Part 1 – Integrated Marketing Communications, and the Changing Media Landscape

Part 1 – Integrated Marketing Communications, and the Changing Media Landscape

Prepare as a word-processed document (such as Microsoft Word). Use 12-point font Times New Roman.  Use black ink for majority of your work and only use colors if it enhances your ability to communicate your thoughts.

 Your assignment should be five pages of double-spaced text, at least 1/2 page for each of the eight questions (four in Part 1 and four in Part 2).

• Include a bibliography, which includes at least four references.
• Use APA style.

 Part 1 – Integrated Marketing Communications, and the Changing Media Landscape

Tips

• The course content does not cover IMC in great detail and you may want to refer to some open source references for more information on message design.  A good one is:  http://www.caad.au.edu/attachments/article/43/Class%207-Creative%20IMC%20Message%20Strategies.pdf
• Prepare your assignment beginning with a title page to include your name, your product or service, and your target market.  Then answer each of the following four questions in order number them before your response.

Questions

1. Integrated Marketing Communications. Considering your new target market and any modifications, new product line extensions or new products you may have developed to serve the new target market needs, create your ‘Big Idea” to be the basis of the message strategy for all your marketing communications.
2. Marketing communications objectives. Write at least three marketing communications objectives using the AIDA framework discussed in the course content.
3. Promotion mix.For each of the three marketing communications objectives written in number 2, discuss which of the promotion tools would be the best choice to reach each of the three-marketing communications objective.   One tool must be advertising (traditional or online) You may have more than one promotion mix tool for any given marketing communications objective.
4. Media strategy. Discuss at least two of your media choices that you believe will best reach your target market with your advertising.  Be specific with your choices, e.g. HGTV, Rehab Addict, because the product or service is targeting a do-it-yourself target market, or Home Depot website banner ads for the same target market.  Or Morning TV National News, Good Morning America and The Today Show, 1st hour because your target market is educated urban workers.  If using social media, discuss which social media and how they will be used to accomplish which objective.