Mc Exam Question

Part A必答題40%

1.a) Roll out new brand題目會給4P, target range, base on這些資料discuss以下幾點:

10% 使用IMC怎樣幫新產品做brand building? (Lec1)

e.g Build Brands(Lec1 slide 17and Ch1 pg 16 the role of IMC in Branding),identity, customer contact, interactive media and etc…(There is a scenario in part A (4p and segment are given))

How integrated marketing communications increase to roll out successfulness and support to roll out the new product? What can support the product to kick out?

IMC means integrated marketing communications. As a philosophic concept, dictates that all parties involved in the firm’s communications efforts coordinated to speak to target consumers with one voice, a unified message and a consistent image.

When launching a new product, it normally makes brand awareness for the consumer instead of brand loyalty and brand preferences. Brand awareness is the introduction stage of the Product Life Cycle.

There are two integrated marketing approaches which are traditional mass media and online strategies. Traditional mass media are TV commercial, magazines, newspapers, etc. Online strategies are to provide detailed information and also can be experiential, entertaining and interactive; these tools consist of Youtube, Facebook and e-mail etc.

Advertising is also a valuable tool for building company or brand equity as it is a powerful way to provide consumers with information as well as to influence their perceptions. (p.19). There are five marketing communication tactics for the promotion of the product as follows.

Firstly, we decide to use some tools such as TV commercial and magazine in the advertising because this method can get your messages to large audiences efficiently. Also, it can efficiently reach a large number of consumers, although the costs may be somewhat expensive.

Secondly, we may use coupons, contests, samples, premiums, demonstrations, displays or incentives in sales promotion because it can build up the awareness of the product and...