Integrated Marketing Communications Plan (Red Bull)

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Integrated Marketing Communications Plan (Red Bull) Table of Contect. 1. Situational 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 More]

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