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IMC Campaign Project Guidelines for MKT 337

This document provides guidelines for a final project developing an integrated marketing communications (IMC) campaign for an assigned brand. The report must include: 1) an overview of the brand's personalities and positioning; 2) defining the target market; 3) stating IMC objectives; 4) outlining contact points and strategies; 5) selecting six IMC tools and media to achieve objectives; 6) developing advertising elements; 7) creating a media strategy; 8) preparing a budget sheet; and 9) providing an evaluation. The project weighs 20% of the total course marks and has a 5000 word limit.

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35 views2 pages

IMC Campaign Project Guidelines for MKT 337

This document provides guidelines for a final project developing an integrated marketing communications (IMC) campaign for an assigned brand. The report must include: 1) an overview of the brand's personalities and positioning; 2) defining the target market; 3) stating IMC objectives; 4) outlining contact points and strategies; 5) selecting six IMC tools and media to achieve objectives; 6) developing advertising elements; 7) creating a media strategy; 8) preparing a budget sheet; and 9) providing an evaluation. The project weighs 20% of the total course marks and has a 5000 word limit.

Uploaded by

Shagor Khan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOC, PDF, TXT or read online on Scribd

North South University: Course: MKT 337

Final Project Guidelines


Total Marks: 50
Weigh 20% + Presentation 5%
Title: Develop an IMC campaign for the brand you are assigned with.
Report Guidelines:
1. Company Overview (brand personalities and positioning) (1)
Premium services for elite. Prestigious
Charge card
Point of parity
used mainly for travel and entertainment
Bonus point, cash back, prestigious
Ability to handle travel emergency

2.

3.
4.
5.
6.
7.
8.
9.

City bank has different personality for different levels of customers. We might be
working on only the brand personality of Amex card (personal)
brand personality of the product: Excitement: trendy, outgoing, spirited, unique,
independent, exciting, recognition
positioning: can be used in any part of the world, acceptable, international recognition
Define (income/ occupation/ gender/ age/ behavioral) the Target Market/audience for
this campaign (2.5) high spending, high rating customers, customers who want
special attention, reward points: gives rewards
Segment: Personal/not corporate customer
IMC Objectives: what are the IMC objectives (SMART) you want to achieve through
this campaign? (2.5)
What are the contact points? What are the tool specific strategies to cover each point?
(2.5)
What IMC tools (6 tools and support medias) are you using to achieve your objectives
at different stages of the response process for your product and how? Make sure you
are integrating them all. (15)
Develop source, message, appeal, theme, slogan, major selling ideas and execution
style (based on different ways to present message: ch 9) for the ad. (10)
Create a Media Strategy ( using the 8 factors) for your IMC campaign (10)
Prepare a Budget Sheet for the IMC campaign. (use break downs) (3.5)
Evaluation and Conclusion (2.5)

Word Limit: 5000


Report Submission date: second last class

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