Reference no: EM133156565 , Length: word count:2500
Assessment
The third assessment task requires you to develop and write an Integrated Marketing Communications (IMC) plan for the new product or service chosen in the second assessment task. You will present the Integrated Marketing Communications (IMC) plan as a formal business report. This report should be 2500 words maximum excluding the title page and reference list.
Your Integrated Marketing Communications (IMC) plan should include and address each of the following:
1. Title page
• The title page will include the name of your organisation and product or service, the start and end date of the IMC plan (e.g. July-December 2021), campaign name, your name, student ID number and lecturer/tutor name and campus (for on-campus students) and course name and code.
2. Executive summary
• The executive summary should not read like an essay. You need to highlight only those critical aspects from your IMC plan. You should provide a brief overview of the organisation (or proposed business) and product/service, outline the 3 to 5 communication objectives selected with quantifiable targets and time-frame for achievement, present the creative strategy selected (including target audience) and highlight the main elements of the media plan (including total budget).
• Use of subheadings, dot or bullet points is recommended to better present the required information.
3. Table of contents
• The table of contents will present each section of the IMC plan, including subheadings, with their appropriate page number(s). Sections should be numbered (e.g. 1.0 Introduction). The introduction begins on page 1. Pages prior to the introduction use lower case Roman numerals such as i, ii, iii, iv, etc.
4. Introduction
• The introduction should present a brief outline of the organisation (or proposed business) and the product/service that is the major focus of this IMC plan. In addition, aims and structure of the report should be presented.
5. Background and target audience analysis
• The focus here will be on presenting information as to your chosen target audience. It is expected you research the communications management and marketing literature to better understand who is likely to have an interest in your product or service. A profile then needs to be outlined that gives the reader of your IMC plan a better understanding as to whom you will be directing the proposed marketing communications. Consider market segmentation according to demographic, psycho-graphic, socio-economic and geographic customer characteristics.
• Use of additional sources of information to help support the discussion is expected.
6. Three to Five Communication objectives
• Present and explain 3 (minimum) to 5 (maximum) communication objectives for the IMC plan, with quantifiable targets and time-frame for achievement. Some objectives of marketing communications include creating brand awareness and recall, influencing interest or consumer attitudes, establishing a positive brand image and encouraging purchase behaviour. Think about, and justify, why you have chosen these communication objectives for this particular target audience.
• Use of additional sources of information to help support the discussion is expected.
7. Creative strategy justification
• Students must justify their creative strategy against the target audience profile and your communication objectives.
• A brief description is required here of your creative ideas with appeal and execution outlined that matches the style of creative strategy chosen.
• Use of additional sources of information to help support the discussion is expected.
8. Media plan
• Select the advertising media and vehicle(s) you will use to achieve each of your communication objectives, and justify your use of this media based on how this best communicates with your target audience. The media plan should be a reflection of the duration of the IMC plan (start and end date) as presented in the title page. You must take into consideration the creative strategy to be adopted when selecting the most appropriate media to use.
• From the Second Assessment, option 1 or 2 selected, the budget is fixed at AUD $25,000.
• From the Second Assessment, option 3 selected, think of realistic figure/s given your business/organisation, communication objectives and the creative strategy to be adopted.
• A table (including budget totals) summarising this discussion is encouraged.
• Use of additional sources of information to help support the discussion is expected.
9. Conclusion
• In your opinion, why do you think it will be possible to achieve each of your chosen communication objectives? Briefly outline the target audience, each of the communication objectives and the creative strategy adopted to help explain your answer.
10. Reference list
• Using APA referencing style, the IMC plan should include at least ten (10) quality sources of information such as from academic journal articles, academic textbooks, trade journals, newspaper articles and industry/business websites.
Instructions
• This is an individual assessment (no groups).
• Integrated Marketing Communications (IMC) plans are essential for businesses/organisations to execute their marketing initiatives.
• This is a challenging assignment. It will provide you with the opportunity to undertake a significant piece of work with a practical commercial application.
Attachment:- Integrated Marketing Communications.rar