The IMC that I have chosen for the assginemnt is:
“Heineken’s ‘Not All Nights Out are Out”,
My IMC campaign chosen is recent enough (2023 onwards) but if you think that another IMC campaign suits better, you can tell me and change it, as long as it is recent (2023 onwards).
Down Below is the brief for the given assignement:
Word count: 1200 words (+/- 10%)
Due date: Monday 6 May, 2024 (11.59pm AEST)
This assignment is a 1200-word report that analyses an integrated marketing communications campaign (IMC) by a brand or company of your choice.
A suggested outline for this report is as follows (all word counts are approximate):
Description of campaign
50 – 100 words
Situation analysis & objectives
100 – 150 words
Target market/audience
100 – 120 words
Message and media analysis
500 – 600 words
Evaluation and recommendations
200 – 250 words
The title page, references and appendix will not be included in your word count.
This assignment will ask you to choose a recent integrated marketing communications campaign (IMC) by a brand or company of your choice and analyse it using the key concepts of this course. You will provide an overview of the campaign, describing the media executions used in the campaign, complete a situation analysis, define the objectives of the campaign, analyse the target market and audience for the campaign, analyse the messages and media executions used in the campaign, and finally, evaluate the overall success of the campaign and make recommendations for how the campaign could have been improved.
You are expected to use the course textbook, readings and your own independent research to describe, analyse and evaluate the IMC. You will be assessed on your understanding of key concepts from Weeks 1 – 9. If you need to revise these, there are summaries of key concepts at the beginning and end of all lecture slides in this subject.
Please remember: one or two media executions do not make an IMC campaign! An IMC contains multiple media executions all working in an integrated way to communicate a single message. One ad or influencer post is not an IMC.
Criteria
When we mark your assignment, we will pay attention to the following aspects:
Appropriate use of key concepts in the course
Quality of analysis and argument
Use of relevant resources (quality of research)
Quality of writing.
For further information, please refer to the detailed assignment guidelines on the LMS.
Course textbook is: Winchester, M., Ling, P., Stocchi, L., Lwin, M., Shin, W., & Kang, H. (2019). Integrated Marketing Communication: A Balanced Approach. Oxford University Press.
– Course lecture slides from week 1-9 and weekly reading required are attached below
-Detailed assignment guide is also attached below
-Let me know which week’s material is most suitable for your argument and I will provide you with the readings required
The number of sources that I have put is 10 but it has to meet the criteria given. School textbook used, readings used and also further research.
