Principles of Marketing

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Integrated Marketing Communications. Student understands how integrated marketing communications can add value for customers.

Marketing communications objectives. Student can develop marketing communications objectives using the AIDA framework.

Promotion mix. Student can select the appropriate promotion tool to be used for different marketing communications objectives.

Media strategy. Student can design a simple message and media plan for a product or service offering.

Directions

 

This assignment assesses your ability to relate integrated marketing communications concepts to your product or service offering and the target market you selected. Here you will let your creative side shine as you think through how you would design the marketing communications for your product or service to effectively and efficiently communicate a clear, consistent and compelling message to your target market over the next year.

You may want to refer to some additional references for more information on message design. A good one is

Promotion: Integrated marketing communication (IMC). (n.d.). Lumen https://courses.lumenlearning.com/wmopen-introbusiness/chapter/promotion-integrated-marketing-communication-imc/

Part 1

 

Integrated Marketing Communications. Considering your new target market and any modifications, new product line extensions or new products you may have developed to serve the new target market needs, create your ‘Big Idea” to be the basis of the message strategy for all your marketing communications.

Marketing communications objectives. In your Week 7 reading you learned about Message Strategies and the Organization’s promotion objectives (See, Section 11.5). Write at least three marketing communications objectives using the AIDA framework discussed in the reading. Each of your marketing communications objectives must be specific, measurable, realistic, and have a time limitation (i.e., be a SMART goal).

Part 2

 

Promotion mix. For each of the three marketing communications objectives written in number 2, discuss which of the promotion tools would be the best choice to reach each of the three marketing communications objective. One tool must be advertising (traditional or online) You may have more than one promotion mix tool for any given marketing communications objective. Consider and discuss whether you will be using digital marketing in general (email, mobile, social media, etc) or not to reach these goals. Why is this appropriate for this customer or not?

Media strategy. Discuss at least two of your media choices that you believe will best reach your target market with your advertising. Be specific with your choices, e.g. HGTV, Rehab Addict, because the product or service is targeting a do-it-yourself target market, or Home Depot website banner ads for the same target market. Or Morning TV National News, Good Morning America and The Today Show, 1st hour because your target market is educated urban workers. If using social media, discuss which social media and how they will be used to accomplish which objective.

Sample Solution

Resistant viruses are able to replicate under selective pressure better than sensitive viruses and, in this manner, of being positively selected. However, resistance mutations may negatively affect the function of the targeted protein (protease, reverse transcriptase, integrase and so on.), in this way creating a reduction of viral “fitness” (for example, relative efficiency of replication). Thus, when resistance mutations accumulate in the virus, its replication, transmission and virulence may be impeded compared with wild-type virus without drug resistance mutations (Turner et al., 2003). Nevertheless, minimizing the negative effect of these resistance mutations on the virus’ fitness can be done as an outcome of using secondary mutations that may lessen the fitness cost of single mutations. The effect of secondary resistance mutations on viral fitness and their accumulation have been assessed on account of numerous resistance mutations in integrase and reverse transcriptase (Brenner et al., 2002). In these illustrations, primary mutations may give resistance, and afterward a second mutation may perhaps increase fitness, permitting a recovery even with the presence of antiretroviral medications (Fransen et al., 2009).

4.7 REVERSE TRANSCRIPTASE AS A DRUG TARGET
The first antiretroviral drugs to be used were NRTIs. These agents are nucleoside analogs that do not have a 3′ OH moiety in the ribose ring, which recognizes them from physiological dNTP substrates. NRTIs mediate the inhibition of reverse transcriptase throughout their fusion into the nascent DNA strand amid reverse transcription. As a result, for this incorporation, termination of transcription occurs, thereby blocking viral replication. Nucleotide reverse transcriptase inhibitors, such as tenofovir, act by the same way as NRTIs (Go”tte and Wainberg, 2000).

A different mechanism for the inhibition of reverse transcription is mediated by Non-nucleoside reverse transcriptase inhibitors (NNRTIs) for example, via binding to non-catalytic enzyme sites. The NNRTIs don’t require phosphorylation for their activity and don’t fuse into growing DNA strands. The most important chemical components of NNRTIs have been produced in light of molecular and structures models of reverse transcriptase (Go”tte and Wainberg, 2000). Following chemical modifications or changes to these parts produced NNRTIs with enhanced activity against NNRTI-resistant HIV mutants. The resistance mutations against both non-nucleoside and nucleoside reverse transcriptase inhibitors have been recognized and described

Several main genetic mutational patterns of both resistance and cross-resistance c

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