Read the Drypers Corporation Case
Study on pages 344-352 in our textbook, and answer the questions below in a power-point
format. You are required to use at least your textbook as source material for
your response. All sources used, including the textbook, must be referenced;
paraphrased and quoted material must have accompanying citations using APA
format.
You are expected to include a title
slide at the start of your presentation, and a final slide listing your
sources. You should have a total of 10 slides. Do not include the title slide
or the reference slide in your total.
1. What is integrated marketing
communications? Describe the marketing communications mix used by Drypers.
2. How would you characterize the
disposable diaper and training pants market in the United States?
3. How would you characterize the
competitive situation and marketing efforts for Drypers in the U.S. disposable
diaper industry?
4. Does Drypers use a push or pull
communication strategy, or both? Explain.
5. Describe the budgeting
communications mix you believe Drypers does use or should use. Why?
6. What should Drypers do to evaluate the
communications methods they use?
