...Department of Business Administration School of Business and Economics MARK 34 ADVERTISING INTEGRATED MARKETING COMMUNICATIONS PLAN FORMAT Title Page: The following information should be included: Name of client and product Time period covered by campaign Course Number and Title Department/College/ University Name Professor's Name Name of your agency team Names of agency team members Date TABLE OF CONTENTS EXECUTIVE SUMMARY A cogent summary (maximum: two pages) of exactly what your IMC plan involves. Among the items to include are: • Campaign Title: Provides the title of the campaign developed by the team • Major target audiences • Time period of the plan • Campaign objectives • Campaign theme/slogan • Overall budget total • Budget breakdown (Pesos and percentages) by each major IMC element and each medium • Summary of media used (Media flowchart) • Evaluation program The Executive Summary may be arranged in any fashion, but it has to pack a wallop. Remember, the basic purpose of the Executive Summary is to inform top officials at the client organization exactly what you are proposing -- in one or two pages. Be precise. Be complete. Organizing the Executive Summary (as well as other sections of the promotion campaign plan) in a bullet-type format is one effective way to present your material. I. REVIEW OF THE MARKETING PLAN II. SITUATIONAL ANALYSIS • Industry/ Company review A...
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... issues, and activities involved in developing such a plan. Specifically, the project is designed so you will: (1) achieve an understanding of the major elements comprising the marketing communications mix; (2) fully comprehend the meaning and relevance of integrated marketing communications; (3) appreciate the complexity of designing a complete IMC plan; (4) achieve a high proficiency in locating, understanding, and using information sources for marketing communications program design, execution, and measurement; and (5) enhance your ability to communicate logically and persuasively in spoken, written, and visual language. In short, the fundamental objective of the project is to learn how to create a first-rate integrated marketing communications plan. The IMC Plan An IMC plan is a blueprint of the complete marketing communications program for a brand. It is a formal document that evaluates the background of the brand and presents a set of guidelines and an action program for the advertising and promotions campaign. The planning model is shown in Chapter 1 in the text. The IMC plan for this project will be for the market specified by your instructor and will cover one calendar year. Formation of Agency Teams You should form your own teams. (Another option is for the instructor to appoint teams). Assistance will be provided where requested. Each team is to assume the role of a full-service agency charged with the responsibility of preparing a complete IMC plan for a designated...
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...SWOT Analysis Strengths One of Skype’s greatest strengths is that it has always been a pioneer of international telecommunication. Weaknesses Opportunities In 2010, Skype only had 1% of VoIP industry market share in the United States, a huge area for growth opportunity. Threats SFAS Suggested Course of Action 1. As a personal adviser to Silverman and the rest of the Skype team, what would you recommend their next move be to continue the growth of Skype (collaborate with cell phone providers, restructure price, change advertising)? I would recommend that Skype collaborate, merge, or form a partnership with a major cellular phone provider company to expand its services and products throughout the U.S. Skype also needs to be build more advertising for their VoIP services. Many U.S. consumers are unaware of the services provided by Skype or their advantages and saving costs they can provide due to minimal advertising. Skype’s minimal advertising campaign (only relying on network effects and word-of-mouth...
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...Trends Market Analysis • Market Size and Growth • Market Segments (Product Classifications) • Seasonal Analysis Competitor Analysis • Market Share Trends • Marketing / Marketing Communications Strategy Assessment Product (Brand) Analysis • Sales Volume Trends • Market Share Trends • Image and Reputation (questionnaire/ quantitative research) Marketing Communications Plan Target Market Profile • Demographic • Psychographic • Geographic etc Target Market Analysis • Consumer Behaviour (Loyalty) • Consumption patterns Positioning Strategy • Positioning Strategy Statement • Positioning Grid Budget • Budget Available for Plan Advertising Objectives (whatever is relevant to plan) • Awareness • Preference • Trial • Image Creative Plan • Creative Objectives • Key Benefit Statement • Support Claims Statement • Creative Strategy • Creative Execution Media Plan • Media Objectives • Media Strategy • Media Execution Should any of the marketing communications mix components listed below be included in the plan, appropriate objectives, strategies, and execution details will be included...
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...CHAPTER 14 – COMMUNICATING CUSTOMER VALUE: INTEGRATED MARKETING COMMUNICATIONS STRATEGY * What is a promotion mix? pp. 428-429 * What is advertising? p. 429 * What are the sources where consumers can locate information about products and services? p. 429 * What is a sales promotion? pp. 429 * What is integrated marketing communications? pp. 431-432 * What are the six stages of the buyer readiness process? p. 436 * What are the different appeals used in advertising? p. 437 * What are the two types of communication channels? pp. 438-439 * What is buzz marketing? p. 439 * What are the different methods of setting a marketing budget? pp. 440, 442-443 * What are push and pull strategies? pp. 444-445 * What is personal selling? p. 444 CHAPTER 15 – ADVERTISING AND PUBLIC RELATIONS * Which firm is the world’s largest advertiser? p. 456 * What is advertising? pp. 456-457 * Which group of users use advertising the most? p. 457 * What is an advertising objective? p. 457 * What are the primary goals of reminder advertising? pp. 457-458 * What is the goal of persuasive advertising? pp. 457-458 * What are the budget decisions that need to be considered when developing an advertising program? p. 459 * What are the elements to consider when developing an advertising strategy? pp. 459-460 * What should an advertisement accomplish to be considered...
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...Reasons of Controversies 4 Effects of Advertising Agency 5 Conclusion 6 Bibliography 7 Appendices 8 Introduction Advertisers in their mission to gain the customers attention use bold formats to high light their products and in this mission of theirs they often push the boundaries of the society. For example, Calvin Klein since 1980 is promoting nudity and is always in controversies due to their bold advertisements. (Arneas, 2005). Secondly many liquor companies and smoking companies hire famous sportsmen for advertising their product, these sportsmen’s are treated as heroes by the children and they follow them blindly. (Mvivo, 2012) Advertisements are created by the advertising agencies that at times purposefully or innocently make advertisements which become controversial and result in government implementing restrictions on the advertising of such products. (Waller & Fam, 2000).A products fate depends on the strategies which are adopted for marketing. Hence in today’s global and international marketing the most faced challenge which needs proper organization and planning is the advertising of the product, how is it executed, what hinders its progress and what advertising strategy can help it grow. This paper aims to make a report about the reasons, impacts and solutions to deal with marketing controversy. In addition this paper also aims to help the advertising agencies develop an understanding of which advertising is perceived by some people as offensive...
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...GRAP2413: Understanding Advertising Media Main Assignment: 50% This is an individual assignment in which you are required to conduct secondary research, analyse information and provide communication, creative and media strategies for a six month advertising plan. Learning objectives > Apply media terminologies correctly. > Conduct and analyse consumer research to provide insights and inform creative and media strategy. > Develop effective communication and creative strategies. > Demonstrate how to best communicate to target audience using available media. Assignment due date and time: 9 am Friday, week 12 (For both hard copy and soft copy) Requirements: Select a product from the lecturer’s given product list to work on. At least 10 reliable sources of reference are required (image sources are not included). You are encouraged to find the best possible way to convey the advertising message in a creative manner. A structure for the assignment is suggested as follows: 1. Introduction Outline the aims of the paper. 2. SWOT analysis Conduct an in depth analysis of the product’s strengths, weaknesses, opportunities and threats. External factors such as opportunities and threats should include an analysis of competitors, product category situation and any previous advertising campaign. 3. Communication and action objectives Set communication and action objectives. Objectives...
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...Demographic trends are not on the side of the brewing industry. Older age groups do drink beer but much less of it than before. The 19 to 30-year-old group in the 1980s represented 20% of the market, today it represents 18%, and by 2007 it will slide to 15%. Labatt has tried to shift the age focus on some of its brands. Carlsberg and Bud Light are slanted slightly towards older males and females. Labatt has also invested in advertising for its premium and imported brands like Stella Artois, Sol, and Guinness—with programs that reinforce quality and serving techniques. Blue Versus Canadian The history of Canada’s two leading brands, Labatt Blue and Molson Canadian reveal a correlation between effective advertising and market share. For years both brands have been one-upping each other with good creative. The best creative seems to win and market share nudges upward for the brand with the best advertising. To illustrate, Labatt Blue enjoyed considerable success with a campaign called “Out of the Blue” that started in 1998. It enjoyed a five-year run (see Advertising History...
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...Introduction……………………………………….………2 Mojo Media Executive Summary Objectives Situation Analysis.......…………………………………...5 Historical Context Industry Analysis Market Analysis SWOT Competitor Analysis Objectives…………………………………………….…12 Quantitative Benchmarks & Time Frame Budgeting……………………………………………..13 Method & Amount Strategy …………………………………………………14 Target Market Campaign Strategy Execution…………………………………....…………17 Creative Objectives & Strategies Creative Testing Media Plan………………………………………37 Objectives Strategies Choices Scheduling and Budgeting Integrated Marketing Communications Evaluation………………………………………………46 Criteria for Success-Measurement Methods Marketing Recommendations Conclusion……………………………………………..48 1 INTRODUCTION Mojo Media MoJo Media is a full service advertising agency dedicated to providing companies with creative, executable, and effective ideas. We specialize in helping brands take their company to a whole new level. By working personally with each client, we are able to develop creative solutions to transform the brand. We would like to thank Naked Juice for inviting our advertising agency to design an advertising campaign. We are confident that our advertising ideas will put some mojo into the way consumers see your juice products. 2 INTRODUCTION Executive Summary Naked Juice presents an affordable and unique way for consumers to maintain healthy eating habits in an on-the-go environment. The brand has relied on its healthy share of the market along the...
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...which it serves audiences and advertisers in all 50 states and key international markets. It has operations in virtually every field of media and entertainment, including broadcast television (CBS and The CW — a joint venture between CBS Corporation and Warner Bros. Entertainment), cable television (Showtime Networks and CBS College Sports Network), local television (CBS Television Stations), television production and syndication (CBS Television Studios, CBS Studios International and CBS Television Distribution), radio (CBS Radio), advertising on out-of-home media (CBS Outdoor), publishing (Simon&Schuster), interactive media (CBS Interactive), music (CBS Records), licensing and merchandising (CBS Consumer Products), video/DVD (CBS Home Entertainment) and motion pictures (CBS Films). CBS Corporation places a high value on providing equal employment opportunity and maintaining a diverse workforce. Temp Manager, Program Marketing & Advertising Description: The position manages the...
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...ADV101 – UNDERSTANDING ADVERTISING ASSESSMENT 1: TUTORIAL REPORT 1 DOES ADVERTISING MIRROR OR SHAPE SOCIETY? Table of Contents Table of Contents.................................................................................................................................................... 1 Executive summary ................................................................................................................................................ 2 Discussion ............................................................................................................................................................... 3 The evolution of advertising and it’s roles in business and society ........................................................................ 3 Analysis of the agency structure and its key players .............................................................................................. 4 The process of developing an effective advertising campaign ............................................................................... 5 Summary of Findings .............................................................................................................................................. 6 References .............................................................................................................................................................. 6 Executive summary The argument of whether advertising mirrors or shapes society...
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...COMMUNICATION: ADVERTISING COMPENDIUM (C.A.C.) CHAPTER 1 — INTRODUCTION TO ADVERTISING CHAPTER OBJECTIVES 1. Discuss the elements of effective advertising. 2. Define advertising and identify its types and roles. 3. Identify the five players in the advertising world. 4. Explain the evolution of the advertising industry and the current issues it faces. CHAPTER REVIEW Effectiveness is at the heart of companies’ desire to advertise. Though advertising ultimately aids in the sale of products or services, other factors such as price or lack of distribution may influence purchase decisions. Advertising effectiveness tends to be measured in terms of communication impact such as exposure to a message, awareness of a product, attention, and involvement. Most responses can be categorized as perception (seeing), learning (thinking), persuasion (feeling), or behavior (doing). Effective advertising stems from a combination of carefully planned strategy that connects to audience members on an emotional level and that isolates a need the product fulfills, creative that delivers the strategy, and strong, arresting executions. Six components comprise the classic definition of advertising. Advertising is a paid nonpersonal communication from an identified sponsor using mass media to persuade or influence an audience. Advertising can be classified into one of nine types. National consumer or brand advertising focuses on building long-term brand identity...
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...Unit 9 – P3 – M2 This assignment will describe the role of advertising agencies and the media in development of a promotional campaign. P3: An advertisement agency is a service that is dedicated to creating, planning and handling advertisement and other forms of promotion for its clients. The President (CEO): The CEO is the main chairman of the company, usually the person who founded the company. Account services: In this particular campaign the Agency appointed the account executive to liaise with the clients. The account executives need to be sufficiently aware of the client's needs and desires that can be instructed to the agency's personnel and should get approval from the clients on the agency's recommendations to the clients. The account manager will develop a creative brief, usually about a page that gives direction to the creative team. The creative brief often includes information about the target audience and their attitudes and behaviours. The creative team will take the brief and, aware of their parameters; develop original copy and graphics depending on media strategy. Media Services: In this particular campaign the media services department may not be so well known, but its employees are the people who have contacts with the suppliers of various creative media. For example, they advised upon and negotiate with printers because the agency is producing flyers for the client. However, when dealing with the major media (broadcast media, outdoor, and the press)...
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...Issue 6: Advertising is a way to let customers know a company’s products and its concept. In which way Subway chooses to make it known to the public. The four primary functional areas of a firm are marketing, finance, operations, and human resource. For most firms, operation is the technical core or “hub” of the organization, interacting with other function areas and suppliers to produce goods and provide service for customers. Is there any good product or service has high sale rate without effective advertising? The answer is absolutely no. Therefore, effective advertising is an important segment in marketing. Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Advertising can be a cost effective way to disseminate messages, whether to build a brand preference or to educate people. Organizations handle advertising in different ways. In small company, advertising is handled by someone in the sales or marketing department, who works with an advertising agency. A large company will often set up its own department, whose manager reports to the vice president of marketing. The department’s job is to propose a budget, develop strategy, approve ads and campaigns, and handle direct-mail advertising, dealer displays, and other forms of advertising. Subway corporate posited itself as a more health-conscious restaurant. Much of Subway's rapid growth can be attributed to its somewhat unique business...
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...Advertising and Public Relations 1) Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________. A) sales promotion B) direct marketing C) advertising D) personal selling E) public relations Answer: C Diff: 2 Page Ref: 430 Skill: Concept Objective: 15-1 2) A company's total marketing communications package consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________. A) the communications method B) integrated marketing C) the promotion mix D) competitive marketing E) target marketing Answer: C Diff: 1 Page Ref: 428 Skill: Concept Objective: 15-1 3) According to the opening scenario, GEICO has become the fourth-largest insurance company by ________. A) integrating humor and creativity into its minicampaigns B) targeting a niche market of people with exceptional driving records C) offering cost savings directly to customers without sales personnel D) marketing its product through creative print ads in major magazines E) creating a website that is appealing to both young and old drivers Answer: A Diff: 3 Page Ref: 428 Skill: Concept Objective: 15-1 4) All of the following are important decisions during the process of developing an advertising program EXCEPT ________. A) setting advertising...
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