Assignment - IMC Conceptual Development
Task -
1. Chapter 9: The text describes a number of different positioning strategies. Give examples of products or brands that utilise each of these different strategies.
2. Chapter 9: It has been said that benefit segmentation should be the starting point for determining which market segments to target and that other segmentation strategies may just be descriptors of the segment. Discuss whether you agree or disagree with this position, citing specific examples to support your case.
3. Chapter 9: A number of companies have tried to reposition themselves in the marketplace. Some have been successful; others have not. Cite examples of both. What are the factors that you think led to their success or failure?
4. Chapter 9: Changing lifestyles can create both opportunities and threats for the marketer. Provide an example of a change in lifestyle that poses a threat to marketers and one that provides an opportunity. Give an example of a product or brand that has been affected in both of these ways.
5. Chapter 10 differentiates between communication objectives and sales objectives. Explain the difference. What are the strengths and weaknesses of each?
6. Chapter 12: Describe the three methods of media scheduling and give examples of products or services that might employ each method.
7. Chapter 12: Explain the relationship between reach, frequency, continuity and the media budget.
8. Chapter 11: The phrase 'I think, therefore I am' is a familiar one. Thinking rationally is what separates us from other species. Yet Du Plessis suggests that we are first and foremost emotional creatures, and how we perceive things emotionally determines how we respond rationally. What do you think of that? Or should I ask how you feel?
9. Chapter 11: List the four kinds of messages in Duncan's IMC message typology. Now, thinking about a product or service that you are familiar with, list examples of the four kinds of messages used in communicating with the various stakeholders.
10. Chapter 13: If growth is dependent on accurate measurement for each member in the marketing communication industry (brand owners, agencies and media owners), what innovations in measurement are needed in the future?
Learning outcomes addressed in this assessment include:
- being able to evaluate theoretical concepts underlying integrated marketing communications;
- being able to examine and evaluate various elements of a contemporary communication mix;
- being able to critically evaluate marketing communications for a range of organisations and reflect on current organisational marketing by using communications tools; and
- being able to apply theoretical frameworks that integrate various elements of marketing communication to specific organisations.
Presentation -
A holistic, concise, original, and informed report on the outlined tasks. Ensure your A5 report format is as follows (marks will be deducted unless the following is included):
- Title Page: Subject details, assessment number and topic, your name and ID number; Title of the report, chosen brand, your name, date.
- Executive Summary - A one-page summary of your report written in past tense
- Table of Contents - with page numbers
- Questions 1-10 outlined using headings for report - this should answer the task requirements and dive into deep discussion
Referencing -
For this assessment you are required to use APA referencing to acknowledge the sources that you have used in preparing your assessment.
The Chapter numbers refer to Belch, G., Belch, M., Kerr, G. and Powell, I. (2014). Advertising: An Integrated Marketing Communication Perspective, 3rd Ed. McGraw Hill, Australia. ISBN 9781743078655
Chapter 9 - Planning for IMC
Chapter 10 - Establishing objectives and budgeting for the IMC program
Chapter 11 - Message strategy and execution
Chapter 12 - Media: strategy and choices
Chapter 13 - Measuring the effectiveness of the IMC program