Select 2 BRANDS {OTHER THAN Coca-Cola} You will analyze the IMC for that brand to determine its overall effectiveness in meeting the brand's objectives. Ideally, the brand you select will be a public brand so you can find the appropriate data.

Your analysis should include all the elements below.

1. Brand Overview(Blooms: Analyze)

• Brand History
• Brand Portfolio
• Brand Personality
• Brand Positioning

1. Promotion Strategy (Blooms: Evaluate)

Select 3 different campaigns from different time periods (if possible) and evaluate the following for each campaign:

• Target audience - STP

• Objective of the campaign - What problem were they solving for the brand? (political, legal, social, economic, cultural, demographic, new product etc)

• Benefits to be communicated - What did they want the consumer to know?

• Core message - How do they want the consumer feel after interacting with this campaign?

• Media channels - How was each channel used? Was the Advertising Pyramid level the same across channels?

• Discuss the images and words used in the campaign - How did they impact the effectiveness of the campaign?

• Critique the campaign and its effectiveness for the brand using market share, sales, revenue, consumer growth, social media share of voice etc