Evolution of Integrated Marketing Communications Essay

Evolution of Integrated Marketing Communications - Essay ExampleImus Brothers Coffee, distributed by Fred and his radio disc jockey brother Don Imus military post order Company, makes ground coffee and has targeted heavy users in the past. The union is now considering, however, switching to targeting college students, a target fragment that is comprised largely of people who have unsloped started to drink coffee and dont consume anywhere near as much as the heavy users. What are the disadvantages of the heavy-user strategy? What is the term used to describe the college students the company is considering targeting? What are the advantages of targeting this college student segment? Heavy users are more conscious about the quality of the coffee and are often choosy about what they want. They may be put off by some sm on the whole mistake and have a negative image of the brand and may also carry to negative word of mouth among other heavy users. The company is targeting an emergin g market which is untapped when it comes to coffee and this could mean that they could have a new segment to enter and achieve. This market development and would lead to increased market share and growth in sales. 3. You are the marketing manager for a mail-order company that ships spices from all over the world to customers across the globe. Given a choice between access to a mailing list and access to a marketing database, which would you assume? What are the advantages of your choice? Be as specific as possible. Marketing database would be a more efficient choice as it would be various and dense.