Mass communications will play a key role in Sonic’s product introduction.After reviewing your earlier decisions and thinking about the current situation (especially your competitive circumstances), respond to the following questions to continue planning Sonic’s marketing communications strategy.
• Once Sonic begins to use consumer advertising, what goals would be appropriate?
• Should Sonic continue consumer and trade sales promotion after the new product has been in the market for six months? Explain your reasoning.
• Jane Melody wants you to recommend an event sponsorship possibility that would be appropriate for the new product campaign.What type of event would you suggest and what objectives would you set for the sponsorship?
Record your ideas about mass communications in the marketing plan you’ve been writing or use Marketing Plan Pro.