stclaircollege mrk325 advertising management planning process

Each
Group
should
choose
a
national,
regional
or
local
brand
a
product
or
service
active
in
Canadian
market.
This
company
can
be
either
a
real
company
or
factious
one,
and
you
are
allowed
to make necessary assumptions if needed.
Assume
you
are
the
marketing
manager
of
this
company
,
and
you
have
been
asked
by
to
develop
an
IMC plan. Upon the completion of the plan, you are also asked to present your plan.
Develop
and
submit
a
written
report,
7-10
pages
(not
including
the
cover
page).
1.5
spaced,
12
font,
and
will
also
deliver
a
presentation
(Max.
10
minutes)
in
class
(Week
12).
The
cover
page
should include student names and student numbers for
ALL
You
must
create
and
turn
in
for
grading
an
original
typed,
double-spaced
paper.
The
paper
should
contain:
1-
A Cover Page, including:
Title, Course ID, Group Member
s Names, Professor
s Name, Date
2-
Background
information
relevant
to
IMC
Plan,
the
IMC
planning
model
(IMC
so
you
can
gain
some
insight
as
to
what
will
be
involved
in
developing
the
IMC
project.
You
can
use
IMC planning process presented in Figure 1-7.
(On page/Pages of its own with title)
3-
Specify
(real
company)
or
Develop
(factious
company)
an
internal
organization
chart
and
specify
whether
you
are
going
to
use
a
centralized
or
decentralized
system
and
whether
you
will use an in-house agency or hire an outside agency
.
(On page/Pages of its own with title)
A.
If
you
decide
to
hire
an
outside
agency
you
should
specify
what
type
of
criteria
you
will
use for selecting an agency
.
B.
Do you plan on using a full-service agency or a creative boutique?
C.
What type of agency compensation system do you plan to use and why?
D.
How will you evaluate the performance of the agency?
Attention
should
also
be
given
as
to
whether
you
will
be
using
any
specialized
marketing
communication
services
such
as
direct-response
agencies,
sales
promotion
agencies
and
public
relations firms.
4-
Analyze
the
marketing
situation
analysis
for
the
product
or
service
you
have
chosen.
(On
page/Pages of its own with title)
A.
You
can
use
the
marketing
and
promotions
process
model
shown
in
Figure
3-5
as
well
as
some
of
the
factors
shown
in
Figure
1-5
from
Chapter
1
as
a
guideline
to
conduct
your
situation analysis.
B.
For
the
consumer
analysis,
describe
the
consumer
decision
process
for
your
product/service as shown in Figure 3-1.
C.
Explain what factors are relevant at each stage.
D.
What
are
the
implications
of
your
situation
analysis
for
the
development
of
your
IMC
plan?
E.
How will the market for your product/service be segmented?
F.
Which segments will be tar
geted and why?
G.
What will be your tar
get audience for your IMC programs?
5-
Use
the
information
from
chapter
4
to
analyze
how
consumers
in
the
target
audience
for
your
2
product
or
service
will
respond
to
elements
of
your
IMC
program
such
as
advertising,
sales
promotion, direct marketing or your web site.
(On page/Pages of its own with title)
A.
Which
of
the
response
hierarchy
models
discussed
in
chapter
4
is
most
applicable
for
this product or service?
B.
Specify
the
stages
in
the
response
process
through
which
consumers
will
have
to
pass
before purchasing your product or service.
6-
Specify the objectives for your IMC program.
(On page/Pages of its own with title)
A.
Describe
how
your
objectives
have
evolved
from
the
marketing
and
promotional
situation analysis you conducted for your product or service.
B.
Explain
whether
you
are
using
sales
or
communication
objectives
and
the
rationale
for
your choice.
C.
Do your objectives satisfy the criteria specified by the DAGMAR model?
D.
Carefully state the behavioural and communication objectives of your tar
get audience.
E.
Is it possible to state objectives for dif
ferent stages of the decision-making process

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