INDIVIDUAL ASSIGNMENT BRIEF

Global Integrated Marketing Communications Report (40%)

Due: Wednesday, October 22nd, 5:00PM.

Individually, you will need to create an Integrated Marketing Communications Report for a nominated product or service of your choice that has been approved by your Lecturer.

Your report will include current marketing communications analysis as well as future recommendations.

REPORT SECTIONS:

Executive Summary (1 page)

1. Introduction - Product/service snapshot. (1 page)

2. Corporate Image and Brand strategies (1-2 pages)

Summarise the current image being projected and contrast with image that is perceived. Any gaps? Comment on any recent image rejuvenation, or image change. What type of corporate name is used? Comment. Comment on the logo. Comment on current brand strategies and related benefits. Comment on brand equity.

3. Buyer Behaviours (2-3 pages)

How is information search & evaluation for the product/service typically conducted? Discuss attitudes, values and cognitive mapping relating to your product/service. Include a sample cognitive map. Is the decision making approach likely to be evoked set, multi attribute or affect referral - discuss as relevant to your product/service

4. Target audience and positioning (2 pages)

Provide a comprehensive bullseye profile of the primary target audience for the product and include a visual profile. How is the product / service currently positioned in the market?

5. Current Marketing Communications (7 pages INCLUDING the 3 print adverts)

Select three (3) print adverts to support your understanding of:

5.1 Current objectives of the brand (Hierarchy of Effects - refer to print adverts for justification)
5.2 MECCAS being applied by the brand (refer to print adverts for justification)
5.3 Appeal type/s being used for the product/service (refer to your print adverts AND you can provide additional non-print examples where relevant)
5.4 Message strategy being used for the product/service (refer to your print adverts) & comment on any use of message sources (refer to your print adverts AND you can provide additional non-print examples where relevant)

Ensure you refer back to the three print adverts/communications to highlight your understanding of theory

6. Traditional media (1-2 pages)

Current traditional media selection used (you may like to provide a sample media profile for one of your selected print adverts) Traditional likely to include Television, Print (Magazine and Newspaper), Radio (AM / FM), Outdoor Media, etc.

7. Non- traditional media (2-3 pages)

Discuss WHERE RELEVANT the current use of interactive marketing, content marketing, online advertising, brand spiralling, blogs, online social networks and viral marketing. Also discuss any use of buzz, guerrilla, lifestyle, experiential, product placement & alternative media or in-store tactics.

8. Further Integrated Marketing Communications (2 pages)

Discuss WHERE RELEVANT the current use of direct marketing, personal selling, sales promotions, public relations strategies (including stakeholders, events, sponsorship, etc.)

9. Critique of current target market/marketing communications/media/IMC (2