This week you will be completing section II of your Marketing Plan based on the company (Shell) provided to you by your instructor in Week 1.
References must come from sources such as, scholarly journals found in EBSCOhost, CNN, online newspapers such as, The Wall Street Journal, government websites, etc. Sources such as, Wikis, Yahoo Answers, eHow, blogs, etc. are not acceptable for academic writing.
Section II: Objectives and Strategies
Integrated Marketing Communications Objectives/Strategies (500-750 words)
A statement of what the marketing communications program will accomplish – the role the program will play in the marketing effort. IMC objectives involve a desired audience response, which results from the process of consumer decision making, useful frameworks for planners are the response hierarchy/funnel models discussed in Chapters 5 and 7 of the text.
Objectives must meet the requirements for sound communications objectives as discussed in the text.
Example Objectives: Awareness, Knowledge, Liking, Preference, Conviction or Purchase)
Knowledge Objectives are used when the target audience has awareness but knows little beyond that. .