Chapter 1, Question 5
IMC also emphasizes using all economically effective contact methods as potential message delivery channels. Assume you are advertising a product that is marketing specifically to high school seniors. Identify seven contact methods (include no more than two forms of mass media advertising) you might use to reach this audience.
First off, if this is my business and my customer base, I would identify a marketing test design that would depict the strongest channels for achieving high response rates. In addition, I would profile responders to create response models for targeting my audience so that efforts, from an economy standpoint are not wasted on non-responsive clusters/segments.
To answer this question, and just thinking about high school students, I would use:
Mass Media:
Awareness via internet on myspace, facebook, and youtube.
Radio ads on pop, rock and country stations in large metro areas with large percentage of high school students.
1:1 Media
Direct Mail
Email
Myspace IM
Text messaging
Voicemail blasts
Iphone/Ipod apps
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1 comment:
Excellent repsonse. Getting through the clutter will be a task. Word-of-mouth is the key. Facebook and MySpace are gearing up for this.
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