INTEGRATED MARKETING COMMUNICATIONS ASSIGNMENT
Assessment - Written and Oral Assignment with peer review
Please make assignment on Zaiqa Restaurant in Melbourne Carlton its a Pakistani and Indian Cuisine.
Additional information Please use
1) Appropriate Strategy considering elasticity
2) SMART Objective Approach.
3) Moving Consumer from one goal to the next
4) Setting Achievable advertising objectives.
5) Please don't give references from Google.
In this assessment students are required to submit a written assignment and deliver an oral presentation relating to Integrated Marketing Communications. Students will apply skills and knowledge to propose an IMC campaign plan.
Each group of two students, is to select an Australian small to medium sized organisation. This may be an employer or family business and should be a business with which you are familiar. Your lecturer can provide access to businesses should you wish to select an organisation unknown to you.
Your task is to propose an IMC plan for the business, excluding television as a media class.
IN THE WRITTEN REPORT YOU SHOULD:
1. Construct an overview of your selected company and identify your target audience for the IMC campaign: A brief summary of the business should be detailed. Target audience should be profiled as summarised and drawing on your previous market segmentation, targeting and positioning knowledge.
2. Develop objectives and budget for your IMC campaign applying the theory of the unit.
3. Select at least four (4) IMC elements or three (3) elements including two (2) media classes excluding television for inclusion in your campaign. Outline the rationale supporting your selection with respect to recent IMC trends.
4. Determine an appropriate creative strategy consistent with IMC theory.
5. Produce a creative integrated marketing communications campaign (minimum four elements or three elements including two media classes) in the following formats:
- Advertising - Newspaper/Magazine: mock up
- Advertising - Out of Home: mock up
- Advertising - Radio: script including identification of sound effects
- Direct Marketing: mock-up supported by overview of campaign
- Digital and Social Media: storyboard if video (or actual video); mock up if static
- Marketing Public Relations: full press/product release or newsletter (not included in word count)
- Personal Selling: mock-up of job advertisement for sales representatives including selection criteria or job description if part of a customer service role
- Point of Purchase: mock-up supported by overview of campaign
- Sales Promotion: mock-up supported by overview of campaign
- Sponsorship: full overview of campaign and mock-up of signage (where relevant)
6. Develop an IMC schedule: in correct format including the element, vehicle (if advertising), timing and cost. This schedule should equate to the budget detailed above in (2). Please consult your Lecturer for costs of IMC elements not discussed within the unit i.e. personal selling.
7. Detail each student's contribution to the assessment: This requires an agreed identification by area of each member's input. Individual assignments will automatically receive a zero grade against this criteria. (This is not included in the word count or oral presentation).
This will demonstrate your ability to apply the important concepts, processes and models in this unit to development of integrated marketing communications plans and campaigns.
FOR THE ORAL PRESENTATION:
As IMC Professionals responsible for your organisation's in-house development of integrated marketing communications, deliver a 10 minute presentation (maximum 5 minutes per student) pitching (G7 Studios 2011) your campaign to the business owners - as represented by the class cohort.
1. Choose the appropriate weighting of material for a pitch, with the objective of generating a positive response to your proposed IMC campaign. Not all areas of your written assignment are relevant e.g. summary of business.
2. Design engaging visual aids and demonstrate the four creative productions in the relevant format (mock ups/storyboards etc).
3. Utilise positive verbal/non-verbal communication cues.
4. Connect with your audience to generate a positive response to your proposed IMC campaign.
5. Ensure that you adhere to the 5 minute per student timing.
Presentation times will be pre-determined via the Moodle Discussion Forum.
Attachment:- Assignment File.rar