The paper “ Design of Integrated Marketing Communications Plan Popularizing AIDS Preventive Measures" is a fascinating example of a case study on marketing. There are many potential partners that can be used in an AIDS communications campaign. It is good to diversify on the partners that are chosen on the basis of the diversity of the audiences to be covered. There are many potential partners that can be used in an AIDS communications campaign. It is good to diversify on the partners that are chosen on the basis of the diversity of the audiences to be covered.
Choosing many sponsors is also advantageous in that the strengths of various partners, when brought together, can lead to a success AIDS awareness campaigns. Additionally, no two partners can have the same strengths and weaknesses. In this case, one partner’ s weaknesses are another’ s strengths. Through supplementation among different AIDS campaign partners, a well-integrated communications plan can be made. The partners may be in the form of media organizations, specialized health care providers, entertainment industry players, providers of Mexican passion such as football, bull-fighting and soap operas, charities that work with marginalized and disadvantaged groups such as the rural poor, drug addicts and street children.
Each of these partners has the potential to reach a certain subdivision of the target population better compared to other relevant segments that need to be reached by the AIDS campaign. It is a matter of setting priorities. Jaime (2002, p. 127) says that while setting priorities, an advertising agency has to consider many factors in order to optimize the utilization of resources for the best outcomes. These factors include demographics, the existing barriers to the fight against AIDS, the measures that need to be taken to reduce HIV/AIDS infections, the various target audiences and the most approach ideas that need to be communicated to a specific audience.
Each sponsor excels in at least one aspect of the HIV/AIDS campaign. Executives of an advertising agency should identify the partners that are most suited to a certain aspect of the AIDS campaign and select the best one among the shortlisted partners. The main factors to consider when assessing shortlisted organizations include credibility, visibility, financial strength, experience and the extent of entrenchment within the local Mexican community. US Agency for International Development (USAID)The US Agency for International Development (USAID) is a very good partner for the Mexican advertizing agency for various reasons.
USAID is a credible, highly visible and financially powerful organization. It is by far the largest donor in matters relating to AIDS to Mexico. It is known the world over for taking a leading role in the social marketing of condom use. Lundgren (2009, p. 2) notes that when partnering with USAID, it would be important for the advertising agency to ensure that the messages created by the organization are localized as much as possible in order to make them possess a local appeal.
This is because many Mexicans have a very high sense of national pride. Massingill (2006, p. 5) notes that international organizations easily team up with pharmaceutical companies that have vested interests in order to use social marketing to disseminate HIV/AIDS treatment and prevention information selectively. An advertising agency’ s executives have to be keen while linking up with partners in order to ensure that the set social marketing goals with regard to raising AIDS awareness are realized.