use they too hold a audience that are considered risk takers.4) Why have you chosen to lead with this marketing communication tool?We will lead with direct mailings because it is the most selective method and we are trying to reach a select audience.5) What other promotional mix tools will be used?Besides radio promotions and contests we also plan to advertise in local alternative publications like Creative Loafing. We will further use outdoor advertising in areas we feel can hold potential jumpers.6) Establish an IMC budget and explain a basis for this amount.Our budget will be based on a percentage of our sales. Currently we are 30% after sales dollars. We will this method because of the large overhead in our safety requirements and equipment maintenance. Chapter 8:1) Develop a creative copy platform that has basic creative strategy for you advertising campaign. (ex. 10-8 as guideline) Our creative copy platform is to build an alternative image for our company among our current and future clients. Convince jumpers we are one of them and they can be one of us.2) What is your campaign theme? What is the unique selling proposition? Can you use an approach in the chapter? ex. Brand image, inherit drama, positioning etc.Our campaign theme is One Jump, New Look on Life!! Conveying the idea that once you jump, your life is never the same, you are different and more complete.Our USP is just that. We will change your life with a thrill like no other.We are using an emotional appeal approach because this is a social need for the client that has been satisfied.Chapter 9:1) Develop a creative copy platform that has the basic creative strategy for your advertising campaign. Ex.) Are you using rational or emotional or a combination of the two?We are using emotional appeals because we know that people who jump out of airplanes are different and they like to think of themselves that way. We appeal to that very social need. We let them kno...
