Order ID 53563633773 Type Essay Writer Level Masters Style APA Sources/References 4 Perfect Number of Pages to Order 5-10 Pages
Preparation of IMC Promotional Plan Assignment
Preparation of IMC Promotional Plan Assignment
Instructions and Requirements for Preparation of IMC Promotional Plan & Presentation
Perform the following activities:
- Identify a product, service or idea that you would like as the focus of your plan.
- Conduct a Situation Analysis
- Establish Objectives for overall program and for each element.
- Develop a Promotion Strategy based on the various aspects of Integrated Marketing Communication presented in the course.
- Establish a budget based on your promotional plan.
- Define how the plan will be coordinated among the various IMC elements.
- Establish criteria for measuring the success of the promotion plan.
- Final written plan due as per the schedule
- Present the plan to the class as per schedule
Possible Work Outline for IMC Promotional Plan Project and Presentation:
- Conduct Situation Analysis
- Characterize the product, including the physical product, related service and other intangibles; the position of the product in the market/industry.
- Evaluate Demand, including Total Market Opportunity Value (total available market revenue for your product and all other competitors within your target market)
- Consumer needs assessment – identify the product in terms of filling target market(s) need(s).
- Cultural and social influences – identify the cultural and social aspects of the market place that might influence your choice of marketing communication alternatives.
- Product category and brand attitudes – identify the overall product category in which you are marketing your product and critical aspects of brand attitudes within your market. Explain how your promotion plan will address the attitudes typical in your target market(s).
- Definition and identification of target markets
- Segmentation – identify the distinct segment populations that might be attracted to your product.
- Targeting of selected segments – explain why you have selected the prospective segment(s). Characterize your target market(s) in terms of their demographic, psychographic and behavioral characteristics.
- Positioning – how will your product be positioned within the market relative to the competition and within the market category.
- Individual differences among potential customers – identify how your plan will address individual differences within the target market(s).
- Consumer decision-making processes – identify the predominant decision process within your target market(s) as to their cognitive, affective or behavioral characteristics and explain how you arrive at your conclusions.
- Competitive assessment – who are the competitors and what are their respective estimated market shares. Explain their strengths and weaknesses and how you intend to differentiate your product through your promotion plan.
- Legal Considerations – what kind, if any, legal restrictions in your promotion plan will you face (regulations affecting your message strategy and approach).
- Internal organizational considerations: Strengths & weaknesses.
- Personnel skill levels (what kind of people do you need to make this work)
- Use of outside resources – what other professional resources will you need to execute your plan.
- Monetary resources and priorities – what do you expect to spend to achieve your marketing goals and how will these resources be distributed among the IMC components you intend to use.
- Establish objectives for the overall promotional program and for each element of the same. Each objective must meet the following criteria:
- Doable but challenging, given available tools.
- Specific to an identified target market.
- Results can be measured
- Time dependent or controlled.
- Develop a Marketing Strategy using distinct IMC components.
- Advertising – explain why you feel advertising is a necessary component of your strategy based on principles earned in class.
- Analysis of media resources – describe why, among the various alternative advertising media you have elected to use or not use them.
- Message determination – what is the underlying philosophy behind your message and how does in tie to the Consumer Decision-Making Process for your target market(s).
- Personal selling – explain your approach and why this might be or not be a component of your IMC plan
- Analysis of resources – if electing to use Personal Selling, what is the profile of your typical representative (education, training, etc.)
- Selection, motivation, deployment, compensation and evaluation.
- Stimulation of reseller support – explain methods of sales promotion you intend to use if your plan involves a reseller scenario.
- Analysis of reseller resources – type of reseller and criteria for success (agent/distributor resources, experience base, criteria for selection).
- Improvement and augmentation of performance (criteria).
- Consumer sales promotion – explain the Sales Promotion components of your IMC plan.
- Choice of types – explain why you chose the different sales promotion elements you did and how they tie in to your overall IMC plan.
- Packaging as promotion – what will be the main criteria for packaging your product and why.
- Supplemental communications (social networking, publicity, sponsorship marketing).
- Assessment of any relevant publics – explain who should be targeted/informed and why.
- Determination of media and message – how will you establish/issue/distribute messages that will reinforce your IMC plan.
- Explain how the respective program elements will be integrated to achieve synergy among the various elements.
- Determine dollar appropriation: In total to the various promotional elements
- Coordination and integration of efforts – identify the timing of the various elements of your IMC plan and how they will work together to accomplish your promotion goals.
- Achievement of proper balance between program elements – how well does your plan address your goals?
- Scheduling of execution – provide a schedule of execution.
- Utilization of personnel and outside services
– within the execution schedule, identify the employment of any internal or external resources.
- Dollar-appropriation revision – reconfirm the distribution of your resources to achieve the objectives of your overall plan.
- Measurement of effectiveness for the program and for each program element – what will be the measurement criteria you will use to determine success of your plan.
An individual “hardcopy plan” (minimum ten pages including drawings, maps, graphs, tables, figures, examples, charts, and appendices) is due before the last class meeting. This is to be considered a report written for someone with little knowledge of IMC. Plans must be written and typed in modified APA style format.
For every two misspellings or typos on a final plan, one point may be deducted with a maximum of 10 points taken off for such errors. Use the text and any relevant handouts for guidance. Often, the difference between a good plan and a poor one is only in the number of examples, photos, maps, drawings, etc. used.
Be sure to include all observations that you can tie to the concepts in the textbook. You may include any recommendations and suggestions in your plan and presentation.
You will present your findings to the class in a presentation (5 minutes) on your individual plan due before the end of the semester. Please use the text and handouts and instructions for guidance in your oral presentation.
All reports must be submitted and individual presentations are due at the beginning minute of the class meeting noted on the syllabus. There are no exceptions. Often, the report or project may be viewed as “incomplete” per the planning specified by you initially in your project. This does not constitute a reason for failure to write a plan.
OUTLINE FOR PRESENTATION (Adapt to your product/target market)
- Introduction of product and summary of choice.
- Situational Analysis – describe market, TMO, targeted segment(s), customer profile, strategic positioning.
- Goals and Objectives
- Strategy – Summarize all components of your plan
- Objectives – identify objective(s) for each plan component
- Tasks – identify the specific tactics, tasks and timing of your plan execution.
- Costs – explain the employment of your financial resources and the anticipated return against expenditures. (repeat for each objective)
- Implementation Detail: Schedule of tasks, who implements, information necessary for implementation PRESENTATIONS SHOULD BE 5 MINUTES IN DURATION.
QUALITY OF RESPONSE NO RESPONSE POOR / UNSATISFACTORY SATISFACTORY GOOD EXCELLENT Content (worth a maximum of 50% of the total points) Zero points: Student failed to submit the final paper. 20 points out of 50: The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. 30 points out of 50: The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately. Elements of the required response may also be lacking. 40 points out of 50: The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples. The answer is complete. 50 points: The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples. No aspects of the required answer are missing. Use of Sources (worth a maximum of 20% of the total points). Zero points: Student failed to include citations and/or references. Or the student failed to submit a final paper. 5 out 20 points: Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. 10 out 20 points: References to scholarly sources are occasionally given; many statements seem unsubstantiated. Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. 15 out 20 points: Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented. APA 6th Edition is used with only a few minor errors. There are minor errors in reference and/or citations. And/or there is some use of questionable sources. 20 points: Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented. APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. Grammar (worth maximum of 20% of total points) Zero points: Student failed to submit the final paper. 5 points out of 20: The paper does not communicate ideas/points clearly due to inappropriate use of terminology and vague language; thoughts and sentences are disjointed or incomprehensible; organization lacking; and/or numerous grammatical, spelling/punctuation errors 10 points out 20: The paper is often unclear and difficult to follow due to some inappropriate terminology and/or vague language; ideas may be fragmented, wandering and/or repetitive; poor organization; and/or some grammatical, spelling, punctuation errors 15 points out of 20: The paper is mostly clear as a result of appropriate use of terminology and minimal vagueness; no tangents and no repetition; fairly good organization; almost perfect grammar, spelling, punctuation, and word usage. 20 points: The paper is clear, concise, and a pleasure to read as a result of appropriate and precise use of terminology; total coherence of thoughts and presentation and logical organization; and the essay is error free. Structure of the Paper (worth 10% of total points) Zero points: Student failed to submit the final paper. 3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. 5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. They can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements. The student also significantly writes too large or too short of and paper 7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. 10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally, the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper.
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Preparation of IMC Promotional Plan Assignment
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