Suggested IMC Project Outline


 

 

 

The suggested IMC project outline is intended to aid you in completing the project. It is an individual project. Format is double spaced, one-inch margins, 12pt font. Following the outline will determine most of the project length. Please restrict the length to no more than 20 pages.

I. Marketing
A. Marketing History
B. Current Marketing Plan
1. Product, Price & Place
2. Promotion

II. IMC Planning
A. Target Market Statement of the Problem Marketing Objective
B. IMC Objective
C. Copy Platform
1. Basic Problem
2. Target Market (Could be the same as IIC)
3. Major Selling Idea
4. Creative Strategy Statement
a. Campaign Theme
b. Campaign Slogan
c. Appeal
5. Execution Technique
6. Support Information and Requirements

III. Creative Work (CREATIVE WORK) Magazine Ads, TV Storyboard, Radio Ads, etc.
Note: The Creative Work will not be graded on the artistic presentation but, rather, on how you carry out your creative strategy and tactics. Everything can be very rough. NOTE: Everyone must do Creative Work. This can be rough. It will be graded on how well you carry out your Copy Platform, and not how artistic it is.

IV. Media Plan (See Figure 10-3, Pg. 320 in Belch & Belch)
A. Select Broad Media Classes
B. Select Media within Classes
C. Develop a Media Schedule

V. Media Use Decisions
Everyone must have one broadcast, one print and one other major category as a minimum.
A. Broadcast
1. Television
2. Vehicle Selection (VS) (e.g., Saturday Night Live)
3. Creative Work
B. Radio
1. VEHICLE SELECTION
2. CREATIVE WORK
C. Magazines
1. VEHICLE SELECTION
2. CREATIVE WORK
D. Newspapers
1. VEHICLE SELECTION
2. CREATIVE WORK
E. Direct
1. Programs
2. CREATIVE WORK
F. Internet
1. Program
2. CREATIVE WORK
G. Sales Promotions
1. Programs
2. CREATIVE WORK
H. Personal Selling
1. Program
2. Presentation Outline
I. Publicity & Public Relations
1. Program
2. CREATIVE WORK
J. Social Media
1. Specific social media citing their strengths with the target audience
2. Description of social media used and their messages
3. CREATIVE WORK
K. Others, Promotional Products, Transit Advertising, Product Placement, Outdoor, Trade Shows, etc.
1. Programs
2. CREATIVE WORK

VI. Conclusions

VII. Bibliography

VIII. Appendix

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