ABC Child-Tracking Bracelet

Paper Summary:

This paper explains that ABC Company is launching operations with a unique bracelet implanted with a REID tag to be worn by children. If the child goes missing, law enforcement will activate the tag, allowing them to track the child's whereabouts. Next, the author analyzes the marketing situation for this product and develops a promotional strategy aimed first at law enforcement officials. The paper details the audience, message, media and budget for the promotional plan.

Table of Contents:
Executive Summary
Situation Analysis
Program Objectives
Promotional Strategy
Target Audience
Promotional/Advertising Message
Communication Media
Promotional Budget
Conclusion

From the Paper:

"The strengths of the product are that it is unique - there are no known competitors. It is relatively low-cost and it in tests has proven highly effective. The weaknesses are that it requires law enforcement buy-in and parental buy-in - two distinct groups with unique needs. The bracelet design is strength because it is not only fashionable but unlike microchips such as those implanted into cats, it is not permanent. The use of gold or silver, however, could be controversial as children may become targets for thieves seeking to acquire the bracelets for their metal value."

Sample of Sources Used:

• No author. (2008). About the Conference. IACP. Retrieved July 27, 2008 from http://www.theiacpconference.org/about.cfm
• Price of silver obtained from The Bullion Desk, retrieved August 1, 2008 from http://www.thebulliondesk.com/
• Business Wire. (2008) Wireless AMBER Alerts are Available. MarketWatch. Retrieved August 1, 2008 from http://www.marketwatch.com/news/story/wireless-amber-alertstm-available-help/story.aspx?guid=%7B7D5FB892-92DB-4AEE-9A5C-C0BBBD28F9CB%7D&dist=hppr
• No author. (2008). Missing Persons. Douglas County Sheriff. Retrieved August 1, 2008 from http://www.dcsheriff.net/investigations/Missing_Persons.html
• American Police Beat ad rates retrieved August 1, 2008 from http://www.apbweb.com/images/advertising%20rate%20card%202008.pdf

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