This week you will focus only on communications and promotion, following an integrated marketing communications (IMC) approach. Such an approach delivers a clear and consistent message to your consumers and is connected to your Core Strategy. PART 1: General Research Discuss the aspects of the IMC. (The elements of the communication mix include: advertising, direct marketing, sales promotion, publicity/public relations and personal selling.) Define each and discuss the pros and cons of the individual elements. You should use the text for basic definitions. The majority of research for this section of the assignment must come from ARTICLES located in the library’s full-text databases. PART 2: Application to Product/Service (NOTE: this section of the assignment will become part of your Final Strategic Marketing Plan.) Provide a quick overview of the product or service you created – you should continue using the content from the U3 Discussion Board. Provide a detailed description of your IMC approach. Explain your rationale for choosing or rejecting the specific elements (include applications to the earlier research section). What changes do you expect to make as the product/service matures? Describe the message you wish to communicate based on your core strategy. Explain your rationale for the message. Formulate how you will communicate with your target market? Be specific. How will the internet be used in your IMC approach? Select and explain the most suitable method for measuring advertising effectiveness. Your decision must include research to back up the selected method. Be sure to explain why this is the most effective method to measure the effectiveness of your marketing campaign. The assignment requires the use of ARTICLES from the library’s full-text databases. Articles are found in periodicals. These are not to be confused with eBooks or Reference Books. The most popular databases in marketing are: ABI Inform Global, Academic Search Premier, and Business Source Premier. Your report MUST include a reference list. All research should be cited in the body of the paper. In-text citations and corresponding references should be included in your paper. For more information on APA, please visit the APA Lab. The paper should be written in third person; this means words like “I”, “we”, and “you” are not appropriate. The use of direct quotes is discouraged, but may be used sparingly in appropriate situations. Your assignment should contain a cover page, an abstract page and a reference page in addition to the body. The body of the paper should be 5-6 pages in length - starting with a brief one paragraph introduction and ending with a short conclusion. The entire submission will be 8-9 pages in length. Please submit your assignment as a Word document in APA format using the attached TEMPLATE. Points Possible: 150 Date Due: Sunday, Oct 26, 2008 Objective: Develop a strategic marketing plan. Analyze the appropriate marketing strategies to apply at each stage of the product life cycle. Apply critical thinking skills to analyze business situations. Discuss the opportunities provided by technology for businesses. Use effective communication skills. My paper Overview MODE the product is a new innovative men’s magazine that is targeted to the mass population of professional men. A monthly publication with a target audience of men ages twenty one to forty. The readers are in the prime of there lives and whether they are getting their footing in their respective careers, they are at the top of their game or are entrepreneurs information and trends are what they crave to give them an edge. Objectives Our readers will be treated with the latest in art, entertainment, music, and fashion trends. All subject areas will be brought to the readers through articles on featured professionals in these industries of interest. The featured persons being break out artists, musicians, entertainers, producers excreta, who are challenging their respective fields pushing the envelope while making a significant contribution and ushering in fresh and innovative perspectives. Advertising will be specific to the targeted readers. Products and services advertised will be reputable and industry recognized. Advertising will include but not limited to print promotions, advertorials, and launching promos, and MODE event sponsorship. Mission Statement Our mission is to be the premier men’s magazine of Atlanta, Ga providing the latest trends in the arts, music, entertainment and fashion while presenting the male spearheads of these industries.