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Integrated Marketing Communications Plan (Red Bull)
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1. Situational Analysis................................................................................................................................................................. 3

1.1 Internal Analysis................................................................................................................................................................ 3

1.2 External Analysis............................................................................................................................................................... 4

1.3 SWOT Analysis ................................................................................................................................................................. 5

2. Identification of Market Problems and Opportunities............................................................................................................ 7

3. Campaign Target Audience ..................................................................................................................................................... 8

3.1 Brand Loyalty..................................................................................................................................................................... 9

3.2 Behavioural Sequence Model............................................................................................................................................ 9

4. Positioning.............................................................................................................................................................................. 10

5. Marketing Communication Objectives................................................................................................................................. 11

5.1 Marketing Objectives...................................................................................................................................................... 11

    5.2 Communication Objectives.............................................................................................................................................. 11

6. Marketing Budget ................................................................................................................................................................. 12

7. Creative Brief ........................................................................................................................................................................ 13

8. Creative Strategy................................................................................................................................................................... 13

9. Media Objectives .................................................................................................................................................................. 14

9.1 Setting Media Objectives................................................................................................................................................ 15

9.2 Media Vehicles Timeframe............................................................................................................................................. 15

10. Media Strategy.................................................................................................................................................................... 16

10.1 Cinema Advertising....................................................................................................................................................... 16

10.2 Radio Broadcast............................................................................................................................................................ 17

10.3 Printed Advertisements................................................................................................................................................. 18

10.4 Sales Promotion............................................................................................................................................................ 20

10.5 Social Media.................................................................................................................................................................. 21

10.6 Event Sponsorship/Product Launch............................................................................................................................... 22

10.7 Athletes/Sportsmen Endorsement............................................................................................................................... 24

11. Other Integrated Marketing Communication Plans ........................................................................................................... 24

11.1 Nightclubs...................................................................................................................................................................... 25

11.2 Tertiary Institutions....................................................................................................................................................... 25

12. Evaluation and Control ........................................................................................................................................................ 26

12.1 Measures of Recognition and Recall............................................................................................................................ 26

12.2 Measures of Emotional Reaction.................................................................................................................................. 27

12.3 Measures of Sales Respond.......................................................................................................................................... 27


References................................................................................................................................................................................. 28

Appendix ................................................................................................................................................................................... 29

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