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.

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