BHO2265 INTEGRATED MARKETING COMMUNICATIONS

ASSESSMENT 1 OF 2021

STUDENT ID AND NAME OF THE STUDENT (S)

AGENCY

CLIENT

TAGLINE

TARGET MARKET

CAMPUS

LECTURER

TUTORIAL SESSION

Page 1 of 10
Executive Summary (Max 200 words). To be written once you have finished part A and

it is different to an introduction.

Briefly describe the scope, analysis and recommendations of the IMC plan to senior

management. In here you must state the problem, how would you solve the problem

and budget to solve it.

Take a look at the example in page 500 of your textbook

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Unique issue 1-Situation Analysis around the campaign

A good campaign is designed according to the background information obtained about

the topic of interest. In this case, you are free to name your campaign that resonates

with the topic. Perhaps, you would like to start by researching similar campaigns ran by

the government and or other institutions and their objectives, target market and how the

message was communicated to the audience in the past. You might like to support your

choice with reliable sources of information ie; government data, statistics, other

campaigns and literature.

For example; you might like to outline your research following this structure:

Campaign A: general description including the problem, theme & tagline -

communication objectives-target market-message delivered. All supported by sources

of information

This section should be as brief as 200-400 words and good examples can be found in

Ch14).

The following items 2-4 belong to your own campaign

Unique issue 2 Product, target market, positioning and communication process:

PRODUCT

Review the definition of a service (core-basic-augmented) and describe your service

(campaign). This information can be found in your Introduction to marketing textbook

you bought for the unit BHO1171 of the same name.

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The following are some questions that you MIGHT like to address, but only, if they are

appropriate for your campaign:

Does the campaign solve a problem for a segment? State the problem and the

segment, Perhaps, you might like to add some statistics about the size of the segment

and how much value can the campaign bring to the citizens wellbeing.

What are the attributes that make the campaign distinctive?

Do those attributes add value to the campaign?

What does the campaign say about itself?

Can the consumer find the solution in the campaign?

If you are looking for more inspiration This section relates to IMC and Brand equity

(Ch14 pp.503)

TARGET MARKET

Describe at least 2 potential segments for your campaign (must utilise Chapter 4). Ask

yourself who most likely would benefit from this campaign. Use the segmentation bases

(ie., psychographics) to create a profile for your segments and consider using the

segments previously developed by Roy Morgan (ch4 pg 127-129) but only if they are

appropriate.

You MIGHT like to use the following table to describe your segments

Choose what segment (only one) is feasible to attract with your IMC plan and provide

valid reasons for choosing it.

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 Bases of Segment 1 Segment 2 Optional Segment 3

segmentation

Do avoid terms as ‘high social class’ if you don’t attached a meaningful definition

therefore, read chapter 4 before attempting this section as we are looking for example;

feelings, thoughts, behaviours, attitudes characteristics.

POSITIONING

Brand Positioning relates here to the ‘meaning’ of your campaign’ in consumers mind

versus the ‘meaning’ of consumers memories of previous or similar campaigns. Your

situation analysis brought this information for you and therefore, your situation analysis

and this section must be linked to each other. If the brand positioning is correctly done,

then the uniqueness of your campaign will be spelt out from the perceptual map (Ch4)

Create a perceptual map of your campaign using the Excel formulae provided for you in

the tutorial and visible in VUC. Do not use quality/cost as the perceptual map

dimensions. If you do, no marks will be given in the entire section. You must consider

campaign image, brand equity and or characteristics of the campaign but as perceived

in the eyes of the consumer (Ch14pp.503).

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COMMUNICATION PROCESS AND PERSUASION OF THE MESSAGE

Elements of the communication process: To understand the communication process

you are asked to develop your own model of communication process. Some help can

be found in Ch 2. In this section, you need to determine the elements of the

communication process shown in Fig 2.1 of your textbook in page 45. The style of your

answer must be related to what it is observed in Ch14 pp.503 in section 3.1

Communicating a shared meaning . This section can only accept between 30-40

words and you MIGHT like to use the following framework

Communication process:

Persuasion:

Unique issue 3 persuasion-message factors: In order to call the attention of a target

market and guide its response, we must understand consumer’s attitudes and

behaviours. Your campaign must influence consumers’ attitudes and behaviours and

your job is to identify for the selected target market potential persuasion tactics. Your

campaign must develop meaning in the receiver; therefore, you must explain how

consumers attitude affect the message reception and persuasion, and how likely you

expect your audience to react through a specific consumer response model (Chapter 3

and Fig 3.2).

This section follows the content of the textbook Ch 3

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The role of the receiver (target audience) in persuasion

Persuasion tactics: they are tools that marketers use to influence behaviour and your

task here is to determine the best persuasion tactic for your campaign.

You can choose from:

1. Reciprocation

2. Commitment

3. social proof

4. liking.

Your persuasion tactic must be justified with literature and accompany with an

illustrative example. In this case you can use canva https://www.canva.com/ or an

alternative platform to create your graphics.

There are two more alternative persuasion tactics marketers use to be heard in a

clutter environment

a) Consumer brain orientation: Another tactic to influence behaviour is to

determine if the consumer’s brain orientation is set to right (rational) or left

(feeling). Choose one, justify your choice and illustrate this as before.

b) Product involvement: Another tactic to influence behaviour is to determine the

level of involvement of your target market to the theme of your campaign. How

the consumer will consider your campaign message based on attributes of your

campaign and the problem. You must illustrate the sequence of event of the

decision of the consumer to attend to your campaign. For an example look at pg

77 of the textbook.

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Attitudes of consumers: Attitudes precedes behaviour therefore; attitudes must

be identified for your campaign.

Attitudes are important because they influence behaviour, learnt and mostly stable. In

this task you must utilise the tri-component model of attitudes to create favourable

attitudes to your campaign or perhaps change a negative attitude of your selected target

market (pg86 attitude change strategies).

Look at fig 3.6 the tri-component model of attitudes and explain your case in a similar

figure. In addition, illustrate this with your own example.

Consumer Response Models: After persuading consumers through the right attitudes,

you must decide how you want your consumers to react to the message of your

campaign.

The textbook offers a wide range of potential type of responses and therefore models. It

is your task to choose one and illustrate the response of your target market for your

product.

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Unique issue 4 determine marketing communications objectives & budget: The

communication objectives must align with the problem identified.

Please refer to the material available in tutorial of week 3 materials on VU Collaborate

and instructions in class.

However, important information is described in ch5. For example, marketing

communications have functions that are linked to the IMC objectives: Informing,

persuading, reminding, adding value, assist the company with other mktg efforts.

Therefore, it is imperative that you read Ch 5 before setting your objectives especially

pages 166 in setting objectives, setting achievable mktg communication objectives pg

168-169. Please number your objectives.

You can set your objectives according to the following table

Objectives What will be done Who will when Approximate

What marketing perform the Budget to

communication mix objective achieve the

would you use to objective

achieve the objective

Choose from or a

combination:

Advertising, PR, SP,

SM & Digital

MKTG,POP,DMKTG,

Page 9 of 10
 PS, Sponsorships.

Reference List according to VU Harvard Reference Style

Important note: while this plan has been designed with a practical purpose each

section requires you to read the literature and support your arguments with at least 8

Academic Peer Reviewed Journal articles as a minimum requirement. Your

literature must focus on readings from 2016 onwards. Make sure you have read

these articles and have them logically placed in your document. A guide of how

to reference is available from VUC and here

 https://www.vu.edu.au/library/get-help/referencing/referencing-guides

The scene is now set for Part B in which students will develop the Creative Strategy.

Appendices.

Copyrights reserve to the author Dr Rosa E Rios. Melbourne, 10th July 2018 and

any further versions.

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