CAMPAIGN Assignment: PLANNING & MANAGEMENT
Case Study: IMC Advertising NIVEA (Blakeman, Ch. 1, pg. 8).
DESCRIPTION: Read Blakeman textbook chapters 1, 2, and analyze the case study. ASSIGNMENT QUESTIONS:
1. List all NIVEA UK goals and objectives they had identified before the campaign.
2. What do we know about NIVEA customer's purchase journey? Who are the initial purchasers?
3. What strategies and tactics NIVEA UK used to execute the campaign?
4. Describe how NIVEA chose certain media elements and tactics to match customer needs and image.
5. If you were part of the NIVEA UK advertising team, what other media would you use? Why?
6. How did NIVEA team measure their campaign's success?
Text Book: INTEGRATED MARKETING COMMUNICATION CREATIVE STRATEGY- FROM IDEA TO IMPLEMENTATION by Robyn Blakeman, THIRD EDITION.
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.