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Executive Summary The IMC Plan that we have constructed consists of all of our objectives that we must consider and approach during our entire campaign We have clearly identified all of the major components required to achieve our goal of promoting the Mazda3 to our target audience Our main focus is to communicate the benefits of the Mazda3 through personal selling and event sponsorship We will be completing this task by installing a temporary booth in high traffic locations for students around campus The event sponsorship will be promoted through our Mazda Pub Night events and this will in turn create awareness for our product and excitement for new users The ballot forms that they will fill out at this event will enhance our customer profiles and measure how effective our event sponsorship has benefited the promotion of the Mazda3 Table of Contents 1 Introduction Mrk Communication Objectives 2 Budget Strategy 3 Budget Allocations Table 4 Creative Plan 5 Media Plan Objectives 6 Media Strategy 7 Media Selection Rational 8 Sales Promotion Plan Promotion Execution 9 Conclusion References Introduction The following information will be an elaborative explanation of how we will convince our potential consumers that the Mazda3 is a perfect vehicle for their busy lifestyles In our campaign that has been developed we have concentrated on strategies and tactics targeting College and University level students Our main strategy is to position the Mazda3 vehicle into the students minds this will be communicated through a Mazda information booth on campus We strongly believe this IMC plan is very reality based and can be very useful to the Mazda Corporation Marketing Communications Objectives Our goal is to sell 700 more Mazda3 vehicles in one year Our objective is to achieve an increase of profits of 14
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