BUS360RgChptr15Asgnmnt

BUS360RgChptr15Asgnmnt - North Carolina State University...

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North Carolina State University College of Management BUS 360 Marketing Methods Chapter 15 Assignment Chapter 15: Integrated Marketing Communications Melvin Smith Bus 360-001 4/18/11 Assignment: Go to the web site for the Phelps Group, www.thephelpsgroup.com . Click on “Case Studies”. Select Health Care and the Blue Cross case and answer the following questions. 1. Which were their communication goals for this case? 2. Which of the IMC components do you believe used in that particular campaign? 3. How do those components contribute to the success of the IMC campaign in achieving its stated goals? Number your answers and enter below 1. Their goal was to re-position their services in the mind of their target market. They wanted seniors to see their product as one that met their needs in a simple and realistic manner. Meeting that goal would have long term implications like membership growth. 2.
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This note was uploaded on 02/13/2012 for the course BUS 360 taught by Professor Kimbrough during the Fall '08 term at N.C. State.

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BUS360RgChptr15Asgnmnt - North Carolina State University...

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