Work with local historical and chambers to unearth, "Houston's uncovered treasures," Logo would be a treasure chest brimming over with prizes in front of a Houston location, with the "pirate" theme based on Houston history.
Describe in detail at least one sponsorship opportunity that would be appropriate for this product & explain why you selected it.
Since most vacations are with children, work with local schools and support a children's treasure hunt where packets are available for children, they must go to x number of places, answer questions that will help them on their treasure hunt, and then enter to win a great prize.
With the goal of securing positive news coverage, what would be the best way that you would pitch your product? Remember that it must be newsworthy to get publicity.
The nightly news loves events that feature children. A city-wide treasure hunt in combination with a Houston-based vacation could involve any number of local businesses, parks and recreation, the arts, etc. There could be historical events, movies, sporting events, dining and multicultural events, etc. The list is only as limited as the participation -- and -- each night the news could give an update, almost like the Olympics of teams from schools, etc. who are winning. Prizes could be individual or something really nice for the school.
Based on the several ways to evaluate an IMC outlined in chapter 15, discuss at least 2 ways you would evaluate the IMC plan you just developed.
1. Participation statistics.
2. Taxable revenues from the city, last year vs. this year.
Select any consumer ad on the web (You Tube has zillions),using ALL the details of creating an advertisement summarized in figure 7.9, analyze the ad you picked against this process & each element (message strategy, appeals, etc.) Select at least one non-traditional & one sale promotion plan element that you think would be effective & explain why.
Listerine Kills Germs,...
Even products with lengthy histories that were traditionally developed and marketed in first-world countries are now becoming part of the norm all over the world. Strategically, this has an impact on numerous academic disciplines: marketing and business, research and development, and, for certain products, specific branches of medicine and dentistry. As purchasing power grows, coupled with greater access to healthcare, these trends are posited to continue their rise. One such market segment is the combined mouthwash, gargle, and rinse -- of course specifically the brand that is synonymous with the field -- Listerine.
Utilizing clinical research, Listerine is now marketing its products not simply as oral/dental care, but rather part of a holistic wellness regime. According to Johnson and Johnson's data, advanced gum disease may be linked to diabetes, cardiovascular problems, and other serious health concerns. Marketing not only for breath, gingivitis, and peritonitis, then, Listerine has moved into a general preventative healthcare mode, suggesting dispensing and use in the larger medical field, not simply mouth care.
From a market share, consumer-product perspective, Listerine is a "king" brand, and even its closes rival, Scope, does not come close to market share. Listerine's brand expansion strategy seems to be working, but much will depend on the next few years of study regarding the cancer issue for all alcohol-based mouth rinses. Until then, it is safe to say, Listerine will remain the most studied, most popular, brand.
Theme
Strategy
Appeals
Framework
Listerine is Strong -- Kills Germs that Cause Bad Breath
Cognitive -- logical for health; Affective -- fear of bad breath
Fear, Humor, Rationality
Animation, authoritative, Demonstration, informative
