project

M. Campbell

1

MGT247 Advertising & Promotion Strategy

Winter 2021-22

Presentation Guidelines: Integrated Marketing Communications Plan Presentations of Final Plan Tuesday, March 15, 2022

This final session will be devoted to your presentations, beginning at 11:30am. Attendance is mandatory. Please have a professional presentation ready to go. Be sure you know how you will access your slides. Each group has 8 minutes to present. We will then have 3 minutes for Q&A. We will take a couple of short breaks during the session. Everyone on the team needs to be involved in the presentation (that is, everyone needs to make some portion of the presentation). Be sure to wear appropriate dress and to present professionally. Handle this presentation as if you were presenting to high-level decision makers (e.g., the CMO). The goal for the presentation is to persuade everyone in the room that:

• your recommendation is based on a sound analysis and understanding of customers and the organization’s situation

• your IMC plan is highly likely to help the organization achieve important goals & objectives (as specified in the plan). The 8 minutes is very short. Be sure to: • provide enough of your situation analysis so that the recommended plan makes sense; • state recommended target and communications objectives (with support); • present how your plan will meet those objectives; • include some discussion of implementation of your recommendations. Creativity should be expressed by developing an analysis-based solution to the client’s marketing communications problems that is likely to be persuasive to the specified target(s). The presentation will be graded in terms of: • Strong Analysis • Clear identification of appropriate target(s) and position • Communication objectives that are based on the analysis of the problem(s) that the organization needs to address with one or more specific targets • Recommendations that flow from and fit with the objectives • Supporting evidence, including support for recommended budget • Thoroughness of plan

M. Campbell

2

• Effectiveness of presentation As the audience, listen (and respond) as if you are high-level decision makers. (Reminder: the final project is a total of 40% of your grade: 33% for the written plan and 7% for the presentation). Groups will present in the group number order (Group 1, then Group 2 and so on…).