02 May WHAT COMMUNICATION CHANNELS/MEDIA WOULD YOU USE FOR THIS CAMPAIGN AND WHY?
The questions are designed to test your understanding of the course material and your ability to apply the theories and concepts discussed. Read the questions carefully and be sure to address what is being asked. Independent research may be required to properly answer these questions. Please cite your sources. Just reciting principles that you have learned from the course is a starting point, but not a complete answer to these questions. Remember, that specific examples of ideas and concepts are a preferred way to demonstrate application.
All answers are to be formatted double-spaced and in 12 point type or larger for 8.5″ x 11″ paper in Word.You are to number the pages of your exam. There is a strict page limitation and any material over the page limitation will not be read.
Exam Question #1 (3 page limit)
Your client is a US based, multi-channel direct marketer of expensive ($200-$300) bathing suits for women 21-30 years old. They have asked you to develop a plan to expand their business globally. They would like to look at three countries with large seacoasts: Brazil, the United Arab Emirates and Spain. They would use direct mail initially.
A. What are the major criteria that you would use to choose a country and how does each country fit with those criteria?
B. What are the major considerations in creating marketing communication for these three markets?
C. Are there mailing lists available in the three countries? From whom? How many names and addresses do these lists have?
D. Which of the three countries would you choose as the best for this expansion? Why?
Exam Question #2 (2 page limit)
A number of companies and their customers have been affected by a recent breach of security at Epsilon. You have been hired by Citibank to develop a plan to deal with this issue. In the short run, you need to create an integrated direct marketing campaign to communicate with your customers on this issue.
A. What is your recommended objective for the campaign? Why?
B. Who is your target and why? What list would you use to communicate with them?
C. What communication channels/media would you use for this campaign and why?
D. What messages(s) should these channels communicate? Why?
E. What actions should be requested from the customer?
F. What other key elements, not addressed above, should be included in this plan? Why?
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