1. What are Burger King’s communication objectives for it’s target audience? Burger King’s target consumers already know about the product‚ and since the franchise is profitable‚ we can assume that the consumers also like it. Burger King’s communications objectives are to move its target consumers into at least the “Preference”‚ but preferably the “Conviction” stages of buying process. 2. With its focus on the "super fan"‚ does BK risk alienating other customers? What are the implications
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and to provide for higher levels of customer satisfaction. The use of marketing communications is a management activity‚ one that requires the use of rigorous research and testing procedures in addition to continual evaluation. This is necessary because planned communications involve a wide variety of stakeholders and have the potential to consume a vast amount of resources. The evaluation of planned marketing communications consists of two distinct elements: The first element is concerned with
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publications • Encyclopedia of Associations (identify trade organizations) • Trade Shows Worldwide • Standard Rates and Data • Media kits • Infotrac • Lexis-Nexis • Internet/Web site • Encyclopedia of Major Marketing Campaigns Mike Davis‚ our Business Reference Librarian will be hosting a session for you during class time. He will highlight both print and electronic resources which will be of value to you
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Level Three Examination February 2010 MK325: Marketing Communications 1 ____________________________________________________________ ________________ Instructions: Time allowed: 3 Hours Rubric: You are required to answer FOUR questions from a total of EIGHT Nature of examination: unseen Allowable material: none Question 1 Due to the recession‚ your Finance Director wants to cut the advertising budget for the FMCG brand you have responsibility for
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might offer the same products for different prices‚ or offer new and more attractive products. 3. Techniques and Theory used Integrated Marketing Communications helped me to answer question 4 about ambush marketing. Especially the Stages in Developing an Integrated Communications Campaign. 4. What is the role of ambush marketing? The role of Ambush Marketing is to get more publicity through events although the company is not the sponsor. The company will promote by an event‚ the head sponsor will
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Coordinating Media To Build Brand Equity Introduction: In developing effective integrated marketing communications programs‚ marketing communications must sometimes be explicitly tied together to create or enhance brand equity. Brand equity is very important. After reviewing the nature of the problem‚ proposes‚ alternative strategies as soluation Factors Creating Weak Brand Links: Few factors create weak bran link. These ares- Competitive Clutter: Advertisement competing with other
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more believable and less expensive than what you say about yourself (conventional advertising). This is why advertising isn’t enough – effective publicity is a vital part of any marketing campaign. You can leverage the power of your existing customers and the media to tremendously increase the impact of your marketing message by making it far more credible. Let’s start with the simple press release. Most companies do an absolutely terrible job with this. You can’t begin to imagine the quantity
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advertising will let the customers aware of the new product. - By using direct response communication tool with consumers will help to generate a positive or negative response on calorie free soft drink. Those responses will be helpful to customize the product to meet the specific target markets. - By using advertising through TV ads. - Social media such as twitter‚ Facebook - By using public relation communication can seeks the influence of opinions held by customers about the company. Reference
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“is a function of informing‚ persuading‚ and influencing the buyer’s purchase decision.” Therefore‚ promotion’s aim is to target markets and distribution channels. Moreover‚ Promotional strategy “refers to a controlled‚ integrated programme of communication methods designed to present an organisation and its products or services to prospective customers” (Dahlén at al. 2010:107). Consequently‚ the promotional plan and strategy for an international hotel chain is affected by critical factors‚ such
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its communication objectives for that audience? Burger King’s audience is geared toward the younger crowd and low income familes. Burger King is trying to reach the younger crowd through the Internet websites such as www.subservientchicken.com and through comedy. An example of this would be the “King” running across the football field in the middle of a game. Also Burger King is geared toward low income families that are busy working and are on the go all the time. They’re communication to
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