Olivia worked in a shoe store part-time while going to school and studying general business for the past few years. Unfortunately, she was laid off from her job during the pandemic, but she has recently gone back to work and now that she has finished school, she is picking up extra shifts to save money.

While Olivia enjoys working in a clothing store, her real passion is shoes. So, she is planning to open her own shoe store where she lives, in Kitchener, Ontario, about an hour west of Toronto. Olivia's dream is to sell all kinds of shoes, particularly those of high quality and made of natural or recycled materials. While Olivia did learn some general business concepts while at school, she realizes she needs help with the details of her store and what and how she should offer her customers and prospects for her business to be successful.

So, Olivia has just hired you as her marketing consultant and she wants your help in answering the following questions:

Promotional Mix

In determining where she should place her money to support her shoe store launch, Olivia wants to understand her marketing choices.

1. Explain what "IMC" is and why it's so important. Give Olivia a real-life example we studied in class, or that you know of, to help her understand.

2. Why is it important to make and define marketing objectives? Write out an example of a SMART Advertising Objective. (hint - it should only be one sentence)

3. Olivia only has $10,000 to invest behind this brand. Identify/list the five promotional tools we discussed in this course. Which ones would work best for Olivia? Choose the best two and explain the pros and cons for each.

4. What three types of media do you think Olivia should use to promote her new shoes store? Explain and support your choices.