UMUC MRKT354 Part 2 IMC Plan

28 Jun UMUC MRKT354 Part 2 IMC Plan

Question
Integrated Marketing Communications Plan (75% of final grade)

Development of an IMC plan is the major graded component in this course. It will give you hands-on experience with the intricacies of marketing communications that achieve marketing objectives. An IMC plan is the next step after the developments and approval of the marketing plan for the organization. It provides the tactical level of detail to the marketing communications portion of the marketing plan.

The IMC plan you prepare in this course will be staged in three parts, allowing you to make modifications to submitted parts. This will ensure your final IMC plan, incorporating all three parts, assesses your understanding and application of best practices in marketing communications. Building an IMC plan takes planning, strategic thinking, and hard work. Do NOT make the mistake of working on sections of the IMC plan just before they are due. That lack of planning and commitment to the course will be reflected in your grade. Be sure to reference the Marketing Toolkit for PowerPoint presentations.

Background: Your final IMC plan incorporating all three parts will be submitted as a PowerPoint presentation at the end of week 8. All three parts of the final plan will include all the following:

– Executive Summary, Title Page, and Table of Contents

Identifying the target market

Determining communication objectives

Designing the message

Selecting the media

Selecting message source

Selecting feedback metrics to measure success of the IMC plan

Setting the promotion budget

Shaping the overall promotion mix

Integrating the promotion mix

Bibliography

Exhibits

Each of these topics is discussed in your text, which you should reference to ensure your Power Point presentation demonstrates you can apply text concepts to your IMC plan.

The strategic and promotion mix choices must be supported with rationale from the text or outside sources. Each slide should contain enough details to understand how you arrived at your conclusions. These details can come from external sources; or when information is not forthcoming from your best ‘guesses.

Part 2 (Worth 25% of final grade)

Due end of week 5

Based on your faculty member’s feedback, edit your part 1 slides, review Part 2 of Plan Template and proceed with the following topics.

11. Overall message design strategy

12. Message content

13. Message structure

14. Message format/executional format

15. Media channels (most likely will need a combination of personal and non-personal communication channels)

16. Message source

17. Feedback metrics associated with marketing communications objectives in part 1

Part 2 of the IMC plan will be graded as follows:

Points Grading Standard

0–4 Overall message design strategy

0–3 Message content

0–3 Message structure

0–3 Message format

0–3 Media channels

0–2 Message source

0–3 Feedback metrics

0–4 PowerPoint presentation’s ability to communicate, free of typographic or grammatical errors, use and citation of external sources, timeliness of submission, Title and Table of Contents and Bibliography slides

25 points Total

The following detailed rubric should be your guide. It is also attached to this Asssignment as a Word document if you wish to download it.

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IMC 354 Part 2Rubric Instructor: Semester:

Student Name:

PART 2 is a general strategic overview of the creative, message, and media strategies that you want used, by your internal and external marketing and advertising staffs, to achieve the three communications objectives for the upcoming year. In addition, you were asked to identify when and what feedback tools (metrics) should be used to determine if the communications objectives are reached. It also serves as the overall directive for the more tactical Part 3 of your plan.

Overall message design strategy needed to create:

A creative brief for communicating the product to its target audiences (needed to include objective for the ad campaign/ad, the target audience, the message theme, support facts for the theme, plus URL to use & any disclaimer or constraints).

Needed to identify the relevant product information for the ad copy.

Needed to identify how the product’s tag line and logo should be used (graphics for logo can be put in Exhibits section of plan.)

The URL & the disclaimer copy to be used.

0 – 4

Message content-to earn full points, you needed to provide relevant product information required in the ad copy If there are special product areas that you want emphasized, state it. Indicate the major appeal you think should be used (fear, humor, sex, music, rational, emotions, scarcity) for the most effective outcome.

0 – 3

Message structure: you needed to identify how you’d like the creative people to: 1. handle the conclusion, 2. whether you recommend a one or two-sided argument, 3. Present the strongest argument first or last, etc.

0 – 3

Message format-you needed to identify 2 elements of the message that make your product advertising unique.

Executional Format: should there be a special spokesperson, a special music theme, unique color (ex. Target red bullseye, Tiffany baby blue, UPS brown, etc).

Also the message format needed to be identified, ex. 30 or 60 TV or radio spot, full page ad, the search words to use in online, etc.

0 – 3

Media channels-in this section you need to identify:

whether personal or non-personal communications channels or both should be used & why,

Use traditional, non-traditional or both, 3.ID what media mix you want used, etc.

0 – 3

Message source- this section you identify what type of spokesperson (athlete, doctor, movie star, etc.) should be used and why…the same thing if you want a very identifiable voice, specify it.

0 – 2

Feedback metrics- this section need to identify external and internal metrics that will be used to:

measure the message designs that you have control over, not sales, profit, etc.

what messages are using a specific URL,& how you will track the “hits” you get on that URL,

ID timing of research, pre or post or both etc.

0 – 3

Ability to communicate concisely in PP presentation. Recommended revisions to part 1. Title slide but no Exec Summary yet. Table of Contents & Bibliography Parts 1& 2. No typos or grammatical errors. Correct use and citation of external sources. Submitted on time.

0 – 4