With Chapter 17: Jane Melody has assigned you to plan integrated marketing communications for Sonic’s new product introduction. Review the data, decisions, and strategies you previously documented in your marketing plan before you answer the next three questions.
• What communications objectives are appropriate for Sonic’s initial campaign?
Answer: Brand Awareness will provide a foundation for brand equity. Consumers are more likely to recognize a package than to remember a brand name. In previous questions we discussed ways in which Sonic can use packaging and labeling to support its brand image. The idea is to grab the attention of the customer. The Sonic 1000’s features, customizations, performance quality, and reliability product differentiations will allow the consumer to recognize the brand outside the store. “Purchase intention is defined as the likelihood that a consumer will buy a product.” As discussed in previous questions, Sonic should provide consumers as well as businesses with product allowances on trade ins from previous devices when purchasing a Sonic 1000. Promotional offers will encourage consumers to buy Sonic’s new product by offering an incentive to upgrade from a previous PDA.
Sonic on the initial campaign should set objectives in order to gain awareness from our preconceived target market. Sonic’s objectives need to focus on knowledge, liking, preference, conviction, and purchase. Right now Sonic needs to focus on getting the Sonic 1000 brand awareness and market share in the saturated PDA market.
• How can Sonic use personal communications channels to influence its target audience?
Answer: Personal communications channels will allow Sonic to communicate with its consumers through the phone, mail, or email. A person’s word of mouth can affect the buying attitude of two people and increases
