Content:

The students will select a company (preferably local) and analyse a media plan for a specific marketing project (an ongoing advertising campaign, launch of a new product, brand extension promotion, or similar). Students need to 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 companys marketers to communicate a message in the most effective way to a largest number of potential customers at an optimal cost. In their presentation the IMC students should:

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 brands 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

Structure:

This presentation should have the following structure:

Cover slide: students name, number, and topic.

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.

References: provide a list of references, and/or bibliography.