Your assignment is to prepare and submit a paper on integrated marketing communications. The identification of a human with an animal is a common literary theme and the relationships with animals are used to symbolize key passages in a child’s life like integration into the society upon saving an animal from a bad situation (Lerner, Kalof, 1999). The animal double also portrays a character’s abuse of animals as the result of the abuse he or she has experienced. Animals are also symbolized as a loved one, as savior, as a threat, as a tool, as a victim, as a sex object, and as an object of wonder. Animal characters may make serious products like insurance less drab and at the same time add humor and lightheartedness to otherwise common products (Inglessis, McGavock & Korzenny, 2007). The use of non-human characters may not be appropriate for every category but it positions the product and differentiates it from competitors.
2. Innovation is essential to convert the dream into a marketable product. Innovation directs the leader to set challenging targets (Zien & Buckler, 1997). If marketing personnel is involved, the innovation will respond to either user needs or to competition (Moenaert & Souder, 1990). Innovative products have been found to be successful if marketing personnel is involved than those developed by the research and development department or the top management. Marketing communications theory which suggests that it is not enough to listen to the customer, it is essential to understand the customer (Olorunniwo, Hsu & Udo). If the product uses some new technology demand is definite to be created (Ettlie & Subramaniam, 2004).
Every step has to be integrated and creating a demand would require a stepwise process involving information acquisition activities and evaluation points. Once the user needs have been identified it would be easier to create demand. .
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