In the role of a marketing consultant you are required to produce a 3000 word outline integrated marketing communications plan for a company of your choice. You will use an appropriate marketing communications planning framework to create your plan. Specifically then, your report will include:
A) Conduct a full situational (contextual) analysis, including information on the target market and critical evaluation of your chosen organisations current marketing communications activity (600 – 800 words )
1. Analysing the context in which marketing communications events occur is a necessary & vital first step in the planning process
2. Purpose = to understand the key market & communication drivers that are likely to influence (or already are influencing) a brand (or organisation) and either help or hinder its progress towards meeting its long term objectives (Fill, 2013)
B) Set appropriate communications objectives (300-400 words )
To set objectives you need to consider:
• What is your organisation/brand/product service’s current segmentation, positioning strategy & target market?
• What do you think your organisation/brand/product service’s segmentation, positioning strategy and target market should be?
• What does your campaign need to achieve? Raise awareness, change perceptions, reinforce attitudes?
• How could you use academic frameworks to set objectives? DAGMAR (Colley, 1961), Hierarchy of Effects
• How do the views of the sales school vs. the communication school influence the way in which you set objectives?
• Set two or three objectives, and write them in a SMART way
• Objectives are about changing behaviour
• You can use a framework to set your objectives (DRIP model, hierarchy of effects)
• They link to your context analysis
• For example, if your objectives state that you will target over 60 year olds then this age group should be discussed in your target market!!
C) Recommend appropriate promotional strategies, including descriptions of these push, pull, profile & other strategies (300-400words)
So, In your report you state which strategies you will use (push, pull and/or profile strategy). You don’t have to use all of them, you can just use one,two or three of them, but please don’t just use one just because it is easier,
You might then also define/very briefly explain what these strategies are, and very briefly say which integrated marketing communication tools you will use for each strategy (i.e. PR, sales promotion, advertising and so on).
The ‘strategy’ section should be very short because the ‘tactics’ section of your plan contains the detail of your strategy.
D) Devise an efficient and effective integrated marketing communications campaign, using traditional and non-traditional media (around 1200 words )
when you write about this section, try to think about
• Choose what your message you are going to send to your audience
• Why someone should buy your product
• Explain your message
• Explain your creative, if it links to charity? If its emotional appeal?
• You can have more than one campaign, within one campaign; you can have many tools on it.
• But please look at the word count
• So please try to describe your idea as much as detail it is, if the word count is allowed.
E) Propose suitable evaluation and control mechanisms. ( around 500 words)
This section is to make sure that you delivered your objective.
• Why do we evaluate activity?
• To evaluate the overall impact and effect the campaign has had on the target audience
• To enable management to learn and better understand the impact of its communications
• To ensure that the communications objectives have been met and that the strategy has been effective
• Two stages – pre & post evaluation
Your plan should be informed and justified by a range of academic and practitioner sources, all of which must be appropriately referenced.
This is the marketing communication planning framework
Module Learning Outcomes Assessed:
a) Critically discuss marketing communication theories and techniques.
b) Synthesise and use a wide range of marketing data and information to aid successful decision making in marketing communications strategies and plans.
c) Demonstrate the ability to practically use and apply marketing communications theories, techniques and data to create effective marketing communications campaigns.
d) Show and exhibit the ability to communicate key arguments in an appropriate and professional way.
use Size 12 font in Ariel or Verdana to be used & double spaced.
3. Some graphs and table can also be put in appendices if needed 4. The report has to be clearly organised in parts and paragraphs 6. i will upload the related ppt for you as reference. please read carefully of the course explanation ppt i uploaded for you.
Also, please make sure all of the resources you used are available online or in my university library. and 100% plagiarism free. thank you so much Here is my library account: ngk3,
pw is Old4rare745. http://eds.b.ebscohost.com/eds/search/basic?sid=8b548de5-130f-4af3-9b3c-85d52a766901%40sessionmgr103&vid=0&hid=120 let me know if you have question! thank you so much
reference doesnt have to be exactly 10, you can do two or three more if needed
