Build Identity and Buy Now

| July 27, 2016

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In chapters 11 and 12 of Marketing Outrageously, Jon Spoelstra (2010) describes advertising as a marketing tool with the goal of increasing sales. He believes this can be accomplished by utilizing advertising budgets to build identity and pushing customers to buy now. One example Spoelstra (2010, p.167-168) discussed was the relocated Forest Dragon Arena Football team that was gearing up for its first season in Portland.

Build Identity – In our ad, we explained the basics of arena football, which was wide-open football, plenty of hits, lots of fun, and close-up action.

Buy Now – Instead of discounting tickets, we used a premium, a genuine game ball, to catch the reader’s attention and make them want to buy right now.

Spoelstra (2010) also discussed the brilliant strategy of FedEx shipping a 3-foot rubber chicken with a jersey that encouraged season ticket holders, “Don’t foul out!” The rubber chicken included an honest letter from ownership that encouraged fans to renew their season tickets for one more year.

Considering both of these concepts, among the many mentioned by Spoelstra, you are now expected to develop a fund-raising event for an athletic department with the goal of attracting local business leaders, alumni, community dignitaries, and parents of student-athletes. In the vain of Marketing Outrageously (Spoelstra, 2010), what will you do to ensure that your invitation is read by the VIP mailing list? Make sure to define what you are selling.

Additionally, where will this event occur, what will be the evening agenda to build institutional identity and encourage donors to buy now?

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