Marketing 500
Laquita Watson
B4K Productions IMC & Customer Satisfaction
MKT 500
Dr. Theodore Gorczyca
December 1, 2012
Introduction The purpose of marketing communication is to effectively inform consumers about the benefits and values of the company’s products, thereby influencing their attitudes and buying behavior. The need to be cost effective, to be customer driven, to deliver the best quality and to deliver that quality quickly are some of today’s local and global markets.
1. Discuss the company’s advertising strategy and how it aligns with its marketing goals. When developing our advertising strategy, there are key issues to consider, the first issue was how to understand or define our brand. The second issue is to know how our company is positioned in the minds of consumers and where we want the company to be. We begin this process by first creating a personality for the company. B4K is a company that was created with the aspiring artist in mind who wants to use his or her time wisely, and is very conscious of ministry. We then build a relationship with the audience and customers based on the personality of the company, the history and the benefits that the customer will be able to receive. We will build this relationship over time, using advertising in addition to all other communications, including the way employees are trained to interact with customers and our audiences. B4K will focus on the company’s short term goals by building a customer base and getting the word out about our services. We want to let the consumers know that they can leave the ability of there artistry to become well known up to us. We as a production company plan to build each Christian artist and get there work spread round about the country. 2. Determine how the effectiveness of the advertising will be measured. Measuring advertising effectiveness is one of the key components to having a successful marketing campaign. If you are concerned about
B4K Productions IMC & Customer Satisfaction
MKT 500
Dr. Theodore Gorczyca
December 1, 2012
Introduction The purpose of marketing communication is to effectively inform consumers about the benefits and values of the company’s products, thereby influencing their attitudes and buying behavior. The need to be cost effective, to be customer driven, to deliver the best quality and to deliver that quality quickly are some of today’s local and global markets.
1. Discuss the company’s advertising strategy and how it aligns with its marketing goals. When developing our advertising strategy, there are key issues to consider, the first issue was how to understand or define our brand. The second issue is to know how our company is positioned in the minds of consumers and where we want the company to be. We begin this process by first creating a personality for the company. B4K is a company that was created with the aspiring artist in mind who wants to use his or her time wisely, and is very conscious of ministry. We then build a relationship with the audience and customers based on the personality of the company, the history and the benefits that the customer will be able to receive. We will build this relationship over time, using advertising in addition to all other communications, including the way employees are trained to interact with customers and our audiences. B4K will focus on the company’s short term goals by building a customer base and getting the word out about our services. We want to let the consumers know that they can leave the ability of there artistry to become well known up to us. We as a production company plan to build each Christian artist and get there work spread round about the country. 2. Determine how the effectiveness of the advertising will be measured. Measuring advertising effectiveness is one of the key components to having a successful marketing campaign. If you are concerned about
References: • Iacobucci, D. (2012). Marketing management: 2011 custom edition. Mason, OH: South Western • Keegan, W. J. & Green, M. C. (2008). Global Marketing (5th ed.). Upper Saddle River, NJ: Prentice Hall/Pearson • Suggett, P., Get to know and use AIDA http://advertising.about.com/od/successstrategies/a/Get-To-Know-And-Use-Aida.htm • HTTP://upstartagent.com/2009/06/measuring-advertising-effectiveness/