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(Below are the details pertaining to how the paper should be written, I will als

by | Apr 18, 2022 | Marketing | 0 comments

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(Below are the details pertaining to how the paper should be written, I will also upload a screenshot of the criteria.)
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IMC Review Term Paper:
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The IMC Review is an opportunity for you to take the role of advertiser and apply the course content by evaluating an ad campaign. You select an actual campaign – could be from the past or current ad campaign. Feel free to pick an idea from the textbook. You will assess the advertising, publicity and sales promotion in terms of potential audience reactions. I will be looking for you to evaluate the target audience, communications approach, and the strategies used to attain goals of the campaign. In essence, you will tell me what worked well and what the advertiser could have done to improve the campaign.
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You have just under 3 weeks to complete the paper as its due by midnight on 4/30. Sorry, no late papers will be accepted. Total value = 100pts.
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I’ve provided notes with rubric suggestions and page numbers below to help. I’m looking for at least 3-5 pages/single spaced. Here goes…
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10pts – Proper grammar, spelling and cohesive thoughts and sentences.
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10pts – Identify the target audience/social group of the campaign – do you feel their imagery was favorable? Did consumer behavior play a role – what was the brand trying to ask consumers to do and did they do it? If wildly successful, did they start a trend? What colors, emotions or other elements were employed to attract the target audience? (CH 3 and 4 – pg. 124 example).
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10pts – Identify the 4P’s and whether all were effectively used in the campaign.
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5pts – Evaluate the sales promotion – Was this effective and did it generate sales – if you can find data on this.
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10pts – What audience contact tools were used in the campaign, such as digital, social, influencers, TV, to communicate with targeted consumers? Where they used effectively? What could make the campaign more effective? How was the brand able to cut through the noise of the advertising world?
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5pts – Walk through the hierarchy of effects model – share what the social consumer decision journey was like through the ad campaign – Cognitive, Effective, Behavioral (pgs. 159-165).
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10pts – What kind of promotions were employed? Was there a position strategy? product/pricing? Were they effective – if so, how? If not, what could the brand have done to be more effective?
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5pts – Publicity – was there a PR campaign – can you find news coverage? Did the campaign use celebrity or another source to drive messaging? Do you feel it was effective? Why or why not?
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10pts – Use the DAGMAR approach to follow path to purchase, focusing on Awareness, Comprehension, Conviction, Action and Purchase Behavior (CH 7 – pgs. 223-230).
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– What emotional appeals did the campaign use (pgs. 291-297).
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10pts – Evaluate creative for ad campaign (CH 9-13). Share your thoughts on the product – can you break down the product label? If a service, what do you think of the branded look and physical presentation of the service in ad format? What do you think of the copy or approach to bringing the product/service to consumers?
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10pts – Review media (plan) employed and give your take on it’s creativity and effectiveness. Can you find a flow chart or any details? If not, describe as best as you can.
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5pts – Final thoughts on the campaign – what went right, wrong and what was its personal impact on you as a consumer?
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Grading will be based on how you ID the ad approach taken in the IMC, your evaluation and any recos to improve the product or campaign. The term paper is your chance to apply the concepts from the course and show your understanding and knowledge of advertising and promotion management.

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