Principles Of Marketing
17th Edition
ISBN: 9780134492513
Author: Kotler, Philip, Armstrong, Gary (gary M.)
Publisher: Pearson Higher Education,
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Question
Chapter 14, Problem 14.19CC
Summary Introduction
Case summary:
Few years later Company V was the one of the biggest producers of trucks (commercial) in the world have faced a challenge. It plans to launch 5 new trucks model in a year. For this Company V needs more communication with the customers so that all the people will talk more about the trucks. It does not want just to have contact with the corporate truck buyers. It wants to target the regular users.
Characters in the case:
- Company V
To discuss: The way live test campaign determines the characteristic of integrated marketing communication and the grade of Person X on the integration effectiveness.
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How does the “Live Tests ” campaign demonstrate the characteristic of integrated marketing communication?
ANSWER THIS COMPREHENSIVELY!
Think of 1 marketing communication that resonated with you. This could be a TV ad, sales promotion, or an event from 2019-2021. Do you best to find the material in streaming sites like YT or in other platforms and indicate the link of video title on the reference part. After this, evaluate whether this marketing communication was effective for you.
Next, with the same company or brank, try to find a marketing communication material they used in the past 2 years. Do a comparison of the 2 campaigns and share your thoughts about this expoundedly. Elaborate on how the company/brand shifted or maintained its strategy throughout the years.
Here is one example: Jolibee. In the 90s, their TV ads (https://www.youtube.com/ watch?v=etI-Ac8VtrU) are focused on their products. You will notice that their ads have multiple shots of their food items. Now they use platforms, such as Facebook and YT site to create viral videos (https://www.youtube.com/…
A marketing communication that failed for you.
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Similar questions
- identify and briefly explain the most appropriate approach to integrated marketing communication for each of the following: 1. Gen Z2. Millennials3. Gen X4. Baby Boomersarrow_forwardSurf the Web for at least 15 minutes. Visit at least two different e-commerce sites. Make a list describing in detail all the different marketing communication tools you see being used. Which do you believe is the most effective and why?arrow_forwardExplain the 'good' and 'bad' marketing communication strategy of Mcdonald's. Select examples and justify your opinions.arrow_forward
- Explain in your own words why marketing is principally about communication.arrow_forward1. What is Integrated Marketing Communication? 2. What is the Value of Integrated Marketing Communication? Please include the sources.arrow_forwardWrite clear explanation and discusion about Integrated marketing communication matrix and also provide good justification about all the tools that they select.arrow_forward
- Evaluate whether this marketing communication was effective for you after Recalling 1 marketing communication that resonated with you. This could be a TV ad, sales promotion, or an event from the 2000's (or even later). Try to find the material in streaming sites or in other platforms. Next task, with the same company/brand, try to find a marketing communication material they used in the past 2 years. Compare the 2 campaigns and share your insights. Explain how the company shifted or maintained its strategy.arrow_forwardSee the below integrated marketing communication. Which one of the goals from the AIDA model is this communication attempting to accomplish? (Highlight one answer) Awareness Interest Desire Action Explain your answer:arrow_forwardWith reference to Coca-Cola, discuss the evolution of the models of communication between brands and customers over time. Consider aspects like viral marketing, affiliate marketing and permission-based marketing in the answer/ discussion.arrow_forward
- On what basis you will evaluate your firm different marketing communication methods integrated mutually as a senior member of the evaluation committee?arrow_forwardHow would marketing communications strategy be used to enhance the levels of target audience involvement?arrow_forwardIs the role of communication in marketing primary tactical or strategic? Give reasons for your answer.arrow_forward
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