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Assignment

Each team must develop an integrated marketing communications campaign for a company that includes an advertisement concept that can be adapted to various media. The campaign strategy and ad concept will be evaluated based on originality, clarity, craftsmanship, appropriateness, consistency, resourcefulness, and power of the main idea. To justify the ad concept and campaign strategy, teams must demonstrate a clear understanding of the target market, how the product fills a market gap, and how the campaign will convert costs into sales. Teams must submit a 5-page report outlining campaign objectives, supporting theory, budget, and research as well as explain how the campaign achieves client goals. Teams will also present their campaign in a 12-minute presentation covering

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19 views2 pages

Assignment

Each team must develop an integrated marketing communications campaign for a company that includes an advertisement concept that can be adapted to various media. The campaign strategy and ad concept will be evaluated based on originality, clarity, craftsmanship, appropriateness, consistency, resourcefulness, and power of the main idea. To justify the ad concept and campaign strategy, teams must demonstrate a clear understanding of the target market, how the product fills a market gap, and how the campaign will convert costs into sales. Teams must submit a 5-page report outlining campaign objectives, supporting theory, budget, and research as well as explain how the campaign achieves client goals. Teams will also present their campaign in a 12-minute presentation covering

Uploaded by

araika.maksut
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Assignment: The IMC campaign

Each team must develop an integrated marketing communications campaign strategy for
XXX company and design one ad concept that helps XXX to achieve their goals. The ad
should be flexible enough to be adapted to magazines, newspapers, flyers, billboards, TV, etc.
Additional elements and other recommendations for ongoing promotions should also be
considered. However, they must complement the main ad concept and the promotional budget
must be taken into account.

Marking criteria for the campaign and ad concept

Originality- Does the ad and campaign strategy stand out from the rest?
Clarity- Was the message, whether emotional or functional, conveyed?
Craftsmanship- How well designed was the ad and other elements of the campaign strategy?
Appropriateness- Does the ad and campaign strategy suit the target market?
Consistency- Do all aspects of the campaign, brand, and ad fit together?
Resourcefulness- Were the designers ingenuous, inventive, and imaginative?
Power- If the ad and campaign strategy could be reduced to one main point, how good
was that idea?

Note
In order to justify your ad concept and campaign strategy, it is critical that you can back up
the ROI you have proposed. To do this you must have a very clear idea of the market gap and
how your product will fill it, the type of people you want to purchase your brand, and how
your campaign can convert marketing cost into sales. Your ad will be evaluated in light of
your positioning strategy. If you don’t have a good idea of the market you want to
communicate with, what you want to say them, what you want them to do, and how you are
going to get them to do it, most of your communication efforts will be wasted, even if your ad
concept is terrific.

The report
Each team must submit one 5 page report (1500 word limit) outlining the ad and campaign
objectives, theory used to support your ad and campaign strategy, budget allocation, and
research underlying your promotional strategy. The report should explain why your campaign
and advertisement would/did work well to achieve the client’s goals. All reports should begin
with a one page executive summary that will not be included in the word count. Feel free to
include: raw data, additional graphs and references, initial ad attempts, etc. in the appendices,
but these will not be marked. You are also expected to supply a media schedule breaking
down all media activity including the proposed spend on each activity.

Marking criteria for the group report


The 5 page report should cover (in no particular order):

Concept- What was the motivation/idea behind your ad and campaign strategy?
Objectives and research- Have you defined your communication objectives, found a suitable
target market, and conducted the appropriate research?
Theory- How have you applied the IMC concepts learnt throughout the course in planning and
executing your campaign?
Media plan- How have you used media planning concepts to allocate your budget effectively?
Ad and campaign strategy creation-Have you explained clearly what was done and why?
Note
Grammar, readability, and spelling will have some impact on the final grade. Marks will be
deducted for grammatical or spelling mistakes. This IS, after all, a Marketing class

3. The Presentation
During the final session, each team will present their campaign to the lecturer, summarising
the concepts covered in their report and explaining how the campaign was developed.
Presentations should be 12 minutes, with an additional 3 minutes for questions.

Marking criteria for the presentation

Communication skills- Was it clear and easy to understand?


Enthusiasm- Pace and energy level?
Professionalism- Was the presentation professional?
Materials- Quality of the materials/slides used during presentation.
Planning- Does the presentation flow in a logical manner?

Note
Use of time will have some impact on the final grade.
Every team member is expected to present.

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