Assignment-1-imc-audit-guidlines.doc

Assessment guide - Assignment 1 IMC Audit 1. Introduction: - Brief overview of chosen brand (background info + target market) - Objective of the IMC campaign (e.g. brand awareness, product launch, repositioning etc) 2. Analysis of the IMC -

What are the Marketing Communication tools (promotion mix) used for the campaign (provide in depth research and analysis)?

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Provide information related to this IMC campaign only. o Campaign name: o Campaign timing period: from what time to what time? [Please use recent campaign in 2017/2018] o Campaign Objective: o Insight o Message [Consider is it 1 message across all channels/ or customized messages in different channels contribute to one big overall message of brand ] o Execution Technique: Video? Short Film? Interactive Mobile App? o Communication tools used – Separated them into Company Created, Intrinsic or Unexpected Touch Point o Media Channels – what channels did they use to air these communications [TV: what TV channels? Facebook: what facebook fan-pages? Etc.] o Results gained in Each Communication Tools via Media Channels [How many people go to the event? How many views the video achieved? What is the result from Facebook activities: Likes/ Shares/ Comments? How many impressions/ reach for PR article online? ]

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What areas of the IMC campaign needs improvement? Identify it and explain why it needs improvement.

3. Recommendation (1 recommendation is enough): -

Provide specific details

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Is there a connection between your earlier analysis and your recommendation