Task
This is part of your Agency pitch. This is the Assessment in which you put flesh on the bones outlined in Assessment 2. Using the organisation you selected in Assessment 1 and Assessment 2, your task now is to develop the detailed IMC Campaign Program that will allow you to achieve the objectives and creative strategies outlined in Assessment 2. As part of Assessment 3 you need to identify and develop the:
IMC Media and Contact Points
This means creating examples of your campaign e.g. sample advertisements, displays, etc for television, radio, digital, print, social media, etc. (e.g. Facebook, Google, Instagram, Twitter, etc.). In Assessment 2 you will have picked the communication channels and platforms. Now you must detail what is proposed for each channel and platform. Of course you will only choose the channels and platforms directly relevant to your IMC Campaign.
• Multimedia and multichannel (i.e. Television, radio, digital, print, social media, etc - determining the focus of your campaign.)
• Multiplatform (i.e. advertising, sales promotion, direct marketing, public relations, etc.- determining the focus of your campaign)
• Contact points, touchpoints, and critical touchpoints
Management and Campaign Controls
• Budgeting
• Evaluation of Effectiveness (how will you measure the success?)
Make sure your IMC plan is well structured with headings and is fluent and interesting to read to ensure time poor executives (CEO/Leadership Team) can understand the key components and actions.
You can use tables, graphics, flowcharts, images, screen-shots, videos/links and other tools to make this an interesting, concise and easily communicable report that is targeted to your client’s CEO and Leadership team. You will score more points for creativity!
Although there is no budget restriction on this project, you will need to propose a preliminary budget for your IMC Plan, detailing the spend for each channel and platform – A simple table format will suffice. It is essential that your budget only relate to the IMC problem under consideration. It is not to relate to the entire organisation.
A holistic, concise and informed report on the outlined questions using at least 10 academic and a broad range of academic references and sources. Be as creative as you like! However, ensure you answer all assessment criteria, include references and present in a report-style format. Ensure your A2 report format is as follows (marks will be deducted unless the following is included):
• Title Page: includes subject details, assessment number and topic, your name and ID number, title of the report, chosen brand, submission date.
• Table of Contents – with page numbers (not included in word count)
• Executive Summary – A one-page summary of your report (not included in word count).
• IMC Media and Contact Points
This means creating examples of your campaign e.g. sample advertisements, displays, etc for television, radio, digital, print, social media, etc. (e.g. Facebook, Google, Instagram, Twitter, etc.). In Assessment 2 you will have picked the communication channels and platforms. Now you must detail what is proposed for each channel and platform. Of course you will only choose the channels and platforms directly relevant to your IMC Campaign.
o Multimedia and multichannel (i.e. Television, radio, digital, print, social media, etc - determining the focus of your campaign.)
o Multiplatform (i.e. advertising, sales promotion, direct marketing, public relations, etc.- determining the focus of your campaign)
o Contact points, touchpoints, and critical touchpoints
• Management and Campaign Controls
o Budgeting
o Evaluation of Effectiveness (how will you measure the success?)
• Reference list Appendices (not included in word count)