Weitere ähnliche Inhalte Ähnlich wie Integrated Marketing Communication strategy for RadioShack (20) Kürzlich hochgeladen (15) Integrated Marketing Communication strategy for RadioShack9. SHOW INTERESTS
IN FIXING
ELECTRONICS
MORE FAMILIAR
WITH
RADIOSHACK
LESS LIKELY TO
GO BACK FOR
BUSINESS
1 - LOWEST 2 3 4 5 - HIGHEST
0 1 1 0 0
2 2 2 2 0
5 2 8 2 2
6 9 14 12 2
6 4 3 3 2
1 2 3 4 5
1
2
3
4
5
FAMILIARITY W/ RADIOSHACK
INTERESTSINFIXING
ELECTRONICS
1 2 4 2 3
0 10 10 5 3
12 6 8 3 0
0 1 5 7 1
0 0 0 2 0
FAMILIARITY W/ RADIOSHACK
LIKELIHOODOFGOING
BACKFORBUSINESS
1 2 3 4 5
1
2
3
4
5
CONSUMER RESEARCH
10. Emphasis on TV advertising
• TV$ads$
• Social$Media$plaEorms$
• Interac-ve$Digital$media:$brand$
website,$microsite,$blog$
• Partnerships:$Maker$Media,$liJlebits$
• Print$
• OOH
11
Product Sales
Do-It-Together
Store
Renovation
CURRENT MARKETING
COMMUNICATIONS
19. TV SPOT PROMOTING #DITEAM
Using$#DITeam$through$TwiJer/Facebook$
wherever$and$whenever
RadioShack$DITeam Family
23. BUDGET & MEDIA MIX
Sponsorship
6%
Promotion
6%
Social Media
11%
Radio
1%
Online (Banner & Search)
17%
OOH
6%
Magazine
1%
Cable TV
33%
Sports Marketing (Virtual)
6%
Network TV
14%
$90$million
MEDIA)BUDGET
26
Network TV $ 13,000,000
Cable TV $ 30,000,000
Radio $ 1,000,000
Magazine $ 1,000,000
OOH $ 5,000,000
Online (Banner & Search) $ 15,000,000
Social Media $ 10,000,000
Promotion $ 5,000,000
Sponsorship $ 5,000,000
Sports Marketing (Virtual) $ 5,000,000