Integrated Marketing Communications Assessment: Individual Short-Term IMC Program Plan

Assessment Description

The purpose of this short-term IMC plan is to further 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 practice your planning skills in developing an IMC campaign with inclusion of budgetary and timing constraints.

Based on your report findings in assessment 1 and your creative brief, you are required to design a 6 month IMC program for Samsung's redesigned message addressing the recent "exploding battery" crisis. To make your learning experience as close as possible to a "real" word business, you are restricted to a budget of $50 000.

Your short-term plan must include the following:

Part I:

• Marketing communication goal and objective/s
• Redesigned message (refer to your assessment 2)
• Key target audiences

Part II:

Choice of Marketing Communication Mix

6 month media schedule based on the media mix criteria including time and budgetary restrictions

• Reach
• Frequency
• Continuity

Part III:

• Suggestion of at least three campaign evaluation methods

In preparing your slide deck, you will need to reference at least 10 sources of information. These may include corporate websites, government publications, industry reports, census data, journal articles, newspaper articles, and textbook material.