Promotional Strategy
Investigate various communications environments and recommend strategies for deciding which integrated marketing communications elements to use in which combinations in dynamic circumstances.
Construct a campaign utilising a range of strategies to achieve identified outcomes within a given communications environment.
a. Your project: Identify a social problem that you would like to overcome, ( drug addiction). A useful website is the Social Issues Research Center: http://www.sirc.org/.
b. Rationale for your project: why did you choose this project? Rationale can be from a need in the marketplace, perceived weakness in the project campaign, etc.
c. Profile of the campaign audience: what?s the demographic and psychographic profile? (The profile may already be written up in some media articles).
d. Audience perception/problem: what is your understanding of the key audience perception, attitude, lifestyle, etc that would help your campaign? Most campaigns are based on an insight of how consumers think, feel, and/or behave. (This may also be written up in some media articles or you may speculate on this).
e. Campaign objectives: what do you want your campaign to achieve?
f. What is your campaign theme or idea? Provide some rough layouts or visuals to convey your campaign idea.
g. Marketing communications strategy and tools: which tools are going to be primary and secondary; how would you use the various tools to achieve your campaign objectives? Tools to be covered are the Internet, Advertising, Sales Promotion, Direct Marketing, Public Relations, and Support Media. Read up on the tools from Class 2, especially the last tool (Support Media) that will be covered only towards the last stage of your submission deadline. Read some IMC campaigns or cases to see how specific IMC tools have been used to convey the campaign idea.
h. Campaign measurement: how would you measure campaign success e.g. visits to campaign website, response, publicity generated, online survey, etc?
PRESENTATION OF REPORT
? Key: Present your report in a manner that is professional and easy for the reader to follow. Be creative and ensure your presentation standard is visually appealing!
? Use of visuals is mandatory! Your report must be professionally presented and visually appealing.
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