INTERNATIONAL EDITION---Principles of Marketing, 17th edition
17th Edition
ISBN: 9780134642314
Author: Philip T. Kotler and Gary Armstrong
Publisher: PEARSON
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Question
Chapter 14, Problem 14.19CC
Summary Introduction
Case summary:
Few years later Company V was the one of the biggest producers of trucks (commercial) in the world have faced a challenge. It plans to launch 5 new trucks model in a year. For this Company V needs more communication with the customers so that all the people will talk more about the trucks. It does not want just to have contact with the corporate truck buyers. It wants to target the regular users.
Characters in the case:
- Company V
To discuss: The way live test campaign determines the characteristic of integrated marketing communication and the grade of Person X on the integration effectiveness.
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How does the “Live Tests ” campaign demonstrate the characteristic of integrated marketing communication?
1. What is Integrated Marketing Communication?
2. What is the Value of Integrated Marketing Communication?
Please include the sources.
1 - Considering the Converse All Star Sneaker, select three of the seven marketing communication tools you deem to be most appropriate. Justify your choices.
2 - Converse must be aware of trends that impact on the future of marketing communications. Discus four marketing communications trends, relevant to the Converse All Star sneaker.
Chapter 14 Solutions
INTERNATIONAL EDITION---Principles of Marketing, 17th edition
Knowledge Booster
Similar questions
- Suppose you have started a new business of fast food. How willyou apply the marketing communication mix to create awareness?arrow_forwardfor coca cola "life", Did the communication process match the product packaging strategy, and did it communicate the proposed value to potential customers clearly? Think about the decoding and encoding and from of reference in the communication processarrow_forwardSurf the Web for at least 15 minutes. Visit at least two different e-commerce sites. Make a list describing in detail all the different marketing communication tools you see being used. Which do you believe is the most effective and why?arrow_forward
- Evaluate whether this marketing communication was effective for you after Recalling 1 marketing communication that resonated with you. This could be a TV ad, sales promotion, or an event from the 2000's (or even later). Try to find the material in streaming sites or in other platforms. Next task, with the same company/brand, try to find a marketing communication material they used in the past 2 years. Compare the 2 campaigns and share your insights. Explain how the company shifted or maintained its strategy.arrow_forwardReview KFC’s TV commercial for their flavored nail polish for the Hong Kong market. How well do you think it works as a persuasive message? Would this style of communication encourage younger consumers to become more engaged with the brand?What is the role of a brand extension (for most brands, not just KFC)?Do you agree with KFC’s decision to extend their brand to flavored nail polish? Why/why not?Do you think that they will be successful with their goal of increasing excitement around the brand in Hong Kong?Could this be a new product that KFC could also launch successfully in other countries?What other brand extension ideas do you have for KFC?arrow_forward1 What is Word of Mouth as component of Integrated Marketing Communication? 2. What is the value of Word of Mouth as a component of Integrated Marketing Communication? Please include resources.arrow_forward
- give a senario, marketing communication that failed for you.arrow_forward1 What is Influencer Marketing as component of Integrated Marketing Communication? 2. What is the value of Influencer Marketing as a component of Integrated Marketing Communication? Please include resources.arrow_forward1. What is "breadth" in communication? 2. What is "depth" in communication?arrow_forward
- “Communication is the process of transferring information from one person to anotherperson with a view to making it understandable to the later.” How and why marketingcommunication is very crucial task for dynamic marketers with special emphasis of alarge modern marketing organization?arrow_forwardf. how can marketers ensure that their marketing communication is ethical, transparent, and in compliance with industry standards and regulations?arrow_forward
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