A matrix is a visual representation of information. It organizes information for easier analysis. For this assignment, you will create a matrix for General Motors' brands and target audience information.
The matrix should have General Motors' brands down one side, and include columns for all four of the following:
- Target audiences. Include both internal and external audiences. (Note that this is different from target segments).
- Desired outcomes or actions for each audience.
- Primary media and communication tools to reach each audience.
- Percentage of communication resources for each brand.
Once you have completed the matrix using the above criteria, answer the following questions:
- Who are the most important target audiences for each brand, internally and externally?
- What is the desired outcome or action for each audience?
- What media and communications tools do you recommend for each brand and audience?
- What overall percentage of the communications budget would you allocate to each brand?