Mkt 500 Assignment 4

Topic – IMC and Customer Satisfaction

Name –

Professor’s Name –

Course – MKT 500 Marketing Management

Date –

1. Discuss the company’s advertising strategy and how it aligns with its marketing goals.

Of the marketing mix’s one of the premier components is promotion which is a process through which the company grabs the attention of its target market and convinces it to buy its products or use its services. Promotion has two components, selling and non-personal selling. In personal selling the products are sold face to face and in non-personal selling, advertising, sales promotion, and public relations are used to sell the product (Product Promotional Strategy, (n.d.)).

The company can take use of either the pull or push promotion. The pull promotion is used to make the customers come towards the products while the push promotion through mass and heavy marketing aims to reach the products to the customers. Myobo will go for the pull strategy because it offers products and services for which a ready audience is present and for which the mass means of communication aren’t adept. This pull strategy completely aligns with the product advertising strategy because both are focused on the product niche. Using the quaint integrated marketing technique it aims to utilize both the physical and the online medium to describe its features. There will be emphasis on promotional strategies, fairs and other medium where the target and prospective audience will be present. The strategies will help it to expand and enlarge the customer base.

2. Determine how the effectiveness of the advertising will be measured.

With the advertising strategy in place it is essential to know if they are affecting the target market else the resources will be spent ineffectively. The effectiveness can be measured in various ways attitudes of the customers, preferences, purchase patterns,...