Question What are the buyer readiness state and communications objectives Which four IMC tools would you include in your Promotions (IMC) Mix, and why Pitch your IMC campaign concept or idea in the form of a slogan or a story Illustrate or explain how you would execute your creative concept using ONE of your chosen IMC tools, e g for advertising, you could draw a poster ad or mock up some dialogue for personal selling, you could write brief sales pitch for your salespeople to use You are encouraged to upload an image or video of your campaign concept Task As COVID 19 restrictions gradually ease, the Victorian Government wants to encourage people in Melbourne and regional Victoria to remember to engage in COVID Safe behaviors, including wearing a face mask when you leave home washing your hands regularly coughing and sneezing into your elbow keeping at least 1 5 meters distance from others The Victorian Government faces a significant communication challenge in September 2020, it was found that close to one in four surveyed reported that they do little or nothing to change their behavior when Governments communicate to them and only about one in two respondents trust communication from the government You can also read the more detailed report here Your job is to pitch a creative concept and outline which IMC tools that the Australian Government should use to encourage more people to engage in one or more COVID Safe behaviors Now that you understand the promotions mix and the range of IMC tools at your disposal, it is time to bring it all together, while getting creative

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Posted on Sep 28, 2024

Question What are the buyer readiness state and communications objectives? Which four IMC tools would you include in your Promotions (IMC) Mix, and why? Pitch

Question

What are the buyer readiness state and communications objectives?
Which four IMC tools would you include in your Promotions (IMC) Mix, and why?
Pitch your IMC campaign concept or idea in the form of a slogan or a story. Illustrate or explain how you would execute your creative concept using ONE of your chosen IMC tools, e.g. for advertising, you could draw a poster ad or mock-up some dialogue; for personal selling, you could write brief sales pitch for your salespeople to use. You are encouraged to upload an image or video of your campaign concept.

Task

As COVID-19 restrictions gradually ease, the Victorian Government wants to encourage people in Melbourne and regional Victoria to remember to engage in "COVID Safe" behaviors, including:

wearing a face mask when you leave home
washing your hands regularly
coughing and sneezing into your elbow
keeping at least 1.5 meters distance from others.

The Victorian Government faces a significant communication challenge: in September 2020, it was found that close to one in four surveyed reported that "they do little or nothing to change their behavior when Governments communicate to them" and only about one in two respondents trust communication from the government. You can also read the more detailed report here.

Your job is to pitch a creative concept and outline which IMC tools that the Australian Government should use to encourage more people to engage in one or more "COVID Safe" behaviors. Now that you understand the promotions mix and the range of IMC tools at your disposal, it is time to bring it all together, while getting creative!