Case Study: Google (Alphabet) Inc.: The Right Ads at the Right Time
Read the case on pages 530 – 533 in your text.
Watch the video supplement to the case at link
Respond to the following case question. (Disregard the questions in the text.)
You are a member Google’s marketing team. Your team works with clients to demonstrate how Google can be successful with providing and integrated marketing communication plans for its advertisers. You have been assigned a client (specify a market/product or company). Outline an IMC plan for this company within Google’s advertising environment. You should include an analysis Google’s philosophy about advertising. You should include linkages to the unit chapters and content and the unit ULOs. Visit: https://ads.google.com/home/ (Links to an external site.).
Focus your analysis and recommendations linked to the units concepts and terms and the ULOs below:
ULO 2: Evaluate integrated marketing communication and the communication process and the impact on the success of marketing planning. (CLO 3 & 4)
ULO 3: Choose the promotional approach appropriate to a product’s target audience, life-cycle stage, and characteristics, as well as stages of the buying decision and channel strategies. (CLO 1 &5)
ULO 4: Examine the elements of the promotion decision process, utilizing the promotional mix and its components. (CLO 1, 4 & 5)