Marketing communications plan

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information given:

IMC Communications Project

http://modobag.com/

The Invisible Leash (our made up product name) InvisiLeash

Our product is a luggage bag that follows you around. So you would put a bracelet on and then the bag would just follow you on its own. No hassle. $500-$700 (prices vary based on size of the bag)

Key issues to consider….

What is the value proposition?

Convenience

Who is our target market?

Frequent Travelers in general (Airport luggage)

Requirements:

write a Mktg Comm Objectives and Ad Objective for our group make up product

include:

  • Mktg Comm Objectives
    • Awareness
    • Preference
    • Trial purchase
    • Altering image
    • Frequency and variety of use
    • Promotional incentives
  • Ad Objective
    • Awareness
    • Product differentiation
    • Positioning or repositioning of the product
    • Trial purchase
    • Image enhancement
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