Using THREE (3) of the 5 major promotion tools (i.e., advertising, sales promotion, personal selling, public relations, direct and digital marketing), develop an Integrated Marketing Communications (IMC) campaign. Each strategy must be able to be implemented by Plastic Whale.

Aspects you need to address include:

• Which promotional tools or elements should be used and the relevant theory for each

• Demonstrate how the promotion mix strategies will be used. Be specific, including message and media decisions.

• Make sure you discuss at each stage how these strategic recommendations meet the needs of the target market that you identified and Plastic Whale’s ideal positioning (as identified in your positioning statement) as well as contribute to Plastic Whale achieving its objectives

• Be fully justified (referenced) – be creative, but ground your decisions in reality and base them on best-practice

• Recommend and justify marketing analytics to measure the success (or otherwise) of each of your strategies.

Answer rating: 100% (QA)

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