This essay should be in reference to soda, and the two brands to compare are Coke and Pepsi. This is a 15 page essay exploring integrated marketing techniques.
Part 1: Creative Message Strategy Brief (3 pages)
Develop a creative message strategy brief for your brand, which includes the following:
Consumer Response Path
Customer Insights
Message Objective
Selling Strategy
Creative Message Strategy Statement
Explain why you decided on each of these elements and how they will contribute to the development of a creative message strategy.
Part 2: Brand Positioning Strategy (4 pages)
Describe the brand positioning strategy that you will develop to achieve your objectives:
Describe two brand/product features, attributes, or benefits that your brand used in its IMC campaign?
Discuss why this positioning strategy is appropriate in terms of the brand consumer and the brand competition.
Illustrate your brand positioning strategy in the marketplace on a perceptual map.
After you decide what position you want to develop, create your positioning statement.
Part 3: Brand Message Objective and Strategy (4 pages)
What is the brand message objective to be communicated to the target audience?
Describe the elements that you will use to communicate your message strategy to the target audience, and how does it "fit" with your message objective and positioning strategy?
Explain why this brand message strategy is suitable for the target audience.
Identify the message appeal most appropriate to support your message strategy and provide justification for it.
Part 4: Brand Creative "Big Idea" (4 pages)
Explain the creative "Big Idea" that you will employ to execute your brand message strategy and why you selected it.
Describe how the "Big Idea" will work in the different media to be used in the IMC Campaign.
Identify the message visuals and the message copy in the "Big Idea."
Describe the storytelling format you decided to use to execute your creative direction through the "Big Idea."