Propose an IMC plan for Zaiqa Restaurant

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Reference no: EM131940700

INTEGRATED MARKETING COMMUNICATIONS ASSIGNMENT

Assessment - Written and Oral Assignment with peer review

Please make assignment on Zaiqa Restaurant in Melbourne Carlton its a Pakistani and Indian Cuisine.

Additional information Please use

1) Appropriate Strategy considering elasticity

2) SMART Objective Approach.

3) Moving Consumer from one goal to the next

4) Setting Achievable advertising objectives.

5) Please don't give references from Google.

In this assessment students are required to submit a written assignment and deliver an oral presentation relating to Integrated Marketing Communications. Students will apply skills and knowledge to propose an IMC campaign plan.

Each group of two students, is to select an Australian small to medium sized organisation. This may be an employer or family business and should be a business with which you are familiar. Your lecturer can provide access to businesses should you wish to select an organisation unknown to you.

Your task is to propose an IMC plan for the business, excluding television as a media class.

IN THE WRITTEN REPORT YOU SHOULD:

1. Construct an overview of your selected company and identify your target audience for the IMC campaign: A brief summary of the business should be detailed. Target audience should be profiled as summarised and drawing on your previous market segmentation, targeting and positioning knowledge.

2. Develop objectives and budget for your IMC campaign applying the theory of the unit.

3. Select at least four (4) IMC elements or three (3) elements including two (2) media classes excluding television for inclusion in your campaign. Outline the rationale supporting your selection with respect to recent IMC trends.

4. Determine an appropriate creative strategy consistent with IMC theory.

5. Produce a creative integrated marketing communications campaign (minimum four elements or three elements including two media classes) in the following formats:

Advertising - Newspaper/Magazine: mock up
Advertising - Out of Home: mock up
Advertising - Radio: script including identification of sound effects
Direct Marketing: mock-up supported by overview of campaign
Digital and Social Media: storyboard if video (or actual video); mock up if static
Marketing Public Relations: full press/product release or newsletter (not included in word count)
Personal Selling: mock-up of job advertisement for sales representatives including selection criteria or job description if part of a customer service role
Point of Purchase: mock-up supported by overview of campaign
Sales Promotion: mock-up supported by overview of campaign
Sponsorship: full overview of campaign and mock-up of signage (where relevant)

6. Develop an IMC schedule: in correct format including the element, vehicle (if advertising), timing and cost. This schedule should equate to the budget detailed above in (2). Please consult your Lecturer for costs of IMC elements not discussed within the unit i.e. personal selling.

7. Detail each student's contribution to the assessment: This requires an agreed identification by area of each member's input. Individual assignments will automatically receive a zero grade against this criteria. (This is not included in the word count or oral presentation).

This will demonstrate your ability to apply the important concepts, processes and models in this unit to development of integrated marketing communications plans and campaigns.

FOR THE ORAL PRESENTATION:

As IMC Professionals responsible for your organisation's in-house development of integrated marketing communications, deliver a 10 minute presentation (maximum 5 minutes per student) pitching (G7 Studios 2011) your campaign to the business owners - as represented by the class cohort.

1. Choose the appropriate weighting of material for a pitch, with the objective of generating a positive response to your proposed IMC campaign. Not all areas of your written assignment are relevant e.g. summary of business.

2. Design engaging visual aids and demonstrate the four creative productions in the relevant format (mock ups/storyboards etc).

3. Utilise positive verbal/non-verbal communication cues.

4. Connect with your audience to generate a positive response to your proposed IMC campaign.

5. Ensure that you adhere to the 5 minute per student timing.

Presentation times will be pre-determined via the Moodle Discussion Forum.

Attachment:- Assignment File.rar

Reference no: EM131940700

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Reviews

len1940700

4/13/2018 5:48:42 AM

Please make assignment on Zaiqa Restaurant in Melbourne Carlton its a Pakistani and Indian Cuisine. Additional information Please use - 1) Appropriate Strategy considering elasticity, 2) SMART Objective Approach. 3) Moving Consumer from one goal to the next, 4)Setting Achievable advertising objectives. 5) please don’t give references from google. In this assessment students are required to submit a written assignment and deliver an oral presentation relating to Integrated Marketing Communications. Students will apply skills and knowledge to propose an IMC campaign plan.

len1940700

4/13/2018 5:48:36 AM

Report is to be uploaded: By 11pm on the Friday of Week 6, A signed cover sheet should be attached to the assignment, If you experience difficulties uploading the assignment, to avoid a late penalty a screen print of the error message and your assignment should be emailed to Janne Palthe by 11pm of date of submission. Your assignment will still require uploading into Moodle for marking. Content should display logic and cite examples and theories.

len1940700

4/13/2018 5:48:31 AM

You must include: Research using at least 2 academic journal articles, Carefully select appropriate theories and concepts, Construct an in-depth and analytical discussion, Use evidence and examples to support your work, Write in a clear and logical manner. Cite all references using the Harvard referencing system, Prepare and format a reference list. Your REPORT should be in proper format and will be assessed on the following criteria: Quality of analysis applying the theoretical concepts of the course. Creativity and innovation demonstrated in presenting information. Professional format with consistent fonts, proper sequence of paragraphs, correct referencing, spelling and grammar.

len1940700

4/13/2018 5:48:25 AM

PEER REVIEW CRITERIA: Each group should review all other presentations. The presentations should be ethically and honestly graded in accordance with the criteria circulated by the Lecturer. Any review that is unreasonable and/or +/- two grades of the peer average will be disregarded. Ensure that you review at least 80% of presentations. Any group which does not submit at least 80% of possible peer reviews will have their peer review mark disallowed.

len1940700

4/13/2018 5:48:19 AM

Exceptional business overview. Exceptional target audience profile with consideration to all relevant demographic, geographic and psychographic variables. Objective, budget and budgeting methods illustrate exceptional application of theory and sound rationale for the company. Exceptional selection of IMC elements with respect to organisation and industry trends. High level rationale of IMC elements formulated through application of theory and evidence of academic research. Exceptional creative strategy formulated through application of theory and evidence of academic research.

len1940700

4/13/2018 5:48:13 AM

Exceptional creative applying theory resulting in exemplary graphics/communication pieces. Exceptional IMC schedule in correct format. Exemplary rationale and application of theory with consideration to budget and industry forces. Exceptional academic research and application of theory. Exceptional spelling and/or grammar. Report completely adhered to business report format. All references acknowledged in the correct Harvard format. Exceptional identification and transparency of each team member's contribution.

len1940700

4/13/2018 5:48:08 AM

Exceptional relevance to a 'pitch' situation with evidence of considerable effort to generate a positive response to the proposed campaign. Exceptionally engaging visual aids and communication of exemplary IMC productions (mock ups/storyboards etc) in correct format. Exceptional clarity and articulation. High level non-verbal cues. No or very subtle reliance on written prompts. Exemplary audience connection who displayed exceptionally positive cues in relation to your proposed campaign. Excellent adherence to time constraints.

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