develop a creative strategy for an advertising campaign
Analytical Report
Length: 1500 words.
Learning outcomes
a. explain the objectives of an integrated marketing communication and its use of the elements of the promotional mix
b. evaluate the use of alternative media in an advertising campaign
c. develop a creative strategy for an advertising campaign
d. analyse and develop the major elements of a promotional plan and approach to the budget
e. monitor and evaluate an advertising campaign and the impact of ethical issues.
Task: You are the Australian-based Marketing Manager of a large international consumer products company. You are to develop an IMC plan to promote a new version of one of the company’s products.
The IMC Plan will identify which market segments your campaign will target. It will specify 3 communication objectives such as developing brand awareness; or promoting product and company knowledge; influencing interest or consumer attitudes; developing the product’s image; or influencing the purchase intention. It will discuss the creative execution. You will develop brief media plan outlining the media vehicle(s) you will use. Justify your use of specific media based on how this accesses your selected target audience(s).
The key sections to be included in the report are: Executive summary; Contents, Background information on product; Target audience; Communication objectives; Creative strategies; Media plan; Conclusion; Bibliography and Appendix.
Appropriate facts and figures on the market and competitors must be included, as well as appropriate and relevant data on consumer preferences and market trends.
