Subject: Advertising Management BO1ADMG207
Assessment item 2: IMC Report
Weighting: 30%
Due: Week 8. A daily penalty of 5% will be applied to late assignments.
Task: You are the Australian-based Marketing Manager of a large international consumer products company. You are to develop an IMC plan to promote a new version of one of the company’s products.
The IMC Plan will identify which market segments your campaign will target. It will specify 3 communication objectives such as developing brand awareness; or promoting product and company knowledge; influencing interest or consumer attitudes; developing the product’s image; or influencing the purchase intention. It will discuss the creative execution. You will develop brief media plan outlining the media vehicle(s) you will use. Justify your use of specific media based on how this accesses your selected target audience(s).
The key sections to be included in the report are: Executive summary; Contents, Background information on product; Target audience; Communication objectives; Creative strategies; Media plan; Conclusion; Bibliography and Appendix.
Appropriate facts and figures on the market and competitors must be included, as well as appropriate and relevant data on consumer preferences and market trends.
Word limit: Maximum length 2000 words – around 5 pages - not including the title page, executive summary, table of contents and appendices.
Format: The report style is of a business/managerial report. References must follow the Harvard referencing style.
Turnitin: All assignments must be submitted to Turnitin, which checks for copied and unreferenced material. The class code and access password will be available on the subject site on SIS.
Marking criteria: Marks are based on how each of the specified areas are discussed and explained. Grammar and writing style helps, but it does not take marks away. Copied material is given little credit, because it is expected that students do the analysis based on their understanding of the concepts.