Develop an integrated marketing communications campaign for the client and design at least one ad concept to help the client achieve their goals. The ad concept should be flexible enough to be adapted to magazines, newspapers, flyers, billboards, video, digital etc. Additional elements and other recommendations for ongoing promotions should also be considered. However, they must complement the main ad concept and the promotional budget must be taken into account. Aquaticus has chosen not to set a fixed marketing budget. Instead you must follow a ‘zerobased’ marketing approach. That is, every dollar spent must be justified in the sense that it achieves an attractive Return on Investment (ROI).Therefore, in order to justify your ad concept and campaign strategy, it is critical that each report formulates a ROI and recommends a budget supporting the proposed ROI. To do this you must have a very clear idea of the market gap and how the client will fill it, the type of people you want to target, and how your campaign can convert marketing cost into sales. Your ad will be evaluated in light of your positioning strategy. If you don’t have a good idea of the market you want to communicate with, what you want to say to them, what you want them to do, and how you FIRST SEMESTER, 2015 Campus: City 2 | Page MKTG 306, Aquaticus: From Sea to Soil, Semester 1 March 2015 are going to get them to do it, most of your communication efforts will be wasted, even if your ad concept is terrific.