Communications Plan
Brand Activity Flow Chart
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- Support Activity Flow Chart
- A ssessment and Evaluation
Brand Activity Flow Chart
Support Activity Flow Chart 
A ssessment and Evaluation
In order to be sure this integrated marketing campaign has achieved its goals, testing needs to be done on our target market. I believe the greatest wealth of information can be gathered from administering the following assessments: Surveys: An intercept survey can be implemented anytime throughout the course of the marketing campaign as to decide if those within the target market “understand a concept and, if they do, whether they like it.” (Duncan, 2005) Focus Groups: One or more focus groups would be helpful in determining if there are any “red flags” in the decided upon campaign and, if so, how to go about fixing them. We can also learn a great deal about what customers think of the product “category, competing brands, and message strategies.” (Duncan, 2005) Tracking Study: By administering a tracking survey we will be able to “measure brand awareness, trial, repeat, and customer satisfaction with a brand and its competitors.” (Duncan, 2005) Also, because these tests are ongoing, we will be able to see the change in attitudes and purchase behaviors from before the implementation of the campaign all the way through the after the campaign has run its course. Works Cited: “ Duncan, Tom. (2005). Principles of Advertising & IMC. (2nd ed.). New York: McGraw- Hill/Irwin Eller, Mark. "CLIF Bar and IMBA Award $6,000 in Grants." IMBA: International Mountain Bicycling Association. 1 Sept. 2005. 1 Feb. 2008 <http://www.imba.com/news/news_releases/09_05/09_01_clif_winners.html>. Grady, Barbara. "Battle of the Bars." BNet. 11 June 2005. 2 Feb. 2008 <http://findarticles.com/p/articles/mi_qn4176/is_20050611/ai_n15837395/pg_1>. MRI+. 2006. 4 Mar. 2008. Paoletta, Michael. “From Hippie to Hip.” Billboard 23 May 2007: 30. Business Source Premier. EBSCo Host. 30 Jan. 2008. "Persons 18-34." Time Warner Cable Media Sales. 2008. Cable Television Advertising Bureau. 7 Mar. 2008 <http://www.cablemediasales.com/pages/nets/ ?cp=nets&sp=demo&demo=P18-34>. Pollack, Judannn, and Alice Z. Cuneo. “Energy bars examine strategy as entries hike competition.” Advertising Age 69 (1998): 3+. Business Source Premier. EBSCo Host. 30 Jan. 2008 "PowerBar Inc. - Company Profile, Information, Business Description, History, Background Information on PowerBar Inc." Referenceforbusiness.Com. 2007. NetIndustries, LLC. 5 May 2008 <http://www.referenceforbusiness.com/ history2/64/PowerBar-Inc.html>. "PowerBar Products." Powerbar.Com. 2008. 5 May 2008 <http://www.powerbar.com/ Products/ProductList.aspx>. Reyes, Sonia. "Muscling in: Clif Bar Pumps First TV; Eyes Athletes, Noshers on the Run." Brandweek 41 (2000): 7. Business Source Premier. 2 Feb. 2008. Soong, Roland. "Demographic Profiles of Magazine Audiences." Zona Latina. 14 Feb. 2002. 7 Mar. 2008 <http://www.zonalatina.com/Zldata222.htm>. Walden, David M. "Balance Bar Company." Answers.Com. 2008. 5 May 2008 <http://www.answers.com/topic/balance-bar-company?cat=biz-fin>.
"What We're Doing." Clif Bar & Company. 2008. 29 Jan. 2008 <http://www.clifbar.com/soul/what_were_doing/>. "Who We Are." Clif Bar & Company. 2008. 29 Jan. 2008 <http://www.clifbar.com/ soul/who_we_are/>. “Why Clif Bar?” Clifgreennotes.com. 2008. 27 April 2008. <http://www.clifgreennotes.com/why/php/>. Directory: 2009 2009 -> The Truth about the Rwandan Genocide 2009 -> Guide to learn how to install, set up and access the music you need today! 2009 -> Lesson #11: Words with 2009 -> Terry L. Root 2009 -> The environment in the news 2009 -> Town of Nags Head Annual Report 2009 -> Cemir international Download 142.37 Kb. Share with your friends:
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