Part 1

You are the new account manager forthe communication agency that handles integrated marketing communication (IMC) for theSpecial Kbrand.Your first decision is to conduct an IMC audit(review all IMC elements for the current strategy). You'll need to do the following, which you should submit as a discussion post:

1. Identify and discussadvertising strategy (see a - d below),including major media classes (i.e.,TV,mobile,social media,radio,websites, etc.).Here are examples:

• 'Women Eat'
• 'Keep It Real'
• 'Feed Your Change'
• 'Everybody Has a More'

a)Describe the target audiencedemographically as well as psychographically (lifestyle, values, motives, etc.) -who are they, and what are their needs/wants (motives)?

b) What is/are thecommunication objective(s)(To grow awareness, informative/educate, attitude change/persuasion, behavioral incentive, other)?

c) Based on the comm. objective(s), how would you describe the communication 'problem' or opportunity from Special K's perspective? Example: super moms (career, children, etc.) need to know the benefits of protein for their lifestyle and to try the full line of products.

d) What is the general message the brand is communicating to the audience? This is the essence of the brand meaning that is shared among all Special K products (i.e., cereal, protein bars, breakfast bars, etc.)

2. Identify and discuss/explain all forms of consumersales promotionutilized (i.e., coupons, price-off, contests, sweepstakes, sampling, other - distributed through any/all media).

Sales Promo_Outline Guide.docx

3. Identify and discuss/explaineventssponsored (or created) by Special K - why are they doing it?

4. Identify and discuss/explainPR and publicityutilized by the brand (might include positive or negative stories created by other sources) - why are they doing it?

5. Identify and discuss/explaininteractive marketingefforts (online/digital/social media) - why are they doing it?

Part 2

Read theHierarchy of Effects Theory articlelinked here and in the Week 7 reading section.This model describes the mental, emotional/physiological, attitudinal, and behavioral (e.g., researching) process that leads tointentionto buy/accept/adopt and new idea, etc. IMC Communication campaigns attempt to influence consumers with various messages, media, celebrities, music, imagery - to influenceemotions, beliefs, intentions, and/or actions.One major objective today seems to be attitude change through emotional appeals (i.e., cause you to like/prefer a person, idea, brand without 'knowing' much about it).Media sources(FB, CNN, Newsmax, History Channel, etc.) andmedia programming(FB groups, Anderson Cooper 360, Greg Kelly, Ancient Aliens) are also highly influential sources.

Submit an initial post that addresses the following questions:

1. Identify a brand (i.e., athlete, packaged good, service, cause, other) that you totally love (attitude is deeply held) based primarily on emotions withvery little, partial, false, or NO significant information/knowledge about this brand. Describe your emotions and the influence of media (any/all) - how they used emotional appeals, positive imagery, music,

2. Research the brand to discover new information about this brand from sources outside your media bubbles (i.e., the same programming, channels, social media, etc.). Be sure to find information that opposes this brand or highlights areas that were protected by media biases. What did you learn?

3. How does a larger perspective influence your beliefs/thinking and attitudes?