IMC PLAN

Objectives of the Project The general objectives of the project focus on providing an opportunity to design a comprehensive integrated marketing communications (IMC) plan, enabling you to achieve a keen awareness and understanding of the decisions, issues, and activities involved in developing such a plan. Specifically, the project is designed so you will: (1) Achieve an understanding of the major elements comprising the marketing communications mix; (2) Fully comprehend communications; the meaning and relevance of integrated marketing

(3) Achieve a high proficiency in locating, understanding, and using information sources for marketing communications program design, execution, and measurement. The Brand The brand shall be an existing brand provided to each student. Those students who have registered for AD Simulation Game shall not undertake this report making exercise. E.g. Sony Walkman or FedEx etc. The budget The amount of budget shall be allocated to the student uniformly for all the brands. E.g Rs.50 lakhs for the IMC plan. The plan should include the appropriate costing of setting up any promotion. Expected to show the detailed budget plan for the next financial year. Creative Strategy A one-page statement of your copy platform, including the following components making up your message strategy: target audience, objectives, key benefit, support, claims and promises, reassurance, and tone. Determination of, and rationale for, the source of the communication. The IMC Plan Identification of the major program elements of the IMC campaign, the relative emphasis to be placed on each (including a tentative percentage allocation of the budget), the specific objectives for each element, and the rationale for the recommended mix. Attention should be given to the objectives of the advertising, sales

promotion, public relations, Internet/interactive, direct marketing, and personal selling components of the IMC campaign. Copy The copy of the template has to be designed for different IMCs used. If it is billboard the structure and components of the billboard; for TV ads the storyboard of the ad; for Radio the script of the Ad and so on. The student has to select any three communication channels. Print; Radio; TV; Hoarding; Unconventional media; Direct marketing; Online advertising; Sales Promotion; PR. Note: They need not design a print ad/TV ad/ Radio etc, a rough sketch giving the components and the central theme is even enough. Media Mix Identification of the reach, frequency, and message weights sought. What will be the geographical allocation of the media budget and why? Which media will be used and why? What scheduling pattern will be employed? All of this should be accompanied by a concise media rationale statement as to the potential efficiency and effectiveness of the proposed media plan. Evaluation of Plan Identification of the particulars of the monitoring, evaluation, and control efforts that will be employed to appraise the effectiveness of all IMC program elements used. Explain how the testing is to take place, including the specific methods and techniques to be used. Evaluation and marking Creative Strategy and Ad copy: 4 marks IMC Plan and Media Mix: 4 marks Evaluation of plan: 2 marks