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Marketing Campaign for Durham College's Rage Room for DC Students

Introduction and Purpose

This assignment involves advertising and marketing a Rage Room for DC Students on behalf of Durham College. Do a quick Google search to find out what a rage room is if you’re unsure.

1. A creative brief by November 28
2. A live presentation and report in Week 14
Each group may focus their campaign on a rage room located on campus or a mobile rage room that can come to the students’ residence. This term assignment will comprehensively apply integrated marketing communication principles in devising an IMC campaign with a budget for the client. The following are the learning outcomes for the assignment:
• Explain the importance of integrated marketing communications (IMC) campaigns, including strategies, tactics, and objectives for an organization's brand and its effects on buyer behaviours.
• Discuss the purpose of behavioural and communication objective setting in an IMC plan.
• Demonstrate positioning and repositioning strategies of a brand within an industry.
• Analyze various creative and styles used in advertising to persuade buyer behaviour.
• Analyze various forms of measurements that a marketer could utilize in the monitoring of an IMC campaign.
• Design an IMC plan to meet the needs of a client.

• The group's term project should include the following components:
1. An introduction and purpose for the development of the IMC campaign.
2. Discuss the target audience.
3. Discuss the IMC plan objectives (Chapter 5) in greater detail beyond the creative brief:
a. Behavioural objectives
b. Communication objectives
4. Discuss the brand positioning strategy (Chapter 6) in greater detail beyond the creative brief.
5. Discuss the creative strategy, tactics, and themes of your campaign (Chapters 7 and 8)
6. Measurement tactics for your campaign (Chapter 9)
7. Media plan and budget (Chapter 10)
a. Media plan and its objectives
b. Media planning challenges
c. Your IMC campaign media mix (please use both traditional and digital)
d. Reflect on the media mix used based on the target audience and geographic location.
e. Discuss reach and frequency
f. Budget
g. Blocking chart

• Students will present their IMC campaign in a 15-20 minute online presentation during regularly-scheduled class time.

• Group will deliver a final paper in a professional business report format (6-10 pages, single-spaced in length)
o Professional report format includes:
? Title page
? Executive summary
? Introduction
? Coverage of all elements for the IMC campaign in your discussion and findings
? Conclusion
? APA in-text citations and references (if you cite, you need to prove it)
• Please proofread and edit your work before submitting it (up to 20 percent of the mark may be deducted for errors). Consider using Grammarly, Ginger, or WhiteSmoke to aid proofreading and editing. However, remember the best way to catch errors is to reread your work before submitting it or have another person proofread your work.
• Please submit to the Dropbox in DC Connect. Turnitin will be activated on the Dropbox, and students are expected to follow the college guidelines for academic honesty.
• Late assignments will receive a deduction of 20% per day (including weekends). If the assignment has not been submitted within three days following the due date, it will be assigned a grade of "0".

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