Analyse Toyota current advertising (in 2011), along with the advertising for its two major competitors (Ford and volkswagen), and then discuss ideas for the next generation of the brand?s advertising. For the assignment, we are asking you to analyse print advertising, even if the brand and its competitors also (or even primarily) use broadcast. The assignment is in three parts.
Part one: Category Background
Provide a brief market background on the product category utilising available sources of information, with special attention to issues important to the development of communication strategy. This might include such things as category development, product definition, market shares, consumer behaviour in the category, marketing budgets, etc.
Part two: Analysis of Competitive Advertising
Using an example of print adverts for two major competitors of your brand, analyse the executions with particular attentions to:
1. Likely target audience and resonance
2. Positioning strategy with special attention to the general model
a. Is the link to the need clear
b. Is the benefit obvious and the benefit focus
3. Communication strategy
a. Is the brand awareness strategy correct
b. Is the brand attitude strategy correct for this type of product
4. Creative tactics for the brand awareness and brand attitude strategies
Part Three: Brand Advertising Strategy
Analyse an example of your brand?s print adverts in the same way as you analysed the competitive advertising in Part Two. Using this analysis as a starting point, discuss potential new advertising for the brand. Questions to consider might include such things as:
1. Given competitive positioning or changes in the market, should the brand be repositioned?
2. If so, against what benefit? If not, why not?
(conducting original research among a small sample of the potential target audience or thinking through yourself a BSM or the benefit selection procedure based upon the expectancy-value model could be useful here).
3. What should the benefit focus be?
Based upon this analysis, discuss the next generation of advertising and how it would be executed. This discussion should include such things as the appropriate creative tactics for the brand awareness and brand attitude strategy, how it will clearly reflect the brand?s general positioning, how it will maintain consistency with the look and feel of the current campaign, and what media you will use. Finally, address the issue of how you might include promotion in the new campaign.

The assignment is to develop an advertising strategy for a franchise of your choosing.

Please read ALL the instructions for this activity before accessing the links.

Step 1
Advertising your Business
Begin by viewing the Flash audio video Advertising your Business, by Visa. Explore the different advertising methods, budgets, and plans for a better insight to advertising a business.
http://www.va-interactive.com/visa/workshops/advertising/advertising.html

Step 2
Identifying Your Sales Strategy
Now, view the workshop for Identifying your Sales Strategy by Visa to learn how to identify and develop a sales strategy for a business.
http://www.va-interactive.com/visa/workshops/salesstrategy/salesstrategy.html

Step 3 Go to the Franchise.com website.
Select a franchise that interests you from the pull down options located on the left side of this websites homepage.
http://www.franchise.com/

Step 4 With your own franchise business in mind, develop an advertising plan using the six steps outlined under Your Plan in the flash video, Advertising your Business in Step 1.
Remember, you have to formalize your budget, and choose the type of media needed to reach your target audience, etc...
Step 5 The next step for this assignment is to choose a sales strategy for the franchise business you selected by developing the following:

Sales budget
Sales forecast
Sales presentation
Steps to making a typical sale




Requirements:

Type your essay in a 2-3 page document (excluding space used for graphs or exhibits).
Utilize the library tools found at the Hunt Library to conduct your research. This would include one recent article about your chosen Franchise. Also review some of the financial history and sales numbers and then discuss these findings in your essay. Using the research database link click on P to access ProQuest or B to access Business Insights. Do not Google your franchise to find this information. The purpose of this exercise is to conduct research.
You may contact the Hunt Library for more help:
Create a document using terminology from the chapters covering advertising and sales.
Each answer should be a paragraph in length, grammatically sound, and free of spelling errors.

Mochalicious Marketing Plan ??"
Defining Integrated Marketing Communications and Satisfaction Strategies

Introduction
Mochalicious coffee is specifically blended to deliver a rich aroma, deep flavor and make any get together, from the most formal to the most impromptu, pleasurable and fun. The value proposition of Mochalicious coffee is that it delivers a great experience with very cup. The advertising strategy for the coffee must quickly get beyond the features and attributes of the products and discuss how the benefits of excellent coffee compliment a persons experience while drinking it. Fatigue, lack of energy and the continual grind of daily life can drain even the most energetic of people. A Mochalicious coffee is an energetic break from the normal, providing a needed lift to get up and moving, and enjoys life with renewed vigor and vitality. The foundation of all successful branding is the ability to create expectations and continually exceed them over time, building a level of trust and transparency with customers (Cooper, 2013). Marketing must speak in terms of the customer benefit first, not in the feature set, if marketers want their messages to be accepted and acted on by customers (Genestre, Herbig, 1996). Mochalicious coffee must create and exceed the expectation of delivering an energizing, pleasant break from the status quo while also giving the customer an opportunity to catch their breathe and relax (Gurau, 2008). By concentrating on the unique approach to harvesting quality beans, roasting them at just the right temperature, and then packaging or sale will the Mochalicious coffee brand have the opportunity to earn and keep customer trust. Implicit in these factors is also the need to create a foundation of consistency and quality with all customers who purchase the coffee, from the first-time buyers to the most loyal customers over item.
Aligning Mochalicious Coffees Advertising Strategy
And Alignment To Marketing Objectives

The core of the Mochalicious coffee marketing strategy must be clearly and completely define and deliver above the expectations of customers if it is to succeed. Mochalicious needs to rely on representations of customers, or personas, to clearly delineate their needs and requirements. For many, coffee is a symbol of friendship and communication. The Mochalicious brand must continually strive to define these attributes as part of the emotional and intuitive aspects of its brand. The most successfully branding evokes emotion while motivating the customer to initially try the product then eventually make it part of their core or preferred set of purchases on a regular basis (VanAuken, 2013).
As Mochalicious coffee is being marketed primarily with a pull strategy, advertising and marketing that supports a multichannel strategy is critical. The most profitable marketing strategies in multichannel marketing rely on experiential values over just feature-based ones, with the role of customer experience and trust being more important than just discussing features alone(Mihart, 2012). Customer testimonials and other forms of direct feedback about a given product or service infuse any marketing campaign with credibility and authenticity (Hopen, 2003). For Mochalicious Coffee the challenge is to find customers who will be references for them, given how crowded and highly competitive the coffee market is today.
All of these aspects of the marketing strategy must also be well orchestrated across the entire Integrated Marketing Communications (IMC) platform, with targeted and highly specific communications platforms, direct and indirect channel strategies all orchestrated to a common branding and sales objective (Gurau, 2008). Implicit in the design of the IMC strategy must also be videos of customer testimonials to bring greater authenticity and trust into the overall strategy (Ladhari, 2009). Empirical studies indicate that making the customer the center of all Integrated Marketing Communications (IMC) strategies is critical for immediate resonance and credibility of the message (Owen, Humphrey, 2009).
Measuring Advertising Effectiveness
Mochalicious Coffee is going to be sold using a well-orchestrated IMC strategy that will also orchestrate between online and offline marketing channels, setting specific target goals and objectives for each. Both the online and offline channels will be structured to move prospects quickly from interest to action (Mihart, 2012). The Mochalicious Coffee brands presence on social media will be used for managing upper-funnel activity as all of these activities provide digital data on their effectiveness in real-time (Wolf, Wheelock, 2007). The level of effectiveness for the advertising programs will be defined by the level of awareness, interest and trail as measured through the marketing automation system being used, Eloqua from Oracle. Offline strategies will also be measured using printed items that have a call to action to get online and use the website for additional information. All IMC strategy components must contribute to the progression of the prospective customer from being initially interested in the coffee to trying it either from a store-bought can or in a restaurant or caf. All successful IMC strategies measure in aggregate the total impact of the online and offline marketing strategies, providing a 360 degree view of marketing effectiveness (Mihart, 2012).

Defining and Implementing Mochalicious Coffees Promotional Strategies
All promotional activities will be orientated towards also driving upper funnel traffic over time, specifically looking to drive awareness and interest so that sales cycles can initially get started. The promotional strategies will also concentrate on creating event-based marketing and in-store events where prospective customers can try Mochalicious Coffee for the first time. The inclusion of events into IMC strategies is highly effective when supported by customer testimonials and in-store demo events (Owen, Humphrey, 2009). Promotional strategies are an indispensable aspect of an overall branding strategy, creating the catalyst for prospects to learn more and trust a new brand quickly based on their own experiences (VanAuken, 2013).
Defining A Research Strategy Or Plan For Measuring Customer Satisfaction
There are a myriad of frameworks and methodologies for capturing customer satisfaction data and analyzing it. One of the most valuable from a services standpoint is the services quality level index or, SERVQUAL. What is most valuable about this specific index is that it accurately captures the difference between expectations and experiences, creating a useful metric showing relative value of a brand as well (Genestre, Herbig, 1996). Using SERVQUAL, the levels of coffee quality, both from an actual taste level and also from an experimental one, will be measured. This will ensure a high degree of clarity and accuracy in analyzing how effective the coffee production process is, and how well the IMC strategy successfully differentiates Mochalicious Coffee from its many competitors. The SERVQUAL index can provide valuable insights into IMC strategy execution and performance, in addition to defining how well the coffee is meeting expectations or not. Finally SERVQUAL differences are also very valuable in defining the overall structure of the product and messaging strategy over the long-term as well.
Evaluating Customer Expectations and Experiences:
Measuring & Taking Action On Performance Gaps

The SERVQUAL methodology is exceptionally effective in managing the distance between expectations and experiences. Further, the index can also provide a useful framework for evaluating the performance of brands and their associated products over time, giving a clear definition of how products and their value delivered in the market vary over time (Genestre, Herbig, 1996). SERVQUAL was also designed with a series of 32 different variables that span the customer service and support spectrum of marketing, including public relatons, selling and most importantly top long-term customer loyalty, service. Marketers getting the most from SERVQUAL are building a knowledgebase that can be used for managing the distance between expectation and experience quickly and with minimal impact to ancillary IMC strategies and initiatives (Genestre, Herbig, 1996).


From this,

add the marketing strategies.

Write an executive summary of your marketing plan.
Provide the companys mission statement and company introduction.
Provide the companys branding, pricing, and distribution plan.
Provide the IMC and customer satisfaction plan.
Provide the following information about the marketing strategies:
a. Discuss the companys competitors, and its strengths and weaknesses.
b. Determine the differentiation strategy in relation to the closest competitor.
c. Explain whether the companys intention is to be a leader or follower within the industry.
d. Assess the macro-environmental issues (legal, technological, social, and economic) trends with which the company must operate.
e. Identify the most significant trend to impact the business and discuss how the company intends to minimize or capitalize on this trend.
6. Support your marketing plan with at least ten (10) reference sources that discuss the nature of the assignment.

Your assignment must follow these formatting requirements:
Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.
Include a cover page containing the title of the assignment, the students name, the professors name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.

Integrated Marketing Communication (IMC) and Customer Satisfaction Strategy

I want Wizzy to write my marketing plan for Coca-Cola. Please write questions in the assignment and place the answers underneath. Please Please provide a full explanation of the answer with at least 3 examples. Please cite sources throughout the assignment. Please Please make sure that every answer is at least 1 page long.

1. Discuss the company?s advertising strategy and how it aligns with its marketing goals.

2. Discuss how the effectiveness of the advertising will be measured.

3. Discuss the promotional strategies that may be used in addition to advertising.

4. Develop an approach to measuring customer satisfaction with your company?s product/service.

5. Discuss how gaps in customer expectations and experiences will be addressed.

Assignment 3: Promotional and Advertising Strategies
Due Week 9 and worth 240 points

Select one (1) of the following categories of products to research: sports apparel, automobiles, home furnishings, or televisions. Use the Internet to research at least two (2) companies within the selected product category. Take note of the leading companies in this product group, as well as the types of marketing, pricing, and consumer-oriented promotional strategies that these leading companies within the product group use.

Write a six to eight (6-8) page paper in which you:
1. Compare and contrast the promotional strategies used by two (2) different companies for a similar product within the category that you selected.
2. Recommend two (2) ways in which a company within the selected product group could use marketing information to differentiate itself in the marketplace to gain an advantage over its competitors. Provide a rationale to support your recommendations.
3. Propose two (2) uses for consumer-oriented promotions that could assist a company in both the short and long term for the product group that you selected. Provide a rationale for your response.
4. Analyze the strategic manner in which the leading company in this product group has made its pricing decisions by using one or more of the four (4) pricing objectives. Suggest two (2) actions that other companies within the same product group may take in order to differentiate themselves and gain a competitive advantage. Provide a rationale for your response.
5. Determine the most effective advertising medium for a company in the selected product category. Support your response with two (2) examples of the effectiveness of the chosen medium.
6. Use at least five (5) quality academic resources in this assignment. Note: Wikipedia does not qualify as an academic resource, and does not include your text.
7. Do not Google, but you should and/or must use articles that are peer reviewed from scholarly journals, principally found in the EbscoHost database.

Your assignment must follow these formatting requirements:
? Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; content, citations and references must follow APA formatting requirements. Check with your professor for any additional instructions.
? Include a cover page containing the title of the assignment, the student?s name, the professor?s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.

The specific course learning outcomes associated with this assignment are:
? Apply the core marketing concepts and marketing orientation to develop viable marketing strategies that fit a variety of market environments, domestic and international.
? Analyze information technology applications and the application of decision support systems to gain a competitive advantage and more effectively control operations.
? Use technology and information resources to research issues in contemporary business.
? Write clearly and concisely about contemporary business using proper writing mechanics.





Grading for this assignment will be based on answer quality, logic / organization of the paper, and language and writing skills, using the following rubric.
Points: 240 Assignment 3: Promotional and Advertising Strategies
Criteria Unacceptable
Below 70% F Fair
70-79% C Proficient
80-89% B Exemplary
90-100% A
1. Compare and contrast the promotional strategies used by two (2) different companies for a similar product within the category that you selected.
Weight: 10% Did not submit or incompletely compared and contrasted the promotional strategies used by two (2) different companies for a similar product within the category that you selected. Partially compared and contrasted the promotional strategies used by two (2) different companies for a similar product within the category that you selected. Satisfactorily compared and contrasted the promotional strategies used by two (2) different companies for a similar product within the category that you selected. Thoroughly compared and contrasted the promotional strategies used by two (2) different companies for a similar product within the category that you selected.
2. Recommend two (2) ways in which a company within the selected product group could use marketing information to differentiate itself in the marketplace to gain an advantage over its competitors. Provide a rationale to support your recommendations.
Weight: 15% Did not submit or incompletely recommended two (2) ways in which a company within the selected product group could use marketing information to differentiate itself in the marketplace to gain an advantage over its competitors. Did not submit or incompletely provided a rationale to support your recommendations. Partially recommended two (2) ways in which a company within the selected product group could use marketing information to differentiate itself in the marketplace to gain an advantage over its competitors. Partially provided a rationale to support your recommendations. Satisfactorily recommended two (2) ways in which a company within the selected product group could use marketing information to differentiate itself in the marketplace to gain an advantage over its competitors. Satisfactorily provided a rationale to support your recommendations. Thoroughly recommended two (2) ways in which a company within the selected product group could use marketing information to differentiate itself in the marketplace to gain an advantage over its competitors. Thoroughly provided a rationale to support your recommendations.
3. Propose two (2) uses for consumer-oriented promotions that could assist a company in both the short and long term for the product group that you selected. Provide a rationale for your response.
Weight: 15% Did not submit or incompletely proposed two (2) uses for consumer-oriented promotions that could assist a company in both the short and long term for the product group that you selected. Did not submit or incompletely provided a rationale for your response. Partially proposed two (2) uses for consumer-oriented promotions that could assist a company in both the short and long term for the product group that you selected. Partially provided a rationale for your response. Satisfactorily proposed two (2) uses for consumer-oriented promotions that could assist a company in both the short and long term for the product group that you selected. Satisfactorily provided a rationale for your response. Thoroughly proposed two (2) uses for consumer-oriented promotions that could assist a company in both the short and long term for the product group that you selected. Thoroughly provided a rationale for your response.
4. Analyze the strategic manner in which the leading company in this product group has made its pricing decisions by using one or more of the four (4) pricing objectives. Suggest two (2) actions that other companies within the same product group may take in order to differentiate themselves and gain a competitive advantage. Provide a rationale for your response.
Weight: 20% Did not submit or incompletely analyzed the strategic manner in which the leading company in this product group has made its pricing decisions by using one or more of the four (4) pricing objectives. Did not submit or incompletely suggested two (2) actions that other companies within the same product group may take in order to differentiate themselves and gain a competitive advantage. Did not submit or incompletely provided a rationale for your response. Partially analyzed the strategic manner in which the leading company in this product group has made its pricing decisions by using one or more of the four (4) pricing objectives. Partially suggested two (2) actions that other companies within the same product group may take in order to differentiate themselves and gain a competitive advantage. Partially provided a rationale for your response. Satisfactorily analyzed the strategic manner in which the leading company in this product group has made its pricing decisions by using one or more of the four (4) pricing objectives. Satisfactorily suggested two (2) actions that other companies within the same product group may take in order to differentiate themselves and gain a competitive advantage. Satisfactorily provided a rationale for your response. Thoroughly analyzed the strategic manner in which the leading company in this product group has made its pricing decisions by using one or more of the four (4) pricing objectives. Thoroughly suggested two (2) actions that other companies within the same product group may take in order to differentiate themselves and gain a competitive advantage. Thoroughly provided a rationale for your response.
5. Determine the most effective advertising medium for a company in the selected product category. Support your response with two (2) examples of the effectiveness of the chosen medium.
Weight: 15% Did not submit or incompletely determined the most effective advertising medium for a company in the selected product category. Did not submit or incompletely supported your response with two (2) examples of the effectiveness of the chosen medium. Partially determined the most effective advertising medium for a company in the selected product category. Partially supported your response with two (2) examples of the effectiveness of the chosen medium. Satisfactorily determined the most effective advertising medium for a company in the selected product category. Satisfactorily supported your response with two (2) examples of the effectiveness of the chosen medium. Thoroughly determined the most effective advertising medium for a company in the selected product category. Thoroughly supported your response with two (2) examples of the effectiveness of the chosen medium.
6. 5 references
Weight: 5% No references provided Does not meet the required number of references; some or all references poor quality choices. Meets number of required references; all references high quality choices. Exceeds number of required references; all references high quality choices.
7. Writing Mechanics, Grammar, and Formatting
Weight: 5% Serious and persistent errors in grammar, spelling, punctuation, or formatting. Partially free of errors in grammar, spelling, punctuation, or formatting. Mostly free of errors in grammar, spelling, punctuation, or formatting. Error free or almost error free grammar, spelling, punctuation, or formatting.
8. Appropriate use of APA in-text citations and reference section
Weight: 5% Lack of in-text citations and / or lack of reference section. In-text citations and references are provided, but they are only partially formatted correctly in APA style. Most in-text citations and references are provided, and they are generally formatted correctly in APA style. In-text citations and references are error free or almost error free and consistently formatted correctly in APA style.
9. Information Literacy/Integration of Sources
Weight: 5% Serious errors in the integration of sources, such as intentional or accidental plagiarism, or failure to use in-text citations. Sources are partially integrated using effective techniques of quoting, paraphrasing, and summarizing.
Sources are mostly integrated using effective techniques of quoting, paraphrasing, and summarizing. Sources are consistently integrated using effective techniques of quoting, paraphrasing, and summarizing.
10. Clarity and Coherence of Writing
Weight: 5% Information is confusing to the reader and fails to include reasons and evidence that logically support ideas. Information is partially clear with minimal reasons and evidence that logically support ideas. Information is mostly clear and generally supported with reasons and evidence that logically support ideas.
Information is provided in a clear, coherent, and consistent manner with reasons and evidence that logically support ideas.

This 6000 words report is about advertising for Mars Bar Chocolate in the UK, assuming that we are advertising agency and we had been given a brief from Mars Bar Corporation that they want to launch a new Mars Bar product in next 6 months. Due to the cancellation advertising for kids under 12, this new product would be healthier by containing more vitamin and energy for people from above 25. The new objective is aiming to the previous age range and for elder people above 50 years old. Therefore, this report should be reviewed through the previous MARS BAR products, advertising, and marketing strategies then developed a new advertising strategy for new product, what kind of creative and media solutions for this campaign.
The name of the new product Mars Bar Unlimited
The new slogan would be Energy of Life

The outline structure is represented as below;
I)Introduction: Briefing
II)Situation Analysis (environmental audit Macro (PESTLE) and Micro (SWOT) Analysis)
III)Review of Advertising (brand and competitors)
IV)Review of Consumer (Segmentation Targeting Positioning)
V)Advertising Strategy (Review on last strategy on previous product, and develop a new strategy of advertising of the new product)
VI)Creative Solution (What kind of creative solution would use for this campaign (billboard, poster, cardetc), and when should we launch it, how often and budget approximately we would use for this campaignetc)
VII)Media Solution (Strategy and Plan Television, Cinema, Videoetc)
VIII)Other Ideas (Behind any kind of solution above, what are other kinds of solution should be achieved for this campaign)
IX)Conclusion

This is what my assignment is:
Marketing Plan

Marketing Plan

The marketing plan assignment is a 6-10 page paper on a product or service of your selection. It may be anything you wish but it usually works best to select a product/service you are familiar with.

The paper should be an MS Word file, Single-space, 12 Arial Font. Below is the outline for it.

Marketing Plan Outline

Title Page (not counted in 6-8 require pages)

Executive Summary (not counted in 6-8 require pages)(2-3 paragraph summary of you plan)

Table of Contents (not counted in 6-8 require pages)

(The pages that are counted in the 6-8 page requirement start below)(Note ? some sub-sections may only be a couple of paragraphs..)

Marketing Plan for (fill in your product/service?s brand name).

Target Market

Market Need (the need you will satisfy with your product/service)

Market Description (Demographics and Size)

Competitors (what competitors you may have)

The Marketing Mix

Product/Service Description

Price Strategy

Distribution Strategy

Promotion Strategy

Advertising Strategy

Public Relations Strategy

Sales Promotion Strategy

Personal Selling Strategy

Direct Marketing (Website) Strategy

Market Objectives (how many units you plan to sell, or how many customers you plan to serve).

Implementation Schedule (just your timeline for implementing the plan)

References (not counted in 6-8 require pages) Articles, books, class materials, etc. that support you plan and document the size of your market.

Appendices (not counted in 6-8 require pages) Any pictures, reports, etc. needed to support your plan. You may not have any.

***************This can not be late......I have to have time to do my paper.... and make my deadline....thanks***************

Assess the Role of Advertising:
Advertising can be an important component of the marketing mix for every company. Advertising is the means by which companies present their image to the market, create a brand for their products and services and ultimately engage consumers and encourage purchase. In-depth marketing research on targeted consumer markets and their behaviors can help companies to understand how consumers react to advertising messages and methods and help companies refine their advertising strategy. Research the role of advertising and consumer behavior in an integrated marketing communications (IMC) program in your text and other assigned course readings. Prepare a scholarly paper describing the role of the advertising in an IMC program.

The paper must include:
1. Discussion of the role of advertising in an Integrated Marketing Communications program.
2. Evaluate the effectiveness of advertising agency creativity on an IMC program
3. Analyze the value of advertising as part of an IMC program

APA format with 4 references, peer reviewed articles or journals not more than 5 years old.
Customer is requesting that (Christiew) completes this order.

Writer?s Assignment #4 - Integrated Marketing Communication (IMC) and Customer Satisfaction Strategy


This activity is part of your marketing plan. Prepare a 4-5 page report, addressing the following:

Discuss the company?s advertising strategy and how it aligns with its marketing goals.
Discuss how the effectiveness of the advertising will be measured.
Discuss the promotional strategies that may be used in addition to advertising.
Develop an approach to measuring customer satisfaction with your company?s product/service.
Discuss how gaps in customer expectations and experiences will be addressed.
Use at 2 references to support the discussion on the integrative marketing and customer satisfaction strategy.

Product name: Breathalyzer
Retail Price: 4.99
Wholesale Price: 2.50
Product Price: 1.55
You may not agree to the price, and therefore, you can change the price.
Not reusable and the alcohol level is .08
Watch contralco-youtube video for better understanding of the product.
Marketing Plan Outline:
1. Overview and Goals of Marketing Strategy
A. Product mix
B. Goals of Marketing Strategy
1. Creating a strong brand
2. Building a strong customer base
3. Increasing product/service sales
2. Market Analysis
A. Target Market(s)
1. Demographics
2. Psychographics
3. Niche market specifics
B. Competition
1. Description of major competitors
2. Assessment of their strengths/weaknesses (SWOT)
C. Market Trends (Industry trends/target market trends)
D. Market Research
3. Marketing Strategy
A. General Description
B. Method of Sales and Distribution (stores, catalogs, web sites, etc.)
C. Packaging
D. Pricing
E. Branding
F. Advertising Strategies
G. Promotion
4. Customer Service
Who? Ron Liffman, Frank Mengrone
What? Business name: Arrive Alive


Customer is requesting that (johnfitz44 ) completes this order.

Write a five page paper answering these questions after viewing the paper I am sending. This is an ongoing project please.

1.Develop the company's branding, pricing, and distribution strategy.
2.Provide the following marketing strategy information:
a.Classify the company's major competitors as inter- or intra-competitors. Categorize the competitors' major strengths and weaknesses.
b.Develop the differentiation strategy in relation to the closest competitor.
c.Establish whether the company's intention is to be a leader or follower within the industry.
d.Assess the level of impact that the salient macro-environmental issues (e.g., legal, technological, social, and economic, etc.) and trends with which the company must contend could potentially have on the company's marketing strategy.
e.Discuss the marketing research tools that you used in your marketing strategy.
3.Construct an implementation strategy for your hypothetical company in which you specify the essential activities and responsibilities. Include a timetable for completion of each component of your strategy.
4.Develop a five (5) year expansion plan that includes future profitability and market share growth. Include necessary graphs to explain your plan.
5.Specify two (2) social media and / or media tools that you would use as you develop your plan. Justify each of your chosen tools.
6.Choose two (2) performance standards, two (2) monitory methods, and two (2) financial controls that you would implement that differ from the standards that you had provided in Assignment 1. Justify your choices.
7.Assess the potential for your company's overall performance in relation to the marketing plan objectives.
8.Suggest the integrated marketing communications that are most relevant for your marketing plan. Relate each marketing communication to your company's advertising strategy.
9.Use at least five (5) academic resources that address sustainability and monitoring of effective marketing plans and determine the applicability for your hypothetical company. These resources should be industry specific and relate to your chosen product / service. Note: Wikipedia and other Websites do not qualify as academic resources.
Your assignment must follow these formatting requirements:

The specific course learning outcomes associated with this assignment are:

?Develop strategies to assess performance and achieve marketing goals.
?Develop pricing strategies and distribution channels for products.
?Analyze integrated marketing communications and its relationship to advertising strategy.
?Design customer satisfaction evaluation processes and quality assurance measurements.
?Evaluate marketing research tools involved in the marketing process.
?Use technology and information resources to research issues in marketing management.

Digital Advertising Project Paper for Staples
Brand:Staples

The project should contain the following elements:
1.Define your business and marketing objectives
2.Do SWOT analysis and discuss competitors
3.Create an Advertising strategy and objectives for Staples
4.Define the goals of your campaign
5.Develop and explain your creative concept
6.Use digital media to promote your product/service
7.Incorporate 6 of the key sectors of new media to promote your brand, with a section explaining the reasoning behind using each key sector as well as the specifics of how it will be used. (Key Sectors of Digital Media-->Display, Search, Video, Mobile, Tablets, Social, E-Commerce, Email, Gaming.)-->YOU WILL FIND THE RELEVANT SLIDE WITHIN the powerpoint notes 1-4 on slide 9.
**ONLY USE 6 of them!!!

8.Outline the timeline for your campaign.(campaign should take a full year into account with flighting outline in plan)
9.What budget will you assign to your campaign? Explain budget rationale, including research for the cost of a typical campaign within your category. (Please take into account a reasonable budget based on Staples current finances)
10.Discuss how you will measure success of your campaign- what tools will you use?

***PLEASE MAKE SURE TO INCLUDE ALL 10 key points in the digital campaign.

****THE IDEA BEHIND THIS ENTIRE PAPER IS THAT YOU ARE CREATING A NEW DIGITAL ADVERTISING CAMPAIGN FOR STAPLES, SO PLEASE BE CREATIVE!!!

**THE UPLOADED POWER POINTS AND WORD DOCUMENT CONSIST OF RELEVANT INFORMATION WHICH SHOULD HELP YOU CREATE THIS DIGITAL ADVERTISING CAMPAIGN FOR STAPLES!!!(PLEASE REFER TO THEM)

***PLEASE CITE ONLY CREDIBLE SOURCES(ex: scholarly articles or similar from business databases)

****PLEASE MAKE SURE THAT IT IS NO LESS THEN 8 PAGES.

*PLEASE MAKE SURE THAT IT IS IN ESSAY FORMAT!

The marketing objective of introducing The Assemblage a startup based restaurant is going to be twofold. It is important to build brand awareness for the Assemblage, as the brand is being launched into the US market beginning in New York. The second marketing objective is going to be to create an association with the Assemblage brand of fun times. The ultimate vision is to see the consumer immediately think of the Assemblage when they decide that they are looking for a fun time with friends.
The Assemblage is going to operate in the casual dining segment. There are a number of key reasons for this. The first reason is that this segment is one of the largest in the American restaurant industry. The industry is worth an estimated $75 billion annually. The industry has strong penetration of two key target markets ??" under 35s and higher income earners. We believe that these two markets are among the largest spenders at restaurants and we wish to court these audiences. The economic slowdown has reduced capacity in the industry and we feel that this reduction is temporary so we want to move in to fill this gap. This is possible because the industry is highly diffused with literally hundreds of concepts competing for business. While there is a high degree of brand loyalty, we believe that consumers in this segment are also more willing to explore new options than are consumers in, for example, the fast food segment.
The economy is already showing signs of life, with GDP figures improving in each of the past three quarters. We believe that as economic recovery takes hold, the industry will recover rapidly. During the downturn casual dining segment lost 1.6% of revenues, or $1.2 billion. Thus, we see at least $1.2 billion in growth over the next year or two, which means significant opportunity for an innovative concept.

Using the above information. Prepare a 5 page report, addressing the following:


1. Discuss the companys advertising strategy and how it aligns with its marketing goals.

2. Discuss how the effectiveness of the advertising will be measured.

3. Discuss the promotional strategies that may be used in addition to advertising.

4. Develop an approach to measuring customer satisfaction with The Assemblages product/service.

5. Discuss how gaps in customer expectations and experiences will be addressed.

My research is about the local adaptation of advertisements in the Muslim world. More specifically I have to write about the local adaptation of COCA-COLA company advertisement campaigns in MOROCCO during the month of ramadan, its effects on the company's sales revenues and also the attitudes of the Moroccan customer toward the brand and toward these ads. The research should show the losses made by Coca-Cola Company in its sales revenues during the month of ramadan in the Muslim world (if possible in Morocco), the different locally adapted advertisement campaigns launched by Coca-Cola Company in Morocco for the month of ramadan, and how these campaigns affected the sales revenues of the corporation in the Muslim market (more specifically in Morocco).
The outline of the research should be as follow:
- A very brief introduction (no more than 300 words)
- A litterature review ( see below)
- theoretical framework ( which marketing theories would be used to answer the research )
-A methodology (chapter about the data gathering and analysis including primary and secondary such as the questionnaire i will send you by email)
The research should include a litterature review where you can find the different marketing theories used in order to accomplish this research. Theories related to advertising strategies, culture, standardization Vs. Adaptation debate on ad strategies, consumer buying behaviour...



Please feel free to contact me for further information.


There are faxes for this order.

This is the fourth of a 5-part marketing plan.

Prepare a 4 page report, addressing the following:
Part 1: Advertising Strategy & Marketing Goals
o Indicate the goal of the advertising campaign (e.g., attention, interest, desire, action).
o What specific elements of your advertisements will address this goal(s)? Yes, this means specific ad copy and descriptions of the other ad elements. No, you do not have to actually create a print ad or record a radio commercial. You must link the elements you include to the goals you have set.
o What media will carry your advertising messages? Why?
o Dont make up the facts about the media outlets you select. Find the real viewer/reader data and see if it matches your expectations and your target market.
Part 2: Measuring Effectiveness
o Tide may be able to do a massive pre- and post-exposure tracking study, but a smaller operation will have to select measures appropriate to its budget.
Part 3: Additional Promotional Activities
o This is the place to discuss direct mail programs, referral incentives, event sponsorships, etc.
o Each promotional activity should have a specific goal/objective and ideally a way to assess how well that goal was met.
Part 4: Assessing Customer Satisfaction
o How will you determine if customers are satisfied with your product/service?
o Well-crafted sample questions would be exemplary, but a complete survey is beyond the scope of this course.
o This leads directly to Part 5.
Part 5: Addressing Gaps between Expectations and Experience
o If there is a negative discrepancy between the customers expectations and his/her experience, how will your company address it?
o What will you do to maintain a good relationship with customers who are satisfied?


This was the first part of this 5-part marketing plan.

Just recently Brocade Communications Systems, Inc. announced its new MLX series of advanced routers delivering extraordinary scale, performance, reliability and cost-saving efficiency for the world most demanding networks. The MLX series of routers provide industry-leading 100 Gigabit Ethernet (GbE), 10 GbE, and 1 GbE wire-speed density; rich IPv4, IPv6, Multi-VRF, MPLS, and Carrier Ethernet capabilities without compromising performance; and advanced Layer 2 switching.
With increased network traffic, internet service providers, transit networks, content delivery networks, hosting providers, and internet exchange points rely on these routers to move this traffic and reduce the cost per bit. By utilizing the MLX router, mission-critical data centers can simplify large campus networks, support additional traffic, and achieve greater virtualization.
With the extraordinary technological advancements, and advent of the internet over the past four decades, it is no wonder the equipment utilized to make it possible can keep up. As table 1, shows just in the past ten years alone, internet usage has grown worldwide by 444.8%. That equivalent to almost 2 billion people around the world utilizing the internet for various reasons.

So one may ask; just how does the internet work? The simple answer is switches and routers. These complex machines are strategically placed around the world by virtually every company to run their networks and provide access to the internet in one form or another. Since this market research is centered on the B2B world I will focus on large scale networks which include the backbone of the internet, and most large or small business internal networks.
Brocade Communications Systems, Inc. develops, manufactures, sells, and supports these switches and routers. Brocade focuses its marketing budget on selling its products to small and large scale businesses that provide internet access, transit networks, content delivery networks, hosting providers, and internet exchange points. These businesses are what make the World Wide Web so prolific in our lives today. Even though this is a large diverse group of businesses I consider Brocade marketing segmentation to be that of a niche market.
The niche marketing segment best fits Brocade because they strategically focus on a smaller market that have specific needs that they can serve well. Brocade has a global presence that allows its sales force to penetrate into countries from the U.S. to emerging markets in third world countries. Brocade markets to a broad range of demographics including company size, account size, and all types of firms. Their customer base is very diverse and includes content providers, educational institutions, the federal and local governments, and financial outlets to include the New York Stock Exchange. Regardless of the customers size, location, or scalability Brocade has a networking solution.
As you can see from this SWOT analysis Brocade possesses both a strong internal and external business unit. Brocade main competitors are Cisco Systems and Juniper Networks respectively. Cisco has more than 65,000 employees and annual revenue of $40.0 billion as of 2010. Juniper Network employs more than 7,000 employees with annual revenues of $3.8 billion. Comparatively Brocade employs over 4,000 employees with annual revenues of $2.07 billion.
Brocade new MLX series routers offer massive scalable multi-terabit IP/MLPS capabilities and breakthrough 100 GbE wire-speed scalability and cost, this router is an industry leader in MPLS and IPv6 performance. The MLXe has advanced routing, carrier Ethernet options, and carrier-class reliability. This, with the expected growth in infrastructure upgrades positions Brocade MLX routers to offer customers a tremendous value for their money.


References
http://www.brocade.com/products-solutions. Retrieved October 21, 2010.
http://www.internetworldstats.com/stats.htm. Retrieved October 22, 2010.
http://moneycentral.msn.com/detail/stock_quote?Symbol=brcd. Retrieved October 22, 2010.
http://moneycentral.msn.com/detail/stock_quote?Symbol=jnpr. Retrieved October 22, 2010.
http://moneycentral.msn.com/detail/stock_quote?Symbol=brcd. Retrieved October 22, 2010

This is the second part of the marketing plan.

The product that is being marketed is the new MLX series of routers from Brocade. The MLX series is a niche product within the router industry, characterized by a high level of performance relative to the mass market routers produced by the firms major competitors Cisco and Juniper. The MLX series of routers has a broad set of features that deliver industry-leading performance in terms of speed, volume capability, high performance, and cost efficiency (Brocade.com, 2010). The routers exceed the performance of competing products. Thus, the primary characteristic of the MLX series of routers is its technological superiority.
The branding strategy for the MLX series is focused on building the MLX name among consumers of high-end routers. Secondary to this will be building the Brocade name. Because there are a number of routers within the MLX series, and these routers will be phased in and out of production according to market demands and technological developments, individual products will not be subject to any branding effort. The branding effort will only focus on the line and the company.
The MLX line branding will be built around the concept of a multi-year strategy. Brand recognition for a name such as MLX can be relatively low because the name does not stand out, so the focus will be on linking specific product attributes to that brand. Concepts such as technological superiority and improved performance for the buyer's company will be specifically linked to the MLX brand. The branding strategy wishes to convey the MLX as a tool by which the buyer can improve his or her own business. The MLX brand should be associated therefore with customer success a typical message associated with the MLX brand would be that companies with rapidly growing traffic and business need an MLX. This can create an inspirational element to the brand by positioning it as the brand utilized by the successful and rapidly growing.
Brocade generally competes as a high-endproducer of computer and network components. The MLX line fits into the broader Brocade product line as a new flagship for the company. Brocades name will be tied to the success off the MLX, which the company expects to be a high volume product for the company and one that is strongly tied to the value of the Brocade brand as a whole. In addition, the MLX routers will be used to bring new customers to Brocade, at which point the company can also market more esoteric and specialized products.
Thus, the MLX line is expected to be a central element of the company's overall brand strategy for the next few years. Brocade hopes to build its business around the MLX line of routers, and use those routers to attract new clients. As a new flagship product, the MLX will be supported with strong spending and will become the focus of a broader campaign for the company to expand into multiple different markets.
The MLX line features products for a broad range of target markets. Individual products will have niche markets, such as small businesses, medium businesses, institutions or even home users, but the line as a whole will encompass a broad range of these target markets. This gives the MLX brand a broad exposure to a wide number of computer and Internet users. While not a loss leader, the MLX routers are expected to function in a similar manner, bringing new customers to the company by offering a superior, innovative product. The strategy is not unlike that applied by Apple with the iPod, which brought millions of new customers to the company.
The organization's broader strategy is to utilize the MLX routers to bring in these new customers. When the customers are impressed with the superior performance of the MLX, they will look to Brocade for other solutions as well. In this manner, the company will leverage its new customers to build all of its lines of business, not just its router business. MLX will serve the gateway function, therefore. Margins on the other products will likely be higher than those taken on the MLX, especially after marketing costs are considered, so the primary role of the MLX line is to increase total customer volume.
The fact that the MLX is being marketed as a line supports this overall strategy. The broad range of target markets serves two essential functions. The first is to provide the line with broad appeal, driving high sales for the MLX product itself. The second is to bring in as many diverse customers as possible. The result of this will be that Brocade can market a wide range of products to these disparate customers. This not only increases the company's business in general for its existing products, but it will also allow Brocade to have the customer base to broaden its research and development activities. The company has quadrupled sales in the past five years, and the MLX strategy is part of an overall strategy to match this rapid rate of growth over the next five years. Increasing the customer base and allowing for an increase in research and development capability is part of this strategy.
The other way in which the MLX branding strategy and target market strategy will help support Brocade's overall corporate strategy is that it will enhance the status of Brocade as a high-end maker of computer and networking equipment. At this point, the Brocade brand is not as well known as that of its major competitors, largely because of the company's historic niche status. The company believes that in the long run, most consumers will demand high performance from their Internet devices, which will expand what is currently a niche market into the mainstream. Brocade hopes to ride this trend into rapidly growing sales and improved returns on investment.
Overall, the branding strategy for the MLX line of routers is highly-integrated with Brocade's overall strategy of rapid growth and brand image enhancement. The company wishes to cultivate an image as a facilitator of communication and of business and create an element of aspiration surrounding the brand. This, it is believed, will help drive business, particularly among consumers less savvy about technical details but desiring the best performance, which the company sees as the future of the market as the high end moves into the mainstream. The MLX is going to be at the core of the company's marketing strategy as a means by which to increase Brocade's total brand exposure and to bring new customers to the company. The use of this extensive brand exposure to a broad range of specific target markets is hoped to create a widespread improvement in brand awareness and specific associations of MLX and Brocade as being high-performance and desirable.

References
Brocade.com website, various pages. (2010. Retrieved October 31, 2010 from http://www.brocade.com

This is the third part of the marketing plan.

Penetration pricing is when a business is pricing new products or services lower than competitors. The idea is that by having the product sell at a lower price, you can be able to build brand recognition and establish a market for it. In general, this kind of strategy is used for products that have been introduced that are of good quality. Yet, they may have trouble standing out against competitors. Skimming is when you are introducing a new product or service at a higher price and then will lower the cost later. In most cases, this kind of strategy is used when introducing products that are considered to be must have or in demand items. (Penetration Pricing, 2010) The best strategy that would work for Brocades introduction of the MLX router, is to use a penetration pricing strategy. The reason: the product is not in high demand, there are lots of competitors and it is of superior quality. Given these different factors, penetration would be the most appropriate strategy. As it will help to introduce the MLX router to the market and build a reputation for superior quality. Over the course of time, this will allow the company to gradually build brand recognition based upon these elements.
The best pricing tactics that Brocade should use is competing against private brands. This is where, the MLX router will be introduced at a lower price. At which point, it will be able to offer customers better quality and value in comparison with name brand products. This is important, because given the fact that the company is introducing a product where there are numerous competitors and costs are a major factor, means that this kind of strategy must be utilized. As it will help Brocade, be able to build a new market based upon superior quality and lower prices in comparison with its competitors. (OBrien, 2010)
The biggest legal / ethical issue that the company could be wrestling with would include: maintaining a balance between the selling pricing and supporting the companys profit margin. When you look at these two elements, it is clear that this is very challenging for Brocade. As they want to be able to maintain some kind of balance, in offering the customer good value and quality. Yet, there is a limit, due to the fact that there are costs and the profit margins must be maintained at all times. This is problematic, because if you do not maintain a balance when marketing the MLX router, Brocade could focus in one direction or the other, which would likely have a negative impact upon the product. Given the fact that this is new product, means that this issue must be taken into account when introducing any kind of pricing strategy. (Marketing ??" Pricing, 2010)
As far as the distribution channel is concerned, there is an interconnected relationship between: the wholesaler, distributor and reselllers. What is happening is all three parts of the channel are dependent upon the product being successful. The reason being is because the whole seller (Brocade) wants to be able to have the MLX redefine the router market. As a result, they will have to work with internally and with resellers to understand the advantages of this product. At the same time, they have to make sure that it is priced low enough to ensure that the cusomers are receiving good quality. To achieve the objective, Brocade will offer suggested retail prices and marketing strategies to increase the success of the MLX. This will take place with both internally as wellas with resellers, as they have a vested interested in helping the product to be as successful. When you put these different elements together, this means Brocade will have to take the lead in helping to define and establish the market. As their actions will have ripple effects upon the entire distribution channel, having an impact upon the success of the product.
The distribution strategy that is being utilized will help to identify a target market for the MLX and allow the company to achieve its different marketing objectives. What is happening is the competition for routers is so intense; that many companies are claiming they have the best products. At the same time, the primary customers for this kind merchandise are businesses. Where, they will more than likely purchase routers in bulk and at a time when they need to be replace outdated and older models. When you put these different elements together, customers will more than likely comparison shop and will evaluate the underlying strengths as well as weakness of each product. For Brocade, this means a strategy must be utilized that will address these underlying issues. While at the same time; being able to create a positive impression in the minds of customers.
As a result, the distribution strategy that we are utilizing: will introduce the product at a lower price in comparison to competitors as it is creating a substitute. These elements are important, because they will help to provide an alternative for customers to choose from. However, in order for any kind of distribution strategy to be successful, the product must stand out against competitors. The obvious reason being price is often associated with quality. Given the fact that the MLX is going to be introduced at a lower price, means that this could be viewed as a generic router (hence it is of inferior quality). To mitigate these kinds of effects requires, emphasizing the overall quality of the product and how it is superior to competitors. When you put these two factors together, this will help the customer to see the MLX as the next generation of routers, selling at a superior value. Once this takes place, it will create a new market for the MLX and will address the issues that are of concern to the customer.
At the same time, the approach of having the company work with the entire distribution channel will help to ensure that everyone understand the strengths of the MLX and how to effectively market it. This is significant, because improving collaboration will help to increase support and positive reviews of the product, a result of the entire distribution channel working together to make the MLX a success. Over the course of time, this will help to increase the favorable opinions of the product and its awareness.
When you look at these different elements, it is clear it will help Brocade to support the MLX as it is providing an effective way for customers to see the value and quality that is offered in comparison with competitors. This helps to establish an alternative product that is giving them superior value, in comparison to similar merchandise. Then, when you ensure that everyone in the distribution channel is working together brand awareness is increased even more and the various benefits of the product and what it has to offer, can be promoted (directly as well as indirectly). As a result, this strategy fits the product that is being promoted, with it being able to address the underlying concerns of the customer. Once this takes place, it is only a matter of time until the superior value and outstanding quality will be the key attributes of the MLX. At which point, the product will have a targeted group of customers and Brocade will increase overall company and brand awareness.


References
Marketing ??" Pricing. (2010). The Manager. Retrieved from: http://www.themanager.org/Knowledgebase/marketing/Pricing.htm

Penetration Pricing. (2010). Reference for Business. Retrieved from: http://www.referenceforbusiness.com/small/Op-Qu/Penetration-Pricing.html

OBrien, B. (2010). Competing Against National Brands. Clean Link. Retrieved from: http://www.cleanlink.com/sm/article/Competing-Against-National-Brands--10786

My boss has asked me to analyze my firm's (Nike shoes)marketing tactics and strategy vis-a-vis one of my major competitor (Adidas shoes).

Step 1 is to write a 2 page memo to my manager in which I completed (You can check Completed Order(ID: 25274) about the memo)
Major points that have to be taken in to concederation in the report;
Marketing Strategy (including its use of internet)
Marketing segmentation
Positioning
Consumer bahvior
Advertising strategy
Competitors
Partnership
(the list above is not in order of importance)


Step 2 is another 2 page memo with the report that contains my analysis and recommendations.

I need another 2 page memo

Lenght of combined memo and report is 10-double-spaced pages for the text and 2 pages of charts, figures, graphs, stats and etc. (ref: official websites)

Sourses: Business Week, The Wall Street Journal must be used and any other articles that is NOT less than one page long.
Articles must have been published after January 1, 1995.

-
The memo should introduce and summarize the key points of the report. The report should present the details of logic of analysis and recommendatins. The report should include a table that describes the various market segments served by NIKE and contrast the product/service offered by each brand. The relationship marketing practices used by each firm could be added to the report. Also a chart that compares key features and functions of each brands website. Please present and contrast the advertisement for each brand or point of purchase communication and promotional strategies. For example: What are the common and distinctive elements of the promotional mix? What are the promotional objectives of each website? Please address any issue that you consider revelant for understanding differences in the marketing strategies of the two brands.


Please tell me what primary articles & source articles used for the report. There must be at least 3 primary resources.

Assignment 2: Promoting a Massive Multiplayer Online Game (MMOG)
Due Week 8 and worth 300 points
You have been hired by a new company to create an advertising campaign for a Massive Multiplayer Online Game (MMOG). The company has recently formed and does not have previous advertising strategies in place. Promote the company and the new game by targeting the gaming demographic.
Write a six to eight (6-8) page paper in which you:
1. Suggest a typical customer for the MMOG. Provide a demographic description of the customers, discussing their income, family life, occupation, and education.
2. Prepare three to four (3-4) methods for integrating different elements of the promotion mix in order to communicate the MMOG to the target market.
3. Formulate a social media strategy to use as part of the integrated marketing campaign.
4. Evaluate the effectiveness of traditional and electronic media as part of the integrated media program.
5. Devise three (3) metrics that you could use to measure the effectiveness of different media used in the integrated marketing program.
6. Use at least three (3) quality academic resources in this assignment. Note: Wikipedia and other Websites do not qualify as academic resources.
Your assignment must follow these formatting requirements:
? Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.
? Include a cover page containing the title of the assignment, the student?s name, the professor?s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.

What is the relationship between the position of a product in the product life cycle and the advertising strategy decisions made by managers?


What is the importance of understanding the product life cycle in terms of the three functions: marketing, operations, and finance? Explain.

Please choose question 1 or 2 for this assingment (which ever is easier for you).
- Please take each sub-question and turn it into a sub-heading

1) Drawing on Lotzs understanding of a post-network era, what advertising strategies are likely to become dominant in the era of the smart Internet TV? Specifically, how do you envisage the use of product placement, branded entertainment, and the possible return of single sponsorship? What are the possible futures of the 30 sec ad? Finally, what is the prognosis for paid search and will it become the dominant advertising revenue source?

2) Audience measures have always been a crucial element of the advertising equation whether it is numbers on circulation, subscription, or TV ratings. Briefly describe the centrality of Nielsen for calculating TV ratings and technological innovations they have implemented. How have some of these innovations been disruptive for the TV industry? What proprietary measuring systems are emerging and how are they influencing the design and focus of ads and television content. Finally, what are some of the challenges and implications of these proprietary systems for a post-network era?

Customer is requesting that (hophead ) completes this order.

I need a five page paper on IMC and Customer Satisfaction double space Time New Roman font (size12) with one-inch margins on all sides and each page should be full length. References need to be APA format. Continuing to build the Zapper Marketing Plan, this paper will focuses on IMC and customer satisfaction for the product and service. The Zapper Marketing Product you will build is a continuing from order ID A2078798 which I will upload if needed. .Please us let each number below be a sub topic you will discuss in the paper.
1. Discuss the companys advertising strategy and how it aligns with its marketing goals.
2. Determine how the effectiveness of the advertising will be measured.
3. Explain the different promotional strategies that may be used in addition to advertising.
4. Determine the best marketing research approach to measure customer satisfaction with your companys product/service.
5. Decide how gaps in customer expectations and experiences will be addressed
6. Support the marketing plan with at least (4) reference sources that discuss the nature of the paper.
Please write clearly and concisely about marketing management.

There are faxes for this order.

You have been hired by a new company to create an advertising campaign for a Massive Multiplayer Online Game (MMOG). The company has recently formed and does not have previous advertising strategies in place. Promote the company and the new game by targeting the gaming demographic.

Write a six to eight (6-8) page paper in which you:

Suggest a typical customer for the MMOG. Provide a demographic description of the customers, discussing their income, family life, occupation, and education.
Prepare three to four (3-4) methods for integrating different elements of the promotion mix in order to communicate the MMOG to the target market.
Formulate a social media strategy to use as part of the integrated marketing campaign.
Evaluate the effectiveness of traditional and electronic media as part of the integrated media program.
Devise three (3) metrics that you could use to measure the effectiveness of different media used in the integrated marketing program.
Use at least three (3) quality academic resources in this assignment. Note: Wikipedia and other Websites do not qualify as academic resources.
Your assignment must follow these formatting requirements:

Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.
Include a cover page containing the title of the assignment, the student?s name, the professor?s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.
The specific course learning outcomes associated with this assignment are:

Analyze the advertising tools available to determine which ones to use for a specific situation.
Analyze media tools that can be used to enhance marketing communications.
Use technology and information resources to research issues in marketing communications.
Write clearly and concisely about marketing communications using proper writing mechanics.

Purpose of Assignment
This assignment is designed to help students understand the interrelationships between brand strategy and the communication message to the target audience. It is a continuation of the marketing plan and students should review the Week 3 Learning Team Assignment for assistance in product brand strategies the team has developed. (AUTOMOBILE INDUSTRY)
Assignment Steps

Develop a minimum 700-word branding strategy and marketing communication plan in Microsoft? Word. This document should address at least 5 elements of the Situational Analysis and the Product, Place/Distribution, Promotion, and Price Strategies (modified below) sections of the marketing plan (from the Situational Analysis and the Product, Place/Distribution, Promotion, and Price Strategies lists below). The five elements you select should only come from the options provided below. You must include a measurement of customer loyalty and retention in your strategy document. You may include more than the minimum to provide clarity and coherence to your document.

Situational Analysis:
Vision , Mission, Strategic objectives, Values
Strengths/Weaknesses
Competitor's Strengths/Weaknesses
Market Segments
Product, Place/Distribution, Promotion, and Price Strategies:
Creating a Brand Image
Maintaining Brand Image
Branding Concerns
Promotion/Integrated Marketing Communication
Advertising Strategy/Objectives
Push and Pull
Media Strategy
Advertising Execution
Public Relations/Strategies

Cite a minimum of three peer-reviewed references


:

Hi...again...

This paper is from a enterprenuership class...

My company gonna make new software for web content monetization (target to B2B business not B2C )...

In this paper, you should write down the marketing plan for Web Media Contents Monetization software (B2B based)

You know this is about BUSINESS PLAN NOT JUST A RESEARCH PAPER...

Here is the question you should answer...Section A to I...

(Please try to answer every single thing if possible...)



Section V. The Marketing Plan

The Marketing Plan describes how your projected sales will actually be attained. How will you make sales actually happen? A great idea is meaningless if you cant find customers. Thus, this section builds on the earlier Market Section, where you defined your market and outlined your targeted segments and their buyer behavior. The marketing plan needs to provide detail on the overall marketing strategy that will exploit the opportunity and your competitive advantages. Include a discussion of sales and service policies, pricing, distribution, promotion and advertising strategies, and sales projections. The marketing plan needs to describe what is to be done, how it will be done, when it will be done, and who will do it.

A.Overall Marketing Strategy:

1.Describe the specific marketing philosophy of the company.

2.How will your business be positioned in the marketplace?

3.How will you differentiate your product/service from your competitors?

4.Include, a discussion of the kinds of customer groups that have already placed orders, have expressed an interest, or will be targeted for either initial intensive selling effort. Explain how you will try to position your products or services in the marketplace and in the minds of particular target audiences.

5.Make it clear how your marketing strategy reflects the characteristics of the primary market segments you will be targeting.

6.Indicate whether the products or services will initially be introduced internationally, nationally, regionally, or locally; explain why, and indicate any plans for extending sales at a later date.

7.What is your firms unique selling proposition---the central theme of all marketing communications?

8.From an overall standpoint, make it clear whether marketing efforts will center on personal selling, media advertising, or what (you will get into specific below).


B.Pricing

1.Discuss pricing strategy, including the prices to be charged for your product and service, and compare your pricing policy with those of your major competitors, including a brief discussion of payback (in months) to the customer.

Explain how the price you set will enable you (1) to get the product or service accepted, (2) to maintain an increase in your market share in the face of competition, and (3) to produce profits.

Justify your pricing strategy and differences between your prices and those for competitive or substitute products or services in terms of economic payback to the customer and value added through newness, quality, warranty, timing performance, service, cost savings, efficiency, and the like.

If your products is to be priced lower than those of the competition, explain how you will do this and maintain profitability (e.g., through greater value added vial effectiveness in manufacturing and distribution, lower labor costs, lower material costs, lower overhead, or other component of cost).

Discuss pricing structure, or how your prices will differ by aspect of the product or service, by customer group, and by time and form of payment (e.g., the discount structure).

Discuss the use of special price offers, rebates, coupons, and so forth. This can be done under price or under sales promotion.


C.The Selling Cycle

In the MARKET section you described the customers buying process. Now, map out a selling cycle or process that reflects that buying process. How do you plan to move a customer from never having heard of you to being a loyal user?

Make it vividly clear how your overall use of personal selling, advertising, and publicity will reflect a blend of tools that moves your target customer through their buying process.

D.Sales Tactics

Describe the methods (e.g., own sales force, sales representatives, ready-made manufacturers sales organizations, direct mail, or distributors) that will be used to make sales and distribute the product or service. Also include both the initial plans and longer-range plans for a sales force. Include a discussion of any special requirements (e.g., refrigeration).

Describe how distributors or sales representatives, if they are used, will be selected when they will start to representatives by month, and the expected sales to be made by each.

If a direct sales force is to be used, indicate how it will be structured and what rate ( a head count) it will be built up; indicate if it is to replace a dealer or representative organization and, if so, when and how. How will you recruit, train and compensate the sales force?

Show the sales expected per salesperson per year and what commission, incentive, and/or salary they are slated to receive, and compare these figures to the average for your industry.

Present a selling schedule and a sales budget that includes all marketing promotion and service costs.

Discuss any seasonal trends that underlie the cash conversion cycle in the industry and what can be done to promote sales out of season.


E.Advertising and Sales Promotions

Describe the media approaches the company will use to bring its product or service to the attention of prospective purchasers. How will you inform your target market about the availability of your products/service and continue to communicate the benefits you are offering to that market

If direct mail, magazine, newspaper, or other media, telemarketing, or catalog sales are to be used, indicate the specific channels or vehicles, costs (per1,000), and expected response rates and yield (as percentage) from the various media, and so on, used. Discuss how these will be built up.

For original equipment manufacturers and for manufacturers of industrial products, indicate the plans for trade show participation, trade magazine advertisements, direct mailings, the preparation of product sheets and promotional literature, and use of advertising agencies.

For consumer products, indicates what kind of advertising and promotional campaign is planned to provided to dealers, what trade shows, and so forth, are required.

Present a schedule and approximate costs of promotion and advertising (direct mail, telemarketing, catalogs, etc.), and discuss how these costs will be incurred. Determine the total marketing budget required.

Note any viral or buzz marketing efforts you plan to employ.


F.Publicity

What methods will you use to get free publicity for your business?

What sort of guerilla publicity tactics will you employ?

How might you create news?


G.Customer Service

How will customer service be defined and measured?

What system will you have in place to manage customer service and ensure service levels are consistent?


H.Warranty or Guarantee Policies

If your company will offer a product that will require service, warranties, or training, indicate the importance of these to the customers purchasing decisions and discuss your method of handling service problems.

Describe the type and terms of any warranties to be offered, whether company service people, agencies, dealers, and distributors will handle service, or simply return to the factory.

Indicate the proposed change for service cell and whether service will be a profitable or loss operation.

Compare your service, warranty, and customer training practices to those of principal competitors.


I.Distribution

Describe the methods of distribution you will employ. Why is this best/better?

Discuss the value chain and the resulting margins to be given to retailers, distributors, wholesalers, and salespeople and any special policies regarding discunts, exclusive distribution rights, and so on, given to distributors or sales representatives and compare these to those given by your competition.

What distribution channel(s) will be important to your business? How will you gain access to these channels? Note any special issues that need to be resolved, or present potential vulnerabilities.

Explain any methods to be employed to obtain distributor cooperation and support.

If international sales are involved, note how these sales will be handled, including distribution, shipping, insurance, credit, and collections.

**I'm gonna send you additional files including the paper I already done (This gonna give you the big picture)

**Please use WEB RESOURCES not BOOK SOURCES if possible***

Thanks...

There are faxes for this order.

Essay request is to answer the following questions:

1. What do you expect to accomplish through this executive program? What learning experiences do you expect, and how would you apply them? What specific benefits do you anticipate?

2. What are the contributions you will make to the program and how will your experience and expectations benefit classmates and the EMBA program?
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I am a marketing professional with 20+ years marketing experience working for both the advertising agency side (The Bravo Group, Y&R, Kern) and also the corporate side (AT&T, Lucent, McDonalds, etc.). I am available by phone is any questions arise regarding my background. I am copying a copy of my resume for my work background and skills.

My Resume:

Summary: A strategic marketing professional with extensive experience in the B2B and B2C markets with abroad range of leadership expertise developing strategic marketing plans, and executing product launch executions utilizing industry proven project management practices. Has a high-level expertise utilizing various mediums and disciples including traditional broadcast (TV, radio, print), e-commerce, event marketing, public relations and direct marketing to achieve total integration of marketing campaigns. A high-performing and resourceful individual with excellent interpersonal, organizational, and communication skills.

Experience:
Champion Broadband, Los Angeles, CA May 2008 December 2012
Marketing Consultant
Responsible for the development of strategic marketing, brand, and public relations plans. Oversight of competitive analysis and reporting, in additions to product launch initiatives including product pricing and cost analysis.
Responsible for product and project management life-cycle, with oversight on production process flow, beta testing reviews, and adherence to all corporate polices and procedures. Includes developing and maintain project documentation, in addition to conducting postmortem reviews with internal business units and external stakeholders.
Oversight of programming and content acquisition to ensure mission and strategic relevance, and negotiate terms in accordance with policy, legal and budgetary guidelines. In some cases this included editorial review co-branded and cross-promotional content.
Development of RFPs and management of the approval process with internal and external cross-functional groups.
Report directly to CEO and work cross-functionally with internal and external teams to ensure timely and successful execution of product launches and marketing initiatives.

The Kern Organization, Los Angeles, CA February 2007 April 2008
Senior Account Supervisor SAP Global Business Marketing, Sprint and Clearwire Consumer Accounts
Responsible for the overall B2B and B2C strategy, performance and profitability of client accounts. Included complete oversight of client initiatives to ensure highest quality and on-time executions.
Lead teams in the development and execution of multiple cross-functional client projects. This included implementation and oversight of the production process flow, prelaunch testing reviews, and adherence to client polices and procedures in accordance with client quality expectations.
Management and reporting of account activity, revenue, projected income and cost reconciliation of client accounts.
Maintenance of day-to-day client relationships, providing strategic points-of-view, managing project postmortems, and generating new business and growth opportunities.
Supervision and mentoring of agency staff to ensure superior service and performance.

JMH Marketing, Los Angeles, CA February 2004 February 2007
Marketing Consultant/Account Services
Strategic lead for the development and execution of integrated communication strategies and promotions.
Management, negotiation and execution of sports and event sponsorships in support of corporate and client objectives. Including the formulation of customized sponsorship and promotions to address specific client RFP requirements.
Responsible for managing and maintaining client relationships, as well as deepening the agency role to develop new business and revenue opportunities. Worked cross-functionally with agency teams to ensure high-quality, timely and successful execution of corporate initiatives.
Supervision, mentoring, and training of group staff, and managing a team of external freelance creative directors and copywriters.
Developed and executed custom (B2B and B2C) promotions and marketing programs for a wide range of industries. Clients & Ad Agencies: Citibank, AT&T, McDonalds, Mazda, The Hacker Group, The Bravo Group, Y&R, Rauxa Roja, Castells and Asociados.

Telscape Communications, Monrovia, CA June 2002 February 2004
Marketing Communications Manager
Strategic lead for the development and execution of integrated marketing communication programs and tactical plans for acquisition, retention and customer communication plans to maximize marketplace position.
Managed advertising agencies, consultants and fulfillment/distribution vendors to implement plans, as well as negotiate all contracts and agency fees.
Responsible for product and project management life cycle, including execution, production workflow, and adherence to all corporate polices and procedures.
Supervision of team managers to execute programs and provide counsel to internal clients and partners.
Negotiated agency compensation contracts, managed vendor relationship and partnerships.
Achievements:
Successfully launched three new key markets that have resulted in an increased customer base by 46%, increased brand awareness by 25%, and driving down cost by 15%. Launched the first company newsletter, which resulted in increased customer loyalty and decrease customer churn.

Lucent Technologies, (Division of AT&T), Morristown, NJ August 2000 April 2002
Sr. Marketing Communications Manager (B2B)
Development and management of sales and customer collateral materials (brochures, multimedia tools, and web-based content) in support of new service introduction and life cycle management.
Collaborated with internal Marketing, Public Relations and the Law organization to ensure accurate and timely delivery of our plan deliverables.
Managed and coordinated with freelance talent, communication agencies and our fulfillment/distribution house to implement plans.
Achievements:
Surveyed use and effectiveness of collateral materials and implemented web-based services that led to a savings of over $4MM. Enhanced Services and Sales total revenue: over $400M.

AT&T - Interactive Division, Basking Ridge, New Jersey November 1998 August 2000
Sr. Marketing Communications Manager
Developed and implemented strategic marketing plans for the general, niche and youth segments for corporate interactive initiatives.
Strategic partner to product marketing and technical teams to define the end-to-end online customer experience of nine websites. Liaison to the creative and technical teams to define web requirements and enhancements.
Teamed with back-end systems technicians and customer care to ensure accurate provisioning and fulfillment of online orders, as well as ensure customer e-mails and inquires were addressed efficiently and accurately.
Negotiated agency compensation contracts with agency partners.
Achievements:
1 800 CALL ATT Site: Reduced production costs from previous year by $225K (64% savings).
AT&T College Network Site: Increased Youth segment (18-24) enrollments by 180% over previous year.
Successful launch of four trial sites with comprehensive service and product information thereby reducing customer calls to Customer Care Center and costs by approximately $400M.

AT&T Multicultural Division, Baskin Ridge, New Jersey May 1996 November 1998
Marketing Communications Manager
Development of advertising and brand strategy in support of corporate objectives for Hispanic and Brazilian markets. Included management of brand advertising and direct marketing campaigns, including all aspects of production, corporate standards compliance, research analysis and budget management.
Management and execution of corporate sponsorships and events, including partnership negotiations and compensation contracts.
Negotiated and managed the agency compensation contracts in support of a large-scale advertising budget ($35 to $24 million).
Achievements:
AT&T Global Achievements Award Recognized outstanding achievements in the Hispanic segments in conjunction with the utilization of key leadership competencies. Achievements are based on strong marketing objectives, clear creative media and advertising strategies. Enrollment levels topped previous year total by 20%, while the churn remained level for two quarters due to Hispanic efforts.
AT&T Critics Award Demonstrated successful management and support of budget management.

Young and Rubicam, The Bravo Group, New York, NY May 1995 May 1996
Senior Account Executive - AT&T, Oxford Health Plans
Development and implementation of advertising and direct marketing campaigns. Management and negotiation of key Hispanic and Brazilian sponsorships and events.
Development of the marketing communications objectives and strategic plans.
Managed and maintained monthly budget and activity reports.
Achievements:
American Marketing Association Gold Effie Oxford Health Plans. This effort was deemed one of the most effective of the year. The sales and marketing goal resulted in 100% increase in enrollments over the previous year.

DFA/Burrell Communications, New York, NY (2 month relocation to NYC) June 1992 - May 1995
Senior Account Executive - Citibank Insurance Services
Management and development of direct marketing campaigns.
Instituted a scheduling and traffic system for agency campaigns.
Development and implementation of agency operating procedures.
Responsible for maintaining budgets and activity reports.


Chiat/Day Advertising, Inc., Los Angeles, CA June 1989 April 1992
Account Executive - Nissan Motor Corporation
Assisted with the management and development of direct marketing campaigns
Instituted a scheduling and traffic system for agency campaigns.
Development and implementation of agency operating procedures.
Responsible for maintaining budgets and activity reports.

Education:
B.A., University of California, Irvine.
Additional Coursework: Management of Agency Relationship, Marketing Principles.
License: Life and Health, CA 0H98677

Computer Skills: Proficient with PC and Mac systems, Outlook, Microsoft Excel, Word, and PowerPoint.
Languages: Fluent in writing, reading and speaking Spanish.

References: Available upon request.

adv. & PR, personal selling
Company Name: Panera Bread
Advertising & PR, and Personal Selling
Be brief and write to the point?everything should be specific to the company mentioned

Advertising (1pg):
Informative Objectives, Persuasive Objectives, Reminders Objectives (which one?)
Advertising Budget
Advertising Strategy
Advertising Message (Message Strategy, Creative Concept, Message executions)
Selecting Ad Media ? Determining numerical objectives (reach, frequency, and impact)

Public Relations (1pg):
Press Relations, Product Publicity, and Public Affairs
PR Functions (Lobbying, Investor Relations, and Development)
Tools (news, speeches, special events, buzz marketing, social networking, and internet)

Personal Selling (1pg):
Process (where sales are achieved, and long term relationships are established)
Prospecting (potential customers through research & referrals ?.)
Qualifying (financial ability, needs, locations, growth potential)
Sales Promotion, and tools (samples, coupons ??.)