about 10–15 pages, please use the APA format for your paper and references. Keep

Question

about 10–15 pages, please use the APA format for your paper and references. Keep in mind that you should use a professional writing style. This should be based on business English, and involve the correct use of marketing terminology. Use tables to summarize your information. A report is more likely to be implemented effectively if it is brief, but sufficiently detailed, clear, and relevant. Remember to experiment with the demand metric tools that are included in the Week 6 Lecture, these may give you some ideas for organizing your campaign. For each of your communications strategy plans, you should identify a specific objective, a media strategy, a media plan, and a budget. You are asked to provide the five typical options that form the communications strategy mix. Marketers must think about how they need to match competitors or provide novelty, you may want to substitute a campaign for something different—check this out with your professor.

You should include the following sections/headings in your draft and final write up.

Executive summary (1 page long, written last as a summary of the entire paper)

Introduction

IMC objectives

Market analysis

Communications strategy plans

Traditional Media

Internet

Direct marketing

Sales promotion

Public relations (PR)

Explanation / Answer

Executive Summary

Ford motor company’s Lincoln brand are the makers of luxury cars and crossovers SUVs. However, the luxury car segment is a highly competitive one and Lincoln has remained stuck for long in the slow lane.(Vlasic, 2012) Ford is trying to revive the brand’s fortunes using a new marketing campaign. In an effort to change the brand’s existing image, ford is looking for a new IMC plan that can help change the brand’s image and its fortunes. While the brand has introduced a few new models, nothing is possible wi9thyout a strong IMC plan and great marketing. This report presents an IMC plan which is designed to reintroduce the brand in a new image into the market.

Introduction

Lincoln Motor Car is rooted in history with many successful lines of cars like the continental, town car and the Zephyr. Lincoln is part of Americana where biggest stars of the past like Frank Sinatra, Elizabeth Taylor, and Elvis Presley used to prefer Lincoln cars over other luxury cars. It Is time to bring the glory days of the Lincoln back.

Ford’s Lincoln for long has remained an average performer with a very low market share. It was acquired by Ford motor company during the year 1922. Ford is trying to bring Lincoln to market in an all new avatar with the use of art and design to lure a new generation of buyers. For long the brand has remained synonymous with presidential limousines and airport livery services. (Sponsorship, 2014) However, now the brand is focussing on three things- thought leadership, art and design.

IMC objectives:

Market Analysis

Negatives:

Communication strategy plans

Internet

Direct Marketing

Sales Promotion

Public Relations (PR)

. 1. Promote the new cars at sporting events by giving away a new car as part of the winner’s prize

Conclusions

References:

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