You have explored various means of planning advertising strategy—top-down, bottom-up, and IMC. Browse through the Web sites of the following marketers, then answer the questions regarding the various means of planning advertising strategy:
■ American Automobile Association (AAA): www.aaa.com
■ Bristol Myers Squibb: www.bms.com
■ Proflowers.com: www.proflowers.com
■ Hudson Moving & Storage:
www.moving-storage.com
■ Metro Goldwyn Mayer/UA: www.mgm.com
■ General Electric: www.ge.com
■ Hewlett-Packard: www.hp.com
■ Intel: www.intel.com
■ Kellogg’s: www.kelloggs.com/us
■ Walt Disney: www.disney.com
a. What are the size and scope of the company and its business? What is the company’s purpose?
b. Identify the target audience, product concept, communications media, and advertising message for each.
c. What is the company’s position within the industry? What is the type of communication used? Target market?
d. Where does the company’s product(s) fall within the Kim–Lord grid?