Develop a new integrated marketing communication campaign

Assignment Help Marketing Management
Reference no: EM132185037 , Length: word count:3000

Assessment - Integrated marketing communication campaign

The assignment requires you to develop a new integrated marketing communication campaign for a yogurt or yogurt drink brand targeting at the UK market.

You are required to prepare a 'pitch', proposing an integrated marketing communications campaign as if you are part of an agency's account team pitching for a client's business, utilising at least two Marketing Communications tools (of course you could use more than 2 tools if needed).

Main Objective of the assessment

The objective of this assessment is to allow you to demonstrate your knowledge of the concepts and models taught in semester 1, and your ability to apply them to a real-world scenario. You will have to conduct research about one children's toy brand of your choice, their product(s), and their consumers (UK only). Furthermore, you will have to utilize your knowledge of marketing communications, acquired in this module, to propose a new integrated marketing communication campaign to your selected company.

Description of the Assessment

The assignment requires you to develop a new integrated marketing communication campaign for a yogurt or yogurt drink brand targeting at the UK market. You are required to prepare a ‘pitch', proposing an integrated marketing communications campaign as if you are part of an agency's account team pitching for a client's business, utilising at least two Marketing Communications tools (of course you could use more than 2 tools if needed).

The objective is to win the business by illustrating a compelling, original, integrated, and effective marketing communication plan.

This campaign is targeted at consumers in the UK market. You are required to devise an original promotional campaign and support the creative strategy with a clearly argued marketing rationale. You can work on introducing a new toy to the market, boosting sales for a particular product line, announcing a collaborative alliance with other brands from the non-toy sector, etc. The potential budget and all other variables are left open. But please ensure that the scenario is plausible. Keep everything in proportion and always refer it back to the literature. One good thing to do is to bear in mind the integrated theme of the course- you don't have to rely on just one media channel. You can, of course, choose a media plan to suit your campaign strategy, using any media and any form of promotional communication you choose.

Your report must outline the five main areas of:

- A review of the chosen brand's current positioning: discuss its competitive positioning and differential appeal.

- Marketing communications objectives: based upon the analysis above, identify this campaign's marketing communication objectives and justify your rationales.

- Target audience: describe and justify your chosen target segment(s) in terms of their behaviour, attitude and lifestyle.

- Literature review: critically discuss the concept of IMC and the tools (e.g. advertising, PR, direct marketing, exhibitions, etc) of your choice. You need to include at least 2 different tools for this IMC campaign. The discussion needs to be firmly based on existing literature. Models and frameworks could be employed to help demonstrate your point in support of your arguments.

- Creative strategy: discuss how and why the two tools (or more) of your choice are going to be integrated in your IMC campaign. Describe your creative idea, strategy and media choice, and how you intend to evaluate the effectiveness of the campaign, appropriate to the two tools that you are focusing on.

The assignment reflects all the learning objectives and represents 100% of the assessment for the module. This means if you fail the assignment you will fail the module.

The word limit is 3000 words (12 font size, using 1.5 line spacing). This includes an abstract of no more than 150 words. Please try to retain yourself within the word limit and state the total word counts in the cover page. If you exceed the word limit you will be penalised by receiving a lower grade. You are allowed to include a reasonable amount of relevant supporting material in the appendix (which are not included in the word count). All material should be properly referenced according to the Harvard system of referencing used in most academic journals.

Reference no: EM132185037

Does global advertising help to create global brands

Is there a connection between brands that are known throughout the world and global advertising? Does global advertising help to create global brands? Or does the creation o

Describe two other metrics you think airlines should develop

There are two ratios which are used to measure airline performance. describe two other metrics you think airlines should develop to measure performance. Be sure to describe h

Discuss the concept of reliability

Discuss the concept of reliability. In your opinion, would the amounts reported by U.S. companies for property, plant, and equipment be more or less reliable than the curren

Highlight the advantages and disadvantages

Discuss the changing, dynamic role of sales promotion within the integrated communications mix and qualify this with the use of an example, industrial, trade or consumer, of

What special causes might be more important than the others

What might be the key processes for health-care organizations? What are the potential common causes of variation that would have an impact on the key processes of healt

Describe the industry competitive advantage

A key skillset we utilize in this class is strategic analysis - your ability to take and find information on a given situation, identifying strategic problems and applying c

Suggest your opinion towards consumerism

Now the Indian market has totally become the consumer oriented market". - Discuss this statement with its pros and cons. Also suggest your opinion towards consumerism.

Describe the brands that are being marketed on your page

Use the Internet to access one (1) of your social media accounts (i.e., Facebook, Twitter, Pinterest, Instagram, etc.) and take note of the ads on the site. Describe the bra

Reviews

len2185037

12/3/2018 11:57:11 PM

Creativity and integration of the IMC campaign (35%) A++ to A- Excellent outline of an integrated creative campaign. Excellent ideas are proposed and backed up by a well thought out plan, with several appropriate references. B+ to B- Very good outline of an integrated creative campaign. Good ideas are proposed and backed up by a feasible plan. Appropriate references are used. C+ to C- Good outline of an integrated creative campaign. Some ideas are proposed and backed up by a feasible plan. Some references are used. D+ to D- A basic outline of a marketing communication campaign. Some ideas are proposed but not backed up by the media plan. Some references are used. E+ to E- A basic outline of a marketing communication campaign. Few ideas are proposed but not backed up from the media plan. No reference. F. A poor outline of a marketing communication campaign. No creative idea is proposed. Media plan is simply inappropriate or missing. No reference.

len2185037

12/3/2018 11:57:02 PM

Critical Literature Review (25%) A++ to A- B+ to B- C+ to C- D+ to D- E+ to E- F. Clear demonstration of a sophisticated, critical and thorough synthesis of Marketing Communications literature and the chosen tool with several key references. Clear demonstration of a well-developed, critical and comprehensive understanding of Marketing Communications literature, with some key references. Demonstration of a critical and substantial understanding of Marketing Communications literature, with a few key references. Evidence of some critical understanding of Marketing Communications, with at least 1 key reference or few relevant references. Evidence of a partial but uncritical understanding of Marketing Communications literature, with no references. Work does not demonstrate understanding of Marketing Communications literature, and there is absence of references.

len2185037

12/3/2018 11:56:56 PM

Target audience identification and justification (10%) A++ to A- Clear Justification of the chosen target audience in a coherent and B+ to B- Justify the chosen target audience in a coherent and logical manner, C+ to C- Satisfactory attempt has been made to justify the chosen target D+ to D- Attempt has been made to justify he chosen target audience. E+ to E- Poor attempt has been made to justify the chosen target audience. F. No attempt has been made to justify the chosen target audience. logical manner, with plenty support from key references. with support from key references. audience, with some support from references. However, some arguments are not supported. No coherence has been demonstrated. No coherence has been demonstrated.

len2185037

12/3/2018 11:56:49 PM

Marketing communication objectives (10%) A++ to A- Excellence in analysing and synthesising relevant marketing information. Clear Justification of all decisions in a coherent and logical manner. B+ to B- Very good at analysing and synthesising relevant marketing information. Justify most decisions in a coherent and logical manner C+ to C- Good at analysing and synthesising relevant marketing information. Satisfactory attempt has been made to justify most decisions D+ to D- Analysis of some marketing information. Some decisions are justified. However, little coherence has been demonstrated. E+ to E- Very basic analysis of marketing information. Poor attempt has been made to justify the decisions. No coherence has been demonstrated. F. No analysis of marketing information. No attempt has been made to justify the decisions. No coherence has been demonstrated.

len2185037

12/3/2018 11:56:43 PM

Criteria Grade descriptors Review of current positioning (10%) A++ to A- Clear and critical discussion of the chosen product/brand’s current positioning, in relation to key competitors, with plenty of support from key references. B+ to B- Clear and critical discussion of the chosen product/brand’s current positioning, in relation to some of the key competitors, with support from key references. C+ to C- Clear discussion of the chosen product/brand’s current positioning, in relation to key competitors, with some support from key references. D+ to D- The chosen product/brand’s current positioning is briefly described in relation to the key competitors. However, there is no support from references. E+ to E- The chosen product/brand’s current positioning is partially described. However, key competitors are not identified or listed. No support from references. F. The chosen product/brand’s current positioning is not described. Key competitors are not identified or listed. No support from references.

len2185037

12/3/2018 11:56:29 PM

The assignment requires you to develop a new integrated marketing communication campaign for a yogurt or yogurt drink brand targeting at the UK market. You are required to prepare a 'pitch', proposing an integrated marketing communications campaign as if you are part of an agency's account team pitching for a client's business, utilising at least two Marketing Communications tools (of course you could use more than 2 tools if needed).

Write a Review

 
Free Assignment Quote

Assured A++ Grade

Get guaranteed satisfaction & time on delivery in every assignment order you paid with us! We ensure premium quality solution document along with free turntin report!

All rights reserved! Copyrights ©2019-2020 ExpertsMind IT Educational Pvt Ltd