How would your company segment the marketplace and what kind of consumers would constitute its primary target market segments?
What are the elements of the companys marketing mix, and how would they relate to an advertising campaign? (Answer this question briefly; base it on your examination of the companys website and your own understanding of its core product offering.)
What aspects of consumer behavior would an advertising executive wish to examine prior to planning an ad campaign for this companys core product offering? (For example, if the Los Angeles County Museum of Art were on the list of organizations to choose from it is not an advertising executive wishing to promote the museum might want to consider how the museums target audience spends its free time. What recreational activities does the target audience participate in? What other museums does the target audience visit?)
What research and planning activities would be required to develop an effective advertising campaign for your company? (Please be specific and keep in mind that every advertising campaign has a budget meaning you cannot simply engage in every kind of activity that exists! Choose your research and planning activities with care which ones are the most relevant and will be the most insightful?)
What media selection would you recommend to this company, and would you have additional recommendations regarding the timing and frequency of advertising?
Belch, G.E. (2021). Advertising and promotion: An integrated marketing communications perspective (12th Ed). McGraw-Hill Higher Education
Print ISBN: 978-1260259315
eText ISBN: 978-1260796452
