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Write a 700- to 1,050-word paper in which you come up with a minimum of five total alternative marketing options that may fall under the categories of advertising, personal selling, public relations, and promotions. Include the following in your paper: (clarification: five total, ALTERNATIVE options.)
• Evaluate the strengths and weaknesses of each alternative communication venue and justify your choices based on the target market and the competition.
• Determine alternative marketing tactics necessary to achieve the desired goal of branding, positioning statement, and competitive advantage for the product or service.
• Be creative. The alternative marketing options do not currently need to be implemented for the product of focus.
Format your paper using APA standards. At minimum, it is required that you use one of the course textbooks and one article as a reference for this assignment.
(HINT: Make sure you research what is meant by “alternative.” Some references can be found in Integrated Advertising, Promotions, and Marketing Communications, by Clow and Baack chapters 11 and 8. It was also in chapter 14 from week one readings. As an example, do not present “advertising” as one of the five options. That is a “category.” You will need to think of an “alternative” form of marketing that falls within that category, essentially, a non-standard marketing option. There should be five total options covered in your paper, not five from each category. )
Assignment components should be addressed in very specific detail based on decisions you have made for the product you selected to focus on during this course. Content describing the topic in general terms or by providing definitions is not necessary.
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