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Creating an Integrated Marketing Communications Campaign

 

OVERVIEW

This project/presentation allows you to apply the concepts that you have learned about creating effective advertising.  You and your team will develop an IMC promotional/advertising campaign for an existing brand.  You will submit a brief overview of your integrated marketing communication (IMC) plan (2-5 pages, excluding exhibits. One-inch margins, 12-point font. Anything past the 5th page will not be considered when determining your grade) and a copy of your advertisement or mock up.

COMPONENTS OF AN IMC PLAN

For Existing Brand (Product or Service)

SECTION I – DEVELOPING THE CREATIVE BRIEF

  • What is the product or service?

Provide a simple description or name of product or service.

 

  • Who is the competition?

Provide a snapshot of the brand situation including market share or position in the category, brand challenges, competitive threats, and future goals. Include any regulatory or industry trends that could impact the promotional plan.

 

  • What basic problem or issue the advertising must address? (text pg. 114)

What is the discrepancy between the consumers ideal state and actual state? Things to consider: are they out of stock, dissatisfied with current offerings, new need or want caused by life changes, a related product/purchase, a problem the marketer has created, or are if you are creating a totally new product what need are you creating.

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  • Who is the target audience identification and what are they thinking? (text pg. 51)
  1. Define the target market using demographics, psychographics (if available), benefits sought, and behavior (activities; usage; where they shop, etc.). Be as specific as possible in defining the target so the creative team can connect target and brand in the most compelling way.

 

  1. Uncover target segment insights to get at attitudes and behaviors related to broader context as well as specific category and brand. Determine whether insights currently exist or whether new research needs to be conducted. (Use secondary research, blogs, social media, or even contact the company or agency for the brand and ask them – sometimes they will talk with you).

 

  • The major selling idea (text pg. 290-296)
  1. What approach did we take (USP, brand image, inherent drama, positioning) and why? Provide one or two advertising examples from past promotions (include in appendix).
  2. What one thing do we want them to believe?

Be as single-minded as possible.  This approach should differentiate us . . . no other brand in the category can or is currently saying it. Say it in consumer language.

 

  1. What can we tell them that will make them believe this?

Not a laundry list of available support but the few things that clearly support the “one thing we want them to believe”.

 

  • What advertising appeal and creative execution styles will we use to express the “one thing we want them to believe.” (text pg. 303-319)

 

SECTION II – CAMPAIGN OBJECTIVES (text pg. 224-238)

 

  1. Marketing Objectives – state the marketing objectives for the campaign expressed in terms of sales and market share growth. Estimate current sales and market shares for the brand (check Library research resources). Your team is asked to deliver a 5% improvement in market share. You are to determine what sales increase that represents and estimate a budget to achieve that objective. Goals must be measurable, bounded by time, and realistic.

 

  1. Communication Objectives: You are to determine what are the appropriate communication objectives for your campaign and then determine the specific, measurable targets for each objective (for example achieve awareness levels of “x” % of target audience). If you are trying to change attitudes and behavior toward the brand, how will you best measure the success or failure of the campaign in doing that? You may use DAGMAR or other communications “funnel” models in your estimates. Goals must be measurable, bounded by time, and realistic.

 

SECTION III – MEDIA STRATEGY


Selection of Media and Vehicles

  1. Discuss both the types of media and the specific vehicles that you will employ in the campaign.

 

  1. JUSTIFY your selection of both the media and vehicles.

 

  1. Describe the general plan for the timing of your campaign.

 

SECTION IV-BUDGETING

 

Present and justify budget. Use % of budget for each media and vehicle that you will employ in the campaign.  (Use of competitor’s spending or previous years spending is helpful if available.)

 

 

SECTION IV- EFFECTIVENESS MEASUREMENT


Proposed Method
Describe in detail the measures and procedures that you propose to measure the effectiveness of your campaign. Remember that you must include pre and post-test/campaign measures to assess changes in your dependent variables…these should measure/assess your campaign objectives.

Justification of Method

JUSTIFY your choice of effectiveness measures...(the specific match to objectives, the use of  multiple measures, timing, specific feedback generated).

APPENDIX A
Advertising Appeal

Present (2) advertising related material that supports your proposed advertising campaign.  All materials must be created, designed, and executed exclusively by members of the agency team (you).

The promotion may be a “rough” or a “storyboard.”Specific types of promotionsinclude but are not limited to:

 

Broadcast advertisement: TV or radio

Print advertisement: magazine or newspaper

Event related promotional materials: execution of events, components of events

Sales Promotion: examples of consumer (such as displays, contests, etc.) and trade executions (such as trade show plans and materials)
Direct Marketing: examples of direct mail, e-mail, broadcast executions.
Internet/Interactive media (web sites or a social media campaigns)

Other: billboard, transit, etc.

 

Discuss how do your advertisement is supports current positioning or repositions your product.

 

 

APPENDIX B (unless it is a new product)

Description and/or example(s) of prior promotions by the company/brand.

 

References

Company websites, social media, blogs are excellent sources of information on product/brand image.

 

Contacting Outside Sources: Agency teams may contact any firm for information and materials. For example, for cost estimates, previous promotions, research studies, ratings data, or industry reports, you may want to contact advertising agencies, the media, sales promotion firms, research firms, and other suppliers. Agency teams may utilize any published and commonly available research materials.

 

All sources of information and materials must be listed at the end of the written report.

 

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