Integrated Marketing Communication: Promotion Failure
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Evaluate overall how politicians engaged in the 2008 or 2012 Presidential campaign have integrated their marketing message. Then, evaluate one specific candidate of your choice.
Pick a product which has experienced a failing promotional campaign. (Be sure the failure is due to a bad promotional campaign rather than a failed product, i.e. New Coke or IBM's PC Jr.). Analyze why the promotion failed and recommend how it could be fixed if that same promotion was to be recycled this year.
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The solution discusses promotion failure in integrated marketing communication.
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Integrated Marketing Communication
* Evaluate overall how politicians engaged in the 2008 or 2012 Presidential campaign have integrated their marketing message.
>> How well do you think politicians engaged their marketing message? Why didn't other candidates make use of the World Wide Web like the winner? What would be your overall evaluation? Obviously, Obama won twice, so there is something to explore here in terms of the successful use of social media. Gordan, et al says, "The American presidential election is one of the largest, most expensive, and most comprehensive marketing efforts. Despite this fact, marketing scholars have largely ignored this campaign, as well as thousands of others for congresspersons, senators, and governors."
REFERENCE:
Marketing and politics: Models, behavior, and policy implications
www.columbia.edu/~brg2114/files/mktletters.pdf
* Then, evaluate one specific candidate of your ...
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