Marketing management

Chapter 12 – Integrated Marketing Communications and Media Choices

Learning Objectives:

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Understand the key issues associated with the three media decisions.

Acquire an appreciation of the strengths and weaknesses of each advertising medium.

Know the various non-advertising components of integrated marketing communication.

Understand the evaluation of the advertising media’s effectiveness.

Chapter 13 – Social Media

Learning Objectives:

Understand social media.

Understand social networks.

Understand the return on investment, key performance indicators, and Web analytics associated with social media.

Reflection and Discussion – 600 words

Reflect on the assigned readings for the week. Identify what you thought was the most important concept(s), method(s), term(s), and/or any other thing that you felt was worthy of your understanding.

Also, provide a graduate-level response to each of the following questions:

Discuss the types of coupons you have used and those you have rarely used. What prompted you to use these types of coupons? Do coupons provide real benefits, or are they merely sales and promotion gimmicks?

Have you ever recommended a particular product to a friend or bought a product based on a recommendation from a friend. Would you be more likely to buy a product based on word-of-mouth or advertising? Why?

Assignment

Activity: Create a press kit that will be sent to customers and the media announcing a new product launch.

The assignment is to answer the question provided above in essay form. This is to be in narrative form and should be as thorough as possible. Bullet points should not to be used. The paper should be at least 1.5 – 2 pages in length, Times New Roman 12-pt font, double-spaced, 1 inch margins and utilizing at least one outside scholarly or professional source related to marketing management. The textbook should also be utilized. Do not insert excess line spacing. APA formatting and citation should be used.

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