Integrated Marketing Communications (IMC) Campaign Plan Topic Proposal Form:
Complete this form Topic. The project will involve you in developing an integrated marketing communications (IMC) plan for a
brand of your choice. Integrating marketing communications entails identifying a brand message and then conveying that
brand message through a series of touch points that are relevant to the target customer.
Developing an IMC planâthe brand is the central concern around which the IMC plan is developed. Early in the process, we
establish who the customer is, what the customer wants, where the customer is, and then we think about how we will reach
the customer in the space they are in, with what message, and which media. PLEASE NOTE THIS IS NOT A MARKETING
PLAN OR A BUSINESS PLAN The
IMC plan focuses on what we traditionally refer to as the Promotion P., and what we are
now viewing as Communicating the Value.
The Project will involve developing an integrated marketing communications (IMC) plan for a brand of your choice. Integrating
marketing communications entails identifying a brand message and then conveying that brand message through a series of
touch points that are relevant to the target customer. The figure below captures the steps involved in developing an IMC plan
âthe brand is the central concern around which the IMC plan is developed. Early in the process, we establish who the
customer is, what the customer wants, and where the customer is, and then we think about how we will reach the customer in
the space he or she is in, with what message, and with which media. Please look under the Course Home area and in Doc
Sharing for more information on the Course Project.
Begin by brainstorming and generating a listâyou have several options when choosing a product or service for your IMC plan
(PERFERABLY AMERICAN BASE BRAND). Consider choosing a brand that you have a passion for or creating a new brand
for a new company or a new brand for an existing company. Perhaps you would want to select a product extension of an
existing product. You might consider a different approach to marketing an existing serviceâyou may select a product or a
service. You can target consumers or businesses. You may choose a product or service offered by your employer or your own
business, or one from another organization. Ultimately, to maximize your learning experience, choose a product or service
brand that you have an interest in. Make sure there is information available about the industry and target market of the brand
that you have selected. Think about why this brand needs an IMC Campaignâor why the existing campaign needs to be
changedâwhat problem are you solving?
Identify and describe the selected brand.
What brand problem are you attempting to solve with an IMC?
Who do you think the target audience is? (Remember that you will need to confirm this with research.)
Are similar or competitive brands available? List or briefly describe a similar brand.
How does your brand differ from competitors? What is the distinctive competitive advantage?
Brand name (e.g. Nike):
Brand term (e.g. Just do it):
Symbol (e.g. Swoosh):
Functional benefits (basic benefits relating to performance â e.g. Nike â a good quality shoe):
Emotional benefits (benefits that make the customer feel good â e.g. Nike â makes you feel fit and healthy):
Brand concept (essence of the brand â e.g. excellence in performance):
Physique â tangible form, sound, smell, color, feel:
Relationship â what is exchanged, shared:
system of values represented by the brand:
Reflection â what is the aspired image?
â what is the image of actual customers?
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