Assume you are in charge of fund-raising for an organization on your campus—a social fraternity or sorority, a business fraternity, or any other suitable organization. It is your job to identify a suitable project and to manage the project’s marketing communications. For the purpose of this exercise, identify a fund-raising project idea and apply the subset of the model involving fundamental decisions. In other words, explain how you would position your fund-raising project, whom you would target, what objective(s) you would set, and how much (ballpark figure) you would budget for marcom efforts.
Answer to relevant QuestionsWhat steps can marketing communicators take to allow consumers to exercise their control of when, where, and how they receive brand messages? Provide specific examples to support your answer. With reference to the Marcom Insight segment that opened the chapter and in view of the detailed section on brand equity later in the chapter, explain why brand awareness is a necessary but insufficient indicator of brand ...Provide examples of brands that in your opinion are positioned in such a way as to reflect the five personality dimensions: sincerity, excitement, competence, sophistication, and ruggedness. What determines whether a new product or service has relative advantages over competitive offerings? Identify the relative advantages of each of the following: disposable cameras, hybrid automobiles, computer tablets, 3D ...What is your opinion of the defense Kraft used in claiming that calcium is an immaterial product attribute?
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