1. A 7-Page (minimum) written IMC plan. Please see written requirements below.
2. A PowerPoint presentation overview of your IMC plan. You have creative freedom here, no set length, or format but you must be able to have the key elements of your written IMC Project represented in your PowerPoint slides.
This is a formal scholarly paper so be sure that it is using proper APA citations throughout as well as proper formatting with all research. Your work should be well organized and thoroughly check for grammar and spelling mistakes.
Please use 12-point Times New Roman font for all your text, double-spaced lines, and 1-inch margin on all sides. The seven-page requirement does NOT include abstract page, title page and references. The table of Contents may be single spaced.
You will cite at least 3 scholarly sources (academic peer-reviewed journal articles) and at least 5 industry sources to write the paper. You may get scholarly peer-reviewed articles via the A-State library website or some even via Google Scholar (scholar.google.com). Sometimes you may locate an article using Google scholar and then come back to try to find the full text using our library website. Do not use more than one direct quote, and if you use one, it should not be longer than three sentences.
When you use a direct quote, please include the page number in the citation (APA style). Your final project is due Friday April 30 (Module 7), so you will want to start early. See the schedule below for more details and a suggested time line to work on this project.
You may search for relevant academic peer-reviewed articles in journals like Journal of Interactive Advertising, Journal of Advertising, Journal of Advertising Research, Journal of Interactive Marketing, International Journal of Advertising, Journal of Current Issues and Research in Advertising, Journal of Marketing, Journalism and Mass Communication Quarterly and International Journal of Strategic Communication etc.Industry sources for our class purposes basically mean non-academic sources, including trade publications (e.g., Adage, AdWeek), credible websites or blogs of experts or influencers, industry or independent surveys or other research studies (Nielson surveys), relevant news articles etc. Follow APA citation style (6th or 7th).
1. Executive Summary
Your report needs to include an executive summary. This should be a comprehensive one-page (max) about your IMC plan (this is OK to be single spaced)– it should highlight the key elements (major details) of your project.
2. Campaign Planning
Perform background research and analysis. Undertake a thorough analysis of the situation confronting your product or service idea, internally and externally. Your internal research & analysis should include all relevant strengths and weaknesses and your external research & analysis needs to incorporate all opportunities and threats.
3. SWOT Analysis
Create a table or bullet point list of key strengths, weaknesses, opportunities & threats. This should not contain any issue / insight that cannot be traced back to any research or analysis that you’ve done.
4. Key Marketing Problem or Opportunity
Provide a clear overview of the key problem your IMC Plan aims to solve and/or key opportunity it will address. Any changes to your brand item’s existing marketing mix needs to be detailed in this section.
Clear SMART marketing objectives need to be incorporated.
Clear articulation of what your plans are to position the product or service in customers’ minds, clear justification must be provided.
7. Campaign Target Audience
Define the (primary) campaign target audience initially by brand loyalty (behavior), and then delineate it further using more traditional bases/characteristics. The incorporation of a behavioral sequence model (BSM) is recommended in this section.
8. Campaign Budget
Develop a campaign budget using at least one of the four budgeting methods. Budgets based on the affordability method alone will be deemed unacceptable.
9. Creative Strategy
Include a clear introduction to your creative strategy. Your IMC plan should consider all of the following channels and tactics:
– Directing Marketing
– Interactive marketing (display, SEM, website, etc.)
– Digital marketing
– Advertising Traditional, Print, Newspaper, Radio, TV
– Public Relations, PR, Publicity
– Social media
– Sales promotions
– Personal selling
– Sponsorship, partnerships, & events (if applicable)
– Customer support (if applicable)
Please note that in order to be strategic, you need to determine the best methods for your plan. This may mean that not all of the above are included in the strategy. If you choose to not include a certain marketing channel, please explain the reasoning for your decision.
10. Detailed Explanation and Mock-ups
Include detailed explanations and tangible mock ups for all media selected for the IMC Campaign in this section. It is important to apply theory. Show tangible integration of the creative idea across relevant multiple channels. Don’t worry about making your designs perfect, this is not a design class, just try your best to get your idea across. Please see the resources tab for tools for this segment.
11. Media Strategy
Include any support material (assumptions, data & analysis) to justify media and media vehicles selected. You need to demonstrate the strategic benefits of and justify the use of all campaign media and media vehicles (traditional, digital, public relations, publicity, advertising, etc.)
12. Media Objectives
Media objectives are interrelated and should be documented together in a coherent paragraph(s). You are required to demonstrate a clear understanding of the media objectives of reach, frequency, continuity, weight and recency (if relevant). Costs and or calculations are not required. It is important to apply theory and clearly articulate your strategic approach.
13. Media Plan / Schedule / Social Media Content Calendar / Programmatic Advertising
You need to include a clear media schedule that includes only traditional media and new media in this section. This also must include reference to all media vehicles recommended for traditional media and new media. The inclusion of a social media content calendar (at least one week) should be included and a section addressing programmatic advertising is optional but should be considered.
14. Other IMC Activities
Optional – You can include any support material (assumptions, data & analysis) for any additional integration of marketing activities that you feel would be unique to helping support your IMC Plan. Please be sure to include an explanation, mock-ups and thoroughly develop and integrate the strategy of any additional activities into your IMC Plan. The activities in this section should not be developed in isolation and must link back to the overall creative idea from creative strategy.
Clearly outline why campaign tracking is important, explain what metrics should be tracked, how you propose to track those performance measures and show a clear understanding of the importance of corrective action.
You must include one clear example of a potential issue and provide the possible corrective action you would recommend based on that scenario.
1-3 Paragraphs stating the highlights of your IMC and why you believe it will be successful.
Also, I need a draft in 3 pages include
1. Campaign Planning
2. SWOT Analysis
3. Key Marketing Problem or Opportunity
– It is required for your draft to include the three points above, but after that, please include the sections that you’ve started working on so far. Your draft should be a minimum of three pages (not including abstract, title, or references).
Please do not leave this assignment to the last minute! On April 16th, I will not expect to see perfect sections since this is a draft for feedback.
Here is how you will be graded for this assignment:
40 Points for a draft submission that includes the following content:
– A minimum of three pages in length (not including abstract, title page or references)
– Include the following sections: Campaign Planning, SWOT Analysis, Key Marketing Problem or Opportunity
– Show that you have begun working on or completed other sections
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