Advertising Group Project
Creating an Integrated Marketing Communications Campaign
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
Provide a simple description or name of product or service.
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 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.
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.
Not a laundry list of available support but the few things that clearly support the “one thing we want them to believe”.
SECTION II – CAMPAIGN OBJECTIVES (text pg. 224-238)
SECTION III – MEDIA STRATEGY
Selection of Media and Vehicles
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
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).
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.
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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