Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

تمرين 9

Creative Corner
Circle K Ranch has been selling, training, and boarding horses for almost 20 years. With the recent downturn in the economy, however, Circle K has experienced a decline in all facets of its business. In talking with some marketing students at the local university, the owner of Circle K Ranch, Kathy Kroncke, wondered about using causerelated marketing, sponsorships, and even event marketing to boost the awareness and image of her business. She recently added horseback riding to her list of services and developed a 10-mile ride that goes through a local state park. So far, business has not been what she expected, despite research that indicated a high level of interest in riding, especially by 15- to 40-year-old females. Design a cause-related marketing program, a sponsorship program, and an event marketing program for Circle K Ranch. After you have designed each of the programs, choose the one you think would be the best for Circle K Ranch. Design a newspaper ad featuring the program. What other methods would you use, both traditional and nontraditional, to publicize the program you chose