Mini- Sim: Integrated Marketing Communication
Look at the PREFERENCES for the CHARACTERISTICS that matter the most to this target segment. What is most important in a backpack to this segment?
Capacity and Eco-Friendly At 68%, Capacity and Eco-Friendly are tied for being the most important characteristics for this segment.
What is the highest level of message AWARENESS that can be reached with the UNIVERSITY STUDENT based on a selection(s) of POSITIONING messages?
50% Selecting Funky or Great Value by itself will result in a 50% message awareness.
Adding more positioning choices tends to ...
Decrease awareness with the target segment and decrease message clarity to that group.
Sometimes, the market research we do for product development and the message testing we do for ad campaigns yield surprising results. Which positioning statement was most surprising for NOT yielding the highest AWARENESS with our target segment?
Eco-Friendly Make sure that only the GREAT VALUE positioning message is selected before proceeding.
Let's spend another $4000. Now, make sure that media spend employs only INTERNET MEDIA. Explore the MEDIA VEHICLES to find those which have the best reach scores for this segment. Be sure to zero out the last campaign spend before you enter new values.
Internet: Social Media- 4x
Turn 2 Pep Talk
Looks like we did not meet our goal. I wonder - is it even possible for us to meet our awareness goal with this segment if we do not use Internet media? Work with Philip, who will help you find out.
Spending no more than $4,000, select any combination of MEDIA options that you feel will help with your AWARENESS score. Remember, no INTERNET media use is allowed.
Media Print: Fashion Magazine- 1x Radio: Top 40- 2x Positioning Message Great Value
Your Performance
Overall Score- 100% Goal Success- 100/100 Questions Success 50/50 Mission Goals Awareness Level for University Students of at least 20% Challenge Succeeded!
What is the lowest cost MEDIA type?
Poster This is the lowest cost media option, but it also has the lowest reach.
Focusing only on the INTERNET tab, click through the MEDIA options and see how the DEMOGRAPHIC REACH changes with each option. Then do the same with the other MEDIA (PRINT, TV, RADIO and POSTER) categories. Which MEDIA types provide the least amount of reach?
Print & Poster These two provide the least reach. Millennials use their phone and other portable devices to consume information and entertain themselves and tend not to pay attention to poster media.
Which MEDIA type is the most expensive per unit?
TV As a result of the ability to reach a very large audience, advertisers can charge a lot more for this media type.
Both CAPACITY and ECO-FRIENDLY are important for this market. In particular, why does the importance of the ECO-FRIENDLY characteristic, at 68%, make sense for this segment? Click on the response that you think makes the most sense.
This segment tends to be more aware of what others in the segment think and would want to make sure they conform.
