Objectives:

Apply research for promotion planning and describe the role of an advertising agency's creative department

Assess the world of advertising and integrated brand promotion

Interpret main sales promotion techniques

Rank the value of traditional advertising and define the role of support media

MKTG408 Professional Application

You are continuing to work with the same business used in the Units 1 and 2 Individual Projects. In the U2 IP, you began developing ideas for a new campaign. This week you will begin writing a creative brief.

Part 1: Background Analysis

Based on your U1 situation analysis, analyze critical issues facing the company that could be addressed in an IMC campaign.

List and analyze the top 3 critical issues.

Determine what issue must be addressed in this new campaign.

It is necessary to back up your decisions with theory from the text or expert advice and real-world information from professional or scholarly sources in the AIU library. This section of the paper should be 2 pages in length and uses research from the text and articles in the library's full-text databases.

Part 2: Creative Brief

Communication objectives: Specify the communication objective(s) for this campaign

Target market: Identify the segment(s) you will target with this campaign

Major selling idea: What's the single most important thing to communicate to achieve the objective?

Key benefits: Explain why the target market should believe the major selling idea

This section of the paper should be 3 pages in length and uses research from the text to back up choices.

Your assignment should contain a cover page, an abstract page and a reference page in addition to the body. The body of the paper should be 5 pages in length, starting with a brief 1-paragraph introduction and ending with a short conclusion. The entire submission will be 8-10 pages in length.