Overview
The Research Paper: Integrated Media Communication Message
Analysis Assignment will help you identify key concepts related to IMC
campaign development being practiced in real world scenarios. Although this
assignment is listed as a research paper, you are encouraged to view it as a
case study. Through this Research Paper: Integrated Media Communication Message
Analysis Assignment, you will select an award winning campaign and analyze
how the campaign compares to concepts discussed in this course. This Research
Paper: Integrated Media Communication Message Analysis Assignment will
serve as an example for IMC campaign development research, and provide insight
regarding key concepts in this course, such as (but not limited to): Situation
Analysis, Message Analysis, and Praxis related to IMC campaigns in the
marketplace. In general, this Research Paper: Integrated Media Communication
Message Analysis Assignment helps you fulfill learning objective number
one—equipping you to formulate an applied working knowledge of the Integrated
Marketing Communication (IMC) toolbox.
Instructions
For this Research Paper: Integrated Media
Communication Message Analysis Assignment, you are required to discuss an
outstanding creative work done by the Wieden + Kennedy agency. Find an example
of award-winning advertisement by W+K (note- other award winning works may be
considered, but must first be approved by the course facilitator). Discuss why your
chosen IMC campaign has been recognized for its creative excellence. You must
provide a minimum of 10 resources, not including the textbook or biblical
references. Research Paper: Integrated Media Communication Message Analysis
Assignment should be between 7 to 10 pages, not including the title page,
abstract or reference page. Lastly, you are expected to abide by and follow APA
formatting for this Research Paper: Integrated Media Communication Message
Analysis Assignment.
A detailed outline is provided on the next page:
Consider
the following outline for your Research
Paper: Integrated Media Communication Message Analysis Assignment
–
Title Page
–
Abstract
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Introduction- summarize key take away your paper hopes
to illuminate
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Context for the ad
o
Consider- brief description of the company, the
product/service, the market segment, the opportunity/threat, and the
competition
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The message behind the ad.
o
Consider- What is the company really saying from
this ad? How does this message relate to the company, the service/product, and
the time the ad was distributed? Most importantly, what is it about that ad
that motivates the target market? Why is the message persuasive and how does it
help connect your target market to the company’s service/product?
–
Key Lessons learned
o
Consider- What can agencies/clients learn from
this case study? What messaging principles can another company, like a local
shoe company, utilize to reach their target market, accomplish marketing and
communication objectives, and enhance their relationship with their consumers?
How does one identify the right message, and avoid getting lost in the clutter?
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Conclusion- summarize key take-aways from your paper
and provide a call to action.
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Reference Page (APA format)
