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Details: The date for the Woodland Nature Center's annual conservation symposium is rapidly approaching. The Symposium will feature a nationally renowned author on Birds, Birdwatching and Habitat restoration. Although the overall media mix is still being determined for the Center itself, you need to market the symposium NOW. Draft a plan that outlines the media mix components you will use to market the symposium. Your goal is to use this symposium's media plan as a test for the plan you have recommended for the Center.

Use at least three media components and include a direct marketing technique. Describe each component and why it is important to use.

Identify one other marketing technique and explain why you will not be using it.
Include the benchmarking and monitoring techniques that will be incorporated to measure the effectiveness of each component.
Identify a plan to change your approach if a measurement technique indicates that a particular media is not effective.
Estimate the overall costs for implementing the plan. How much will it cost to attract each participant (think of this in terms of advertising impressions)?

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Use at least three media components and include a direct marketing technique. Describe each component and why it is important to use.

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Use at least three media components and include a direct marketing technique. Describe each component and why it is important to use.

The first media which will be used to market the symposium will be advertisements in leading magazines and publications about wildlife, birds or nature. The reason for selection of this media component is the fact that such publications are read by a niche segment of people who are inclined towards wildlife, nature and animals and thus, are perfectly suited or appropriate target market for the symposium. In other words, readers of such magazines and publications are the ones who will be most interested in visiting or participating in the symposium.

Another media component will be combination of newspaper and radio advertisement. Newspapers advertisements are cheap and cater to a large range of audience. By placing a series of advertisements at the right sections in the newspapers, the symposium will be able to attract the attention of a large section of society and prospective participants. Further, advertisements on radio will also be a cost effective medium to reinforce the event in the minds of the people.

The third technique will be a direct marketing campaign via emails and letters to prospective participants. The mailing list of such people can be drawn from a wide range of effective sources, such as visitors or registered users of the Center's webportal, previous visitors or members of the Woodland Center,etc. Further, if possible, subscriber list of leading wildlife magazines,etc. can be obtained from their publishers. Although it will be difficult to ...

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  • MBA, Rochester Institute of Technology
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