Compose a marketing communications plan

Assignment Help Marketing Management

Reference no: EM133294885

Case: You are to devise a piece of 'ephemeral content' on Tik Tok, Snapchat, Facebook, or Instagram. Ephemeral content is an advertising and promotional method that uses videos and images and are available for a short period of time. Your visual ephemeral content is for a new fictional brand to be launched in the UK market. The brand can be a product or a service. It can be a commercial brand, or a charity or public service. Most importantly, it must be original, and realistic. The brand name cannot be registered or in existence in any country.

Be creative and pay attention to the key attractions of ephemeral content on social media, including 1) user-generated content (UGC); 2) engagement; 3) fear of missing out; and 4) storytelling. Your focus should be on providing experience to your target audience and you have to apply Jenkins (2008)'s concepts of 'participative economy' and Pine and Gilmore (1999)'s 'experience economy' in which media users are empowered through social media as never before and consumers spend less money on buying things but more on 'doing' things (so they can tell the world about them on social media afterwards!).

The report has to justify, that is, explain with reasoned argument, the various elements of the advertising strategy. You are designing an ephemeral content- why did you choose that particular creative approach? Why do you feel that it would achieve a marketing advantage for your client? Why did you choose to position the brand in this way in the ad as opposed to alternatives? Why did you choose the particular medium of transmission? And so on. You design the ad, and you explain to the markers why you feel that it will achieve a marketing advantage for the brand.

As part of your justification you will need to refer to some marketing concepts, particularly segmentation (who is the relevant audience) targeting (which media channels and vehicles will reach them most effectively and efficiently) and positioning (what characteristics/values/associations will differentiate the brand from competitors?) You will need to cite appropriate sources in referring to marketing concepts.

Media plan - You should explain which media channels and vehicles you are planning to use. A medium is a channel of communication, for advertising, this includes such as TV, radio, internet, mobile, press, outdoor etc. A media vehicle is a particular TV channel and show advertising slot, a particular radio station and radio show, a particular newspaper, magazine, outdoor site and so forth. For this particular group project, your media channel is the Internet, and your media vehicles should be any social networking sites such as Facebook, Instagram, YouTube, Twitter, Pinterest, LinkedIn, Tik Tok, or Snapchat.

You will need to show at what intervals, time of day, month, you will broadcast your ads and why. If the ad is for a brand of chocolates, then just before Christmas is a good time because there is a huge spike in sales of chocolates in the UK at this time: if it is a brand of ice cream, summer is probably a good time to advertise. And so on.

You do not have to compose a 'marketing communications plan' or an 'advertising plan': simply focus on exactly what the brief asks you to do, do not over-elaborate.

Reference no: EM133294885

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