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Define market segmentation and describe its purposes Explain the target marketing process Show how IMC is used with the product element in marketing Illustrate how IMC is used with the price elemen

Define market segmentation and describe its purposes

 

Explain the target marketing process

 

Show how IMC is used with the product element in marketing

 

Illustrate how IMC is used with the price element in
marketing

 

Review how IMC is used with the place element in marketing

 

Discuss how IMC is used with the communication element in
marketing

 

Planning media strategy: disseminating the message

 

Describe how a media plan helps accomplish a company’s
marketing and advertising objectives

 

Explain the importance of creativity in media planning

 

Define reach and frequency and debate the controversy surrounding
the concept of effective frequency

 

Discuss how reach, frequency, and continuity are related

 

Calculate gross rating points and cost per thousand

 

Name some of the secondary research sources available to
planners and describe how they are used

 

Describe different types of advertising schedules and the
purpose for each

 

One radio or video commercial – 1 page

 

Using electronic media: television and radio

 

Describe the advantages and drawbacks of broadcast
television as an advertising medium

 

Discuss the advantages and drawbacks of cable television as
an advertising medium and explain how it differs from broadcast television

 

Explain the process of buying cable and broadcast TV time

 

Evaluate the different types of television advertising
available

 

Describe the process of TV audience measurement

 

Discuss the main factors to consider when buying television
time

 

Analyze the pros and cons of using radio in the creative mix

 

Explain the major factors to consider when buying radio time

 

Promotional Mix Objective (pick 2) – 15 pages

 

Relationship building: direct marketing, personal selling,
and sales promotion

 

Define direct marketing and explain its role in IMC

 

Distinguish personal selling from other forms of IMC

 

List the activities that constitute sales promotion,
including push and pull tactics, and explain their roles in IMC

Mar 17 2020 View more View Less

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