Module 3 – Case
Integrated Marketing Communications and Promotion Mix
The format of this assignment is similar to that of the previous Case Assignment, as you will again give recommendations based on a series of situations that a company might face. Of course, make sure to thoroughly review the background materials and have a strong familiarity with the five main promotional methods, as well as the advantages, disadvantages, and challenges of each. You should also familiarize yourself with the advantages and disadvantages of different types of media.
For each of the following situations below, A) recommend which one or two of the five main promotional methods the company should emphasize in their promotions, B) recommend which one or two types of media the company should emphasize, and C) use the background materials in support of your recommendations. Your paper should be 4-5 pages in length. Be sure to cite the sources you use.
- A company has developed some advanced new animation software for use in making professional quality animated television shows and movies. This company’s customers will be small in number overall: the major movie and television studios, a few independent studios, and some of the larger animation schools.
- A new toy has come out shortly before Christmas which is based on a popular TV show for kids. The producer of the toy is hoping for big sales during the holiday season, as Christmas is when the company makes most of its profits for the year. But due to licensing issues, there were delays in releasing the product and the company has a short time before Christmas to get the word out about its new toy.
- A major food manufacturer is planning to come out with a brand-new fiber drink designed to promote colon and intestinal health. The target market is senior citizens.
- You are running a small airline that connects a few regional cities. Your sales are generally high, which indicates that there is a strong market for flights that connect these cities. However, your research department has found that you have a low rate of repeat customers compared to similar airlines.
Answer the assignment questions directly. Do not copy and paste the questions. Instead use keywords such as New Animation Software, New Toy and so on to organize your paper. Include an introduction and a conclusion.
Stay focused on the precise assignment questions and don’t go off on tangents or devote a lot of space to summarizing general background materials. Use double-spaced, black Verdana or Times Roman font in 12 pt. type size.
Make sure to use reliable and credible sources as your references. Articles published in established newspapers or business journals/magazines are preferred. If you find articles on the internet, make sure they are from credible sources.
Reference your sources of information with both a bibliography and in-text citations. See the Student Guide to Writing a High-Quality Academic Paper, including pages 13-14 on in-text citations. Another resource is the “Writing Style Guide,” which is found under “My Resources” on the TLC portal.