Course Project for mathguy18 only
Beah_0
cheat_sheet.docxThe Integrated Marketing Communications Campaign:
The Individual Campaigns that Comprise the Promotional Mix
THIS IS A WORKSHEET ONLY – DO NOT TURN THIS IN AS YOUR ASSIGNMENT!!!
Each individual campaign requires an objective, a budget, a message strategy, a media strategy, a media plan and artwork. You will develop five individual campaigns – select one promotional piece for each campaign:
· Advertising (or supplementary media) - e.g. TV advertising, radio, print ad, (Billboards, flyers and business cards are supplementary media that may suit a small businesses budget)
· Internet marketing - e.g. website/home page (design a page - you are not expected to develop a website) – banner ad, social media, email
· Direct marketing - e.g. postcards, infomercials, telemarketing or DM-specific email
· Sales promotion - e.g. Coupon, gift with purchase, contest
· Public relations - e.g. Press Release announcing support for a charity – e.g. sponsor a marathon, sponsor a sports team
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Objective: General Objective: Identify the brand you are working on - what unique value proposition (UVP) /bundle of benefits, does this brand offer the customer. What is the brand concept, brand problem and the objective of the IMC (the general objectives will be the same for each campaign – you can copy this into each campaign plan)
Specific Objective: Which campaign is this? How will it support the IMC Campaign? (This is different for each campaign) What are your specifically planned outcomes, reasoned & tied to these plans? |
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Budget: How much will this cost? Dollar values for ALL general costs incurred by your plans? (both expenditures & revenue losses, if applicable, such as from discounts given) |
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Message Strategy: See the extra list at the end too!!!
What is the big idea? – What is the message that is driving the campaign – what is the reason WHY consumers must buy your product? This becomes you’re your brand concept (e.g. “America runs on Dunkin’” – “Because your worth it from L’Oreal)” and how will the message strategy be implemented? *
What unique selling points (USPs) will you focus upon? - If you try to convince the consumer of every product benefit you will confuse them – select one or two. |
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Media Strategy: Describe what the promotional piece will look like in terms of:
Text (Headings, subheadings, body copy) Visuals (Image) Brand Logo (and brand name) Call to action (URL, # tag, phone number) |
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Media Plan: Who will be exposed to this communication – reach (how many), frequency (how often), in your target population?
What are the specific Where’s, When’s and Why’s of your media plan?
Briefly state how will this be tracked and evaluated. |
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Artwork: Include the artwork – use Google images, paint or MS publisher to help you develop an example of the proposed promotional piece |
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* How will the message strategy be implemented so that each campaign will achieve your communications objectives? – some suggestions:
· Use our concepts such as the AIDA, ELM, Persuasion Matrix models
· Promote brand recall
· Link key attributes to the brand name
· Persuade the customer
· Instill a preference
· Scare the consumer into action
· Change behavior by inducing anxiety
· Transform a consumption experience
· Situate the brand socially
· Define the brand image
