What are the relevant consumer behavior issues

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Reference no: EM132217448

You have been asked to help your family's business rethink the marketing communications strategy for the regional restaurant chain they own, and to develop an innovative IMC Campaign that will attract attention, create awareness and increase customers!

Please describe the restaurant business your family owns: - e.g The Great British Sandwich Shop, serves breakfast, lunch and afternoon sandwiches, at six locations in New York.

Proposed IMC Strategy: prepare a plan to create an IMC campaign that will create a buzz and capture customers:

- Who is the target market?

- What are the relevant consumer behavior issues?

- What is your overall strategy?

- What is your advertising message - what is the big idea that will drive the campaign?

- Design and describe an IMC campaign with a combination of different types of advertising media and marketing communication tools. (See media types in this week's lecture or the textbook for ideas.)

- What role does each type of media play in the plan - how will your plan move consumers from awareness to interest to desire to action?

- How will the campaign be tracked and evaluated?

- What are the pros/cons of the campaign you have selected?

Reference no: EM132217448

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