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GSBS6300 Integrated Marketing Communications

tag 0 Download 13 Pages / 3,035 Words tag 10-02-2021

Question: 

Remember that as a senior account executive with M&C Saatchi (Australia) your objective is to pitch your approach to the Chief Marketing Officer of the potential client organisation. Using the organisation you selected in Task 1 and Task 2( Australian Medical Association) , your task now is to develop the Integrated Marketing Communication (IMC) Program that will allow you to achieve the objectives and creative strategies outlined in Task 2.
 
As part of Assessment 3 you need to identify and develop the:
 
Communication strategy mix (i.e. advertising, sales promotion, direct marketing, public relations, etc.- determining the focus of your campaign)
Media Mix (Television, radio, digital, print, social media, etc - determining the focus of your campaign.) 
Implementation of creative approaches. This could mean preparing sample advertisements, displays, etc for television, radio, digital, print, social media, etc. (e.g. Facebook, Google, Instagram, Twitter, etc.).  
Basic budget concepts (how much will your media/creative messages cost?)
Evaluation metrics (how will you measure the success?)
 
Make sure your IMC plan is well structured with headings and is fluent and interesting to read to ensure time poor executives (CEO/Leadership Team) can understand the key components and actions.
 
You can use tables, graphics, flowcharts, images, screen-shots, Videos/links and other tools to make this an interesting, concise and easily communicable report that is targeted to your client’s CEO and Leadership team. You will score more points for creativity!
 
Although there is no budget restriction on this project, you will need to propose a preliminary budget for your IMC Plan, detailing the spend for each channel – A simple table format will suffice. It is essential that your budget only relate to the IMC issue under consideration. It is not to relate to the entire organisation.
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Total 13 pages

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