Integrated Marketing Communications Individual Creative Brief
Assessment Description
The purpose of this creative brief is to develop your ability to critically evaluate current IMC programs and to provide solutions based on learned IMC theories and concepts. This is a great opportunity to use your creativity and practice the delivery of your business solutions within a safe learning environment. Based on your report findings in assessment 1, your task is to create and redesign an advertisement that fulfils the company's communication objective/s in relation to brand recovery and consumer confidence.
"Australia has the highest mobile phone penetration in the world. In light of Samsung's "exploding battery" crisis, the company suffered a drastic decrease in its Australian market share.
Samsung has deployed a "Commitment to Quality" IMC Campaign that has been proven to be ineffective. You are required to cross-examine this campaign and redesign the intended message for the Australian market."
Your creative brief MUST include the following: Three - page long summary containing:
- The background of the task
- Strategy Statement
- Samsung's Brand Positioning (You must create a perceptual map)
- Objective/s of the message
- Target Audience
- What does the target audience currently feel about Samsung's products?
- What do we want the target audience to think and feel?
- What do we want the target audience to do?
- How should Samsung speak to the target audience?
You must reference credible sources used to write this summary.
One - page long portfolio including at least three examples of the redesigned message through various delivery media types (E.G. Facebook, Corporate Website, TV commercial)