Hospitality Marketing Chapter 14 Simulation: IMC – Flashcards

Holden Evan is a global corporation that sells consumer goods. The company has developed a remote control device that can be used to locate tagged personal items. The user can put stickers on any objects he or she might want to find - keys, remote control, etc. - and the remote control device will indicate whether he or she is closer or farther away from the object. As chief marketing officer (CMO), your job is to coordinate the company's communications channels to deliver a compelling message to the public regarding this new product. Your tasks include: identifying a target market for the product, creating a suitable message to appeal to that target market, creating an appropriate promotion mix, and selecting a spokesperson. After the product launches, you will receive consumer feedback from a focus group.

Holden Evan has recently developed the "You're Getting Warmer!" search system for items consumers want to find, such as keys, glasses, or remote controls. The user places a sticker on the items and the control device indicates whether he or she is closer to or farther away from the object. The system comes with five different stickers for objects and can be adjusted to search for each. It will be priced at $35.

As Chief Marketing Officer, your first task is to identify a target market for the "You're Getting Warmer!" system. Any of these markets has many potential customers, but you need to choose one to focus on in order to target your advertising campaign appropriately.

For past product campaigns, Holden Evan has hired an agency for advertising, a public relations firm to build brand interest and loyalty, and a marketing firm to sponsor promotional events. The CEO advises you that in the case of "You're Getting Warmer!" she wants to include all of these aspects in the campaign. "We really want to pull out all the stops for this one. We've got a great product here and we want to make sure everyone knows about it and that everyone wants one."

You've decided that you will hire an advertising agency, a public relations firm, and a marketing firm to work on your campaign. You must then decide how to work with these subcontractors in order to create the best marketing campaign for the "You're Getting Warmer!" system.

Your next step is to decide on the best message to generate consumer interest in—and eventual sales of—the "You're Getting Warmer!" search system.

You must next decide how much to "pull" (promoting directly to customers and creating demand) and "push" (convincing retailers to stock the product) to use with your new product.

Now that you have an advertising message, you must decide what format will best convey your message and spur interest in the product. Select your primary advertising media from the choices at right.

In your meeting with the advertising agency, you inform them of your choice to focus on television commercials. The agency comes back with three possible commercials. Choose the one that works best with your chosen message.

You next move on to work with your marketing agency to develop a sales promotion strategy. The agency offers you three options. Examine the possibilities, and choose one that works well for your target audience, identified push/pull strategy, and primary advertising media.

Your marketing agency then proposes three different strategies of personal selling to build desire for the "You're Getting Warmer!" brand. Review the options, and decide which is best for your chosen demographic.

Your next step is to decide what kind of public relations strategy will build awareness of the "You're Getting Warmer!" product. Choose the best strategy for your chosen demographic.

The final step in your marketing campaign is to choose a spokesperson for your product. The agency provides you with three interested choices.

Two months after your marketing campaign begins, sales of "You're Getting Warmer!" are strong. Your spokesperson was well chosen to appeal to your demographic and convey your advertising message.