Avery is a marketing manager for a Smoothie store, called Sip N$$ Smile.

Sip N$$ Smile has ten locations in Toronto and is expanding across Ontario. They are known for their quick service, friendly atmosphere, low prices, healthy & tasty smoothies and for also being kid$-$friendly.

The following short answer and essay questions relate to Avery$$s experiences in marketing.

Avery decides that he is going to offer two smoothies for the price of one during the month of June. $(3$ marks total$)$

$1.$ What category of integrated marketing communication is this an example of$?(1$ mark$)$

$2.$ Is this tactic more efficient for Avery to drive acquisitions in the short term or drive loyalty long term? Explain why. $(2$ marks$)$

Avery decides to work with an advertising agency to create the advertisement. $(4$ marks total$)$

$3.$ Avery is the client in this case. Consider the organizational structure of an advertising agency. What is the title of the role of the person at the agency that will assist with selecting from options such as television commercials, magazines, and radio commercials? $(1$ mark$)$

$4.$ Who is in charge of developing the brief for the campaign? $(1$ mark$)$

$5.$ List and explain one reason why the client and the agency might part ways. $(1$ mark$)$

$6.$ List and describe an example of a compensation structure Avery might use. $(1$ mark$)$

Marita works at Media Experts, an advertising agency, and is assigned to Avery$$s account.

Avery is building the brief to share with Marita and the team at Media Experts. $(4$ marks total$)$

$7.$ Provide the communication Objective for the campaign, relating it to the product and$/$or campaign in this case. $(1$ mark$)$

$8.$ Provide the communication strategy for this campaign, relating it to the product and$/$or campaign in this case. $(1$ mark$)$

$9.$ Consider where Sip N$$ Smile may fall on a positioning map. Give a positioning statement for Sip N$$ Smile. $(2$ marks$)$

Media Experts recommends that the Sip N$$ Smile campaign is targeted at Adults $25-54.(4$ marks$)$

$10.$ Provide and describe four aspects of who the target audience could be for Sip N$$ Smile from a psychographic targeting perspective, as it relates to the target market of the product in this case. $(4$ marks$)$

In order to move forward, the agency recommends that Avery uses a factual appeal and include a key benefit statement. $(2$ marks total$)$

$11.$ What type of creative executional styles can the creative agency use. List as many tactical considerations you think fit this campaign. $(1$ mark$)$

$12.$ Provide one example of a key benefit statement for Sip N$$ Smile. $(1$ mark$)$

Avery decides to approve a billboard and print $($newspaper$)$ advertisement campaign. $(3$ marks total$)$

$13.$ How will the print $($newspaper$)$ campaign be measured? $(1$ mark$)$

$14.$ What are the advantages of advertising with newspapers?. $(2$ marks$)$