Advertising and Promotion Assessment Item - Marketing Communication Report
Task Description: Report on the marketing communication strategies for the proposed campaign.
Your agency has won the account from its rival, and it is now time to detail your research, the proposed strategies, and the theory underpinning your decisions. In essence, your task here is to provide a written report on the strategies your marketing agency will implement for its new client and their products/brands.
If you choose the same brand you used in Items 1 and 2: Note that while some of the topics within these sections have been covered in the Critical Analysis and the Campaign Pitch, more detail is required in this item, both in the explanation of your strategies, and in relation to the theory underpinning your decisions.
The report should be divided into three sections as set out below.
1. Strategic decisions
- The target market(s). Who are they, and what are their characteristics?
- Market segmentation dimensions. For example, demographic; geographic; behavioural; psychographic. Segmentation allows marketers to deliver messages more precisely and to prevent wasted coverage to consumers who do not fit the profile of the target market.
- Positioning. A brand's position represents the key feature, benefit or image that it stands for in the target market's collective mind.
- Setting objectives. Marketers' decisions are based on the underlying goals or objectives that need to be accomplished for a brand. The content of these objectives varies according to the form of marketing communications used.
2. Creative strategies
- Overview of the creative strategies. This includes the rationale behind the primary communications objective(s), the links to the target market(s), and the major selling idea.
- Campaign theme. How it communicates the major selling idea, and what provides the common thread that will run through all communications tools. You also need to consider the use of imagery, colour, logos, taglines, etc.
- Execution. What execution techniques are proposed? (e.g.,appeal type, source choice, documentary style or brand image, etc.). You need to justify why this would be appropriate for the target market and campaign theme.
- Brand. Explanation of how the creative strategies noted above will be integrated across all the chosen tools to reinforce the brand's positioning.
3. Marketing communication tools
- The communication tool mix. Outline of the marketing communication tools you have chosen. Why, and how do they align with your objectives?
- Selection of media. All marketing communication messages require some form of media for transmission. You need to note the choices between channels and media outlets and their relative usefulness.
- Resources. An issue that confronts all organisations is deciding how to allocate their resources between the various options. The costs of the channels and outlets need consideration, as does issues such as reach and frequency.
- Strategic integration. Identify and explain how the recommended communications tools will be strategically integrated to support the campaign theme and achieve the communications objectives.
Attachment:- Assignment Files.rar