Tutorial 6b (Promotion - IMC) case study PDF

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Retail management refers to the techniques used by professionals in the retail industry to facilitate easy and enjoyable customer transactions. In this role, leaders supervise retail operations at every level, from managing staff to creating solutions for compliance, sustainability and marketing nee...

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Nanyang Polytechnic School of Business Management BM4327 Events Branding, Marketing and Promotions Tutorial 6b - Integrated Marketing Communications (IMC) 1. Imagine that you are the event marketer planning for the Singapore F1 in 2020. a) What are the three sources of brand messages that would affect your plans in developing an IMC strategy? b) Discuss the four objectives of the F1 race based on the ‘THINK, FEEL, DO’ consumer behaviour model.

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Imagine that you are organising the technology show - SITEX 2020. Discuss the 4 methods of establishing an IMC budget and recommend the method that is the most rigorous and effective. Justify your answer with reasons.

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Develop a marketing communications campaign for the following event ‘Singapore Food Festival’ using the 3 elements – ‘Advertising’, “Public Relations’ and ‘Sales Promotion’. How do you also make an advertising campaign more tangible to better attract people to your event? CASE STUDY: Singapore Food Festival

4. Develop a marketing communications campaign for the following event ‘Asia Pacific CEO Congress’ using the 2 elements – ‘Direct Marketing’ and ‘Personal Selling’. CASE STUDY: Asia Pacific CEO Congress

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