Marketing Communication Principles and Strategies - IMC Campaign

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Question description

Most promotional campaigns are planned far in advance of implementation. The process for developing a campaign for a product or brand starts with a framework of all the items needed within the planning. This framework or outline will include the various IMC activities. Marketing managers will usually ask assistants and associates to gather information for the framework. A complete understanding of what goes into an IMC plan will help a marketer’s career path.

For this Assignment, you are to select a single product that will be used throughout the course and result in a completed Course Project. This first part is where you create a framework for an IMC campaign to promote the product for a 1-year period. You may select a product that is new, existing, or being repositioned. Be sure to explain the choice in your product proposal.

The objective is to make the most effective and consistent use of all marcom functions and to influence or control the impact of their communication elements.

Part 1: Product Proposal

Note: You may choose a product (goods or services) from an existing business or organization with which you have a connection, or choose a new product for a local organization with which you are familiar.

Submit your response to the following questions in paragraph format as a product proposal.

  1. Name the product and briefly describe it. This is the product you will produce promotional materials throughout the course.
  2. What is the brand name of the organization that is marketing the product?
  3. Will your product be marketed locally, domestically, or globally? Briefly explain the differences in relation to promotions planning.

Part 2: IMC Plan Outline

Generally, describe in outline format the six key parts of an IMC campaign plan for your selected product. Be sure you designate if the market is business or consumer.

The outline is useful as a guide for the planning document, but more importantly, it also identifies the key strategic decisions that guide various sections of an IMC campaign plan.

I. Situation Analysis

  • Background research
  • SWOT: strengths, weaknesses, opportunities, threats
  • Key communication problem(s) to be solved

II. Key Strategic Campaign Decisions

  • Objectives
  • Target and engaging stakeholders
  • Brand positioning strategy

III. Marcom Mix

  • Platforms and objectives
  • Synergy

IV. Message Strategy

  • Key consumer and brand relationship insights
  • Message direction
  • Strategic consistency

V. IMC Media and Contact Points

  • Multimedia and multichannel
  • Multiplatform
  • Contact points

VI. Management and Campaign Controls

  • Budgeting
  • Evaluation of effectiveness

MT359: Advertising, Promotional, Printegrated Marketing Communication Strategies Unit 1 Unit 1 Assignment Assignment Details and Rubric Most promotional campaigns are planned far in advance of implementation. The process for developing a campaign for a product or brand starts with a framework of all the items needed within the planning. This framework or outline will include the various IMC activities. Marketing managers will usually ask assistants and associates to gather information for the framework. A complete understanding of what goes into an IMC plan will help a marketer’s career path. For this Assignment, you are to select a single product that will be used throughout the course and result in a completed Course Project. This first part is where you create a framework for an IMC Campaign to promote the product for a one year period. You may select a product that is either new, existing, or being repositioned. Be sure to explain the choice in your product proposal. An IMC campaign is a complex set of interlocking, coordinated activities that has a beginning and an end. It outlines the objectives and strategies for a series of different but related marketing communication efforts that appear in different media, use different marcom tools, and convey different but complimentary brand consistent messages to a variety of stakeholders. The objective is to make the most effective and consistent use of all marcom functions and to influence or control the impact of their communication elements. Part 1 – Product Proposal Note: You may choose a product (goods or services) from an existing business or organization in which you have a connection or choose a new product for a local organization in which you are familiar. Submit your response to the following questions in paragraph format as a Product Proposal.    What is the currently in existence product that could generate revenue, for which you will prepare various promotional materials during this class? Give the product a name and briefly describe it. What is the brand name of the organization that is marketing the product? Will your product be marketed locally, domestically or globally? Briefly explain the differences in relation to promotions planning. Part 2 – IMC Plan Outline Page 1 of 3 MT359: Advertising, Promotional, Printegrated Marketing Communication Strategies Unit 1 Assignment Generally, describe in outline format the six key parts of an IMC Campaign plan for your selected product. Be sure you designate if the market is business or consumer. The outline is useful as a guide for the planning document, but more importantly, it also identifies the key strategic decisions that guide various sections of an IMC campaign plan. I. Situation Analysis  Background research  SWOT: strengths, weaknesses, opportunities, threats  Key communication problem(s) to be solved II. Key Strategic Campaign Decisions  Objectives  Target and engaging stakeholders  Brand positioning strategy III. Marcom Mix  Platforms and objectives  Synergy IV. Message Strategy  Key consumer and brand relationship insights  Message direction  Strategic consistency V. IMC Media and Contact Points  Multimedia and multichannel  Multiplatform  Contact Points VI. Management and Campaign Controls  Budgeting  Evaluation of effectiveness Directions for Submitting Your Assignment Before you submit your Assignment, you should save your work on your computer in a location and with a name that you will remember. Make sure your Assignment is in the appropriate format (Word®, Excel®, PowerPoint®, or other), then proofread completed assignment Once completed, submit your Assignment to the Unit 1 Assignment Dropbox. Assignments are due Tuesday 11:59 p.m. ET of their assigned unit. Page 1 of 3 MT359: Advertising, Promotional, Printegrated Marketing Communication Strategies Unit 1 Assignment MT359: Unit 1 Assignment Points Points Possible Earned Response addresses the required elements demonstrating analysis and critical thinking: Part 1- Product Proposal  Product description 8 Part 2- IMC Plan Outline  IMC Structure 12  Key topic details of each section 12 Writing Style, Grammar, APA Syntax and spelling 4 Response displays effort to analyze 2 APA is used and correct 2 Total Points 40 Page 2 of 3

Tutor Answer

Msharon
School: Purdue University

Attached.

Running head: PRODUCT PROPOSAL

1

Marketing Communication Principles and Strategies- IMC Campaign
Name:
Course:
Professor:
Date:

PRODUCT PROPOSAL

2

Product Proposal
Introduction
Launching a new product or service creates an opportunity for a business to expand and
emerge as a competitive institution in the market. Ideally, this process involves various
activities such as building, marketing and collaborating with the brand and not merely relying
on the broadcast of a company. As such, there is a need to Meticulously design a promotional
campaign that allows an organization to expand and reach the desired target audience.
Name and description of the product
Lexus UX is a compact SUV that is bold in design for a modern explorer with a
contemporary take on luxury. This car is finessed with a rear light and spindle grille that is
connected by a continuous light across the back door. Its design pres...

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