation’s title, your name, and the university’s name. Slide 2: Briefly introduce the company and the product/service it offers. Slide 3: State an objective for the IMC program, and identify the target market. Slide 4: Discuss the first advertising/promotional tool, and evaluate the tool. Slide 5: Discuss the second advertising/promotional tool, and evaluate the tool. Slide 6: Discuss the third advertising/promotional tool, and evaluate the tool. Slide 7: Discuss the fourth advertising/promotional tool, and evaluate the tool. Slide 8: Discuss the fifth advertising/promotional tool, and evaluate the tool. Slide 9: Provide an overview of the media’s advantages and disadvantages. Slide 10: Discuss media tool #1 that is currently being used by this company, and evaluate the media tool. Slide 11: Discuss media tool #2 that is currently being used by this company, and evaluate the media tool. Slide 12: Discuss media tool #3 that is currently being used by this company, and evaluate the media tool.

Sample Paper For Above instruction

Introduction to Apple Inc. and Its Marketing Strategy

Apple Inc., a leader in consumer electronics, software, and online services, is renowned for its innovative products such as the iPhone, iPad, MacBook, and Apple Watch. The company's marketing strategies are pivotal in maintaining its competitive edge and brand loyalty. Apple’s integrated marketing communications (IMC) program employs a diverse array of promotional tools and media channels to target a broad demographic globally.

Objectives and Target Market

The primary objective of Apple's IMC program is to reinforce brand loyalty, showcase product innovation, and increase market share in the technology sector. Its target market primarily comprises tech-savvy professionals, students, and early adopters who value quality, innovation, and premium design. Apple’s marketing efforts aim to reach customers who are willing to invest in high-end devices for enhanced user experience and status symbolism.

Promotional Tools and Their Effectiveness

1. Television Advertising

Apple extensively uses television commercials to create buzz around new product launches. These ads often feature sleek visuals and highlight product features succinctly. Their effectiveness lies in broad reach and visual appeal, influencing a wide demographic. However, the high production costs and limited engagement modes are notable disadvantages.

2. Internet and Digital Advertising

Online advertising, including display ads, social media campaigns, and YouTube videos, form a core component of Apple’s promotional mix. These tools are highly targeted, allowing for precise segmentation and real-time analytics. The disadvantages include ad fatigue and the challenge of standing out in a saturated digital space.

3. Outdoor Advertising

Apple's billboards and storefront displays at key locations serve as powerful visual cues. Outdoor advertising benefits from high visibility and constant exposure, reinforcing brand identity. On the downside, outdoor ads have limited messaging depth and are less targeted geographically.

4. Magazine and Print Advertising

Although less prominent, Apple still utilizes high-end magazines for product placement and detailed advertisements. This method appeals to a niche audience interested in premium products but suffers from declining readership and limited immediacy.

5. Direct Mail

Apple occasionally employs direct mail campaigns to existing customers for product updates or exclusive offers. Direct mail ensures targeted outreach and tangible engagement but can be perceived as intrusive and costly.

Media Channel Comparison: Advantages and Disadvantages

Television offers a broad reach and visual impact but incurs high costs and limited targeting. Digital media facilitates precise targeting and engagement but faces challenges of ad fatigue. Outdoor advertising provides high visibility but limited messaging depth. Magazines offer a premium association but declining popularity. Direct mail provides targeted communication but at a higher expense and potential for intrusion.

Conclusion

Apple’s integrated marketing communication strategy effectively combines multiple media channels and promotional tools to reach its diverse target market. The use of television, digital, outdoor, print, and direct mail allows Apple to maintain a strong brand presence globally while optimizing communication effectiveness. The evaluation of these tools highlights the importance of strategic media selection tailored to specific message objectives and target demographics, providing valuable insights into successful IMC programs in the tech industry.

References

  • Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
  • Belch, G. E., & Belch, M. A. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective (11th ed.). McGraw-Hill Education.
  • Armstrong, G., & Kotler, P. (2017). Marketing: An Introduction (13th ed.). Pearson.
  • Clow, K. E., & Baack, D. (2018). Integrated Advertising, Promotion, and Marketing Communications (8th ed.). Pearson.
  • Shimp, T. A. (2019). Advertising, Promotion, and Other Aspects of Integrated Marketing Communications. Cengage Learning.
  • Strong, R. (2020). Digital Marketing Strategies for Global Brands. Journal of Marketing Analytics, 8(2), 44-59.
  • Kapferer, J.-N. (2012). The New Strategic Brand Management. Kogan Page.
  • Haris, Z., & Laroche, M. (2015). Micro-Targeting and Digital Media: Impact on Consumer Behavior. Journal of Interactive Marketing, 29, 23-36.
  • Goodman, M. (2021). Media Planning and Buying. Routledge.
  • Scott, D. M. (2017). The New Rules of Marketing and PR. Wiley.

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