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Essay / Research Paper Abstract
This 4 page paper considers the decision made by Southern Comfort to utilize their marketing budget purely in digital media. To support this move a marketing strategy, considering the 4 P’s is discussed. The bibliography cites 4 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TEsocomark.rtf
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Unformatted sample text from the term paper:
necessary to look at potential marketing strategies that are likely to be effective in the digital mediums to ensure strategy can be successful. When considering the promotion and marketing that
may be utilized the 4 Ps framework can be very useful. The decision may be argued as very brave, but it has been undertaken with clear consideration of the target
market the product. Unlike the traditions with market that has a very wide target market, SoCo have defines the target market in relatively narrow terms; the 21 to 29-year-olds (Mullman,
2009). As the company the marketing a spirit may also be assume that the organization was a target market that has a relatively high level of disposable income. This would
indicate a potential high level of alignment of the target market that SoCo have with the uses of digital media that the company are using for their marketing, which includes
a range of online programming organizations, including NBC online, CBS, FX and Fox, as well as Hulu, other approaches have included the use of social networking, Facebook. These are all
strategies which are likely to reach the target market that the company has identified, and based on the concept of the target market being forward-looking and technologically able. The question
is how can this marketing be undertaken in a more strategic manner? The majority of this target market is likely to drink socially; therefore the first consideration is the presentation
of the drink itself. The traditional approach has been to sell the drink in the large models, but with a high level of social drinking, which may be in the
home or in social situations, may benefit from the development of alternative visitations of the product, as well as alternative sizing packaging. For example, other companies such as Gordons gin,
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