ADVERTISING STRATEGY – CIRCA HIKING EXPEDITIONS

Based on the $60 custom made backpack.
1. Discuss the company’s advertising strategy and how it aligns with its marketing goals.
2. Determine how the effectiveness of the advertising will be measured.
3. Explain the different promotional strategies that may be used in addition to advertising.
4. Determine the best marketing research approach to measure customer satisfaction with your company’s product/service.
5. Decide how gaps in customer expectations and experiences will be addressed

The specific course learning outcomes associated with this assignment are:
• Analyze integrated marketing communications and its relationship to advertising strategy.
• Design customer satisfaction evaluation processes and quality assurance measurements.
• Evaluate marketing research tools involved in the marketing process.

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