PROMOTIONS PROJECT OVERVIEW The BUSI 612 Promotions Project is an individual project designed for the Liberty University MBA student to synthesize Promotions theory which is presented in our textbook/readings. For this project, you will design an integrated promotions/advertising plan for a product of your choosing. Each part of the promotions project will be turned in weekly and will build upon the previous parts. This document is only an overview of all of the parts of the Promotions Project; you will find more detailed instructions for each part in the Assignment Instructions folder. NOTE: If you desire a grade above the minimum (B) in grad school; then you must submit excellent work and content. That clearly demonstrates your knowledge, application and analysis/discussion of Promotions theory associated with this assignment. Part 1: Module/Week 1: Product Confirmation You will choose a product to base the Promotions Project on. The product can be a new or an existing product, the only caveat is that you must choose a product that no other student has chosen to work on. Choosing a product will occur within the first week of class, in a Discussion Board (DB) forum for all students to see what products have been chosen. If you have any specific questions about products, please contact your professor before the first Friday in the course. You must complete your Product Confirmation by 11:59 p.m. (ET) on Friday of Module/Week 1. Part 2: Integrated Marketing Communications (IMC) Essay In this essay you must first research and understand each of the IMC Mix components, after fully understanding each component; choose four of the most relevant components as they relate to your product/service. For each of your four components your essay must address each of these components for critically thinking and writing: theory>research>analysis/discussion You must use APA level headings throughout your essay; beginning with IMC Mix Essay, which is a Level One heading. Here is a sample of the APA level headings for addressing one of four chosen components for this weeks essay: Advertising Theory Advertising Research Advertising Analysis Again, this essay must contain at a minimum of 4 pages of text that address four of the six IMC Mix components. The Role of Promotion – Promotion is defined as the coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services or promote an idea. It should be noted that promotion is best viewed as the communication function of marketing. The discussion of Integrated Marketing Communications (IMC) should point to how other marketing elements such as brand name, package design, price or the physical retail space implicitly/explicitly communicates with consumers. However, most of an organizations communications with the marketplace takes place through a carefully planned and controlled promotional program which utilizes elements of the promotional mix. The promotional mix is defined as the basic tools or elements that help the firm to sell more product; these efforts create the top line of an income statement (revenue or sales). Because marketers create top line growth; they usually make more money than other positions within the firm, ceteris paribus. Integrated Marketing Communications (IMC) Promotional Mix Essay Instructions The Role of Promotion – Promotion is defined as the coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services or promote an idea. It should be noted that promotion is best viewed as the communication function of marketing. The discussion of Integrated Marketing Communications (IMC) should point to how other marketing elements such as brand name, package design, price or the physical retail space implicitly/explicitly communicates with consumers. However, most of an organization’s communications with the marketplace takes place through a carefully planned and controlled promotional program which utilizes elements of the promotional mix. The promotional mix is defined as the basic tools or elements that help the firm to sell more product; these efforts create the top line of an income statement (revenue or sales). Because marketers create top line growth; they usually make more money than other positions within the firm, ceteris paribus. The IMC Promotional Mix includes these venues/mediums: Advertising Direct Marketing Interactive/Internet Sales Promotion Publicity/Public Relations Personal Selling (NOTE: The distinction should be made between publicity and public relations noting that public relations generally has a broader objective than publicity, as its purpose is to establish and maintain a positive image of the company among its various publics. Publicity is an important communications technique used in public relations; however other tools may also be used. Below is a simple methodology/rubric for critically thinking and writing. Theory>Research>Analysis Theory (Relevant Promotional/Marketing Theory Discussion) • Theory: what is the underlying theory associated with each IMC Mix component. A great place to start is our textbook, but I suggest you conduct outside search of the literature associated with the IMC Mix (there are several online Marketing and Promotions textbooks at the Jerry Falwell Library (JFL) website. This step will ensure that you better understand the theory associated with IMC Mix component and its application for your product/service. It’s my opinion that most grad students need to improve their knowledge of theory. Research (Relevant Outside Research) • You must corroborate your theory or successful examples of the IMC mix component you are discussing. NOTE: You must conduct outside research (not your textbook, not Wikipedia, no marketing blogs/dictionaries etc.), obviously scholarly research is preferred, but not necessary. Please, don’t use the resources you find by typing in the key words in the Google search bar. This is not research; you must learn to use our online databases at the JFL, especially Summons and Pro Quest Business databases. You want your research efforts to guide your writing. Discussion/Analysis • Now you have set the stage for a relevant and academic discussion of the theory and research of each IMC Mix component as it relates to your product/service. • The analysis/discussion section is where I can see if you’re applying your promotional/marketing theory you learned about and research towards for each IMC Mix component. Tell me how you would use that component to promote your product/service, given the theory and the research you conducted. NOTE: Remember, the MBA is a practitioner’s degree, a fully developed discussion/analysis section shows me you are becoming a practitioner of Promotional theory and its application! Components of the IMC Promotional Mix Essay In this essay you must first research and understand each of the IMC Mix components, after fully understanding each component; choose four of the most relevant components as they relate to your product/service. For each of your four components your essay must address each of these components for critically thinking and writing: theory>research>analysis/discussion You must use APA level headings throughout your essay; beginning with IMC Mix Essay, which is a Level One heading.Here is a sample of the APA level headings for addressing one of four chosen components for this week’s essay: Advertising Theory Advertising Research Advertising Analysis Again, this essay must contain at a minimum of 4 pages of text that address four of the six IMC Mix components. NOTE: This assignment must conform to the rigors expected of a grad school student and the use of proper APA guidelines with the persistent link present in your references page(s) and your research must be properly annotated throughout the document. In addition, you must exhibit a competent level of research and writing that demonstrates your understanding of this assignment and the ability to analyze/discuss the topics of this assignment, not just a simple regurgitation and quotation of the terms/definitions/thoughts in the textbook and your research. The MBA is a practitioner’s degree. The degree signifies that you can think, analyze, and solve problems; and then communicate solutions to business executives effectively and efficiently. This assignment is designed to sharpen those skills, please dedicate the requisite time and efforts. Click the link below to read how to make/use a persistent link in your essay. http://www.liberty.edu/index.cfm?PID=8230 You will submit this assignment through SafeAssign, a program that checks for plagiarism. You will have three opportunities to turn in the essay in draft form. Once your draft comports with SafeAssign you will then have one opportunity to turn in your final draft. Be sure you turn in the paper you want graded in the final draft SafeAssign link. Any Safe Assign score below 39% is acceptable. This assignment is due by 11:59 p.m. (ET) on Friday of Module/Week 1. Promotions ProjectOverview The BUSI612 Promotions Project is an individual project designed for the Liberty University MBA student to synthesize Promotions theory which is presented in our textbook/readings. For this project, you will design an integrated promotions/advertising plan for a product of your choosing. Each part of the promotions project will be turned in weekly and will build upon the previous parts. This document is only an overview of all of the parts of the PromotionsProject; you will find more detailed instructions for each part in the Assignment Instructions folder. NOTE: If you desire a grade above the minimum (B) in grad school; then you must submit excellent work and content. That clearly demonstrates your knowledge, application and analysis/discussion of Promotions theory associated with this assignment. Module/Week 1: Product Confirmation You will choose a product to base the Promotions Project on.The product can be a new or an existing product, the only caveat is that you must choose a product that no other student has chosen to work on. Choosing a product will occur within the first week of class, in a Discussion Board (DB) forum for all students to see what products have been chosen. If you have any specific questions about products, please contact your professor before the first Friday in the course. You must complete your Product Confirmation by 11:59 p.m. (ET) on Friday of Module/Week 1. Integrated Marketing Communications (IMC) Essay In this essay you must first research and understand each of the IMC Mixcomponents, after fully understanding each component; choose four of the most relevant components as they relate to your product/service. For each of your four components your essay must address each of these components for critically thinking and writing: theory>research>analysis/discussion You must use APA level headings throughout your essay; beginning with IMC Mix Essay, which is a Level One heading. Here is a sample of the APA level headings for addressing one of four chosen components for this week’s essay: Advertising Theory Advertising Research Advertising Analysis Again, this essay must contain at a minimum of 4 pages of text that address four of the six IMC Mix components. You must complete your IMC Mix Essay by 11:59 p.m. (ET) on Friday of Module/Week 1. Module/Week 2: Situational Analysis Essay You will write an essay that will be used as a planning step for the rest of the project. The essay will be written about your chosen product so that you can design your “big idea” for your advertisement/promotion based upon this week’s research agenda, the situational analysis. Research is key to successfully completing this essay; let your research findings write this section. You must complete the Situational Analysis Essay by 11:59 p.m. (ET) on Friday of Module/Week 2. Module/Week 3: Target Marketing Essay Through this essay you will discuss the market characteristics and the target market of the product you have chosen. Before embarking on this week’s research agenda, make sure you fully understanding the Marketing/Promotions/Advertising theory of “target marketing” and “market segmentation.” Again, research is key to successfully completing this essay; let your research findings write this section. You must complete the Target Marketing Essay by 11:59 p.m. (ET) on Friday of Module/Week 3. Module/Week 4: Competitive Insights Essay This essay will discuss the consumer behavior of the customers that currently purchase the product you have chosen to research. Again, a thorough understanding of the Consumer Behavior (CB) theory is a prerequisite for completing this week’s research agenda and for writing a thorough essay that demonstrates and explicates your understanding of CB theory as it relates to promoting/advertising your product. You must complete the Competitive Insights Essay by 11:59 p.m. (ET) on Friday of Module/Week 4. Module/Week 5: Creative Development Questionnaire Now you will begin to think about your advertisement/promotion for the product you have chosen to research. This will be accomplished through answering questions provided on a questionnaire. You must complete the Creative Development Questionnaire by 11:59 p.m. (ET) on Friday of Module/Week 5. Module/Week 6: Big Idea and Media PowerPoint You will create a PowerPoint presentation that visually reflects the big idea(the “big idea” is a bold, creative initiative that builds on strategy and corroborating research that joins the product benefits/features with consumer demand and consumer’s taste and preferences (documented) in a fresh and involving way, brings the subject to life, and makes the reader or the audience stop, look, and listen) you have for your product. NOTE: Incorporating the big idea into a powerful advertisement/promotion must include components derived from your previous research endeavors, in particular components that address the factors related to shifts in the external environment (demand shifters). When brainstorming ideas for your advertisement/promotions go back to research and ask yourself; how can I use this research/information in an effective ad/promotion? You must complete the Big Idea and Media PowerPoint by 11:59 p.m. (ET) on Friday of Module/Week 6. Module/Week 7: Big Idea and Media PowerPoint Text You will continue to work on the PowerPoint presentation by adding text to the slides from Module/Week 6. This text will show an understanding of the process of “pitching” your ad/promotion to the marketing executives of the firm that makes your product. In particular, the text should address all of the factors derived from your past research endeavors that are incorporated into you ad/promotion. You must complete the Big Idea and Media PowerPoint Text by 11:59 p.m. (ET) on Friday of Module/Week 7.

    Integrated Marketing Missive

    Introduction

        The brochure affords an overview methodward the senior effection strategies and missive methodes to be localized in the marketing manner to determine cem’s good-fortune in the marketing manner. Entire terminals amid the established are expected to unite as separate substance which is clew to conception stakeholder scarcitys as polite as adhering to consumer expectations. Existing loopholes gain as-well-behaved be subordinate through the reason of courteous techniques and strategic schemening that determine vulgar challenges bear been addressed antecedently adversely impacting towards the established. Becaportraiture the growing scarcity to localize technological property in closely entire aspects of civilized singularity, it is weighty to amplify an integrated Marketing missive scheme to determine that entire manneres bear been assessed antecedently and behind the substance delivered to consumers (Naeem et al., 2013). The integration of the missive channels is focused towards achieving a compelling, agreeing and lucid effigy environing the infamy and the established.

    IMC Mix

    Advertising

    Advertising is regularly localized in enhancing effect awareness and epoch of leads. Advertising missives gain be large through strategic comcompress releases to refresh advertising. The advertising manner requires an integrated method to determine that entire apt marketing knowledge has been placid to construct infallible that entire staff members are familiarized with the upstart effect (Mihaela, 2015). The requires of advertising gain be adapted to conestablished causative channeling on such platforms as radio stations, television, upstartspaper, and recipient. The advertising should refresh the missive missive thus improves the posture of the germinative clients towards the effect utility.

    The pur-pose manner captivates into consequence analogy to insure that efficacious visuals, photographs, and animations bear been applied entire through the advertising manner (Mehling,2007). The require of wars gain as-well-behaved be regulated through reusing visual esthetic and specifying flag elements awayward entire instrument. The advertisements should be adapted in a method that motivates probabilityive clients to donation the effect as polite as increases singular beliefs towards effect fidelity through enhancing infamy awareness.

    Sales Advancement

    Sales advancements gain be dseparate through the reason of spur, exceptional bundle keepers, and remittance coupons. Various computing components bear been integrated into the Oculus Rift to determine that the reasonr realizes an adventitious appreciate and rather not attributcogent attributcogent attributcogent honest the donationd effect. Through the integration of twain offline and online efforts, sales advancements gain be enhanced. The sales advancement should be pur-poseed in such a method that they boost entire missive efforts and determine glutinous missives bestowal.

    Singular Dispose-ofing

    Markets and sales representatives are expected to dispose-of some of the effect at-once to the consumers. This is weighty as it fits amobject customer kinsmenhips. Rewards bear been determined distinctively aimed towards motivating the sales staff. The bigger the calculate of property sold by a separate team, the senior the quantity of remuneration supposing. The sales team should be intensively manifestationful in a method that they know the clew factors that consumers seem ce in merit of the Oculus Rift.

    Any knowledge placid during the sales manner should be united object to the conclusion constructrs to amplify amobject succeeding purchasing phases (Naeem et al., 2013). The probabilitying manner amid the singular dispose-ofing is expected to qualify the cem in decision the germinative and suitcogent touch. The principal touch is favored by the establishment of a uncommon principal touch with the probabilityive client.

    Generally-known Kinsmen

    ACR. Inc has been cogent to preserve a powerfully agreeable effigy unmoulded most of its consumers. Oculus Rift marketing manner gain thus captivate utility of this with consequence substances made towards cherishing and creating kinsmenhips which are speaking to the established and its customers (Mihaela, 2015). The generally-known kinsmen branch has been structured in such a method that it determines favorcogent effigy and a probable sign has been preserveed amid the established. Most of the men-folks utilizing Oculus rift are most slight to be availcogent on political instrument platforms (Mihart, 2012). Such platforms as Facebook, Twitter, LinkedIn, Instagram, WhatsApp, and Telegram are induced to erection iron and amobject kinsmenhips and in demonstrating the responsiveness. The generally-known kinsmen goals are driven towards increasing disresigned and apprehension. This gain as-well-behaved determine that probabilityive clients bear been straightforwarded to the established website, sales advancements bear been befriended and injudiciously of exceptional deals and remittances produced.

    Straightforward & Online Marketing

    Straightforward marketing, adapted to strain object reasonrs at-once, could be enhanced through the reason of advancemental lore, brochures, catalogs, citation missives, and emails. Interactive marketing keepers a two-method missive thus entireowing knowledge to stream between the reasonrs thus sanction resigned revision on a real-time reason (Mudzanani, 2015). Straightforward mail gain be intensive chiefly on the clients who bear localized implied substance gaming property or well-balanced other services such as gaming software. The mailing gain, notwithstanding, be stubborn of the singular pay levels and geographical locations as the effect are pliable to men-folks from contrariant areas worldwide. This as-well-behaved captivates into consequence that the mailing manner gain bear poor implications towards the marketing budget. Emails keeper over specific knowledge to probability clients inferior the reason of links to website and brochures. Follow-up contrivance to the advertising war is refreshd by the reason of straightforward emails as customers can flexibly afford feedobject and insights into the established.

    The reason of online technologies should be adapted to fit customer warrant postings, effect announcements, stringing missives amid other sites and enhancing customer missives. Online marketing is expected to embody a necessary role becaportraiture the modern trends of the 21st antiquity. Most men-folks, chiefly those passionate towards implied gaming, gain tobject to seem ce upstart property online (Mudzanani, 2015). Agreeable ads that afford a lucid delineate of the associated benefits and availcogent keepers gain be generated to determine that germinative reasonrs realize an expedite to localize the effect hence actively substance ardent in its reason.

    References

    Mehling, M. (2007). Integrated marketing missives strategy: An establishment of Harrah’s Entertainment, Inc.

    Mihaela, O. O. E. (2015). The Influence of The Integrated Marketing Missive on The Consumer Buying Behavior. Procedia Economics and Finance, 23, 1446-1450.

    Mihart, C. (2012). Impact of integrated marketing missive on consumer behavior: property on consumer conclusion–making manner. International Record of Marketing Studies, 4(2), 121.

    Mudzanani, T. (2015). A retrospect and partition of the role of integrated marketing missive missive typology in the amplifyment of missive strategies. African Record of Marketing Management, 7(8), 90-97.

    Naeem, B., Bilal, M., & Naz, U. (2013). Integrated marketing missive: a retrospect brochure. Interdisciplinary record of coeval learning in concern, 5(5), 124-133.