Assignment: Advertising Group Project
Creating an Integrated Marketing Communications Campaign
OVERVIEW
This project/presentation allows you to apply the concepts that you have learned about creating effective advertising. You and your team will develop an IMC promotional/advertising campaign for an existing brand. You will submit a brief overview of your integrated marketing communication (IMC) plan and a copy of your advertisement or mock up.
COMPONENTS OF AN IMC PLAN
For Existing Brand (Product or Service)
SECTION I - DEVELOPING THE CREATIVE BRIEF
1) What is the product or service?
Provide a simple description or name of product or service.
2) Who is the competition?
Provide a snapshot of the brand situation including market share or position in the category, brand challenges, competitive threats, and future goals. Include any regulatory or industry trends that could impact the promotional plan.
3) What basic problem or issue the advertising must address? (text pg. 114)
What is the discrepancy between the consumers ideal state and actual state? Things to consider: are they out of stock, dissatisfied with current offerings, new need or want caused by life changes, a related product/purchase, a problem the marketer has created, or are if you are creating a totally new product what need are you creating.
4) Who is the target audience identification and what are they thinking? (text pg. 51)
a) Define the target market using demographics, psychographics (if available), benefits sought, and behavior (activities; usage; where they shop, etc.). Be as specific as possible in defining the target so the creative team can connect target and brand in the most compelling way.
b) Uncover target segment insights to get at attitudes and behaviors related to broader context as well as specific category and brand. Determine whether insights currently exist or whether new research needs to be conducted. (Use secondary research, blogs, social media, or even contact the company or agency for the brand and ask them - sometimes they will talk with you).
5) The major selling idea (text pg. 290-296)
a) What approach did we take (USP, brand image, inherent drama, positioning) and why? Provide one or two advertising examples from past promotions (include in appendix).
b) What one thing do we want them to believe?
Be as single-minded as possible. This approach should differentiate us . . . no other brand in the category can or is currently saying it. Say it in consumer language.
c) What can we tell them that will make them believe this?
Not a laundry list of available support but the few things that clearly support the "one thing we want them to believe".
6) What advertising appeal and creative execution styles will we use to express the "one thing we want them to believe." (text pg. 303-319)
SECTION II - CAMPAIGN OBJECTIVES (text pg. 224-238)
1. Marketing Objectives - state the marketing objectives for the campaign expressed in terms of sales and market share growth. Estimate current sales and market shares for the brand (check Library research resources). Your team is asked to deliver a 5% improvement in market share. You are to determine what sales increase that represents and estimate a budget to achieve that objective. Goals must be measurable, bounded by time, and realistic.
2. Communication Objectives: You are to determine what are the appropriate communication objectives for your campaign and then determine the specific, measurable targets for each objective (for example achieve awareness levels of "x" % of target audience). If you are trying to change attitudes and behavior toward the brand, how will you best measure the success or failure of the campaign in doing that? You may use DAGMAR or other communications "funnel" models in your estimates. Goals must be measurable, bounded by time, and realistic.
SECTION III - MEDIA STRATEGY
Selection of Media and Vehicles
1. Discuss both the types of media and the specific vehicles that you will employ in the campaign.
2. JUSTIFY your selection of both the media and vehicles.
3. Describe the general plan for the timing of your campaign.
SECTION IV-BUDGETING
Present and justify budget. Use % of budget for each media and vehicle that you will employ in the campaign. (Use of competitor's spending or previous years spending is helpful if available.)
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.
Attachment:- Project-Instructions.rar