23 May WHAT ARE TWO IMPORTANT INTEGRATED MARKETING COMMUNICATION INITIATIVES FOR THIS YEAR?
Assessment: This part of the assignment will be assessed using the following criteria: Comprehensiveness of the recommendations Rationale used to support those recommendations Based on your understanding of integrated marketing communications, answer the following questions: What is the definition of integrated marketing communications? (5 points) Explain five benefits of integrated marketing communications? (5 points) What are two important integrated marketing communication initiatives for this year? Explain why you think these are important for marketers. (5 points) 4.2: Advertising Critique (35 marks) Suggested time: 1 to 2 hours Length: Please write your response in essay format and/or point form as appropriate and limit your response to 2 pages using 1.5 line-spacing. If you need to include a table, attach it as an exhibit or appendix. Assessment: This part of the assignment will be assessed using the following criteria: Depth of insight and analysis Support for the conclusions drawn Use of course concepts Demonstration of critical thinking Select, from any medium, two advertisements: one that you think is effective, and one that you think is not effective. Attach the ads to your assignment. Indicate where the ads came from and what media was used. Where was the ad placed (in what part of the magazine or newspaper, or when it was aired on television or radio, or was it part of digital media?)? (5 points) Describe and then critique each of the two ads separately. Use the eight headings below when you critique each ad. (10 points for each) Target audience Communication objectives Overall communication strategy Positioning statement and key messages Communication tactics Communications mix Creative execution Evaluation For each ad, describe the actual or perceived value created for the target audience. Explain what leads you to this conclusion. (10 points)
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