http://www.adweek.com/news/advertising-branding/gaps-biggest-problem-it-lost-its-brand-identity-165367

this is a gap compaign

Creative Strategy, Appeal and Tactic Recommendations

Introduce the BIG IDEA. Creative theme and appeal techniques based on brand positioning and consumer insights, copy platform, creative tactics and rationale. How would you extrapolate your main idea into each of your recommended IMC disciplines? Each promotion plan must include integrated executions for TV, at least one print vehicle (magazine, newspaper, out-of-home), and an interactive, Internet-based component. Choose 2 other appropriate IMC vehicles to augment your campaign. (If the media vehicles above are not appropriate for your brand, explain why.)

please refer it in APA style with reference