- You have been asked to create a new social marketing promotional campaign to encourage citizens to continue physical distancing during the COVID-19 situation. Specifically, your client is interested in targeting a college age audience (18-25 years old) because they believe this target audience is the most at risk of contracting the illness and should be more conservative with relaxing their physical distancing. Explain how you will use the AIDA model to construct your promotional strategy. Be specific and make sure you articulate how specific promotional mix elements will help you achieve your overall objectives. (10 MARKS)
- Following up on your excellent work on the COVID-19 project, the quick service restaurant chain Taco Bell asks you to step in and create a new video “commercial” that they can post online (i.e. to YouTube) that will be assured to generate viral interest. The video should focus on their new outrageous food offering: the Canadian Taco, a regular taco wrapped entirely in bacon and served with warm maple syrup glaze. Describe in detail the contents of the video you would suggest they create, clearly articulating its strategic connections to a valid promotional strategy (think AIDA again) as well as what relevant appeal(s) you are using, and some articulation of the target audience. Assume the video will be no longer than 2mins (shorter is fine). (10 MARKS).
- You have been hired as a consultant by Taco Bell as they work to create their first immersive retail experience separate from their food service locations. This retail environment will be used to provide consumers with access to Taco Bell merchandise, such as hoodies, mugs, posters, beach towels, and just about any kind of consumer product that will reflect the Taco Bell lifestyle. Using our discussions of retailing and retail stores, explain what kind ofretail store this would be (be clear about what characteristics you are using to make this assessment), as well as 2-3 key presentation features the store will need to include in order to achieve its goal of an immersive experience. Be specific! (5 MARKS)