MKTG 3207 Integrated Marketing Communications And Management

MKTG 3207 Integrated Marketing Communications And Management

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MKTG 3207 Integrated Marketing Communications

Question:

Purpose of the Assignment and Learning Outcomes

This assignment requires the term project group to construct a comprehensive creative brief for an advertising concept related to a new integrated marketing campaign for a rage room at Durham College (see the Term Project description for further information). Each group will develop a creative brief and assign specific milestones each week (i.e., deadlines) to ensure accountability to your client, which is Durham College.

What is a Creative Brief? What Components Must I Include? Creative briefs are used to keep your marketing team accountable during the development and delivery of marketing campaigns. Therefore, they set objectives and strategies for the campaigns, ensure that deadlines and milestones are met on time, and ensure that each marketing team member knows their role in the campaign.

Creative briefs include the essential elements of the creative strategy and other relevant information. Your creative brief must consist of the following SEVEN components, and please design a creative brief similar to the examples found in the creative brief examples in the Week #8 folder in DC Connect.

1.Describe the primary problem or opportunity the advertising must address. Consider the following:

  • What is the business case for your short-term IMC campaign?
  • What is your BIG, CREATIVE IDEA? Be bold and creative

2.Discuss your target audience using the variables listed (review pages 61-68):

  • Geographic (location of the target audience)
  • Demographic
  • Socioeconomic
  • Psychographics
  • Target audience options (review pages 66-68, & 105) based on:

Brand loyals

Favourable brand switchers

New category users

Other brand switchers

Other brand loyals

3.Discuss behavioural objectives (review pages 105 & 111-115)

4.Discuss your communication objectives (Chapter 4 & pages 116-119)

  • Look at the communication process (page 76) and look at how it applies to your campaign.
  • How does AIDA apply in creating your communication objectives?
  • Look at category need, brand awareness, brand attitude, and brand purchase intention (pages 116-119)
  • Apply percentages to show increases that you are trying to achieve.

5.Outline your brand positioning strategy (Chapter 6)

  • If needed, create a perceptual map
  • What is the brand’s positioning?

6.Determine the creative strategy and themes for your campaign:

  • Creative theme
  • Campaign slogan or tagline
  • Message appeals
  • Source characteristics

MKTG 3207 Integrated Marketing Communications

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