Reference no: EM132681607

INTEGRATED MARKETING COMMUNICATIONS

LO1 EVALUATE DIFFERENT MARKETING CHANNELS AND HOW THEY SERVE COMMUNICATION OBJECTIVES D1 MAKE VALID JUDGEMENTS ABOUT HOW MARKETING CHANNELS ADD VALUE USING SPECIFIC ORGANISATIONAL EXAMPLES TO DEMONSTRATE HOW THEY SERVE COMMUNICATION OBJECTIVES.
P1 EVALUATE DIFFERENT TYPES OF MARKETING CHANNELS AND HOW THEY SERVE COMMUNICATION OBJECTIVES WITHIN AN ORGANISATIONAL CONTEXT. M1 CRITICALLY EVALUATE HOW MARKETING CHANNELS OF COMMUNICATION ARE INTEGRATED WITHIN AN ORGANISATIONAL CONTEXT TO ADD VALUE AND MAXIMISE RESOURCES.

LO2 DEVISE COMMUNICATION OBJECTIVES AND JUSTIFY APPROPRIATE CHANNEL SELECTION AND INTEGRATION
P2 DESIGN COMMUNICATION OBJECTIVES FOR A GIVEN ORGANISATIONAL SITUATION.
P3 PROVIDE JUSTIFICATIONS FOR THE SELECTION AND INTEGRATION OF COMMUNICATIONS CHANNELS CHOSEN. M2 EVALUATE THE APPLICATION OF THE COMMUNICATION OBJECTIVES IN RELATION TO THE MARKETING COMMUNICATIONS MIX AND THE ORGANISATIONAL BUSINESS OBJECTIVES. LO2 & 3
D2 CREATE A VALID AND DETAILED MARKETING COMMUNICATIONS PLAN THAT APPROPRIATELY INTEGRATES MULTIPLE COMMUNICATION CHANNELS, HAS SMART OBJECTIVES AND TACTICS TO MEET THE OVERALL MARKETING AND BUSINESS OBJECTIVES.

LO3 DESIGN AND PRODUCE CONTENT APPROPRIATE TO THE CHANNEL AND COMMUNICATION OBJECTIVES
P4 CREATE A MARKETING COMMUNICATIONS PLAN THAT EFFECTIVELY MEETS COMMUNICATION OBJECTIVES FOR A GIVEN ORGANISATIONAL SITUATION. M3 AS STATED ABOVE FOR LO2.

LO4 DEMONSTRATE THE ABILITY TO CRITICALLY EVALUATE A CASE STUDY INVOLVING COMMUNICATION STRATEGY, CHANNEL CHOICE AND CREATIVE CONTENT D3 PROVIDE APPROPRIATE AND JUSTIFIED RECOMMENDATIONS FOR IMPROVING THE MARKETING COMMUNICATIONS PLAN TO MAXIMISE REVENUE AND SUCCESSFULLY MEET BOTH COMMUNICATION AND BUSINESS OBJECTIVES.

SCENARIO

IMC can be defined as an approach to achieving the objectives of a marketing campaign, through a well-coordinated use of different promotional methods that are intended to reinforce each other. As defined by the American Association of Advertising Agencies, integrated marketing communications " ... recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines advertising, public relations, personal selling, and sales promotion and combines them to provide clarity, consistency, and maximum communication impact."

Research the marketing and advertising trends in Pakistan and select two companies with a wide range of communication channels used for their offered products and/or services; a different company will be used for each of the two tasks presented in the brief. Study the marketing channels and marketing plan of the organisation. Consider the following while undertaking the activities given below: more brands are shifting their attention to millennials as they look to gain insights into how their future consumers will shape tomorrow's trends. In Pakistan's comprehensive study on Generation Y, Ipsos Research May 2018 discovered new trends in attitudes and behaviours across key demographics.

This summary report presents a selection of the key findings from the study, including (ipsos.com):
• Almost one fourth of millennials in Pakistan value their country's traditions passed down from older generations. However, almost half of millennials are not afraid to speak their minds, even if their opinions go against certain societal norms or expectations.
• While 58% of Pakistani millennials are optimistic about their future in the county, this varies drastically by gender (45% of women compared to 71% of men).
• Almost one third of millennials are willing to give brands they have had a bad encounter with another chance - a figure that is significantly higher than other countries in the region.

TASK 1 - GUIDANCE
Study the different marketing communication channels available to an organisation. Evaluate these with reference to suitability for achieving different organisational objectives. From among these channels, identify the ones most suitable for your selected organisation and justify your choice. Elaborate how these channels address the various stakeholders, specially customers. Assess the extent to which these channels have been integrated within the organisational objectives to add value and maximise resources; critically evaluate how this is achieved by the organisation. Use organisational examples to support your assessment and make valid judgements.

For one of the existing (or new) product/services offered (or to be offered) by the organisation, or for a one-off situation faced by this organisation (e.g. promoting a green image, supporting a charity or social movement or political reform, etc.), devise a new IMC plan:
• Conduct situational analysis.
• Design appropriate communication/business objective(s).
• Develop a communications plan and a creative strategy (based on different strategic approaches such as product/consumer oriented, think/feel/do approaches, etc.); create a schedule and promotional budget for this strategy.
• Formulate a promotional mix and appropriate multiple channel selection (with special reference to digital platforms). Explain how this mix serves the communication objectives.
• Design content and tactics for each channel in view of the colours and symbols as brand building tools. Pay attention to typography, visual art design, e-commerce (if any), creativity and laws/regulations in marketing communications.
• Decide how and when will this plan be implemented and what control and evaluation mechanisms would be used.
Critically evaluate how this IMC plan integrates the organisational objectives within its design and application. Justify the extent to which this plan meets business objectives and communication objectives set for this plan. Present your IMC plan to an audience and panel of teachers/supervisors.

TASK 2 - (LO4) - GUIDANCE
For the second organisation chosen as specified in the scenario, produce a case study report that explains and examines the marketing communications implemented by this organisation. Produce the report in the format that can be used to support and advice the company in highlighting the importance and success of IMC planning:
1. A brief background to the organisation.
2. Current communications objectives.
3. A critical evaluation of those objectives (are they suitable?)
4. Chosen channels of communications.
5. A critical evaluation of those channels (are they suitable?)
6. A critical evaluation of one example of the creative content from that organisation's marketing communications.
Give valid and appropriate recommendations and a rationale for those recommendations.