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MKT310 (3)

Semester Project

100 Points

Due Friday, 5pm of week 8

Complete the following paper using the guidelines below. Be certain to use the numbered headings that are indicated.

The objective of this assignment is to research a company (preferably a well known company) and to describe the tactics they have used to implement an Integrated Marketing Communications Plan.

Use the following guidelines:

· Double spaced 12 pt font

· APA citations

· Reference all facts that are not common knowledge

· Most papers that are submitted are somewhere between 15 and 20 pages; however there is not a minimum number of pages.

· Complete a power point and submit this to the week 8 DB by Monday of week 8.

· Submit the paper to the link found in the 8 week folder on Bb.

· Find, and include in your paper at least on youtube video; this can be a version of a commercial that was used or a commentator talking about some component of the IMC program.

· It is not necessary to describe a company’s entire Advertising Campaign. The objective is to focus on the IMC strategies employed by a company for a specific product or brand.

1. What is the history of the product/brand? (10 pts)

A. Image of the brand

B. Sustaining the brand’s success

C. Brand equity

D. Packaging

2. Target Market of the brand/product (10 pts)

A. Describe the main target market(s) using demographic, psychographic data

B. Describe how this company uses IMC in the consumer purchasing decision

3. Describe the overall IMC objective for this company/brand (10 pts)

4. Does this company use an in-house agency or an external agency? (10 pts)

A. What is the creative ‘bent’ of the IMC program for this company/brand?

B. What type of advertising appeals are used?

5. Describe the advertising Design and message strategies (10 pts)

6. Describe the traditional and non-traditional media used in the IMC plan for this company/product and why they’re used. (5 pts)

7. Describe the types of sales promotions used and why? (5 pts)

8. Is Direct Marketing used (why/why not)? (5 pts)

9. What type of PR does this brand/company use? Why? (5 pts)

10. What is your overall assessment/opinion of the IMC plan used by this company/product? (5 pts)

Other:

Power Point Presentation (15 points)

Presentation of the paper according to guidelines (5 points)

Proper Referencing (5 points)