2 types of channel structures figure 1 channel

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2. Type(s) of channel structure(s).
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Figure 1: Channel Structure 3. Specific channel members selected. The ID tag needs to be sold at locations selling cell phones. The ID tag can become an accessory to the cell phone just like protective cases and wireless headsets. The network carriers themselves such as AT&T and Verizon have retail location thought out the country and could be a prime location to sell the ID tag. Best Buy sells cell phones and is opening up smaller store across the country just to sell mobile phones and because of their consumer electronic position in consumers mind in would be an ideal place to sell the ID tag. A distribution center would be needed to handle the logistics of shipping large number of products to multiple locations across the country. 4. Main factors affecting channel choice. Offering the ID tag at these location will allow cross promotion to occur, because when consumers buy a new phone many of them buy all new accessories. Selling the ID tag in Target or Wal-Mart in the beginning would be a wasted effete because the ID tag would be lost in the multitudes of other product that they sell. 5. Level of distribution intensity. Selective distribution is the level of intensity that the ID tag needs. The tag needs to be sold at the carrier stores and other consumer electric store that offer cell phones like Best buy. Promotion Advertising problem. The problem that is facing the ID tag is communicating the value of the product to consumers. Communication objective(s). The main objective of the communication in advertising the ID tag is to reinforce the value created by the product. The communication that is received by the target consumer should be direct and to the point without losing the message that the tag is a useful product every mobile phone user needs. Research after an advertising campaign will be needed to see how the target audience reacted to the product and if the message was received correctly. Target audience. The target audience for the ID tag is young adults in college or just entering the workforce. The smart phone market is mainly focused on this demographic and this market is also the most influential to the over consumer markets. Key consumer benefit. The key consumer benefit offered by the ID tag is the ability to trace a mobile phone to any location. Message theme or “The One Thing.” Find a mobile phone anywhere in the country with just on little tag, which can be placed discreetly on the phone its self without anyone noticing it.
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Creative Idea and Message Design Type(s) of appeal you think would be most effective.
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