your ability to relate integrated marketing communications concepts

Jul 15th, 2017
Anonymous
Category:
Accounting
Price: $10 USD

Question description

Week 8 Writing Assignment

Part 1 - Integrated Marketing Communications, and the Changing Media Landscape

Learning Outcomes

  1. Integrated Marketing Communications. Student understands how integrated marketing communications can add value for customers.
  2. Marketing communications objectives. Student can develop marketing communications objectives using the AIDA framework.
  3. Promotion mix. Student can select the appropriate promotion tool to be used for different marketing communications objectives.
  4. Media strategy. Student can design a simple message and media plan for a product or service offering.

Directions

  • This assignment assesses your ability to relate integrated marketing communications concepts to your product or service offering and the target market you selected. Here you will let your creative side shine as you think through how you would design the marketing communications for your product or service to effectively and efficiently communicate a clear, consistent and compelling message to your target market over the next year.
  • Prepare your assignment beginning with a title page to include your name, your product or service, and your target market. Then answer each of the following four questions in order number them before your response. There is no need to repeat the question.
  1. Integrated Marketing Communications. Considering your new target market and any modifications, new product line extensions or new products you may have developed to serve the new target market needs, create your 'Big Idea" to be the basis of the message strategy for all your marketing communications.
  2. Marketing communications objectives. Write at least three marketing communications objectives using the AIDA framework discussed in the course content.
  3. Promotion mix. For each of the three marketing communications objectives written in number 2, discuss which of the promotion tools would be the best choice to reach each of the three marketing communications objective. One tool must be advertising (traditional or online) You may have more than one promotion mix tool for any given marketing communications objective.
  4. Media strategy. Discuss at least two of your media choices that you believe will best reach your target market with your advertising. Be specific with your choices, e.g. HGTV, Rehab Addict, because the product or service is targeting a do-it-yourself target market, or Home Depot website banner ads for the same target market. Or Morning TV National News, Good Morning America and The Today Show, 1st hour because your target market is educated urban workers. If using social media, discuss which social media and how they will be used to accomplish which objective.

Part 2 - Special Topics in Marketing

B2B Marketing, Marketing Information Systems and Measuring Marketing Activities

Learning Outcomes

  1. B2B marketing. Student can differentiate the differences in marketing strategy between consumer markets and business markets.
  2. Segmenting B2B markets. Student can identify the B2B market segments involved in a product or service offering
  3. Marketing Information Systems. Student can identify at least three sources of input to a marketing information system for a product or service offering.
  4. Marketing Metrics. Student understands the purpose of Return on Marketing Investment for the company, and can identify at least three metrics that should be used in a product or service offering to measure the effectiveness of marketing strategies.

Directions

  • This part of the writing assignment closes the loop on strategic marketing planning in that it identifies the types of marketing strategies the company might employ to market its offering through the value chain prior to its final customer. Also, strategic planning is useless unless there are reliable and useful sources of inputs and a way to organize the data to be used in the planning process decision making. Metrics need to be in place to measure how successful (or not so successful) the strategies to reach marketing objectives have been. Strategic marketing planning then becomes an ongoing process of measuring and adjusting to new information and current conditions.
  • Many of your responses to these questions will be your best educated and informed (as much as possible) information on your product or service offering’s company. Where concrete information is not obtainable, you should use your judgment and describe why you made your judgment call.
  • Respond to each of the following four questions in order and identify the number of each response. There is no need to repeat the number of the question.
  1. B2B marketing. Consider your product or service offering. Based on the categories of B2B markets discussed in the readings, name at least two of the B2B markets that could be a target market for your company. Why?
  2. Segmenting B2B markets. Using the Harrison, Hague, and Hague behavioral-based segment model in the readings, which of those segmentation schemes might be most appropriate category for your company? Why?
  3. Marketing Information Systems. Identify at least three types of information your company should use in a comprehensive marketing information system for decision making purposes. Why did you chose each of them?
  4. Marketing Metrics. Identify and discuss at least one financial metric and three performance metrics that would be important to monitor your company’s strategic marketing planning for the marketing efforts you identified for your new marketing mix strategies.

General Submission Requirements

  • Prepare as a word processed document (such as Microsoft Word). Do not use Pages. Export to .doc or .pdf. Use 12-point font Times New Roman. Use black ink for majority of your work and only use colors if it enhances your ability to communicate your thoughts.
  • Your assignment should be the equivalent of approximately five pages of double-spaced text, approximately 1/2 page for each of the eight questions (four in Part 1 and four in Part 2). You may attach exhibits that will not be counted towards the page count of double-spaced text. The cover page and References page are not part of the five pages of written analysis.
  • Be sure your name, writing assignment number, and the name of your product or service are on the cover page of your writing assignment.
  • Include a References page, which includes at least four references.
  • You should use APA style. More information about using a style guide can be found in the UMUC's virtual library accessible from your LEO classroom or at umuc.edu/library.
  • Upload your word processed document in your LEO assignments folder by the due date in the LEO calendar.

Refer to the grading rubric for these assignments. Be sure to note that 20% of your grade on this assignment will be based on your grammar, composition, adherence to the submission requirements, and use of an appropriate college-level style guide for writing and referencing.

Tutor Answer

(Top Tutor) EngineerOrori
School: University of Maryland

Am through with your work. Please find it in the attached documents below.

Running head: GEICO INSURANCE

1

GEICO Insurance
Name of Student
Name of Professor
Course Title
Date

GEICO INSURANCE

2

Integrated Marketing Communications

It is necessary to spread the awareness of the functionality of the GEICO insurance.
There is need to change the perception of consumers which are the government employees in
relation to insurance policy. They must know about GEICO insurance and that they can save 15
percent or more on car insurance by switching to GEICO. They should also be made aware that
the insurance offers coverage to several products. Following are the integrated marketing
communication channels use by organization-

Personal Selling
This involves direct spoken communication between sellers and potential customers. Customer
service is between a customer and seller to resolve a problem with a purchase. Included in most
marketing mixes can be expensive (Percy, 2014).

Mass Selling
Communicating with large numbers of potential customers at the same time. Less flexible than
personal selling. Can be less expensive. Advertising is any paid form of non-personal
presentation of ideas, goods, or services by an identified sponsor. Publicity is any unpaid form on
non-personal presentation of ideas, goods, or services.

Sales Promotion
Promotion activities that stimulate interest, trial, or purchase by final customers or others in the
channel. May be aimed at consumers, intermediaries, or a firm’s own employees. Can be
implemented quickly and gets sooner results.

GEICO INSURANCE

3

Marketing communications objectives

Objective of marketing communication is to enhance the coverage network in terms of
customers covered and the range of products of GEICO insurance. The general objective of the
firm is to affect behavior by employing informing, persuading, and reminding as simple
promotion objectives. Further specific promotion objectives are to state to whom and why you
choose to inform, persuade, and remind.

An informing objective can show that it meets consumer needs better than other products. A
persuading objective means the firm will try to develop a favorable set of attitudes so customers
will buy, and keep buying its product (Peppers & Rogers, 2011). A reminding objective might be
suitable if target customers already have positive attitudes about a firm’s marketing mix or a
good relationship with a firm and informing and persuading could be required to affect the
potential consumer’s knowhow and attitudes concerning a product and then bring about its
acceptance. Later, promotion can basically prompt the consumer about that favorable experience
and confirm the acceptance decision.

Promotion mix

To attain the objective of the marketing of the product, every channel augment
something. Advertising can be maily done through TV, printed or Digital media. Digital media
include youtube, e-commerce, social media networks or review websites. Printed media can be in
form of magazines, or newspapers. TV can be a medium of promotion as it provide family
channels, sports channels, entertainment channels or news channels. Public relations can be of

GEICO INSURANCE

4

three types- printed, review tv shows or review websites. Sale promotion include loyaly bonus
and kiosk. Cause marketing events can be sports events or marathons (Clow & Baack, n.d.).

Social media is now becoming very dynamic tools of promotion as information related to
product make aware millions of people. There are lots of opportu...

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