Analyse a media plan for a specific marketing project of a newly launched brand "Gillette Labs Skin Guard Razor" which is owned by Procter and Gamble company. Please identify the key components of an advertising message, and to identify the segments of the existing or future/potential customers. The goal of this analysis is to identify factors that led to the combination of a specific target market, media channels, and message strategy that enabled company's marketers to communicate a message in the most effective way to the largest number of potential customers at an optimal cost.  The content must include

• Provide a profile of the target market                 • Specify media objectives 

• Identify the media categories and vehicles        • Determine the media costs 

The analysis should provide an overview of the campaign and brand's background, specify the IMC theoretical framework or concept that it relates to, identify crucial messages and main communication channels, recognise integration strategies (for different media types), and explain execution stages. The outcomes should be examined, and presented in a measurable manner, by outlining crucial factors that influenced the success or failure of the selected IMC campaign. The analysis may be based on at least one of the key theoretical concepts related to topics delivered in weeks 1-5. You need to select only one theoretical framework or concept, but you may use more than one - if needed.

 

IMC Theories

• Integrated Marketing Communications                             • Brand equity 

• Persuasion                                                                                 • Market segmentation and brand positioning 

• Advertising                                                                                 • Media channels

 

Expected deliverables: 

In this assignment IMC students will need to: 

• Demonstrate discipline knowledge - understanding of theories, concepts and frameworks, in this case only 1 will suffice (from the list above). 

• To deliver the appropriate scope and depth of analysis and links to theory 

• To provide clear and practical recommendations for identified issues 

• Should have an engaging presentation style, with evidence of audience engagement

• Attempt to provide clarity of expression and use accurate (discipline pertinent) vocabulary throughout their presentation.

 

Must have - presentation's content: 

▪ Provide a profile of the target market (primary and secondary) 

▪ Specify media objectives 

▪ Identify the media categories and vehicles 

▪ Determine the media costs

 

Structure: 

▪ Introduction: a brief description of an IMC case (campaign and brand) - provide research evidence. You may also use the original advertisement, press clipping or broadcasted news piece. If this material is more than 1 minute longer - contact your lecturer to request additional time for your presentation. 

▪ IMC theoretical framework, concept or model: topic needs to be explained in the context of the IMC discipline. Theoretical application and understanding of the IMC content is essential. 

▪ Analysis: identify crucial message and main communication channels, recognise integration strategies (for different medial types) execution stages. 

▪ Identify the outcomes (positive / negative) and present them in a measurable manner (figures, results, increase/decrease in %) 

▪ Outline the crucial IMC factors that influenced the success or failure of the selected IMC campaign.