This document presents a comprehensive marketing assignment solution, addressing key concepts such as Integrated Marketing Communications (IMC), sales promotion, and push/pull strategies. It defines IMC, emphasizing the integration of communication tools for brand promotion, and provides an example of Southwest Airlines' 'Transfarancy' campaign. The assignment then explores sales promotion, defining it as a short-term strategy to stimulate demand, with examples like Costco's free samples. It also explains the competitive-parity method for setting marketing budgets. Furthermore, the assignment delves into push and pull strategies, detailing their differences and providing examples. A case study on Deakin University's 'Be Ready' campaign is analyzed, identifying the promotional mix tools used (advertisement and sales promotion) and the advertising objectives adopted. The document provides detailed explanations, examples, and analysis to demonstrate a thorough understanding of marketing principles.
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