Mkt60604 Integrated Marketing Communications Assessment Answer
Discuss the company’s current product/ services mix (Product/ service line, width and depth).
Describe the brand/sub-brand identity of your selected product/brand
PEST
Discuss 1 point each and link its impact to the company
Competitors
List of competitors (direct and indirect if any – with justification)
Discuss/ compare the competitive advantage(s) of the closest/direct competition (Offering similar product/ service)
Marketing & IMC Objectives
Develop an overall marketing objective and 3 IMC objectives for the 3 months period
Target Audience
Give specific description of the target audience for this project using the segmentation variables and focus/expand on demographics, geographic, behavioural and psychographic variables.
Creative Strategy: Content, Structure & Format
What is the major selling idea/big idea? Consider the followings in developing the major selling Idea/Big Idea
• Unique selling proposition
• Creating a brand image
• Finding the inherent drama
• Positioning
What are the proposed appeals (rational/ emotional or others) and justify?
Explain the execution style/s and justify.
Discuss/ evaluate the basic components of the advertisement/promotion (advertisement layout)
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