North South University: Course: MKT 337

Final Project Guidelines

Total Marks: 50
Weigh 15%

Title: Develop an IMC campaign for the brand you are assigned with.
Report Guidelines:

1. Company Overview (brand personalities and positioning) (1)

2. Define (income/ occupation/ gender/ age/ behavioral) the Target Market/audience for
this campaign (2.5)
3. IMC Objectives: what are the IMC objectives (SMART) you want to achieve through
this campaign( customer response process model specific and tool wise? (2.5)
4. What are the contact points? What are the tool specific strategies to cover each point?
(2.5)
5. What IMC tools (6 tools and Support Media) are you using to achieve your objectives
at different stages of the response process for your product and how? Make sure you
are integrating them all. (15)
6. Develop source, message, appeal, theme, slogan, major selling ideas and execution
style (based on different ways to present message: ch 9) for the ad. (10)
7. Create a Media Strategy ( using the 8 factors) for your IMC campaign (10)
8. Prepare a Budget Sheet(production, media actual n relative cost analysis) for the
IMC campaign. (use break downs) (3.5)
9. Evaluation and Conclusion (2.5)

Word Limit: 6000

Submit me a soft copy of your report through turnitin (plegarism checker) and a
hard copy in the class.

Report Submission date: second last class