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Rochester Institute of Technology

1. De La Cruz Rosado, Samary. Integrated Marketing Communication Project for American Aerogel.

Degree: MS, School of Communication (CLA), 2019, Rochester Institute of Technology

This project created a marketing plan for a specific company “American Aerogel” to increase sales and to penetrate Clinical Research Organizations; thus, the project considered the comprehensive integrated marketing communication in the company. A survey was used to determine whether the marketing strategy selected for the project—direct marketing email—would be beneficial for the company to help it increase brand awareness in the clinical research field. More specifically, emailing a marketing campaign to a specific target audience is likely to increase results. Therefore, data from 150 surveys about email marketing was collected and analyzed to determine the usefulness of email marketing for American Aerogel. Findings indicated that Clinical Research Organizations were receptive to email marketing to initiate and continue a business relation. Also, the study found that using a specific target market could maximize email response speed rate and facilitate a prospective sale. Advisors/Committee Members: Kelly Norris Martin, Grant Cos, Andrea Hickerson.

Subjects/Keywords: Clinical research organizations; Direct marketing email; Marketing project

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

De La Cruz Rosado, S. (2019). Integrated Marketing Communication Project for American Aerogel. (Masters Thesis). Rochester Institute of Technology. Retrieved from https://scholarworks.rit.edu/theses/10154

Chicago Manual of Style (16th Edition):

De La Cruz Rosado, Samary. “Integrated Marketing Communication Project for American Aerogel.” 2019. Masters Thesis, Rochester Institute of Technology. Accessed June 05, 2020. https://scholarworks.rit.edu/theses/10154.

MLA Handbook (7th Edition):

De La Cruz Rosado, Samary. “Integrated Marketing Communication Project for American Aerogel.” 2019. Web. 05 Jun 2020.

Vancouver:

De La Cruz Rosado S. Integrated Marketing Communication Project for American Aerogel. [Internet] [Masters thesis]. Rochester Institute of Technology; 2019. [cited 2020 Jun 05]. Available from: https://scholarworks.rit.edu/theses/10154.

Council of Science Editors:

De La Cruz Rosado S. Integrated Marketing Communication Project for American Aerogel. [Masters Thesis]. Rochester Institute of Technology; 2019. Available from: https://scholarworks.rit.edu/theses/10154

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