MODULE 10: ASSIGNMENT #9:
Advertising and IMC
Type of Assignment: Individual Submission
Length: 60 Minutes
Submission: SLATE Assignments
You can select any one of the scenarios below. Based on the scenario, answer the questions, and complete the
IMC Chart. Please note these are scenarios that might happen in the future and your job is to answer the
questions in the context of these scenarios.
Scenarios:
1. Dyson is launching a men’s electric razor in Canada https://www.dysoncanada.ca//en-CA
2. Fisher-Price Company who is well known as a manufacturer of children’s toys is launching a new line of
children’s clothing http://www.fisher-price.com/en_CA/index.html
3. Paramount Fine Foods is opening 5 new locations in Toronto. http://www.paramountfinefoods.com/home/
1. Which company did you analyze?
Fisher price company
2. Describe your target audience? Include demographics, psychographics behavioral factors.
The target audience are children form the age ranging from 0 to 5+ years old. The demographic target are
new mothers that want to buy gifts for their babies and infants. Especially for their birthday or holiday
seasons.
3. What is the promotional objective?
To target millennial parents through social media to show them the quality of their products and to get
them to try them making a loyal consumer in the process.
4. What is your point of differentiation? What message do you want to deliver?
Differentiation is important because it tells the consumer the unique characteristics of your products to
the rest of your competitors. The message I want to deliver is one trust through the quality and features
of my product.
Promotional Tool Describe how you could effectively utilize each tool. Using examples. If you would not use
a particular tool, state why you would not use it and justify your reasoning.
Advertising Advertising is in my opinion the most important promotional tool. I would use it to explain
the differences of my product compared to the competitors and to show the features and
benefits consumers can get by purchasing my product.
Personal Selling The way I would use this would be at the early life of my product to help my product get way
more out there by self promoting it. Later, though if my product is successful, I am planning
on hiring more personnel to do that job for me.
Public Relations Public relations are also an important tool of promotion. I would use it to make connections
that believe on my vision for the product as well as having a good professional relation with
suppliers and stockholders to have more liberty to innovate more on my product.
Sales Promotion I would use sales promotion to promote my new formed product by making a lot of publicity
around it so new consumers can be attracted more easier and more effectively. Publicity like
YouTube, Instagram, and websites ads as well as publicity on billboards.
Direct Marketing I am not sure if I would use this alternative, because I believe it would waste time on the
product since there are better and easier ways to promote my product, for example: Sales
promotion, and Advertising.
Digital Marketing Digital marketing is also important to the sales for my product since nowadays everyone is
connected in some form or way to the internet. I would use it like I said in past strategies
with popular websites like YouTube and google ads to promote it so more consumers can
have more exposure to my product and make them realize that they may want it.
TO ASSIST YOU WITH EACH TOOL:
• Advertising: Any paid form of nonpersonal communication about an organization, good, service, or
idea by an identified sponsor.
• Direct Marketing: A promotion alternative that uses direct communication with consumers to generate
a response in the form of an order, a request for further information, or a visit to a retail outlet.
• Integrated Marketing Communications (IMC): The concept of designing marketing communications
programs that coordinates all promotional activities—advertising, personal selling, sales promotion,
public relations, and direct marketing—to provide a consistent message across all audiences.
• Personal Selling: The two-way flow of communication between a buyer and seller, designed to
influence a person’s or group’s purchase decision, usually in face-to-face communication between the
sender and receiver.
• Public Relations: A form of communication management that seeks to influence the feelings,
opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees,
and other publics about a company and its products or services.
• Sales Promotion: A short-term inducement of value offered to arouse interest in buying a good or
service.
