CHEVY SPARK (1)

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School

Seneca College *

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Course

MKM803

Subject

Marketing

Date

Feb 20, 2024

Type

pptx

Pages

7

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CHEVY SPARK GROUP MEMBERS:
Chevy Spark Media Planning Schedule: Briefly explain the Who, What (the Message) , Where and How (Strategy)
Evaluating the Performance of Media Channels and Platforms - explain the goals and priorities of media optimization.
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Explain the ‘insight’ that inspired the campaign concept, theme message of the “Ultimate Mobile Device. Due to the widespread availability of technology, people are increasingly attracted to products that provide constant engagement, such as cell phones. In response to this trend, the McCann Agency ingeniously transformed the Chevy Spark into the ultimate mobile device. By adopting a marketing strategy similar to that of a smartphone, they effectively utilized social media to promote the car. A significant buzz was generated as the car remained concealed within a massive box, creating intrigue and sparking discussions across various social networks, public transport, restaurants, and more. By thoroughly understanding the lifestyle and habits of their target audience, the agency collaborated with BestBuy to align with their interests and effectively raise awareness about the Chevy Spark.
What do we mean when we say that media planning an Integrated Marketing Communication plan moves from contact points to touch points. Refer to the Chevy Spark Campaign Provide an example to support your answer. In media planning and Integrated Marketing Communication (IMC), the move from contact points to touch points refers to going beyond passive interactions and establishing meaningful engagements. Touch points in the Chevy Spark campaign featured active social media involvement, immersive marketing via a hidden car in a box, and collaboration with BestBuy. These touch points enabled engaging experiences, dialogues, and personal discovery, strengthening brand-consumer ties and increasing awareness and engagement.
Assuming you had the budget / brand size/ - Briefly explain how you would defend Television and Radio Advertising Investments? Television and radio advertising investments can be defended owing to their broad reach, multi-channel presence, ability to target affluent people, and efficacy in accomplishing brand and marketing objectives. Television's visual impact and emotional appeal make it a solid advertising medium, although radio has a large listener base. With a huge budget and brand scale, these channels offer the possibility to engage with a large number of potential consumers and leave a lasting impression via creative storytelling.
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Write one (1) Communication Objective

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