Furthermore, you will have to utilize your knowledge of marketing communications, acquired in this module, to propose a new integrated marketing communication campaign to your selected company. This campaign is targeted at consumers in the UK market. You are required to devise an original promotional campaign and support the creative strategy with a clearly argued marketing rationale. You can, for example, work on introducing a new product to the market, boosting sales for a particular product line, announcing a collaborative alliance with other brands from the other sectors, etc. The potential budget and all other variables are left open. But please ensure that the scenario is plausible. Keep everything in proportion and always refer it back to the literature. One good thing to do is to bear in mind the integrated theme of the course you dont have to rely on just one media channel. You can, of course, choose a media plan to suit your campaign strategy, using any media and any form of promotional communication you choose. The report must outline the five main areas of: A review of the chosen brands current positioning: discuss its competitive positioning and differential appeal. Marketing communications objectives: based upon the analysis above, identify this campaigns marketing communication objectives and justify your rationales. Target audience: describe and justify your chosen target segment(s) in terms of their behaviour, attitude and lifestyle. Literature review: critically discuss the concept of IMC and the tools (e.g. advertising, PR, direct marketing, exhibitions, etc) of your choice. You need to include at least 2 different tools for this IMC campaign. The discussion needs to be firmly based on existing literature. Models and frameworks could be employed to help demonstrate your point in support of your arguments. Creative strategy: discuss how and why the two tools (or more) of your choice are going to be integrated in your IMC campaign. Describe your creative idea, strategy and media choice, and how you intend to evaluate the effectiveness of the campaign, appropriate to the two tools that you are focusing on.
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