A presentation of the PR and advertising approach of the Microsoft Company with recommendations for a future integrated marketing communication campaign.
Written in 2009; 3,145 words; 10 sources; APA; $ 91.95
Paper Summary:
This paper presents an analysis of the present approach of the Microsoft Company to PR and advertising. The analysis highlights the strengths and the weaknesses of the present initiatives of the company in this field. Furthermore, the paper includes suggestions and recommendations for a future integrated marketing communication campaign for Microsoft.
Table of Contents:
Part A. Introduction
Letter of transmittal to CEO
Executive summary
Formal introduction
Current Advertising and PR activity
Main PR /Advertising approach
IMC strategy for Microsoft
Objectives
IMC mix
IMC components
Description
Advantages and disadvantages
Specific roles
Media strategy
Conclusions and recommendations
From the Paper:
"Microsoft has done a professional job with its previous marketing and communication campaigns. It has focused on its corporate social responsibility and on the concept of innovation. The former campaigns have used integrated themes and a multiplicity of media which were very well coordinated. The future communication campaign is meant to underline other characteristics of the brand, making it more popular among the target segment represented by young people (Griffiths, J., 2002). The recommendation concerns the coordination and the synchronization of the PR and advertising actions. A further recommendation regards the monitoring of the actions which is fundamental for the coherence of the entire campaign."
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