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Here is a brief slide presentation from my MBA class, Strategic Marketing. Students were put into teams of 4 and given 15 minutes to come up with a presentation on the following: Target Audience, ...

Here is a brief slide presentation from my MBA class, Strategic Marketing. Students were put into teams of 4 and given 15 minutes to come up with a presentation on the following: Target Audience, Objectives, Design the Communications, Select the Channels, Media Mix and Measure the Results.

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  • 1. Target Audience
    • people who enjoy artistic, graphics, special effects, suspense , action, romance, violence and science fiction in their films.
    • 2. The age demographic is 13 and up.
  • Objectives
    • Objectives include brand awareness which is the reputation of James Cameron, world famous director (ie: Titanic).
    • 3. Brand attitude is best special affects film ever made. Has 3D implemented into the movie.
    • 4. Brand purchase interest is to watch the movie in the IMAX Theatres.
  • Design the communications
    Message Strategy:- service preference: quality, never seen before- extrinsic consideration: contemporary, popular, science fiction, computer generated, reputation
    Creative Strategy- information appeal: message of high quality production- transformational: experiencing a once in a life time movie
    Message source- expertise: movie critics, director, actors- likability: new, different, unique
  • 5. Select the Channels
    Non-personal- media: different outlets of ads- events & experiences: Comicon, premier, 3-D- public relations: press release
  • 6. Media Mix
    Advertising- trailers, posters, magazines, website, restaurants, commercials
    Public Relations- press release, official website
    Events- premiers
    Interactive- banners, websites, online trailers, YouTube, facebook
    Word of Mouth- movie critics, movie reviews
  • 7. Measure of Results
    Results- number of tickets sold: 75 million in North America- sales revenue: $2.7 billion
    - Awards: 9 Oscar nominations; won 3 (Art Direction, Cinematography & Visual Affects.
    4 Golden Globe Nominations: Won 2: Best Motion Picture – Drama & Best Director
    8 Nominations – British Academy Awards