hi. It will be done according to the company we choose. I added the company name and website in the file.

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hi. It will be done according to the company we choose. I added the company name and website in the file.

hi. It will be done according to the company we choose. I added the company name and website in the file.
IMC/ADVERTISING CAMPAIGN INDIVIDUAL PROJECT GUIDELINES Format: (12 pt., times new roman, word) Presentation in class (PowerPoint) References: List all sources, using APA formatting. The IMC (Integrated Marketing Communications) Campaign Planning is meant to provide you with practical orientation of the activities involved in developing an IMC/advertising campaign. IMC Campaign Planning – Part 1 Format and Content Requirements: Complete each of the following steps and prepare a report (word) & presentation (ppt) to submit and present. our company; CHOCO( https://choco.com/us ) we will do accordingly. 1. BACKGROUND, PURPOSE, FOCUS What is the statement of the problem? What does this product/service aim to solve? Then develop a purpose statement that reflects the benefit of a successful campaign and a focus that narrows the scope of the plan’s purpose to one the plan will address. 2. SITUATION ANALYSIS Relative to the purpose and focus of the plan, describe the factors and forces in the internal and external environment that are anticipated to have some impact on planning decisions. • Micro environmental factors (strengths & weaknesses), such as resources; past performance; current alliances and partners; and publics • Macro Environmental Factors (opportunities & threats), such as demographic forces; economic forces; cultural forces; technological forces; political/legal forces; and natural forces 3. TARGET MARKET The target market for your marketing efforts is selected and described. A marketing plan ideally focuses on a primary target market, although additional secondary markets are often identified and strategies are developed for them as well. This is a 3 step process: 1) Segment the market.; 2) Evaluate segments.; and 3) Choose one or more as a focal point. To do so, explain all criteria (e.g., patterns and commitment levels, demographics, geodemographraphics, psychographics, lifestyles, benefits sought) you used to select the target audience and why. 4. IMC CAMPAIGN OBJECTIVES Set up your IMC campaign objective(s). 5. BARRIERS, BENEFITS, COMPETITION Barriers are reasons your target audience cannot (easily) or does not want to use your product/service. Benefits are reasons your target audience might be interested in using your product/service. Describe the barriers, benefits, and competition of your product/service. 6.POSITIONING STATEMENT Positioning is the act of designing the organization’s actual and perceived offering in such a way that it lands on and occupies a distinctive place in the mind of the target market – where you want it to be. 7.VALUE PROPOSITION A value proposition is a statement of the desired behavior’s various benefits (functional, emotional, and self‐expressive) that create value for the customer. Formulate the value proposition for the desired behavior. IMC Campaign Planning – Part 2 Objectives and Descriptions: The Campaign Planning Part 2 is meant to provide you with a practical orientation of the activities involved in developing an IMC creative strategy based on a well‐prepared creative brief. You will act as an account planner charged with continuing to develop the IMC campaign strategy for the product/service that you chose for the Campaign Planning 1. A. Develop a creative brief for your IMC campaign (particularly, advertising) for the product/service. The brief should establish the goal of IMC efforts and offer some basic guidance to the creative division. Include each of the following elements in your creative brief, develop a big idea for advertising, and provide creative strategies and executions. First, write a creative brief. 1. What is the product/service? • Simple description or name of product/service. 2. Who/what is the competition? • Provide a snapshot of the situation, including current statistics about the product/service, challenges, competitive threats, and future goals. 3. Who are we talking to? • Clear definition of who the target is both demographically and psychographically. Be as specific as possible in defining the target so that the creative can connect target and product/service in the most compelling way. 4, What needs or problems do we address? • Describe the target audience’s unmet need that this product/service fills or how this product/service addresses a need in a way that’s unique. 5. What does the publics currently think about us? • Uncover target insights to get at attitudes and behaviors related to broader context. Determine whether insights currently exist or whether new research needs to be conducted. 6. What one thing do we want them to believe? • Be as single‐minded as possible. Write in benefit language. (For ex; Should differentiate us…no other product/service can currently give that benefit) 7. What can we tell them that will make them believe this? • Ideas that clearly support the “one thing we want them to believe.” 8. What is the tonality of the advertising? • A few adjectives or phrase that capture the tonality and personality of the advertising campaign B. explain a big idea as the central idea of the campaign. It is one thing that is the key target audience takeaway from all research, discussion, and creativity that goes into your IMC campaign. The well‐conceived big idea, which is simple and is the result of an insight, should be expressed in a single sentence. You should logically explain how you have come up with the big idea based on your creative brief. Please note that the big idea is the main theme which leads to the creation of the tagline or slogan that should be told in the IMC campaign. C. explain objectives of your creative message strategy which may include the following: link key attribute(s) to the name; persuade the target audience; get the target audience to feel good about the product/service, and so. D. identify methods for achieving your creative message objectives like the following: repetition, slogans and Jingles, USP, reason‐why, hard‐sell, comparison, testimonials, demonstration, infomercials, feel‐good, humor, sexual‐appeal, fear appeal, anxiety or social anxiety, image, tie brand to social/cultural movement, slice‐of‐life, issue placement, and transformational ads. E. provide a few “rough” creative executions (e.g., print ad, TV commercial storyboard, radio ad script) based on the strategy. IMC Campaign Planning – Part 3 A. Based on the main theme, create taglines or slogans that could be told in each promotional tool as shown below. B. under the unifying big idea, bring all the different parts of an IMC plan together that can be used as a guide during the implementation of the plan. The IMC plan should include but not limited to the following promotional tools: 1) Advertising (TV, radio, print, etc.) 2) Social media marketing (Facebook, Twitter, Instagram, Snapchat, etc.) 3) Digital marketing (search engine optimization, websites, display/banner ads, mobile apps, etc.) 4) Sales promotion (contest, sweepstakes, special promotional items, etc.) 5) Supportive media (outdoor signs and billboards, transit, point‐of‐purchase, etc.) 6) Sponsorship (sports marketing, cause‐related marketing, etc.) 7) Product placements/branded entertainment 8) Public relations C. In order to develop an IMC campaign to fulfill the IMC plan, determine the best way to reach specific target groups. This will be an integrated marketing campaign using all combinations of promotional tools: traditional, non‐traditional, digital, social, etc. Creative work may not be in final or finished form; but do your best to present your creative work (e.g., visual elements, taglines/slogans, copy lines) for each tool. D. Effectively demonstrate methods to monitor plan performance. Responsibilities & Delivery:

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