MMK295 – IMC in the Digital Age Trimester 3 2021

Assignment 2 – Group Assignment

DUE DATE AND TIME: Friday, 28 January, by 8:00pm (AEST) PERCENTAGE OF FINAL GRADE: 30% WORD COUNT: 3000 words (no buffer!) Description The purpose of Assignment 2 is to develop your understanding of the different marketing communication mix tools and to apply your knowledge of theory and IMC campaigns in a strategy capacity. This assignment is designed to apply your understanding of marking communications alongside your critical thinking skills. You will go beyond simply explaining concepts and analysing existing communications and instead go one step further by creating something wholly new (i.e. a new marketing campaign). This will provide a strong application and extension of your knowledge. To accomplish these goals, you will be creating an IMC campaign creative brief/proposal. This will include coming up with specific campaign goals and objectives related to the brand’s current marketing problems, and then developing an IMC campaign that will address those goals. You will be asked to create a mock-up ad with reference to communication theory and a campaign plan that includes the different marketing mix tools, channels, and vehicles, as well as media planning. The campaign should keep the brand’s position and target consumer in mind at all times. In the real world, you would present your campaign plan to your Marketing Director or Chief Marketing Officer. This trimester we are working with Jenbury Financial for your assignments. Keep that audience in mind while you approach the task. Page 2 of 9 Specific Requirements Section 1: Campaign Plan (25 marks) 1. Defining the problem statement. (7 marks) • Briefly introduce the brand, position, industry. • Explain what, if anything, is Jenbury Financial currently not doing that it needs to be in order to flourish and thrive at their stated aims as a company? o Make any necessary reference to competitors, industry factors and trends, and technological changes or advancements which may help you define the problem. o Relate to the brand’s position and existing communication strategies. Highlight any issues of confusion or positioning as relevant. • Explain what, if anything, Jenbury Financial must consider when promoting this new course? • Briefly preview (1 sentence) how your campaign will help address this problem. 2. Indicate and justify a target audience for your campaign. (8 marks) • Some targeting details will be given you to after Assignment 1, prior to starting work on this assignment. Instead of starting a new profile, you will be asked to: o Briefly explain/justify why this target is suitable o Justify any additions or alterations you make to this profile o Indicate where/when these consumers are receptive to marketing communications o Outline their level of awareness when it comes to the brand and to financial services (Hierarchy of Effects / Week 4 and 5) 3. Outline your campaign objective and more narrow communication goals. (10 marks) • What is the broad marketing communications objective to this campaign? (week 5) o Who/What/When format o Why this objective – it must clearly relate or be justified back to the problem statement and/or to the target segment. • Outline the more specific communication goals, for example: (5 marks) o What do we want our target audience to think at the end of this campaign? o What do you intend to change? Their perceptions? Attitudes? Etc? In what way? o What action do we want our audience to take as a result of this campaign? Section 2: Campaign Creative (30 marks) 4. Advertisement (10 marks) • Create a mock-up ad for this campaign. • Create an include an image of a mock-up using any graphical or other software. We will NOT mark on artistic ability, but instead on the pieces included and described. If you are uncertain of your artistic abilities, and even if you feel comfortable with your ad, you are encouraged to describe the image, including its format (e.g., is it a static image? Gif? Video?) and list or name any people/sources in it. Page 3 of 9 • Explain the core point/idea of your ad with or without a means-end chain, answering: o What is the core message? o What benefits do you communicate with this ad? o What is the advertising function? (remind, persuade, add value, etc) o Which universal value(s) is/are being communicated in your campaign? • Relate to your answers to Section 1 to justifying why your answers to these questions. 5. Ad effectiveness. (20 marks) • What are you trying to accomplish with this ad from a persuasion and message strategy standpoint? Some examples of what you my consider: o Is it more CPM or more HEM? Why? o Does it use the ELM? How? o How does it use emotion? Figurative language? How and why? o Does it use a source – and if so, how does it fit the TEARS model? o Does it use humour or another emotion? • Explain and justify how your ad + any included ad copy (text) effectively communicates the brand position. • Explain and justify why or how this ad would appeal to the target market. • Explain and justify why and how this ad will help accomplish the campaign goal. o Note: your ad should communicate the benefits, value, and apply the function you described in at the opening of this section. Section 3: Campaign Launch (35 marks) 6. Traditional Tools. (8 marks) • What traditional tools will you use for this campaign, if any? • Which specific channels and vehicles? • Why these ones? What are their strengths? • How will they help you reach your audience and accomplish your objectives? If you elect not to have any traditional tools, instead write a compelling justification for why this campaign should only be digital. 7. Digital Tools. (17 marks) • What digital tools will you use for this campaign (SEO, display, social media)? • Which specific channels and vehicles (which platforms, influencers or feed display, etc)? • Why these ones? What are their strengths? • How will they help you reach your audience and accomplish your objectives? • How will you find your target market in the digital world?. o For example, which tracking cookies or social media profile variables might you apply to determine who sees your messages? o Consider your digital platforms and tools for the most appropriate way to approach this (apply critical thinking to make a reasoned and justified judgment). Page 4 of 9 8. Media Planning (5 marks) • Explain your media plan in terms of reach vs. frequency. Which is most important to accomplish your campaign objectives? • What type of scheduling might you use? Why? 9. Measuring Success (5 marks) • What does success look like for your campaign? How will you know it was effective and how will you demonstrate positive return on investment? o You may consider your approach on vaguely right/precisely wrong. o Strong assignments will clearly relate this back to your objectives. Other Requirements (15 marks) 10. Concluding Summary (5 marks) • Brief conclusion that returns to the initial problem statement and highlights the main points of your campaign as the proposed solution. 11. Title Page (compulsory) • All members of the group must contribute to the assignment. All students in a group are expected to sign (digitally is fine) the title page of the assignment to confirm that they contributed to it and are satisfied with the assignment being submitted. • If a student in your group has contributed zero (i.e., has not been reachable, has not attended any meetings, done any research, nor any writing or editing) for the assignment, please contact your Unit Chair. 12. Reference List and Compliance (10 marks) • Work must be well-written, with no errors in spelling, punctuation, and grammar. An introductory sentence and concluding sentence are expected. • Cohesion across sections is important. Submit an integrated assignment. • Evidence must be used to justify arguments. Documents require embedded citations and a reference list using Harvard style of referencing. Other support, marketing stimuli, etc. may be included in line or in an appendix, and properly referenced in-text so each figure, table, and example is clear. Page 5 of 9 Learning Outcomes This task allows you to demonstrate achievement towards the unit learning outcomes. The ULOs are aligned with specific graduate learning outcomes – that is, the skills and knowledge graduates are expected to have upon completion of their studies – and this assessment task is an important tool in determining achievement of those outcomes. If you do not demonstrate achievement of the unit learning outcomes, you will not be successful in this unit. It is good practice to familiarise yourself with the ULOs and GLOs as they provide guidance on the knowledge, understanding and skills you’re expected to demonstrate upon completion of the unit. In this way they can be used to guide your study. Unit Learning Outcomes (ULO) Graduate Learning Outcomes (GLO) ULO 1: Apply fundamental integrated marketing communication theories and frameworks to different contexts. GLO1 – Discipline knowledge and capabilities ULO 2: Critically analyse and reflect on how entities utilise IMC theories and frameworks to develop and achieve better outcomes. GLO4 – Critical thinking Submission Checklist for submission: a. Only one submission per group. b. Title page: is everyone’s name on the document? c. Does it exceed the 3000-word limit? (No 10% buffer!) d. Is it a word doc? (don’t use PDF) e. Did you use Harvard referencing style? f. Have I uploaded the most recent file? If you do two uploads only the most recent upload will be saved. It will replace the previous upload Only one member of your group needs to upload the assignment. When uploading your assignment, name your document using the following syntax:

Get a Custom paper from Smart2write

Place your order with us and get a high quality, unique and plagiarism free paper that will guarantee you amazing results!!