California State University, San BernardinoMKTG 410Web Exercise 01

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WEB EXERCISE 1 Introduction to Integrated Marketing Communications Focus: Chapters 1 & 2 Watch the California Milk Advisory Board video found within this folder. After watching the video, provide ... your answers to the following questions in the submission area within this folder. Make sure you integrate information from the video and from the chapter readings into your answers. 1. What were the promotional mix elements (or IMC tools) used in the “happy cows” campaign? The main elements used are Advertising, Public Relations, Sales Promotions, Direct Marketing. 2. What was the market opportunity identified by the California Milk Advisory Board? What made it a market opportunity? The California Milk Advisory Board launched the "Real California Cheese" campaign. Due to the growing milk surplus in California, the amount of milk has increased dramatically. In order to solve the problem of declining consumption and increasing milk production, they decided to launch a campaign on cheese. Because the milk required to make 1 pound of cheese is usually 10 pounds, and cheese consumption is rising. 3. What was the unifying symbol of the campaign? Why was it important? "Happy Cows" is the unified logo of the campaign. The new slogan in the campaign is "Happy Cows from California." The slogan declares that happy cows produc [Show More]

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