Refer to your text and define what integrated marking communications (IMC) is. Describe why companies use IMC campaigns. Identify a significant marketing campaign from your internship brand.

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Integrate marking communications

Read

  • Chapter 6 of the course text, Principles of Marketing

Watch

One Message, Many Media: Integrated Marketing Campaigns

To examine integrated marketing in action, you’re going to tell the story of a particular

campaign from your internship brand, you selected in Week 1, across multiple media for this interactive activity. We want to know what unifies the campaign and how the unique nature of each medium is being utilized (or underutilized if you feel so). And we want to hear if you think the campaign is effective or not and why.

Instructions

  • Refer to your text and define what integrated marking communications (IMC) is.
    • Describe why companies use IMC campaigns.
  • Identify a significant marketing campaign from your internship brand.
    • Find one that was supported across multiple media (e.g., TV, print, website, banner ads, social media networks ads, billboard ads, etc.).
    • If you don’t know how to identify and research major marketing campaigns,
    • Find campaign executions for at least three different media channels (e.g., campaign executions on TV, print, website, banner ads, social media networks ads, billboard ads, etc.). Include the images in your post.
  • Create a new post containing the following elements:
    • Title and subtitle (if needed).
    • Headings for the three media you’ve found.
    • For each medium, a brief description of how it is being used, focusing on what it can do that other media cannot.
    • A paragraph summarizing what unifies the campaign and whether or not you think it’s effective and why.
    • Use the Table 6.2 POE’s model of message channels from the course text, and from each quadrant, identify at least one channel that would benefit your internship brand if adopted or used more effectively. Explain your reason.
  • Your initial post must be at least 350 words.
  • Be sure to properly cite your textbook in APA Style as outlined in the Writing Center’s APA: Citing Within Your Paper(Links to an external site.)

 

Describe the company, Me product/services offered, target market, marketing mix (i.e. brief description of Product, Price, Promotion and Mare) and main competitors. Describe Inc Strengths (S), Weaknesses (W), Opportunities (05 and threats (T) of the company. Evaluate the company’s website using the 6 principles of good web design explained in the class.

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FINAL REPORT: Digital Marketing Strategy for a Local Business

The purpose of the final protect is to provide you earth hands-on experience in the development of a digital marketing strategy for a local sines. As a first step, you are required to find a local business (small, – or medium- sized) with an online presence,that is, the business must have a website and offer/sell M products and/or services online. Your professor must approve Ms business, thus it is important that you email the URI of Me company’s website to him as soon as possible.

Once your business has been approved, you will be required to write a report for your moat Marketing Strategy that includes the components explained below. You must write your report using an essay-style (i.e. a narrative sty.) (not including cover P.O., figures, Marts, tables or appendices).

Your report should discuss the following:

1. Company Description and Market Anatole: Describe the company, Me product/services offered, target market, marketing mix (i.e. brief description of Product, Price, Promotion and Mare) and main competitors. In addition, you must include. UM of the company’s website.

2. SWOT Analysis: Describe Inc Strengths (S), Weaknesses (W), Opportunities (05 and threats (T) of the company. Your SWOT analysis should focus on the current digital marketing strategy for the company (e.g., website, social media pages, mobile apps) etc.

3. Website Evaluation: Evaluate the company’s website using the 6 principles of good web design explained in the class. You can use the evaluation form provided by your professor but you need to explain your self (you can include the fined form in the Appendix). Then provide recommendations on how to improve the website.

4. Website SEO Audit and on-site Optimization : Using SEOptimer (www.seoptimer.com), run an audit for the company ‘s website …Pare’, webs.. (homepage only). Analyze and summarize the results for SEO, Usability, Performance, Social Media and Security, and provide recommendations for improvement.

5. Website SEO Audit and Off-site Optimization: Using the following free backlink-checker tool: bttpS://smallseorools com/backlink-cherker/, do an analysis of backlinks for the company’s website (homepage only) and summarize your results.Then. propose a potential Link bait page for this site. Explain why this Link eat page would increase the number of visitors and backlinks to the site.

6 First Paid Digital Marketing Campaign: Imagine that this company is interested in running its first digital marketing campaign and has a$1.000 budget for it.  Based on what you have learned in this course, which of following digital marketing techniques you would recommend to this company. Explain Me reasons for your selection and briefly describe your ideas bane campaign.

a) A paid march advertising campaign

b) An online Manner ad) campaign

c) A remarketing campaign

d) An email marketing campaign

e) A Facebook marketing campaign

Discuss three major ways that by customers. Articulate the key ways that pricing of services differs from pricing of goods from a company’s perspective. Demonstrate what value means to customers and the role that price plays in value. Describe strategies that companies use to price services.

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Marketing Service Offering

1- Discuss three major ways that service prices are perceived differently from goods prices by customers.

2- Articulate the key ways that pricing of services differs from pricing of goods from a company’s perspective.

3- Demonstrate what value means to customers and the role that price plays in value.

4- Describe strategies that companies use to price services.

In your view, how are Bonnie Bio’s products essential in protecting our environment? Do you think the sales for the company are increasing or decreasing? Where do you see the firm in the next five years? What is the current marketing strategy used by the firm? Is it effective? What can be done to improve it? Apart from cornstarch products, what other items would be used as alternatives to plastics?

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Marketing Research Report

Executive Summary

This market research report highlights the trends in the environmental market for Bonnie Bio Certified Compostable plastic alternatives company. The report highlights some of the questions of the study and gives a detailed analysis of the market status. The hazards of plastic use are highlighted, and why firms should turn to non-plastic materials are also provided. The report also identifies some critical stakeholders in manufacturing, sales, distribution, and consumption of plastic alternatives. The research was conducted on a sample size of 15 people who were mainly defined based on their different demographics. In the end, a way forward for the company is given based on the historical data obtained.

Introduction

Bonnie Bio is an international firm offering solutions to plastic pollution. The bio-oriented firm deals with cornstarch products essential in reducing plastic effects on the environment. Bonnie bio’s developments are internationally certified and sold worldwide through its established branches (Barclay, 2021). Most of its solutions are based on the FMCG consumables and trade packaging products which nevertheless do not pollute the environment when disposed of. Therefore, the firm aspires to create an environmentally clean atmosphere.

This research seeks to understand the trend in sales of these alternatives. The market research will establish some of the marketing strategies used and those that ought to be used by Bonnie Bio to sell products. The statistical analysis offered in this report is essential in decision-making. Therefore, the report’s main aim is to issue checks and balances on how plastic alternatives are used and modified to solve environmental problems.

Focus Group

The survey was both qualitative and quantitative, and it involved questionnaires administered to prospective customers, suppliers, environmentalists, and other companies. Data obtained from the two methods of data collection, questionnaires and interviews, was first quantified to allow statistical analysis, which would eventually establish the trend in sales volumes of the firm.

Questionnaires are usually preferred for their ability to reach many people within a short time. Some of the questions asked during the interviews and in the questionnaires were;

  • In your view, how are Bonnie Bio’s products essential in protecting our environment?
  • Do you think the sales for the company are increasing or decreasing?
  • Where do you see the firm in the next five years?
  • What is the current marketing strategy used by the firm? Is it effective? What can be done to improve it?
  • Apart from cornstarch products, what other items would be used as alternatives to plastics?

Answers to these questions would provide insights into the situation of environmental pollution in the world.

The survey’s participants had needs that they wanted the study to fulfill. They needed to know the alternative methods of producing plastic alternatives and the measures that would increase the firm’s sales volume. The participants also needed to understand the implications of the new commodities on the environmental businesses. Many believed that trading activities would increase with the insertion of new modern products and services into the platform. Finally, most concluded that Bonnie Bio Certified Compostable would likely experience higher future sales and gain more entry into the international market.

The focus group consisted of people of different ages, races, religions, and ethnicity and people with other marital statuses and gender. While issuing interviews, level of education, work experience, and income levels played critical roles in understanding the trends in non-plastic product use. The study involved a sample size of 1000 individuals who responded through the questionnaires and interviews. Therefore, owing to these demographic factors, the research findings are deemed to be factual and provide correct insights into the sales phenomenon of the firm.

Survey Activity

We also introduced a survey whose main objective was to introduce Bonnie Bio Certified products in Publix Supermarket in Martin County, FL, to be available for sale to their customers and shelves since it offers compostable products only. In this case, Publix Supermarket must introduce new developments in its inventory. Some of the answers expected to be heard from the respondents are whether they are open to buying and trying the latest products and whether they are aware of the environmental benefits that come with the use of such products.

Focus Group

The study had ten respondents whose ages ranged between twenty to sixty years. The respondents had different racial backgrounds, which enhanced the likelihood of identifying various perspectives concerning the topic of interest. The respondent group in the study was made up of male and female participants, and their income levels ranged between sixty thousand to one hundred and fifty thousand dollars. This also enhanced the likelihood of identifying people’s perspectives from different social classes regarding the research topic.

Survey Results

80% of respondents in the study responded that they were aware of the dangers of plastic non-compostable goods in the environment. On the other hand, 20% of the participants indicated a slight idea of the dangers, while none of them stated that they did not know anything.

Figure 1: Responses

60% of the respondents in the study indicated that they were willing to start using compostable products rather than plastic if that means they will end up playing a role in protecting the environment. On the other hand, 40% of the participants indicated maybe as their answer, with none of them responding using no and I do not know.

90% of the participants in the study indicated that they preferred recyclable bags more than plastic ones. On the other hand, 10% of the respondents stated maybe as the answer to the question.

Quality was one of the problems that a high number of respondents indicated having a problem with when it comes to using recyclable products. Respondents stated rate as the problem, while two highlighted the costs involved. Two showed accessibility as their most significant problem, while two highlighted cost and accessibility.

90% of the respondents indicated that plastic bags are an excellent issue for the environment, while 10% indicated that it was not an issue.

70% of participants in the study responded that the stores they visit regularly had compostable non-plastic products for sale. On the other hand, 10% indicated that their stores did not have the effects.

30% of the respondents indicated that they believed compostable products were costlier than plastic ones.

50% said compostable products were cost-effective when they had environmental benefits. 10 % indicated that compostable and plastic products’ prices are equal. 10 % considered compostable products to be cheaper than plastic ones.

70% of respondents indicated they would be willing to try the product if they saw its logo at the Publix Supermarket, while 30% gave maybe as their response.

 Data Analysis

The following sales data was obtained from the marketing research on Bonnie Bio Certified Compostable products.

Bonnie Bio Sales Volume
Year Sales Volume (B)
2011 6
2012 10
2013 14
2014 21
2015 21
2016 25
2017 30
2018 32
2019 43
2020 47
2021 48

 

Identify the business’s consumer base in three paragraphs. Who are its potential customers? What are their ages, genders, and interests? What do they each want and need in regard to the business’s products or services? Decide which customers you intend to target and how the business wants to be positioned within the targeted segments. How will you reach those targeted customers? What’s the message you want them to receive about the business’s products or services?

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Marketing Research Project

Purpose
The purpose of this project is to give you practice in thinking strategically about marketing and creating a marketing plan. The purpose is also to help you gain experience incorporating the results of SWOT and STP analyses and applying the principles of the marketing mix’s four Ps (product, price, place, and promotion), using an example of a real organization. You will also employ skills in the functions of the two Ps of the retailing world (presentation and personnel).

Process
Before starting your marketing plan, review the section “The Marketing Plan” in your textbook. Study the five steps in the process and take note of the provided examples. You’ll get great insight into what’s included in a marketing plan, and you’ll study an example of one that features callouts highlighting important, must-know information.

Once you’ve done your research, select one of the following businesses and product lines on which to base your marketing plan:

Apple Inc., focusing on the iPhone series
Nike Inc., focusing on men’s shoes and sneakers
Starbucks Corporation, focusing on coffee products (no food)

Research
Once you’ve chosen the business for which you want to build a marketing plan, you’ll need to research the company to complete the different parts of the marketing plan. You should start by looking at the company’s website to note the products it offers and their prices, current advertising and public relations efforts, mission statements, and any other useful information.

After viewing the company’s website, you’ll need to find additional articles and expert analyses of the company’s previous and current marketing efforts, as well as any competitors’ marketing efforts. These will help you as you form the strategic objectives, SWOT analysis, and STP analysis outlined in the next section. These materials may not come from a traditional scholarly source, especially if they’re very recent, but the sources should be reputable, such as marketing journals, magazines, or news outlets. Most of the resources will have their materials available online for free. The research you find should be incorporated into your marketing plan in the form of MLA in-text citations, and you must list your sources with full MLA bibliographic citation on a separate Works Cited page. Three to five sources are required.

The Marketing Plan
Your marketing plan should be a Microsoft Word document that includes 1-inch margins, 12-pt Times New Roman font, and is double-spaced. Add the following header information on the first page:

Your name
Your student number
The course name (C16V Principles of Marketing)
The name of the business you’ve chosen followed by the words “Marketing Plan” (for example, “Nike Marketing Plan”)
The date
Your marketing plan will begin two lines below the header information. Each of the following represents a section that must be clearly identified in your plan.

Executive Summary
Write two paragraphs about the business as if describing it to someone who knows nothing about it. For example, what type of business is it? What need or want does it hope to fulfill for consumers? What prime benefit does it offer? What products or services does the business provide? Where is it located? Who are the employees? When does it receive most of its customers? What’s its marketing budget? Review the examples in Chapter 2 in your textbook.

Strategic Objectives
In this section, you’ll write a broad description in one to two paragraphs of the business’s marketing objectives and the scope of the activities it plans to undertake. What’s the business’s mission? What goals does the business hope to achieve via marketing? What does the business intend to do to accomplish those goals? Review the examples and case studies in Chapter 2 in your textbook.

SWOT Analysis
Identify the business’s strengths, weaknesses, opportunities, and threats. List three things the business does well, three areas it could improve in, three things working in its favor or to its advantage, and three ways the external environment negatively impacts or may impact the business. Review the examples in Chapter 2 in your textbook.

STP Analysis
Identify the business’s consumer base in three paragraphs. Who are its potential customers? What are their ages, genders, and interests? What do they each want and need in regard to the business’s products or services? Decide which customers you intend to target and how the business wants to be positioned within the targeted segments. How will you reach those targeted customers? What’s the message you want them to receive about the business’s products or services? Review the examples and case studies in Chapters 2 and 3 in your textbook.

Marketing Mix
You’ll address the six Ps—product, price, place, and promotion—of the marketing mix in this section. You’ll also account for the two additional Ps in the retailing world—presentation and personnel. Review Sections 4–7 in your textbook for examples. Then, in six paragraphs, address each of the following:

1. Products/services offered: What products or services need to be developed so that the target audience will perceive them as valuable enough to buy?

2. Price: How will the business price these goods so that customers believe they received a fair deal?

3. Place or distribution: Where will the products/services be sold, and what methods will be used when selling them?

4. Promotion: How does the business plan to get the word out about these products or services? What allocated resources are needed for marketing efforts to be put in place and successful?

5. Presentation: Does the business plan to develop a unique image? How can this unique image and atmospherics be achieved?

6: Personnel: How will the personnel influence sales? What kind of sales techniques can the personnel be trained in?

Performance Evaluation Metrics
In the final section, you’ll explain, in one to two paragraphs, how and when the business will know that it has achieved its marketing objectives. What marketing metrics will be used? Review the examples and case studies in Chapter 2 in your textbook.

Discuss three major ways that by customers. Articulate the key ways that pricing of services differs from pricing of goods from a company’s perspective. Demonstrate what value means to customers and the role that price plays in value. Describe strategies that companies use to price services.

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Marketing Service Offering

1- Discuss three major ways that service prices are perceived differently from goods prices by customers.

2- Articulate the key ways that pricing of services differs from pricing of goods from a company’s perspective.

3- Demonstrate what value means to customers and the role that price plays in value.

4- Describe strategies that companies use to price services.

What is unique about Generation Z in terms of marketing? Identify two digital marketing approaches that work best for this generation. How do you best reach this generation with your message focusing on brand image ? Identify two social media platforms preferred by Generation Z. Give examples and reasons. What is the role of bloggers or other influencers in connecting with Generation Z? Describe and provide examples. Do online advertisements work with this generation? Explain. Describe the role of traditional methods of marketing with Generation Z. Which forms of traditional media can work best in influencing Generation Z?

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Businesses in the entertainment category

Overview
Millennials (born between 1981 and 1996) and Generation Z (born between 1997 and 2015) are the two target audience groups that are important for businesses in the entertainment category.

As a regional marketing director of the theme park, you are aware that more than 70% of your target audience falls into the Generation Z category. Understanding their needs, mindsets, perceptions, and preferred methods of communication is essential for your business and your marketing strategy.

Considering these points, you will draft a recommendation report that will help the chief marketing officer (CMO) and the other marketing directors understand the importance of these major stakeholders in the marketing strategy for park reopening. Your recommendation report should also include the correct marketing strategies to engage Generation Z.

Prompt
Draft a report for the CMO in the scenario and recommend marketing strategies to engage Generation Z, or the “I-Generation.” Specifically, you must address the following criteria:

What is unique about Generation Z in terms of marketing?
Identify two digital marketing approaches that work best for this generation.
How do you best reach this generation with your message focusing on brand image ?
Identify two social media platforms preferred by Generation Z. Give examples and reasons.
What is the role of bloggers or other influencers in connecting with Generation Z? Describe and provide examples.
Do online advertisements work with this generation? Explain.
Describe the role of traditional methods of marketing with Generation Z.
Which forms of traditional media can work best in influencing Generation Z?
How will the park use these forms of traditional media in its plan?
Consider outdoor, promotional, and guerilla marketing.
Describe the pros and cons of using TV and radio.

In a minimum of 500 words, please discuss in a word document that you will upload: What is “The Big Pitchman in Advertising”? Give some examples. You can use the internet to help you find the answers.

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Week 4 – Homework Assignment

In a minimum of 500 words, please discuss in a word document that you will upload: What is “The Big Pitchman in Advertising”? Give some examples. You can use the internet to help you find the answers.

What was the main idea and why would this be useful for the Chester Business School?   What is the design (design principles)?   How was the app/mobile site built?   How was the app/mobile site tested?

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Digital marketing

 

C: Assessment Task
 

You are in the role of a digital marketing consultant. Your task is to recommend to Chester Business School as your client how they could use mobile technologies to improve their marketing or their services. For that you will first need to research what CBS is doing and then make some recommendations. The main part is build a functioning prototype and test it to make sure it works.

 

Therefore, you will have to do the following sub-tasks:

·         Research CBS and discuss some recommendations.

·         Decide whether you want to build an app or a mobile website.

·         Build a working prototype.

·         Test it to make sure it works!

·         Prepare a project report (2000 word equivalent) where you state:

o   What was the main idea and why would this be useful for the Chester Business School?

o   What is the design (design principles)?

o   How was the app/mobile site built?

o   How was the app/mobile site tested?

o   A log file of your individual activities (who did what and how long did that task take?)

 

Undertake an extensive literature review into a specific area identifying strengths and weaknesses of previous work published. Select appropriate methodologies and techniques to investigate a complex problem and identify appropriate sources of assistance. Conduct a critical in-depth analysis of a complex problem or situation, generating appropriate conclusions and/or recommendations.

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Social media usage during the pandemic

A research about how the pandemic affected the usage of instagram in people aged 18-25 in London. If you can please be more specific like in the type of usage of anything that makes sense.

A new research topic with clear and achievable aims and objectives

  • -A new literature review chapter with conceptual framework and research questions
  • -Methodology chapter
  • -Findings and analysis chapter
  • -Conclusion and recommendations
  • -Limitations of the present study

Using up to date literature review with each section fully explained, analysed and justified. Be a specific as possible.

LO1. Undertake an extensive literature review into a specific area identifying strengths and weaknesses of previous work published.

LO2. Select appropriate methodologies and techniques to investigate a complex problem and identify appropriate sources of assistance.

LO3. Conduct a critical in-depth analysis of a complex problem or situation, generating appropriate conclusions and/or recommendations.