Luna, MKT 3520
IMC Plan Outline
Your project must cover the following topics. You can include additional sections, but you mustinclude these. Throughout the semester
class discussions I will provide more specific detailsabout what to include in each section.
1. Executive summary
. A 1-page reduced version of your report, containing a very brief summary of each section.
A brief description of the current situation for the brand. Very brief SWOTanalysis and brand equity audit.
An analysis of the segments you might consider targeting with your campaign.
A detailed analysis of the segment you decide to target, including a justification of why you chose it (what makes this segment particularly attractive?). Make sure you include
to support your choice and as sources for your segment description. For example, you could use primary or secondary research. Examples of sources of secondaryresearch include Euromonitor, Simmons, or articles from the business press. Bottom line: youmust understand your target segment inside and out, and you must be able to justify your choiceof segment.
The centerpiece of this section should be a positioning statement. You should beable to support your choice of a point of difference (PoD), through primary or secondaryresearch. This section should describe why you chose that PoD.
6. Communication Objectives.
Follow the guidelines described in class to develop a set of objectives for your IMC plan.
7. Media plan.
What media will you use to accomplish your objectives? Use Simmons to findwhat media may be more adequate for your target market. You can use pages 228-232 in Wellsas an example of how to structure this section. Use program/magazine ratings to estimate your reach and the Gross Rating Points you will obtain with your media strategy. Your media planshould specify how you plan to spend your budget. Budget = $ 8 million (but you need tosubtract 10% for production costs). Use the latest Ma
rketer’s Guide to Media book on reserve at
the library to obtain average media costs.
8. Creative strategy.
The copy platform/creative brief will guide your creative efforts. Thisstatement should be consistent with your positioning statement. Then, you need to includeexamples of ads and other promotional materials you would use. You need to use at least 2different media and provide at least 2 executions for each medium. That is, if you decide to useradio and TV, you need to include 2 radio ads and 2 TV ads (or storyboards).
A brief statement of how you plan to assess whether you have met your objectives.