Advertising and Communication
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Advertising and communication
Final Assignment
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SUMMARY
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1. Fashionable cakes ..........................................................................3
1.1 The market .........................................................................3
1.2 What is it ? .........................................................................3
1.3 What problem or opportunity does it solve? .....................4
1.4 The product .......................................................................4
1.4.1 The cake mix ......................................................4
1.4.2 The icings ...........................................................4
1.4.3 The cake decors ..................................................4
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2. Reaching our audience ................................................................5
2.1 Who is our target audience? ..............................................5
2.2 What drivers will they respond to? ...................................5
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3. The Integrated Marketing Communications mix ....................5
3.1 The pre-commercialization program ................................5
3.1.1 Press relations ....................................................5
3.1.2 Events ................................................................5
3.2 The commercialization program ......................................5
3.2.1 Event / Street Marketing ...................................5
3.2.2 Specialized press ...............................................6
3.2.3 Internet ..............................................................7
3.2.4 Social Networks ................................................7
3.2.5 TV
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Advertising and communication
Final Assignment
"
"
2
SUMMARY
"
1. Fashionable cakes ..........................................................................3
1.1 The market .........................................................................3
1.2 What is it ? .........................................................................3
1.3 What problem or opportunity does it solve? .....................4
1.4 The product .......................................................................4
1.4.1 The cake mix ......................................................4
1.4.2 The icings ...........................................................4
1.4.3 The cake decors ..................................................4
"
2. Reaching our audience ................................................................5
2.1 Who is our target audience? ..............................................5
2.2 What drivers will they respond to? ...................................5
"
3. The Integrated Marketing Communications mix ....................5
3.1 The pre-commercialization program ................................5
3.1.1 Press relations ....................................................5
3.1.2 Events ................................................................5
3.2 The commercialization program ......................................5
3.2.1 Event / Street Marketing ...................................5
3.2.2 Specialized press ...............................................6
3.2.3 Internet ..............................................................7
3.2.4 Social Networks ................................................7
3.2.5 TV