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- As a supporter of integrated marketing communications (IMC), you understand that the coordination of traditional media with digital and social media and other IMC touchpoints is critical to campaign success. (a) In a briefing session with your full-service agency, you prescribe social media as a mandatory campaign deliverable. Explain the advantages and disadvantages of social media. Make sure you refer to one of the new soy sauce products, either the Usukuchi (light-coloured) soy sauce or the dipping soy sauce, and other relevant information from the case study when answering the question. You appreciate that identifying the ideal target audience for the Usukuchi (light-coloured) soy sauce and the dipping soy sauce is going to be essential for campaign success. (b) Select either the Usukuchi (light-coloured) soy sauce or the dipping soy sauce and explain the process you will undertake to select the target market and establish positioning goals. Your answer must include a…What are your thoughts on whether or not Facebook and other social media platforms should provide law enforcement access to user accounts in order to conduct investigations? Why would one pose such a question, and what does one hope to achieve by doing so? What are your opinions on whether or not social media companies like Facebook should provide law enforcement agencies access to their users' accounts in order to facilitate investigations? Why would you even ask such a pointless question?Assume that you are an Account Executive for a digital marketing agency. create and structure your own mobile campaign. Your mobile campaign will be based on one of the clients below: Roots — Launch a new on-line customizable winter T-shirt to your summer customers. Honda — Invite prospects (from the Toronto auto show) and current owners to demo a new e-CRV. They must register by phoning a 800 line. Nike shoes — Create and send a viral video of a new product to customers who average 20 km running per week. Encourage them by providing a 10k training and tracking plan. 1. Objective: What do we want to achieve with this campaign? Remember the SMART criteria?
- Visualize the communications effects pyramid outlined in the chapter. There are six stages identified in this pyramid that correspond to the various types/levels of communications objectives. Advertising and promotion perform communications tasks in the same way that a pyramid is built, by first accomplishing lower-level objectives and subsequently moving to higher-level objectives. The initial stages are easier to accomplish than those toward the top, and hence the percentage of prospective consumers will decline as one moves up the pyramid. The communications effects pyramid can also be used to determine promotional objectives for an established brand. Sunday Motor Corporation is an Asian automaker with a 4.5 percent market share of the U.S. car market. At the 2013 North American Auto Show, Sunday Motor Corporation launched Santa Barbara (SSB), a mid-size crossover SUV. The launch of Santa Barbara at the auto show coincided with an integrated marketing communications (IMC)…As the product manager for the Scion iA, you and your team are already designing the next model scheduled to be released in three years. You've set a goal to make the brand even more appealing to teens and young adults, and you'd like to know what product features would make the iA more attractive to this target audience. How could you best use social media for this purpose? Develop a social media ad campaign announcing the next model's features and benefits. Monitor sites like Snapchat and Instagram to see what younger people are saying about cars. Create a Facebook page to get people talking about the car and the brand. Set up a social media campaign around the hashtag #iAintDreamin to get people talking about their vision of the next model.You were asked by your teacher to spearhead a social media blitz where you will have to solicit donations for a school project through the use of Facebook, Twitter, and Instagram. You worry if such approach is the right approach. What would you do under the circumstance?
- The Public Relations Society of America (PRSA) in the USA, and the Chartered Institute of Public Relations in the UK, make awards for the best public relations campaigns in their countries. Visit www.prsa.org/Awards/Search , or www.cipr.co.uk/content/awards-events/excellence-awards , and review several case reports of previous winners. What does the field of public relations seem to encompass? Write a report on one of the award win-ners, focusing on marketing-related activities.What makes Coca-Cola’s Social Media Marketing Strategy Flawless? Coca-Cola has shown us time and again that the key to successful social media marketing is to advertise a particular state of mind, feeling, or emotion, rather than just a product. Sure, your production deserves a moment in the limelight somewhere along the line, but the important thing is to make people feel a certain type of way. Coca-Cola has always emphasised how their products can bring consumers happiness, peace, love, and several positive feelings. Coca-Cola’s motto is to build a successful global brand: make human connections, remain innovative, while staying true to simple principles. Let us dive deep into Coca Cola’s social media strategy and try to decipher the secret sauce of the brand. Direct Engagement with Fans Coca-Cola’s social media campaign #VerdaderoAmigo, where they redesigned the logo’s iconic wavy ribbon into the “fist bump sign”, celebrates happiness, teamwork, unity, and true friendship.…What makes Coca-Cola’s Social Media Marketing Strategy Flawless? Coca-Cola has shown us time and again that the key to successful social media marketing is to advertise a particular state of mind, feeling, or emotion, rather than just a product. Sure, your production deserves a moment in the limelight somewhere along the line, but the important thing is to make people feel a certain type of way. Coca-Cola has always emphasised how their products can bring consumers happiness, peace, love, and several positive feelings. Coca-Cola’s motto is to build a successful global brand: make human connections, remain innovative, while staying true to simple principles. Let us dive deep into Coca Cola’s social media strategy and try to decipher the secret sauce of the brand. Direct Engagement with Fans Coca-Cola’s social media campaign #VerdaderoAmigo, where they redesigned the logo’s iconic wavy ribbon into the “fist bump sign”, celebrates happiness, teamwork, unity, and true friendship.…
- What makes Coca-Cola’s Social Media Marketing Strategy Flawless? Coca-Cola has shown us time and again that the key to successful social media marketing is to advertise a particular state of mind, feeling, or emotion, rather than just a product. Sure, your production deserves a moment in the limelight somewhere along the line, but the important thing is to make people feel a certain type of way. Coca-Cola has always emphasised how their products can bring consumers happiness, peace, love, and several positive feelings. Coca-Cola’s motto is to build a successful global brand: make human connections, remain innovative, while staying true to simple principles. Let us dive deep into Coca Cola’s social media strategy and try to decipher the secret sauce of the brand. Direct Engagement with Fans Coca-Cola’s social media campaign #VerdaderoAmigo, where they redesigned the logo’s iconic wavy ribbon into the “fist bump sign”, celebrates happiness, teamwork, unity, and true friendship.…What makes Coca-Cola’s Social Media Marketing Strategy Flawless? Coca-Cola has shown us time and again that the key to successful social media marketing is to advertise a particular state of mind, feeling, or emotion, rather than just a product. Sure, your production deserves a moment in the limelight somewhere along the line, but the important thing is to make people feel a certain type of way. Coca-Cola has always emphasised how their products can bring consumers happiness, peace, love, and several positive feelings. Coca-Cola’s motto is to build a successful global brand: make human connections, remain innovative, while staying true to simple principles. Let us dive deep into Coca Cola’s social media strategy and try to decipher the secret sauce of the brand. Direct Engagement with Fans Coca-Cola’s social media campaign #VerdaderoAmigo, where they redesigned the logo’s iconic wavy ribbon into the “fist bump sign”, celebrates happiness, teamwork, unity, and true friendship.…What makes Coca-Cola’s Social Media Marketing Strategy Flawless? Coca-Cola has shown us time and again that the key to successful social media marketing is to advertise a particular state of mind, feeling, or emotion, rather than just a product. Sure, your production deserves a moment in the limelight somewhere along the line, but the important thing is to make people feel a certain type of way. Coca-Cola has always emphasised how their products can bring consumers happiness, peace, love, and several positive feelings. Coca-Cola’s motto is to build a successful global brand: make human connections, remain innovative, while staying true to simple principles. Let us dive deep into Coca Cola’s social media strategy and try to decipher the secret sauce of the brand. Direct Engagement with Fans Coca-Cola’s social media campaign #VerdaderoAmigo, where they redesigned the logo’s iconic wavy ribbon into the “fist bump sign”, celebrates happiness, teamwork, unity, and true friendship.…