Expert Q\&A PART 1: Short Answer (20 marks total) Alyah a marketing manager for a chain of stores that sell sports equipment, Easy Riders. Easy Riders sells sports equipment but specializes in bicycles for all ages and abilities, including bicycles for children learning to ride. They pride themselves on their variety of merchandise and low price points that suit any budget. Alyah decides that she is going to use a contest to win a new bicycle and bicycle helmet in her stores. (3 marks total) 1. What category of integrated marketing communication is this an example of? (1 mark) 2. Is this tactic more efficient for Alyah to shortterm drive acquisitions or loyalty with her campaign? Explain why. (2 marks) Alyah decides to work with an advertising agency to create the advertisement. 4 marks total) 3. Alyah is the client in this case. Consider the organizational structure of an advertising agency. What is the role of the person that will work with Alyah to give advice on selecting from options such as television commercial, magazines, and radio commercials? (1 mark) Name two professional ways that Alyah and the agency can develop a good working relationship. (2 marks) 5. What is the name and definition of the main Expert Q&A Done 5. What is the name and definition of the main consequence affecting the long-term business relationship that could result if a good working relationship is not maintained? (1 mark) Tran is working at Cossette: Creative Marketing and Communications Agency and is assigned to Alyah's account. Alyah is building the brief to share with Tran and the team at Cossette. ( 4 marks total) 6. Provide 1 Corporate Objective for the campaign, relating it to the product and/or campaign in this case. 7. Provide 1 Marketing Objective for the campaign, relating it to the product and/or campaign in this case. (1 mark) 8. Provide 1 Integrated Marketing Communications Objective for the campaign, relating it to the product and/or campaign in this case. (1 mark) 9. Consider where Easy Riders may fall on a positioning map. Give a positioning statement for Easy Riders. (1 mark) Cossette recommends that the Easy Riders campaign is targeted to Adults 2540. (4 marks) 10. Provide and describe four aspects of who the target audience could be for Easy Riders 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 Expert Q\&A Done Communications Objective for the campaign, relating it to the product and/or campaign in this case. (1 mark) 9. Consider where Easy Riders may fall on a positioning map. Give a positioning statement for Easy Riders. (1 mark) Cossette recommends that the Easy Riders campaign is targeted to Adults 25-40. (4 marks) 10. Provide and describe four aspects of who the target audience could be for Easy Riders 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 Alyah uses a negative appeal and include a key benefit statement. ( 2 marks total) 11. Provide one example slogan that Alyah could use in an advertisement that uses this type of appeal for Easy Riders. (1 mark) 12. Provide one example of a key benefit statement for Easy Riders. (1 mark) Alyah decides to approve a billboard advertisement that shows a child on a bicycle, that reads "Hey Kids! Easy Rider has the coolest bikes in town_" ( 3 marks total) 13. As a result of this advertisement, what issue might this cause for Easy Rider's brand? (1) 14. Tentity vro is responsible for this situation and identify one way that it coud have been avoided. (2 marks)