Assignment : Communicate the Value

4.1: Decisions

Assessment: This part of the assignment will be assessed using the following criteria:

• Comprehensiveness of the recommendations
• Rationale used to support those recommendations

Based on your understanding of integrated marketing communications, answer the following questions:

1. What is the definition of integrated marketing communications?
2. Explain five benefits of integrated marketing communications?
3. What are two important integrated marketing communication initiatives for this year? Explain why you think these are important for marketers.

4.2: Advertising Critique

Assessment: This part of the assignment will be assessed using the following criteria:

• Depth of insight and analysis
• Support for the conclusions drawn
• Use of course concepts
• Demonstration of critical thinking

Select, from any medium, two advertisements: one that you think is effective, and one that you think is not effective.

1. Attach the ads to your assignment. Indicate where the ads came from and what media was used. Where was the ad placed (in what part of the magazine or newspaper, or when it was aired on television or radio, or was it part of digital media?)?
2. Describe and then critique each of the two ads separately. Use the eight headings below when you critique each ad.

o Target audience
o Communication objectives
o Overall communication strategy
o Positioning statement and key messages
o Communication tactics
o Communications mix
o Creative execution
o Evaluation
3. For each ad, describe the actual or perceived value created for the target audience. Explain what leads you to this conclusion. (10 points)

4.3: Communication Brief

Assessment: This part of the assignment will be assessed using the following criteria:

• Depth of insight and analysis
• Comprehensiveness of the recommendations
• Use of marketing concepts and analysis to support the recommendations

Assume the role of the director of marketing for Lotusland Vineyard (http://www.lotuslandvineyards.com/index.php) and think about how to improve upon their current level of success. You will need to do some research on the Internet to gather additional information about the organization.

Develop a Communication Brief for the next phase of the "Lotusland" branding strategy, for one target audience that you think is important to their growth.

Describe each element in the Communication Brief and provide a rationale for each of your recommendations using consumer behaviour insights, marketing concepts, and analysis.

Assume that you have a $100,000 budget to develop an Integrated Marketing Communications plan.

In your Communication Brief describe and provide a rationale for each of the following points:

• Target audience profile
• Communication objective(s)
• Overall communications strategy
• Positioning (describe and illustrate with a map) and key messages
• Communications tactics
• Communications mix to support your strategies
• Suggestions for creative concept and execution
• Budget allocation (how much money you will allocate to different elements of the communications mix and why)
• Describe the actual or perceived value created for the target audience. Explain what leads you to this conclusion.

4.4: Report Structure and Presentation

Remember, you will be judged by the structure, clarity, presentation, and quality of your work. Prepare and present your assignments in a formal manner suitable for business.

To ensure the quality of your written work, refer to the Assignment and Final Project Structure under the Course Overview on the course home page in Blackboard.