Imc Strategy Bonds Essay

Words: 2790
Pages: 12
Open Document
IMC Strategy
BONDS

Name: Wenzhi Huang Student Number: n7360029

Content
1.0 Message Review 1
1.1 Current Message Strategy 1
1.2 Message Effectiveness 1
1.3 Proposed Message Strategy Adjustment 2
2.0 Channel Review 3
2.1 Channel Integration Grid 3
2.2 Channel Effectiveness Critique 4
2.3 Proposed Improvements 4
3.0 Target Market 5
3.1 Geographic Segmentation 5
3.2 Demographic Segmentation 5
3.3 Psychographic Segmentation 5
3.4 Behavioral Segmentation 5
3.5 Benefit Segmentation 5
3.6 Target Market Description Statement 6
4.0 Competitor Profile 7
4.1 Competitive Framework 7
4.2 Competitor Analysis- Offering & Communication 7
4.3 Competitive Advantage 8
5.0 …show more content…
The climate is warm and temperate in major coastal cities. Australian people love sport, more than 11 million Australian aged 15 or over take part in sport or other physical activity.

3.2 Demographic Segmentation
The target market of Bra Tank is 18-25 youth girl (Cooper). Statistic showed that 63% of young people aged 15-24 engaged in education and 44% of 15-19 year-old, 69% 20-24 year-old were employed (State of Australia’s young people, 2006).
3.3 Psychographic Segmentation
The target consumer (Generation Y) prefers brands which showing strong brand personalities (Choudhury, 2011). What’s more, from researches we can conclude that Generation Y advocate convenient lifestyle (Australia Success, 2008) and prefer to creativity and truth messages (Thomson, 2009).
3.4 Behavioral Segmentation
The target market is heavy users for Internet (State of Australia’s young people, 2006). Australian Generation Y likes to be able to touch and feel a brand (Thomson, 2009) and they are more brand loyal than its older counterparts (AdNews, 2009).
3.5 Benefit Segmentation
Nowadays, underwear is not only the based-need for Generation Y, they also consider the products fashion elements (Fashion newspaper, 2011).
3.6 Target Market Description Statement
Female aged 18-24 who pursuing a convenience, leisure lifestyle and love physical activities. They come from wide range of backgrounds but all have strong personality. What’s
Show More

Related Documents: Imc Strategy Bonds Essay

Essay on Clow: Advertising Agency

advertising program is supposed to convey. The message theme should match the company’s overall marketing and IMC strategies. Chapters 7 and 8 describe the advertising design process. Chapter 9 describes media selection. When these three tasks (message theme design, media selection, and advertisement design) have been integrated, the advertising account executive can make a better case that the IMC format has been followed. LEAD-IN VIGNETTE Marketing Power: Women Plus 40 The opening vignette…

Words 6526 - Pages 27

Final Public Relations Campaign: Kudler Fine Foods

include even more international specialty products. Kudler will need to develop strategies and tactics that will help it in achieving the objectives necessary in becoming the leader it strives to be in embracing diversity. Lattimore, Baskin, Heiman & Toth (2007) state “strategies can refer to the type or emphasis of a message, the way we want to approach a task, or a variety of things…however, in this context a strategy is a way or ways you are going to accomplish your objectives” (p. 117). Public…

Words 5061 - Pages 21

Account Planning and Advertising Essay

and includes Print (magazines and newspapers) Tv (cable) Cinema (ads in theaters) Radio Out of home (billboards, airports, transit) Internet (1 way= pop ups, youtube pre rolls, banners/2 way= fb, twitter, insta) Integrated Marketing Communications (IMC): using several MARCOM devices in the same campaign. It all starts with branding Brands are vital to advertising, and advertising is vital to brands. Brands are friends and relationships; they are their most valuable assets Ex) Gatorade, Coca-Cola,…

Words 1683 - Pages 7

Résumé Marketing Management, 14th Edition - Kotler & Keller Essay

RESUME Marketing Management Philip Kotler – Kevin Lane Keller SUMMARY PART 1 Understanding Marketing Management 4 Defining Marketing for the 21st Century 4 Developing Marketing Strategies and Plans 5 PART 2 Capturing Marketing Insights 13 Collecting Information and Forecasting Demand 13 Conducting Marketing Research 16 PART 3 Connecting with Customers 18 Creating Long-term…

Words 26667 - Pages 107