Integrated Marketing Communications Plan (Red Bull)
Table of Contect.
1. Situational
... [Show More] Analysis................................................................................................................................................................. 3
1.1 Internal Analysis................................................................................................................................................................ 3
1.2 External Analysis............................................................................................................................................................... 4
1.3 SWOT Analysis ................................................................................................................................................................. 5
2. Identification of Market Problems and Opportunities............................................................................................................ 7
3. Campaign Target Audience ..................................................................................................................................................... 8
3.1 Brand Loyalty..................................................................................................................................................................... 9
3.2 Behavioural Sequence Model............................................................................................................................................ 9
4. Positioning.............................................................................................................................................................................. 10
5. Marketing Communication Objectives................................................................................................................................. 11
5.1 Marketing Objectives...................................................................................................................................................... 11
5.2 Communication Objectives.............................................................................................................................................. 11
6. Marketing Budget ................................................................................................................................................................. 12
7. Creative Brief ........................................................................................................................................................................ 13
8. Creative Strategy................................................................................................................................................................... 13
9. Media Objectives .................................................................................................................................................................. 14
9.1 Setting Media Objectives................................................................................................................................................ 15
9.2 Media Vehicles Timeframe............................................................................................................................................. 15
10. Media Strategy.................................................................................................................................................................... 16
10.1 Cinema Advertising....................................................................................................................................................... 16
10.2 Radio Broadcast............................................................................................................................................................ 17
10.3 Printed Advertisements................................................................................................................................................. 18
10.4 Sales Promotion............................................................................................................................................................ 20
10.5 Social Media.................................................................................................................................................................. 21
10.6 Event Sponsorship/Product Launch............................................................................................................................... 22
10.7 Athletes/Sportsmen Endorsement............................................................................................................................... 24
11. Other Integrated Marketing Communication Plans ........................................................................................................... 24
11.1 Nightclubs...................................................................................................................................................................... 25
11.2 Tertiary Institutions....................................................................................................................................................... 25
12. Evaluation and Control ........................................................................................................................................................ 26
12.1 Measures of Recognition and Recall............................................................................................................................ 26
12.2 Measures of Emotional Reaction.................................................................................................................................. 27
12.3 Measures of Sales Respond.......................................................................................................................................... 27
References................................................................................................................................................................................. 28
Appendix ................................................................................................................................................................................... 29 [Show Less]![[Solved] Integrated Marketing Communications Plan (Red Bull)](https://assets.docmerit.com/uploads/document/57/thumb/1593693913.jpg)
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