The overall task based around two aspects. First, that each student can develop a theoretical understanding of the underlying principles of Integrated Marketing Communications (IMC). Second, that each student will be able to apply these principles by developing a comprehensive IMC program for a major marketing related issue faced by an organisation.
In this task you will develop an IMC program for one organisation.
You are to assume you are a senior account executive with M&C Saatchi (Australia) and you are pitching your approach to a potential client organisation below.
develop a new IMC pitch for only one of the following cases:
(a) Commonwealth Bank of Australia - to address the adverse publicity and reputational damage from the Banking Royal Commission in 2018 or;
(b) The Australian Medical Association – to seek to ban the advertising of junk food and sugary drinks to children and to introduce a tax on sugar or;
(c) AMP – to address the adverse publicity and reputational damage from the Banking Royal Commission in 2018.
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