ASSIGNMENT 1 SECTION B All questions pertain to the case "Shelly's Connection". You are required to answer all questions and upload in Blackboard. Please complete in Microsoft word. Do NOT PDF. K. Michele Kacmar (who goes by Shelly) loved love. She enjoyed introducing people to see if any kind of spark would fire. She had "set up" several friends who wound up dating and even marrying each other. Shelly's other major talent was Web design. These two skills led Shelly to believe her calling was to set up an Internet dating service. She created one for the Cayman Islands, where she lived, called "Shelly's Connection." Shelly's Connection had two twists. First, the site was designed only for local people, those living in the Cayman Islands and the Caribbean. She was not trying to set up a national service. Second, besides simply making high-tech introductions, Shelly's Connection offered social events. These included evening meet ups," where people sipping coffee or soft drinks circulated through the room and visited with 5 to 10 potential dating partners in a 90- minute time span. Also, Shelly's Connection had singles parties and mixers where people who had expressed interest in three or four potential dating partners could pay a cover charge and then attend the event; light snacks were served, dance music was played at a volume low enough for people to talk, and a cash bar was available. Shelly's marketing idea was to create a "fully integrated" dating program. Internet dating services are not new. Two of the more popular ones are eHarmony and Chemistry.com. They are plagued by several problems. First, unless properly screened, married people sign up to start dating "on the side." Second, some people confuse dating services with online escort services and prostitution rings. Third, most dating services offer nationwide prospects rather than just local arrangements. Sifting through all of the clients to find one close to home can be a problem. Fourth, some people shy away from the services because they feel like joining makes them seem "desperate." To combat these problems, Shelly believed a high-quality advertising campaign would be needed. The ad should clearly spell out what type of service she offered, warn away married people, and emphasize that dating and meeting people are time-consuming. Shelly's Connection was set up to offer convenience, help people who want to use their spare time wisely, and have fun. Armed with some venture capital from local investors, Shelly's Connection began operations. Time would tell if love would bloom and Shelly would enjoy a successful Internet business operation. Answer all questions TVIMA 1. Shelly's marketing idea was to create a "fully integrated" dating program. Discuss briefly (with appropriate examples) showing how Shelly Connection can use the five key features of integrated marketing communications (IMC) to bring her idea to fruition. (10 marks) 2. Recommend one equity building strategy Shelly can use for her company and explain with examples how this strategy can enhance brand equity. (5 marks) 3. Is "Shelly's Connection" a good brand name? Evaluate using the fundamental requirements that determine brand name quality. (5 marks) 4. Discuss at least two (2) of the ethical issues Shelly need to be aware of in producing a "high- quality advertising campaign". (5 marks) 25 marks -end