Project #14142 - Marketing Communications (Marcom) Memo

 

Select one of the following scenarios where an organization is creating an integrated marketing communications (IMC) plan to increase its customer base, as the basis for your memo:

 

 

 

·         You are the owner of a mid-sized restaurant specializing in Vietnamese cuisine in a large metropolitan area.  You want to increase your customer base.

 

·         A new 24-hour day care has hired you as a marketing consultant.  As a new business, they need to increase awareness and increase the number of children enrolled in the evening hours and overnight.

 

·         You own three shoe stores. The store carries shoes for the whole family (that is, children’s shoes as well as shoes for women and for men).  The stores are located in three suburban shopping malls in one city.

 

 

 

Prepare a 700- to 1,050-word business memo to the organization’s management team.

 

 

 

First, discuss the importance of demographic and psychographic information in developing marketing communications.

 

 

 

Second, choose two or more (2+) demographics and two or more (2+) psychographics that are the most important/most helpful in determining the target market.

 

 

 

·         Determine the influence these four (4) characteristics have on the marketing communications for the organization.

 

·         Provide a rationale for each of your decisions.

 

 

 

Properly cite at least one (1) textbook reference and at least two (2) academic, peer-reviewed references other than the course textbooks.

 

 

 

Even though this assignment is a memo, format your paper consistent with APA guidelines (include a Title Page, include a header, use double space, margins, section headings, indent paragraphs, Reference Page, etc.).

 

 

 

Begin the memo on page 2 as follows:

 

 

 

To:  

 

From: 

 

Date: 

 

Subject: 

 

 

Review the Assignment Feedback form (rubric) for additional grading details.  See Appendix A in the SYLLABUS-APPENDIX A-RUBRIC document.

Subject Business
Due By (Pacific Time) 10/13/2013 12:00 pm
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