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Select one of the following scenarios, where an organization is creating an integrated marketing communications plan to increase its customer base, as the basis for your memo:

  • You are the owner of a small business in a large metropolitan area. You specialize in designer women’s clothing.
  • You have been hired by a national toy manufacturer to develop and create a new line of educational toys for kids aged 7-10.
  • You are the marketing director for a military veteran’s foundation that must raise money to create a fallen heroes monument.

Prepare a 1,050- to 1,400-word memo to the organization’s management team and discuss the importance of demographic and psychographic information in developing marketing communications.

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Choose two demographics, such as race, age, location, income, religion, or marital status; and two psychographics, such as personality, buying motives, interests, attitudes, beliefs, and values.

Determine the influence these elements have on the marketing communications for the organization.

Decide which types of demographic data and psychographic information would be most helpful to the organization as they create their plan.

Provide a rationale for each of your decisions

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