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Case: Pampers Advertising Marketing 161

Source This basic information for this case is found Principles of Marketing, 9th edition by Kotler and Armstrong on pages 575 to 577 (end of Chapter 15). Assignment You are the marketing manager for Rash Guard diapers. Present the marketing (heavy emphasis on advertising) plan. The plan should address the following issues: 1. Who are P&Gs target audiences for its Pampers Rash Guard diapers? What should its communications objectives be? 2. What elements of the promotion mix should P&G use in designing its marketing mix strategy? What issues should it consider in designing its promotional messages? 3. How can P&G integrate its marketing communications for Rash Guard? 4. What promotional recommendations would you make to P&G? Design an overall promotion strategy for Rash Guard.