DISCUSSIONSWEEK WEEK 1

Effective IMC World (graded)

IMC enables companies to effectively
build a brand in the marketplace. IMC is about integrating all of the
companys promotional efforts to provide a consistent brand experience
for each touch point the consumer has with the brandreview Figure 1-2
in the textbook to see of all the elements in the promotional mix. What
companies would you suggest have implemented an effective IMC
strategy? What companies have not? (There are no rights and wrongs here;
this is based on your judgment.)

The Persuaders (graded)

Please watch The Persuaders at PBS.org (.pbs.org/wgbh/pages/frontline/video/flv/generic.html?s=frol02p74&continuous=1″>http://www.pbs.org/wgbh/pages/frontline/video/flv/generic.html?s=frol02p74&continuous=1)
What do you think of The Persuaders? Do you agree that the
environment is cluttered with too many brand messages? How would you
communicate the idea of luxury in a 30-second television advertisement?

This section lists options that can be used to view responses.WEEK 2

Market Segmentation (graded)

What
is market segmentation and why is it important? What characteristics do
we use to describe segments, and what criteria do we use to assess the
attractiveness of a segment?

Brand Identity (graded)

Describe the concept of brand identity. How does this help us develop an IMC campaign? Please give examples.

This section lists options that can be used to view responses.

WEEK 3

IMC Objectives, Strategies, and Goals (graded)

What is the difference between objectives, strategies, and goals? How do these things improve our planning process?

This section lists options that can be used to view responses.

IMC Benchmarks and Budgets (graded)

What
is the point of benchmarks and budgetswhy do creative plans need
quantitative components? Please describe what you judge to be the most
useful of these.
WEEK 4

Creative Process (graded)

How can we create an environment that stimulates the
creative process and still deliver a project on time and on budget to a
client?

This section lists options that can be used to view responses.Color (graded)
What role does color play in developing effective
marketing communications? Give examples of the use of color to convey
meaning in successful brands.

This section lists options that can be used to view responses.WEEK 5

Media Impact (graded)

From
the consumers point of view, which of the media (Internet marketing,
direct marketing) we are discussing this week are likely to make you
change your buying behavior and why?Brand Messages (graded)
How
many brand messages have you seen since you woke up this morning? What
form of media supplied the most messages? What do you see now that you
are looking for it?
WEEK 6

Consumer Sales Promotion (graded)

What do we mean by sales promotion? Does this add value or take it away?

PR (graded)

How have charities learned how to compete for our
donation dollars? How are they using PR? What charities are succeeding?
What charities are failing?

This section lists options that can be used to view responses.WEEK 2
Homework

Homework Project: In the News . . .

These projects are intended to provide current material for class
discussion and review. To receive full credit for this requirement, each
student should turn in an In the News . . . project.
The project may draw on items from the online environmentnewspapers,
magazines, and websitesto provide current (i.e., within the last year)
examples of course-related topics (i.e., advertising or public
relations). Creativity, relevance, and probable interest to the class
are especially welcome. As an example, a recent article on the meaning
and use of color in advertising provides a useful document that could be
accompanied by some examples of advertising that demonstrate effective
and/or ineffective use of color.

These items should be accompanied by a one-page report (use bullet points), explaining

why and how the material is important and relevant to the course content; and
what practical managerial implications the material has.

Submit your assignment to the Dropbox located on the silver tab at the top of this page.
WEEK 4
Homework

Homework Project: In the News . . .

These projects are intended to provide current material for class
discussion and review. To receive full credit for this requirement, each
student should turn in an In the News . . . project during Week 4. This
project is due in Week 4 and is worth 70 points. The project may draw
on items from the online environmentnewspapers, magazines, and
websitesto provide current (i.e., within the last year) examples of
course-related topics (i.e., advertising or public relations).
Creativity, relevance, and probable interest to the class are especially
welcome. As an example, a recent article on the meaning and use of
color in advertising provides a useful document that could be
accompanied by some examples of advertising that demonstrate effective
and/or ineffective use of color.

These items should be accompanied by a one-page report (use bullet points), explaining

why and how the material is important and relevant to the course content; and
what practical managerial implications the material has.

Submit your assignment to the Dropbox located on the silver tab at the
top of this page. For instructions on how to use the Dropbox, read these
.next.ecollege.com/default/launch.ed?ssoType=DVUHubSSO2&node=node/184″>step-by-step instructions or watch this .next.ecollege.com/default/launch.ed?ssoType=DVUHubSSO2&node=node/232″>Dropbox Tutorial.

WEEK 3
Homework

Homework Project: Radio Spot

Assume you are the account executive for an advertising agency. You are
competing with other agencies to produce a local radio spot. Choose a
company for the assignmentthree possibilities are listed below.

Dry cleaning service
Bakery
Bicycle shop

Deliverables

For your chosen company, create a one- to two-page campaign strategy that includes the following elements:

Describe the target audience for the product. Include customer
demographics and purchase behavior. Explain the media habits of this
audience. During what time slot would you try to reach this audience?
What kind of radio station format (music, talk, other) would you
recommend using to reach this audience?Describe your creative approach, big idea and story angle for the
radio spot. How will you capture attention, engage the audience, and
make a call to action?Include the script for the radio spot. In addition to spoken words,
include production details, such as the personality of the speaker(s),
supporting sound effects, or music. Read your script aloud and practice
the timing in an effort to make the script run about 30 seconds.

Submit your assignment to the Dropbox located on the silver tab at the
top of this page. For instructions on how to use the Dropbox, read these
.next.ecollege.com/default/launch.ed?ssoType=DVUHubSSO2&node=node/184″>step-by-step instructions or watch this .next.ecollege.com/default/launch.ed?ssoType=DVUHubSSO2&node=node/232″>Dropbox Tutorial.

Rubric

Points

Campaign Strategy

Target audience analysis
Media habits
Time slot and station choice and justification
Creative approach (i.e., the big idea) and justification

40

Radio Script

Execution of creative approach
Content appropriate to target audience
Script production detail
Message impact, including flow, branding, call to action

40

Document Presentation

Professionalism, grammar, punctuation, and layout

20

Total Points

100

See the Syllabus section “Due Dates for AWEEK 7

Ethical Issues (graded)

Please
discuss the different ethical issues surrounding advertising: Could you
develop a convincing IMC for a product that you feel should not be in
the marketplace?

Measuring Social Media (graded)

Select a brand that
you prefer and visit its website. Please suggest a more effective social
media strategy for connecting with current customers and a means of
measuring the effectiveness of your strategy. Please give feedback to
your classmates on the strategies they have suggested.The objective of the Course Project is to demonstrate mastery of all
of the TCOs through the development of an integrated marketing
communications (IMC) campaign.The IMC campaign will support the
development of a brand in the marketplace. Either an existing brand or a
brand created by the student can be selected for the assignment. The
student will develop a plan and a promotional mix (advertising, direct
marketing, Internet marketing, sales promotion, and public relations
campaigns) and provide these in a rough draft form, followed by the
completion of a final report and PowerPoint presentation based on the
final report.A successful IMC campaign depends on an
understanding of the target customer, the brand, and the integration of a
promotional mix that delivers a consistent brand message at every touch
point the customer has with the brand.Guidelines/Grading Rubrics.equella.ecollege.com/file/95ff960a-b5c3-4ec4-b559-88666d80f0c9/1/MKTG410_CH_CourseProject.html#top”>Back to TopImportant:
You are not required to invest time in developing a business idea or a
business plan. However, it is important to develop an IMC campaign that
will help the organization achieve corporate goals and marketing
objectives. The cost of the IMC campaign should not exceed the expected
increase in sales. Your IMC campaign should include the following.Identify the Brand in the Topic ProposalSelect a brand.Describe
the brand and underlying brand concept (the brand concept for Disney
has been described as “family magic”every product, service, and
promotional tool must fit with this).What is the brand problem that needs to be solved (e.g., increase awareness)?Target marketwhat is the profile of the typical customer (demographics, lifestyle, usage pattern)?The IMC PlanCorporate growth objectivesAnalysis of the promotional program situationCommunications goals and objectivesBudget determinationOverview of IMC promotional mixMonitoring, evaluating, and controlling the IMC processPromotional MixEach promotional mix tool and campaign requires an objective, a budget, a message strategy, a media plan and artwork.AdvertisingInternet marketingDirect marketingSales promotionPublic relationsFinal ReportStudents
will incorporate the rough drafts of the IMC plan and individual
campaigns, as well as any feedback, and revise, edit, and proofread a
final report. References will be provided in APA format.PowerPointStudents will provide a 1015 slide PowerPoint presentation.The process involved in the development of an IMC campaign is reflected in the following graphic: Click to view .equella.ecollege.com/file/95ff960a-b5c3-4ec4-b559-88666d80f0c9/1/documents–MKTG410_CourseProject_IMCCampaignTranscript.pdf”>Transcript.Course ProjectPoints%DescriptionIMC Program: Topic Proposal509%A two-page document outlining:Selected brandDescription of the brandIdentification of the brand problem that needs to be solvedIdentification of target market characteristicsIMC Program: Plan10018%A two- to three-page document outlining:Corporate growth objectivesAnalysis of the promotional program situationCommunications goals and objectivesBudgetOverview of IMC promotional mixMonitoring, evaluation, and control.IMC Program: Rough Drafts (five) of Individual Promotional Mix Tools25045%A two- to three-page document outlining:AdvertisingInternet marketingDirect marketingSales promotionPublic relationsEach promotional mix tool requires objective, budget, message, media strategy, media plan and artwork.Final Report509%Final Draft: Revise, edit, and provide a final polished report incorporating the following.Cover pageExecutive summaryIntroductionIMC planAdvertising campaignInternet marketing campaignDirect marketing campaignSales promotion campaignPublic relations campaignOverview of recommended program and budgetConclusionsPage numbersAPA format for sourcesPresentation10019%PowerPoint
Presentation: Your presentation should include 1015 slides based on
the final report. Slides should follow appropriate guidelines for a
formal presentation.Total550100%Assignment should meet or exceed the guidelines described above.Due Dates.equella.ecollege.com/file/95ff960a-b5c3-4ec4-b559-88666d80f0c9/1/MKTG410_CH_CourseProject.html#top”>Back to Top Week/TCOs Course Project Assignments Week 1: TCOs 1 and 2 Topic Due Week 3: TCO 3 IMC Plan Due Week 4: TCO 5 Advertising Campaign Due Week 5: TCO 6 Internet Marketing and Direct Marketing Campaigns Due Week 6: TCOs 7 and 8 Sales Promotion and Public Relations Campaigns Due Week 7: All TCOs Final Report Due Week 8: All TCODISCUSSIONSWEEK WEEK 1Please watch The Persuaders at PBS.org (.pbs.org/wgbh/pages/frontline/video/flv/generic.html?s=frol02p74&continuous=1″>http://www.pbs.org/wgbh/pages/frontline/video/flv/generic.html?s=frol02p74&continuous=1)
What do you think of The Persuaders? Do you agree that the
environment is cluttered with too many brand messages? How would you
communicate the idea of luxury in a 30-second television advertisement?What
is market segmentation and why is it important? What characteristics do
we use to describe segments, and what criteria do we use to assess the
attractiveness of a segment?Describe the concept of brand identity. How does this help us develop an IMC campaign? Please give examples.What is the difference between objectives, strategies, and goals? How do these things improve our planning process?What
is the point of benchmarks and budgetswhy do creative plans need
quantitative components? Please describe what you judge to be the most
useful of these.From
the consumers point of view, which of the media (Internet marketing,
direct marketing) we are discussing this week are likely to make you
change your buying behavior and why?How
many brand messages have you seen since you woke up this morning? What
form of media supplied the most messages? What do you see now that you
are looking for it?
Homework Project: In the News . . .

These projects are intended to provide current material for class
discussion and review. To receive full credit for this requirement, each
student should turn in an In the News . . . project.
The project may draw on items from the online environmentnewspapers,
magazines, and websitesto provide current (i.e., within the last year)
examples of course-related topics (i.e., advertising or public
relations). Creativity, relevance, and probable interest to the class
are especially welcome. As an example, a recent article on the meaning
and use of color in advertising provides a useful document that could be
accompanied by some examples of advertising that demonstrate effective
and/or ineffective use of color.

These items should be accompanied by a one-page report (use bullet points), explaining

Homework Project: In the News . . .

These projects are intended to provide current material for class
discussion and review. To receive full credit for this requirement, each
student should turn in an In the News . . . project during Week 4. This
project is due in Week 4 and is worth 70 points. The project may draw
on items from the online environmentnewspapers, magazines, and
websitesto provide current (i.e., within the last year) examples of
course-related topics (i.e., advertising or public relations).
Creativity, relevance, and probable interest to the class are especially
welcome. As an example, a recent article on the meaning and use of
color in advertising provides a useful document that could be
accompanied by some examples of advertising that demonstrate effective
and/or ineffective use of color.

These items should be accompanied by a one-page report (use bullet points), explaining

Submit your assignment to the Dropbox located on the silver tab at the
top of this page. For instructions on how to use the Dropbox, read these
.next.ecollege.com/default/launch.ed?ssoType=DVUHubSSO2&node=node/184″>step-by-step instructions or watch this .next.ecollege.com/default/launch.ed?ssoType=DVUHubSSO2&node=node/232″>Dropbox Tutorial.

Homework Project: Radio Spot

Assume you are the account executive for an advertising agency. You are
competing with other agencies to produce a local radio spot. Choose a
company for the assignmentthree possibilities are listed below.

Deliverables

For your chosen company, create a one- to two-page campaign strategy that includes the following elements:

Submit your assignment to the Dropbox located on the silver tab at the
top of this page. For instructions on how to use the Dropbox, read these
.next.ecollege.com/default/launch.ed?ssoType=DVUHubSSO2&node=node/184″>step-by-step instructions or watch this .next.ecollege.com/default/launch.ed?ssoType=DVUHubSSO2&node=node/232″>Dropbox Tutorial.
Campaign Strategy40Radio Script40Document Presentation20Total Points100Please
discuss the different ethical issues surrounding advertising: Could you
develop a convincing IMC for a product that you feel should not be in
the marketplace?Select a brand that
you prefer and visit its website. Please suggest a more effective social
media strategy for connecting with current customers and a means of
measuring the effectiveness of your strategy. Please give feedback to
your classmates on the strategies they have suggested.The objective of the Course Project is to demonstrate mastery of all
of the TCOs through the development of an integrated marketing
communications (IMC) campaign.The IMC campaign will support the
development of a brand in the marketplace. Either an existing brand or a
brand created by the student can be selected for the assignment. The
student will develop a plan and a promotional mix (advertising, direct
marketing, Internet marketing, sales promotion, and public relations
campaigns) and provide these in a rough draft form, followed by the
completion of a final report and PowerPoint presentation based on the
final report.A successful IMC campaign depends on an
understanding of the target customer, the brand, and the integration of a
promotional mix that delivers a consistent brand message at every touch
point the customer has with the brand.Important:
You are not required to invest time in developing a business idea or a
business plan. However, it is important to develop an IMC campaign that
will help the organization achieve corporate goals and marketing
objectives. The cost of the IMC campaign should not exceed the expected
increase in sales. Your IMC campaign should include the following.The process involved in the development of an IMC campaign is reflected in the following graphic: