Advertisement and Promotion (A)
S-16
Project
Report Submission Deadline: Saturday, 21st May, 2016
Introduction
The objective of this project is to allow students to apply the concepts and theories they have
learned in class. You will do this by creating and executing an Integrated Marketing
Communications plan. You should think of developing a theme or “big idea” for the
marketing communication activities of your chosen company for the year 2016-17.
(Remember to think of seasonal changes in supply and demand).
You should select a small or medium sized brand/company that has been in the market for less
than 5 years. This can be a business with either offline or online operations (or both).
Additionally, the brand/company can belong to any product/service category.
After you have selected your company, develop your IMC plan keeping the following tasks and
steps in mind:
Step 1: Fundamental Tasks and Analysis of Situation
1. Marketing Strategy and Situation Analysis
a. Industry Analysis (very brief)
b. Portfolio
c. Review of previous communication activities
d. Segmenting
e. Targeting
f. Positioning
Step 2: Consumer Behavior Analysis
1. Consumer Behavior Analysis
a. Needs, wants, and demands
b. Motivation
c. Attitudes
d. Decision Making Process
Step 3: Development of Integrated Marketing Communications Plan
1. Agency Guidelines
a. What are the responsibilities of the advertising agency in helping you develop and
execute your IMC plan?
b. What is the big idea for your upcoming communications campaign?
c. What are the overall goals and objectives of the IMC plan, and how do you
propose to achieve them
d. Provide a Creative Brief that you will share with your selected company. The
brief will serve as a template and framework to aid the copywriters, artists, and
designers in developing materials for the IMC campaign
Step 4: Advertising Plan
1. You have to determine:
i. Objectives: Why are you advertising and what do you hope to achieve?
ii. Strategy: What plan are you going to use to help you achieve your
objectives (includes creative strategy + media strategy)?
iii. Tactics: How will you effectively develop and execute the advertisement
campaign?
2. Consider the following:
i. Source credibility and likeability
ii. Message factors
iii. Message appeals
iv. Channel factors
v. DAGMAR (approach to setting objectives)
vi. See Figure 8-1 on page 322 of your book
Step 5: Social Media Campaign
1. Set your objectives
a. What do you want to achieve by marketing and communicating through the
internet and social media?
2. Set your strategy
a. What is your plan to help achieve your objectives
b. Which tool or channel will you use? Why?
c. How are you going to measure performance?
3. Set your tactics
Step 6: Sales Promotion Campaign
1. Determine what sales promotion activities to introduce during the IMC campaign
2. Set you objectives
a. Why do you want to launch sales promotions?
3. Set your strategy
a. What is your plan, and how do you intend to execute it?
4. Set your tactics
5. How are you going to communicate with your audience and convince them to positively
react to your sales promotions activities?
Step 7: Direct Marketing Campaign
1. Develop direct marketing activities that will support the other marketing activities in the
IMC plan
2. Set your objectives
a. Why are you using direct marketing?
b. What do you intend to achieve?
3. Set your strategy
a. Which plan are you going to use to help you achieve your objectives?
4. Set your tactics
5. How will you reach and engage with your audience?
Step 8: PR/Publicity Campaign
1. Develop PR and Publicity activities that will support the other activities in the IMC plan
2. Set your objectives
a. Why are you using PR and Publicity?
b. What do you intend to achieve?
3. Set your strategy
a. Which plan are you going to use to help you achieve your objectives?
4. Set your tactics
5. How will you reach and engage with your audience?
Step 9: Monitoring, Control, and Evaluation of IMC Campaign
1. Analyze and suggest whether the whole IMC plan is consistent, logical, collaborative,
and whether it appropriately follows the situation analysis and proposed strategies
2. Describe how you will monitor the campaigns after their launch and measure or evaluate
their effectiveness
a. How will you determine the success and/or failure of each medium and tool?
b. How will you monitor performance?
c. How will you obtain feedback from customers?
d. How will you revise any aspects of the campaigns based on your analysis as well
as the customer response?
3. Discuss the expected results and perceived and foreseen challenges in executing the
suggested campaigns
4. Also discuss the weaknesses or limitations of the proposed IMC plan
5. The campaigns need to be evaluated in terms of their efficiency – how productive is the
campaigns in terms of providing value for money and their effectiveness – how
productive is the campaign in terms of achieving what is supposed to be achieving.
Guidelines
Your objectives for each IMC tool and strategy should be Specific, Measurable,
Achievable, Realistic and Timed
You do not necessarily have to use all the marketing communications strategies or tactics.
It depends on the objectives of your campaign and the target audiences.
Use references and citations for every external information source that you use
