TUTORIAL 3 (Week 4) – Intro to Advertising and Promotions

Jun 21st, 2015
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American Graduate University
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Remember that in today’s Tutorial one group will be randomly selected to give an informal presentation of the case to the class.

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TUTORIAL 3 (Week 4) Intro to Advertising and PromotionsNB: Remember that in todays Tutorial one group will be randomly selected to give an informal presentation of the case to the class. Case: PEDIGREE Adoption DrivePlease read the case study that follows and discuss the following questions:(1.) Analyse the role that the various IMC tools played in this campaigns success. Do you think they chose the most appropriate IMC tools given their objectives? Justify your answer.(2.) Analyse and identify the campaigns target market (both demographically and psychographically). Do you think that PEDIGREE used the most appropriate IMC tools given its target market? Why/why not?(3.) Explain how this campaign has successfully used all the four key elements of the IMC Process (i.e., affect behaviour, considers all contacts, begins with the customer, and achieves synergy).(4.) This campaign was obviously a winner for PEDIGREE. Now, the challenge for them is to maintain their momentum. What would you recommend they do in their next IMC campaign in order to build on the success of this campaign and ensure that people continue to think about all the animals in shelters who require homes?IAB Awards 2012 winner Pedigree Adoption DrivePosted on August 21, 2012 by Marketing Winner: Brand Loyalty & RetentionCampaign: Pedigree Adoption DriveClient: Mars PetcareAgency: Whybin\TBWA\TequilaBackgroundIn keeping with Pedigrees stated belief that

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