Intro Paragraph + IMC

Media Objectives

Comprehensive identification of the target audience and how the

creative strategy aligns with this group.

Comprehensive discussion of how opportunity is addressed and

communication objective are achieved.

Answers: Who? What? Why? When? Where?

20

marks

IMC Tactics Identification of all of the tactics you recommend.

Provide clear rational for each one you choose.

Provide clear rational for those tactics you choose not to use.

Rational should prove that your tactics are relevant to overall

strategy and meet the needs of the target audience you have

chosen.

Provide some examples of Ads and creative. You may build some

specific to your clients. I do want to also see content strategy ideas.

Specific copy for messaging should be created (i.e. call to action for

direct response)

Each tactic should include:

1. The purpose of the communication

2. The message, including copy for the ad

3. The Call to Action (if relevant)

4. When will this communication go out?

5. Where will this communication go? (Geography)

6. How will this communication be circulated?

Tactics are: Mass Media Direct Response Interactive Personal Selling and Sales Promotions Public Relations Experiential Marketing