STCO 658

RESEARCH PROJECT: “AN INTRODUCTION TO IMC CAMPAIGN

DEVELOPMENT” E-BOOK ASSIGNMENT INSTRUCTIONS

OVERVIEW
Throughout this course, students have encountered key concepts related to IMC Campaign
development. The following assignment requires students to reflect on these concepts and apply
them to the marketplace. Thus, this assignment helps students fulfill the first three learning
objectives of this course: identify key concepts related to IMC, analyze how these concepts can
be utilized to develop IMC campaigns, and how to strategically align said concepts to companies
within a specific market in order to reach specific communication objectives. In order to
accomplish these objectives, students will create an aesthetically pleasing e-book that provides
IMC campaign development guidance for companies within a specific niche. The following
assignment also serves as a portfolio builder for those hoping to enter the marketplace like a
professional.

INSTRUCTIONS
For the Research Project: each student must create an e-book that visually highlights and
describes several key concepts from our text. The e-book must be directed towards a specific
niche market (e.g. real estate, footwear, sports, etc.). The number of pages for each e-book will
most likely fluctuate between 18-25 pages, depending on how carefully students present and
articulate their information. Students are required to cite a minimum of 15 different sources in
their e-book. Although direct quotes are not allowed from our textbook, student are encouraged
to quote experts in the field when it comes to clarifying or promoting specific perspectives in
their e-book. All paraphrasing and summaries must be cited in APA format. Additionally, since
students will ideally place this e-book in their professional portfolio, the use of copyrighted
pictures is strictly prohibited (unless students pay the licensing fees to use them).

Here is a general break down of topics students must discuss in their e-book. The layout, format,
style, order, etc. is completely up to the student. That being said, each topic listed here, should be
included in each students e-book in order to receive full credit. Again, page suggestions are
merely estimates and may vary depending content, layout, and execution. Please let us know if
you have any questions regarding this assignment. We are here to help. Enjoy the process! You
will do great and potentially have a portfolio element worth bragging about when done.

A sample outline for your research project is located on the next few pages. Please review them
carefully and let me know if you have any questions. Thank you.

(Note- Canva is a great option for those who might lack the necessary skills to develop visually
stimulating content. Please explore this application as an option for this research project).

Please use the following structure for your e-book.

- Cover Page- Clear title page that provides the topic, purpose, author, motive for
publishing, and personal brand logo
o Example of useful information on your cover page:
 STCO 658

 An Intro to IMC Campaign Development; A Practical Guidebook for

Developing IMC Campaigns to achieve marketing and communication
objectives within the Real Estate Market
 Jason Leverett, Future Thought Leader in Strategic Communication
 Liberty University STCO 658 Final Assignment
 Nice logo
 (Please note: this is simply referring to key information that is needed on
page one. The layout and design is up to the student).

- Second page- Suggested Table of Contents structure and topics

o The Evolution of IMC and its current status in the marketplace (1 page)
o Promotional Mix Review (2 pages)
o Available Touchpoints and Contact Tools (3 pages)
o Situation Analysis (2 page)
o Communication Objectives and Budget (1 page)
o Communication strategy and program (4 page)
o Program implementation (3 page)
o Monitoring and Evaluations (2-3 page)
o Advertising and Promotional regulation and ethics (2 pages)
o References (2-3 pages)
- Remaining Pages- The fulfillment of the Table of Contents

More info: https://youtu.be/SgkQhMHoqLQ

The following page provide even further guidance regarding this table of content and key
concepts that should be include and discussed in your e-book.
 STCO 658

Elaborated Suggested Table of Contents for E-book- In order to help you further, I have
provided an elaborate breakdown of the table of contents. Students should keep their table of
contents in their e-book streamlined and simple. This elaborate breakdown is merely provided to
help guide students through key concepts that should be addressed in their e-book.

- Elaborate Suggested Table of Contents structure and topics

o The Evolution of IMC and its current status in the marketplace (1 page)
 Definition
 History
 Current status in the marketplace
o Promotional Mix Review(2 pages)
 Advertising, direct marketing, digital/internet marketing, sales promotion,
publicity/public relations, personal selling
o Available Touchpoints and Contact Tools (3 pages)
 Paid- key terms and uses (pros/cons)
 Television, radio, magazines, newspapers, outdoor, direct mail, in-
store media, online banner ads, videos, paid search, social media
ads
 Owned- key terms and uses (pros/cons)
 Website, microsites, mobile apps, social media (e.g. facebook,
twitter, instagram, snapchat, etc.), blogs, brochures, in-store
displays
 Earned- key terms and uses (pros/cons)
 Word-of-mouth, social media mentions, comments, shared videos,
pictures, posts, reposts, online reviews, online communities, media
coverage
o Situation Analysis in real estate(2 page)
 Internal marketing audit (for a real estate company)
 External analysis in real estate (i.e. market competition and environmental
factors)
o Communication Objectives and Budget for a real estate IMC campaign (1 page)
 Direction, time frame, and mechanism for measuring performance
o Communication Strategy and Program for a real estate IMC campaign(4 page)
 Major selling idea, selecting target market, consumer decision making
process, creativity and message development within the real estate market
o Program Implementation for a real estate IMC campaign (3 page)
 Media planning, selection, and execution- media mix, target market
coverage, geographic coverage, scheduling, reach versus frequency,
creative aspects of mood, flexibility and budget considerations
o Monitoring and Evaluations (2-3 page)
 Feedback
 Source factors, message variables, media strategies, budgeting
 Feedback Tools
 Laboratory methods
 Field methods
 STCO 658

 Posttests
o Advertising and Promotional regulation and ethics (2 pages)
 Regulation
 Ethics
o References (2-3 pages)
 20+ references