BC Pepsi Integrated Marketing Communications & Social Media Channels Discussion Carefully read the instruction I have attached below and answer the questio

BC Pepsi Integrated Marketing Communications & Social Media Channels Discussion Carefully read the instruction I have attached below and answer the questions provided in the document. Introduction to Marketing – MKTG 2201
Chapter 12 Homework
INTRODUCTION TO MARKETING
Integrated Marketing Communications
Homework Assignment, Submit your response through the Turnitin Link.
Background
Imagine you are a brand manager developing a communications mix for your brand.
Frequently, marketing communications considerations include things like:
▪ Which advertising/promotional vehicles to spend your budget on?
▪ At what point in their decision making process do you want to reach the
consumer?
▪ What is your key demographic and what is the best way to reach that market
segment?
▪ Do you want to purchase mass reach vehicles or targeted ones?
▪ Are you more focused on building brand equity and awareness or driving trial
and overall sales?
All of these factors are important to brand managers. To simultaneously address these
points, brand managers need integrated marketing campaigns that reach consumers
at different times in the decision making process.
Assignment:
1. Choose one brand and attach or cite links to examples 3 different promotional
mix elements within one integrated communication campaign– not 3 digital
media examples, but 3 forms of communication [cell phone pictures can be
used as examples]. For each example identify [bullet point answers are fine]:
•
•
•
•
•
Identify the element of the promotional mix shown by each example and then
address the following questions:
What demographic is being addressed
The media/location where the advertising/promotion occurred,
The message being conveyed,
At what point in the decision making process does the advertisement/promotion
reach the consumer, and
Whether the focus is to build brand equity/awareness, drive trial/purchase or
reinforce purchase.
2. How do you see the campaign as integrated?

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