MRK325 Advertising Management

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, Date2-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 targeted and why?G.What will be your target audience for your IMC programs?5-Use the information from chapter 4 to analyze how consumers in the target audience for your

2product 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 target audience.E.Is it possible to state objectives for different stages of the decision-making process