Problem: Having dealt with the social media post, Felicity now wants you to evaluate the campaign proposal that has been submitted by the Marketing Communications agency who are pitching for the McGregor Holdings account.
You will find the proposed campaign in the EMA brief. Your critical evaluation should encompass the following:
- the appropriateness of the campaign objectives
- the targeting strategy
- the positioning strategy
- the media strategy
- the mix of communications tools
- the degree of integration in the campaign
- the campaign execution and evaluation strategy.
Your critical evaluation should help inform Felicity in her decision of whether to commission the agency for this proposal or not.